Soft text Promotion: an experience course with soft text

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Before I begin to write, I would like to ask a few questions, I hope that the big thinking:

1. What is a soft text?

2. What is the use of soft text?

3. The importance of the soft text?

4. How to write soft text?

5. What should be paid attention to when using soft text?

6. The future of soft paper?

What is a soft text?

1. As the name suggests, it is relative to the hard advertising, by the company's marketing planners or advertising agencies responsible for writing the text ads. Compared with hard advertising, soft wen is called soft, the subtlety lies in a soft word, like the cotton in the possession of needles, not exposed, grams of invisible. Wait until you find this is a soft text, you have been cold stare into the carefully designed soft text advertising traps. What it pursues is a kind of breeze, the effect of the silent spread. If the hard advertising is Waigu Shaolin time, then, Soft wen is petitions, softness Wudang Boxing, carrot and stick, both internal and external repair, is the most powerful marketing means. Soft Wen only so highly praised, the first reason is the effect of hard advertising, the cost of television media rose, the second reason is that the media initially to soft text charges than hard advertising to lower a lot of money is not very strong in the case of soft text input and output more scientific and reasonable. Therefore, enterprises from all angles are willing to use soft wen test water in order to enable the market to start quickly.

2. There are two definitions of soft text, one is narrow and the other is generalized. 1. Narrow sense: Refers to the enterprise to spend money in newspapers or magazines and other promotional vehicles published in the text of the advertising. This definition is an early definition of the so-called paid text ads. 2. Broad definition: Refers to the enterprise through the planning in newspapers, magazines or networks and other promotional carriers to promote corporate brand image and visibility, or can promote enterprise sales, but a promotional, interpretative articles, including specific news reports, in-depth articles, paid short advertising, case analysis and so on. Soft text advertising is to use less investment, to attract potential consumers eyeball, enhance the sales force of products, improve the reputation of the product, in the soft Wen, to achieve strategic tactical objectives of the product to guide the purchase of consumer groups ads. (We're talking about the second kind)

Two. Types of soft paper

Although the variety of soft wen, but ça, mainly in the following ways:

1, Suspense type: can also be called set asking. The core is to ask a question and then ask yourself a question around it. For example, can human beings live forever?, what made her reborn?, psoriasis, can really cure? And so on, by asking questions and focusing on the advantages of this approach. 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 halo effect of products and the mystery of the consumer psychological strong hint, so that sales become inevitable. For example, 120 million of the secret to buy, magic plant insulin, the Indian secret. 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 due to the large amount of information transmission, targeted, of course, more can be connected to the soul. Husband, smoke can not quit, wash the lungs, women, your name is Angel, to those who fight pox ' youth, and so on, the most emotional characteristics is easy to play moving, easy to enter the hearts of consumers, so emotional marketing has always been a panacea for marketing test.

4, intimidation: The threat of soft text belongs to the emotional appeal, feelings tell beautiful, threatening direct hit soft rib high blood lipids, paralysis of the precursor!, God, bone hyperplasia killed 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 wen often follow up in the above several soft wen, Beijing people snapped up * * *, * * *, in Hong Kong sold crazy, three times a day, Xidan a factory emergency ... Such a soft article or directly with the promotion of the use of, or is to use the purchase of products in short supply, through the comparison of psychological, influence effects of a variety of factors to promote your desire to buy.

The above five kinds of soft wen is not used in isolation, is the enterprise according to the strategic overall progress of the important campaign, how to use is the layout of the problem.

Three. The role and importance of soft paper

1 brand, virtually the display of brand, but also the most free way to promote. When your domain name, your unique logo has been cited countless times, we are also familiar with. and concerned. When someone mentions you in that area, when you talk about or refer to your domain name, your site, you laugh behind your back.

2 direct clicks, because you are virtually the URL, your invisible product, triggering the user's curiosity, and direct users. Many forums, blogs, are the default WWW chain contact form.

3 search weights, generally difficult now, in the www.zhucheng168.com, in addition to the article, or the editorial communication, can leave a link, others have canceled the display of the connection and only retain the URL. When your article, was reproduced 10,000 times, it means that you added 10,000 chain, this is what concept ah. In the forum a lot of people sell beautiful pictures, such as keywords first site, are also used to do SEO.

I also often analysis: why a lot of webmaster do not want to see soft wen. Dislike Soft Wen? That is because the owners of the competition is sensitive, do not want to see other people's ads, and do not want to set someone else's homepage the same. This is the same in any industry, so be brave in the face of peer criticism. A lot of articles in the vicinity of a URL, webmaster will immediately feel is advertising, this is normal, because the grassroots webmaster itself is a new type of industry, which industry is not dead after a lot of veterans to spread out AH. Tong SEO grassroots Pioneer, was scolded to death, Xingdong blog pioneer, also be scolded half dead ... Write soft article in the field of the pioneer is your webmaster, first do a good job of the preparation of scold half dead.

Four. Soft writing key points analysis

Soft writing is a science, and there is always a law to follow after science. Is not advertising is worth advertising, you should know: advertising is annoying! The importance of soft text no need to say! How to gently advertise your website or your product to people.

1, first you have to understand yourself, more than others know yourself!

有人曾说,世界上最难了解的人其实是自己.怎么了解自己?多问自己几个"什么","怎么"和"为什么":我的网站是什么?网站名是什么?关键字是什么?什么人会到我的网站来看?他们其中的什么人会成为注册用户? 注册用户里又是什么人会进一步成为我的客户?客户里谁可能掏钱?注册流程简单吗?哪些问题会引起用户的抱怨?怎么解决它们?通过这一连串的问题,你就对你的网站的定位,盈利模式,哪些流量是优质流量,是你应该鞠躬尽瘁去争取的? What are the non-essential garbage flows? What kind of SEO strategy should you take? You might ask: what does this have to do with soft writing? Of course it is! And it's important! How can you recommend it to others?

