Novice webmaster to the soft text of a little understanding

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

What is the soft text, I understand that through the text of their own needs to promote the product display in front of the audience, rather than a very straightforward bare expression. Soft Wen is actually a kind of advertising, you can say that the evaluation of any product on the network description, whether in the portal site, or in personal blog, a large part of the soft text.

The role of the soft text:

1, the role of publicity.

To publicize the enterprise, promote the entrepreneur, publicize the enterprise activity, publicize the culture of the enterprise, publicize the product knowledge, publicize the event and so on.

Publicity plays an important role in advertising and PR.

Soft text advertising or PR soft text is intended to promote sales directly or indirectly, in order to maintain corporate image or build brand and write, to optimize the spread of quality, amplification of the effectiveness of the transmission effect.

2, the role of sales.

Soft marketing affirmation has the role of sales. Specifically, such as the promotion of Web sites, marketing products or services, writing sales letters, etc., we can also optimize the soft, set the corresponding keywords, search engine retrieval to improve the ranking of the page, in order to marketing products or services, or through the guidance of soft text to optimize the web copy, improve the conversion rate of the site.

3. The role of trust.

Sales based on trust, it is easier to sell things to friends and family than to strangers, because they believe us. and soft marketing is to create a trust through the output of an article, when the consumer's mind to believe that a certain product, when the demand arises when the sale of the transaction date.

Soft Wen from the beginning is to get rid of the shadow of advertising, so soft text advertising soft very attention to concealment, the so-called "petitions" or "innuendo", "smooth things quiet" generally affect consumer decision-making, and ultimately achieve the goal.

4. The role of integration and interaction.

Soft as water, to the external edge of the internal cause of change.

Soft text can be everywhere: Web pages, emails, blogs, evaluations, messages, banners, signatures, answers, entries, mobile phones, instant pass, etc. Soft paper can be integrated with their marketing promotion.

Several forms of soft paper:

1, Suspense type:

It can also be called a set of questions. The core is to ask a question and then ask yourself a question around it. For example, "Man can Live Forever?", "What makes her reborn?", "Psoriasis, really can cure?" And so on, by asking questions and giving attention to making this way an advantage. But we must master the heat, the first question to be attractive, the answer should be consistent with common sense, can not be riddled with loopholes.

2. Story Style:

By telling a complete story to bring out the product, so that the product "halo effect" and "mysterious" to the consumer psychological strong hint, so that sales become inevitable. For example, "120 million can't buy the secret ingredient", "the magical plant insulin", "The Indian secret" and so on. Storytelling is not an end, the product clues behind the story is the key to the article. Listening to the story is the oldest way to accept knowledge, so the story of intellectual, interesting, reasonable is the key to the success of soft.

3. Emotional style:

Emotion has always been an important medium of advertising, the emotional expression of soft text because of the large amount of information transmission, targeted strong, of course, can also be connected to the soul. "Hubby, Smoke can't quit, wash the lungs," woman, Your name is Angel "," to those who fight ' acne ' youth ", and so on, the most emotional feature is easy to play moving, easy to enter the hearts of consumers, so" emotional marketing "has been a panacea for the marketing test.

4, Intimidation type:

Threatening soft Wen belongs to the anti-emotional appeal, the emotion tells the good, the threat direct hits the soft rib-"The high blood lipid, the paralysis precursor!", "God, bone hyperplasia kills people!", "wash out a bucket of oil." In fact, the effect of intimidation is more than praise and love more memory, but also tend to be criticized, so be sure to grasp the degree, do not overdo.

5, Promotional Type:

Promotional soft text is often followed in the above several soft text results-"Beijing people snapped up * * *", "* * *, in Hong Kong to sell crazy", "one day off the goods three times, Xidan a factory emergency" ... Such a soft article or directly with the promotion of the use, or use of "buy" to create a shortage of products, through the "Comparison of Psychology", "influence effect" a variety of factors to promote your desire to buy.

6, News-type:

The so-called event news body, is to seek a basis for propaganda, by the way of news events to write, let the reader think as if it was just happened yesterday. Such a style of enterprise itself is the embodiment of technical force, but, caution copy to combine the enterprise's own conditions, and planning to communicate, do not write freely, otherwise, most will cause negative effects.

