Marketing of soft paper under "Two biological bombs"

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One, what is the soft Wen marketing

Soft Wen is relative to the hard advertising, he has no direct advertising intent, but the advertising information cleverly into the article news, can be imperceptibly into the advertising information into the minds of customers, is a cotton hidden, grams of the enemy in the invisible.

Ii. the role of soft text

1. Make it easier for users to accept ads

Now there are too many advertising messages, consumers are very rational, do not like hard to sell ads, they are willing to find their own needs of information. So the soft text is not like hard advertising will be inconsistent with users, can let customers put down their hearts, easier to accept.

2. To bring users a good reading experience

Excellent soft wen most of them are authoritative, professional or interesting, entertaining, can give users a good reading enjoyment, so that users in reading soft text forget the existence of advertising, wholeheartedly into this enjoyment. So it is easier to get the user's favorite, get a good reputation.

3. Low cost, high bearing information and good effect

Ordinary advertising cost is very high, and can carry a very limited amount of information, especially in the paper media picture ads, some even only tofu size, by the layout and the word limit, can not fully express the advertising information. But the soft text advertisement input expense is low, moreover can carry the information to be big, the corresponding investment return is also much higher.

Third, "Two biological atom bomb" under the soft Wen marketing Science

Now refers to honor the parents of health care products, what is the first thing in mind? It's brain platinum, isn't it? How is it that the brain platinum is famous? People may say that TV commercials, indeed, are the propaganda effects of the bombing of the brain platinum to the peak. Many people take it for granted that the advertising has made the brain platinum, but many people do not know, the brain platinum hit CCTV advertising has been in a short period of three years to create 10多个亿 sales. At the beginning of the brain platinum not so much money to do TV commercials, what he fished to the first bucket of gold, is the soft.

Brain Platinum has a lot of soft wen, the most famous one is "two biological atom bomb", we can go to Baidu Library Search This topic can see the soft wen, next we will be through the soft text to analyze the soft Wen Brain Platinum marketing strategy, and then summed up our own point of view, to facilitate the integration of their own soft wen marketing.

1. Professional people do professional things

Melatonin initially invited 10 very powerful copywriting experts to write soft text, carry out the closed devil training, will these copywriting personnel in a hotel inside, according to the requirements of the brain platinum constantly create, but also to accept many high-level and local dealers audit, do not pass to write again. These talents will not be sold except for soft writing, will not run channels, will not PR, no other aspects of talent, their ability and energy are focused on the soft wen this piece, in fact, they are in the brain Platinum soft text throughout the marketing process as long as the responsibility for soft writing this piece on the line, subsequent media releases, Marketing planning and so on other professionals to carry out.

So the 1th conclusion we draw from this is that professional people do professional things.

Believe that we have a lot of friends are SEM team leader or network marketing Director, but in the process of promoting the website, many leaders have asked their team members to do anything, to analyze tools, to do the chain, to do the chain, to write a plan, so there is no way to focus on the real good parts, It also makes the whole team's work messy and not systematic.

So the operation of the SEM team should also be like producing a product, the implementation of the production of water, different parts to different people to produce, and then combined, not only can greatly enhance the efficiency, and because each part is to the professional people to do, so the whole result will be more professional, but also more systematic.

Each SEM marketing team must have a copy master, can be nothing else, but will write a soft text, write very good soft advertising, which is a key to the conversion of traffic.

2. Soft form of public welfare

The soft text of the brain platinum is mostly authoritative special news and some public health report, mainly in order to highlight an authoritative and commonweal, thereby weakening the advertising intent, eliminate the customer psychological distrust.

Brain Platinum in the original newspaper when the request can not be placed in a special advertising area, because in these plates is the advertisement, will cause the user's neglect or is disgusted, it treats the soft text as the regular news notice and the popular Science news article, puts in a regular news edition page, so on the massive rendering has highlighted his authority.

Draw the 2nd conclusion: in writing soft text to try to weaken the advertising intent, highlighting the soft public welfare, authority, Popular science, so as to obtain the user's favor and trust.

3. The release of the carrier precision

Select the release of the platform to be based on the nature of soft and soft text for the customer groups to choose, can not casually choose.

Brain Platinum Choice of soft text release carrier is a newspaper, one is because the newspaper is more centralized information, more authoritative media, in these suites published soft ads are not easy to be found by users is advertising. The second is because the brain platinum carefully studied its customer groups found that his client groups are mostly those who have higher income, filial piety, have the heart of society, like reading newspaper current affairs of some young people.