The eight skills of soft paper operation:

1: The soft text advertisement plan in advance

Soft-text advertising is the specific performance of the advertising target soft culture, and the advertisement is the product of the brand target and the advertisement of the sales target, finally, to achieve the goal of building the image and profit, therefore, the soft text advertisement should follow the rules of the Plan, Organization, implementation and correction.

Soft text advertising program from the Enterprise advertising strategy, good at operating soft text advertising companies are very strategic enterprises, but also proficient in low-cost operation of enterprises, but rely on soft advertising and rapid growth of enterprises are not many, why? Because most companies do not do a good job in the soft text advertising program. The soft text advertisement plan is the foundation of the soft text advertisement operation.

2: To the soft text to a news title

The release of soft text advertising is the demand of enterprises, but to achieve the brand propaganda goals or product sales goals, but the writing of soft text ads first need to consider the needs of readers.

As for the whole soft text ads, the title is like "face", whether or not to attract the reader's attention depends on it. Of course, just to attract attention is not enough, the title should also allow readers to be tempted, and produce "Let me see" desire.

3: Organize the body structure with the news body

With a good soft title, can only calculate half of success, to allow readers to absorb more soft text information, soft structure is essential. But most of the company's planning creators do not know news writing, even for corporate services planning or advertising company's creators do not know news writing. There is really a shortage of people in this area, regardless.

4: Good at using news idiomatic words

In the process of writing soft text, we should be good at using some of the words used in the news to enhance the "journalistic nature" of the text, how to use good news words?

Time, place vocabulary: such as "recently", "Yesterday", "Just xx Time", "X month X Day" and "in our city", "xx shopping mall", "lives xx Street xx" And so on, these time and the place concept can guide the reader to produce with that time, the place correlation Association, deepens the impression, the dilution advertisement information.

5: The advertisement information should skillfully merge

In the process of creating a soft-text advertisement, "What to say" and "How to say" are two important factors that the creators should consider first.

The first is "what to say". This is also an important link to fully integrate information resources. But we have seen most of the soft text ads, to seek great perfection, there is a most important information submerged in the "novel" feeling, but not worth the candle.

6: Follow the news typesetting style design

Soft text advertising layout design is also learned, the author based on many years of experience in the operation of soft text summarized as follows, only for reference and discussion.

Fonts: headings (including primers and subtitle, subheadings), and body fonts should be consistent with the press fonts used by the publishing media. The decoration of the font (such as shading, shading, stereo, etc.) should be consistent with the design style of the news.

Font Size: In addition to the design of the font and news consistent, the font size and news articles used to the same size, so that the overall audience will be "like news."

Columns: For a longer soft document (generally 800 words or more), in the design of the column processing. In the column, you should refer to the distribution of the media column way, strictly grasp the length of the column width of each column. In general, each edition of the newspaper is divided into five columns, each column is about 6 centimeters wide, each edition of the tabloid newspaper is divided into four columns, each column is about 5.5 centimeters wide.

Borders: Each newspaper's news section has a fixed style, such as the news of the Chinese business newspaper is 3 mm gray (the color is green or blue), and the XI ' An evening news is a thick line border. BEIJING, Shanghai, Guangzhou and other parts of the newspaper media are also not the same, even without borders, these are soft text advertising layout design to refer to the details.

Leading, kerning: Generally speaking, the line of the news body is generally 1 mm, 1 centimeters within the distance can only be three lines of words. The word distance is generally less than 1 mm, 1 cm can be 3.5 words in line.

Soft text layout design strict control of line spacing and the density of the word, and then match the font size of the same, sufficient and press releases are no different.

7: When released and news stick together

If the achievement of something needs "timing", "Geography", "People and" words, the successful release of soft text ads also need to be so. The author thought, the soft text advertisement should and the news stick together, mainly is the release when "The Weather" and "The geographical location", as to "the person and", will be elaborated in the next section argument.

"Timing": mainly in the Enterprise release soft text ADS to release the opportunity to grasp and the hot news at the time of the ingenious follow. When the news media in the continuous "fry" an important topic, the enterprise must quickly make the strain, writes with this topic similar soft text carries on "The follow suit", like this will "fry the tofu into the meat".

8: Media PR work is essential

Corporate Media PR is a long-term work, pay attention to publicity enterprises are good at using media resources.

The focus of media PR work includes two aspects, first, interpersonal relations, and then business cooperation. Interpersonal relations, can be a group of companies to focus on their own reporters, editors, can at any time the enterprise, need to publicize the information without hindrance through their implementation of the release. In turn, the media also need a variety of news information, as long as the relationship between the good, regular communication, journalists or editors in soliciting contributions, also will he understand the corporate information organized into the news.

In interpersonal relationship, enterprises should have a group of media friends, even if not purely for the release of news or advertising, regular communication for the enterprise correct, reasonable, effective understanding of media information and use of media resources are also good, and some enterprises are very good with the media friends to explore a broader range of content.

Soft Writing Taboo:

1, bogey confidant don't know that

Usually the soft writer will be to preach the product to do in-depth systematic research, doing so is to write flesh and blood, vivid and expressive of a good soft text of an important factor, but often overlooked another important factor-the market situation investigation. Should grasp the market hot spot, grasps the target audience to the product most concerns what, is easy to accept the dissemination way is what and so on question.

Otherwise, even if you wonderfully, if you can not cater to consumers will not have the desired market returns. For example, a mobile phone store for a woman dedicated mobile phone to do a soft text propaganda, they learn more about the cell phone with a lot of new features and high-end configuration, so soft writing content will be around these new features, high configuration for the appeal, the text of the new mobile phone features high configuration and the same file models to compare advantages, Write very in place, can be published after the market reflects flat, the problem is in the text of the fencing of the target market to understand not enough-female consumers are not very interested in mobile phone powerful, and more concerned about the phone's style is beautiful, trendy, small and so on. After adjustment, the new composition of the soft text spread positioning in the "petty bourgeois make-up bag" (the phone has a screen + mirror function), do not ask everyone to buy, because this may not be all to buy. Positioning crowd characteristics are: middle income, young and the pursuit of popular, fashionable petty bourgeoisie, soft wen focus on describing the model of stylish and elegant design and petty bourgeoisie of the inner temperament of the harmonious collocation and female make-up can do mirror function. After the soft paper is published, the market reflects strongly, the same cost, the effect is very different.

2, avoid soft text writing ignore the title

Soft text is the title of the whole soft text of the most important, everyone read the newspaper is the first to see the title of each paragraph, interested in the next reading. The general reader decides whether to look at a certain content 70% is determined by the large title and subtitle. The title is the whole soft text of the point of the pen, so, in the title up and down.

3, avoid soft writing messy

Readers look at soft text ads usually have no patience, if not in a few lines to seize the reader's line of sight, the content of the back even if no more wonderful meaningless, to avoid the same as writing a bill, to refine the language, back and forth, so that a soft wen seamless.

4, avoid soft text communication without strategic planning

The purpose of communication is to be very clear, is to cooperate with hard to extend the spread of the media or to create a brand or news campaigns. Determine the purpose can be based on the purpose of the dissemination plan: what content in the interim, what content in the medium term, what content, and as the market changes, the program and content will be adjusted accordingly, and not a soft text or Han Xin disorderly soldiers.

5, bogey length too much

Today's fast pace of life, so that readers are accustomed to fast-food reading, see large text on the headache, even if the reading is difficult to read the whole article, let alone to read ads.

Increased the cost of the layout, but the effect is not good. Soft text to be short and concise, so that readers can quickly understand the entire content. Of course, such as drugs and other industries have their special characteristics of transmission, space may be longer, but I think, or as short as possible, if it is a very long soft text will be the entire content of a reasonable division, like writing-starting, bearing, turn, close, Ring ring clasp, clear, every word should not be too long, as far as possible with short sentences ( Each sentence is within 10 words best) so easy to read and easy to remember, naturally easy to generate reading interest. Trying to read your soft text is the easiest reading in the newspaper.