And the brain platinum in the choice of newspapers is also very cautious, request in the local 2-3 kinds of newspapers, and each of the media each week only 1-2 ads, each article occupies One-fourth pages, and this article can not be published in the newspaper advertising Corner, to be published in the formal health, social news section.

Come to the 3rd conclusion: Before the release of soft text to select a suitable soft theme of the release platform, careful analysis of soft paper targeted customer groups, to understand their life preferences, habits and consumer psychology, and then targeted the selection of a suitable carrier for the release, to achieve precision marketing.

4. Seize the consumer's pain point

Melatonin is targeted at people who eat poorly and sleep poorly. Have to admit that Shi Yuzhu is particularly shrewd, it is not just a businessman, is also a consumer psychologist, the new golden wine advertising, locked customer groups are those children, inside a slogan "You want to drink to find your daughter to" embodies the core is "filial piety", children see this advertisement do not buy are embarrassed. So it fully captures the customer's needs and preferences, seize the customer's pain point. Brain Platinum seized the pain point, is now children are busy, no time filial piety parents, so children will feel guilty, do not know how to make up for parents, so often in the ask, honor their parents what good? Shi Yuzhu answer, send the brain platinum.

The 4th Conclusion: write soft text to fully grasp the consumer pain point, consumer pain point is also our products or services exist value. Soft text can not only create advertising, should create demand, create value.

5. Binding with authorities

There is no contact or enquiry hotline, but it cooperates with the newspaper and publishes a revelation on the newspaper page with the official position of the newspaper. The sample is as follows:

Warning Readers:

Recently, since the newspaper published the Scientific knowledge of brain platinum, received a large number of readers call, consulting about the knowledge of the brain platinum, in order to be more direct and more comprehensive answer to the questions raised by consumers, special set up a hotline: *******, hope that the reader to consult the brain Platinum Knowledge Dozen This hotline. Thank you!

Melatonin has put the authority of this soft article to the extreme, with the newspaper agencies bundled with their position to publish the hotline, the effect is far better than their own in the soft ask the attached contact information.

Here's another successful bundled marketing case, last time browsing the Internet news, accidentally saw such a news, "Chongqing government in order to encourage SME e-commerce development, for Chongqing million enterprises to provide free website construction", after careful analysis of this is actually a business-to-business platform and the Chongqing government a bundle of ads. Use the government's Word-of-mouth to marketing their own platform.

Conclusion: Soft marketing also need to hold the celebrity thigh, the authority of Dongfeng, and the authority of cooperation, extensive network of resources, influence can be rapidly promoted.

6. Creating a new concept

Brain Platinum Soft. The most successful of the two biological bombs was that it created a new concept, "brain Platinum". What is brain platinum? It is said to be a particularly important brain cell body in the human brain, the main role is to prevent aging, the brain platinum supplements, you can anti-aging. Whether this is true or not, there is no scientific basis, unknown, but it succeeded in creating a new concept, and the concept of the successful implantation of the consumer's subconscious. Now we all know that the left-carnitine diet pills are particularly popular, then this type of slimming drugs also introduced a new concept called "left-carnitine." L-carnitine is a kind of amino acid to promote fat into energy, control this can thin down, in the end there is no scientific basis we do not know, but the L-carnitine weight loss drug has also succeeded in creating a concept, and the concept of the transformation into a real demand for consumers.

Conclusion: The excellent soft text knows to create a "concept", and use this "concept" to transform into a consumer's "demand".

7. Skillful circumstance force

Brain Platinum Soft with the help of the "cloning event" the wind, because at that time the cloning event is very popular, so the soft text with the cloning event will also be much attention, and then the cloning events and human health skillfully linked together, this soft Wen's attainments really can be described as a consummate ah.

Conclusion: Our soft text can be appropriately bundled with some popular events, festivals or news information classes. For example, before the "moon" event red all over the Internet, there will be smart psychologists began to "mental disorders" of the Moon Pulse diagnosis, released such as "Xiao Yue month behavior revealed the top ten psychological Ying" and so on the soft wen.

8. A gimmick

The title of the two biological bombs is very shocking, even if you do not read its contents, I believe that many people will immediately be attracted by this title, not only "two biological atom bomb", the many soft brain platinum has a gimmick title, such as "Human really can live forever" and so on.

Conclusion: Soft wen should not be too plain and simple, to be full of gimmicks, can seize the eyes of others at the first sight. This article by suki1987 (Boulatruelle) original release, reprint please indicate the source (www.toprank.cn), thank you!