2, you have to understand your soft text audience.

谁可能看到你的大作?他是谁?他需要什么?他为什么需要?他看了软文会进我的网站吗?进去之后,是"发现上当"马上走人还是继续看我的网站的其它内容?相应的我应该准备什么大餐恭候他?掌握这些信息,有助于你有的放矢.以上两步, You are the enemy, for you to do a solid foundation of the victorious! But you don't practice fake handles.

3. What do you want to write? should be soft text on the site type, soft Wen audience comprehensive consideration.

For example, the construction of the station class soft Wen, to send to the webmaster network, it doesn't make sense to send it to the Entertainment forum. Conversely, has decided to send the station NET, the most popular is "the tutorial", according to my textual research, stationmaster to comment class article not too cold, unless is Liu Huafang, Liu Xingliang such famous person. Helping others is helping yourself, This is the purpose of the tutorial class soft text. Of course, everything is not absolute. Webmaster Network had a "female adsense rent Boyfriend Notice", is to do the opposite. It seems to be an advertisement, but it is a very classic soft text. A lot of people go to top stickers, reported height and weight measurements. Good results have been achieved. In fact, the author of the soft paper is also to know the personal webmaster's bottom : The majority of men, and more lonely and stuffy.

4. Title, the title of the soft text is divided into the main and the two parts. The requirements of the main mark to seize the eyeball, to be shocking, not mediocre without singularity. The title of a knife like 80 million human bones is definitely a soft article. Sub-standard requirements to explain the problem, the general strong, to the long article into several parts, in order to enhance the reading.

Especially do not emphasize the importance of soft text headlines, because only your title by the consumer recognition, in order to attract consumers increasingly picky, noble eyes, so that consumers accept your advertising content to become possible. Therefore, you must carefully design your title, advertising soft text title roughly there are several forms:

1 Straight-forward: a straightforward introduction of soft topics, more for over-the-counter drugs and health food; If your title is not clearly communicated to the interests of your product target consumer group, it is best not to take this form of title.

2) Shini-style: Using the form of questions, metaphors, exaggeration, personification and other forms of covert tagging title, to induce consumer interest, thus accepting your advertising content; This kind of title way soft case, examples, because this kind of title form and soft text advertisement itself function and nature more close.

3 Thunder Drizzle type: This kind of title form is the combination of the above two ways, design a main title and a subtitle compound, the main title is usually Thunder bursts, subtitle is usually drizzle, thunder is people have to care about this kind of natural forces of the noisy, continuous drizzle always guide people getting better.

Advertising soft text title form must be creative, as long as you to the consumer of the psychological attack, you can receive unexpected returns.

5. The main body of the text at the beginning of the most appropriate, put your opinion directly thrown, and then points out.

1) Pay attention to literary talent into a misunderstanding. Easy to understand! That is, not obscure, so that people can not understand. But it is not too popular, look at the people yimushihang. So he swept your portal to the past, you did not write? In the article inside a few alignment punch line, the reader's eyes tripped. What is a tutorial? To people who don't understand. That requires you to know what you're writing, and have their own opinions. Or what you write is very interesting. In a word, we have to be useful to everyone. The most taboo uninformative. Tutorial is the most attractive, but also the most can be reproduced, turn more, the role of soft text is reflected out! Finally, You have to have some reservations about what to say, what the reader is going to do with your website? This is similar to the marketing effect of blogging.

2 The core content of soft text or a sales advocate USP, that is, must have a core selling point, a sufficient to produce sales of the deep-rooted reasons, or reasoning or emotional, the ultimate goal is to achieve sales. Do not taboo paper-style soft wen (reason too strong, unattractive) and whining (lack of fun and sales force).

3 Soft writing has a central feeling (or experience) as the center, two basic points to create demand and guide consumption. The so-called feeling center, take the health market as an example, to highlight the personal feelings of consumers, the feelings of illness, treatment feelings, the use of products such as hearing, visual, tactile aspects of the beginning, we must write the pain of the customer, to through the feelings of your target crowd into your set of thinking circle. On the contrary, leave the feeling, your thinking again rigorous, your feelings again true, also difficult to make customer demand change urgent. Manufacturing demand and guiding consumption are the purpose and purpose of soft text, soft writing is also the details of the grasp, how to change the feeling into the reason for consumption, the weak demand into strong demand, from the content of the soft text, layout, thought and color in all aspects of the start, so that it becomes a rigorous scrutiny of the ideological system.

Six. The development trend and future of soft paper

1. Soft Wen from 99 to achieve the brain platinum has been crazy for 6 years, 99-2000 years is also the first soft Wen climax, the enterprises began to attach importance to soft and active imitation; from the 2002 Tsinghua Tea version of the whole model began to enter another climax, professional soft writers and team began to surface. But from 2003 onwards, soft Wen's glorious period has passed, entered a smooth period, soft media also began to rise, almost with hard advertising flat, so that soft Wen was forced to start innovation.

2. The potential for the development of planar soft paper is limited, with the prosperity of network and entertainment culture, the future development direction of soft paper is the latent type of advertising the use of soft writing to every aspect of marketing, similar to the big shots and the world without thieves of soft marketing will be the only way for Chinese enterprises.

3. The development of the future network of soft paper will have a large market, in this information explosion of the network era, whether it is a TV shopping guide, or newspapers, radio, advertising gluttonous feast need to guide the soft, the current many it Web sites, are mainly soft text guidance, but commercialization, we have been accustomed to. A very simple example, when you are not familiar with IDC, when you are not familiar with the domain name How to bind space, you see a very detailed introduction of how the domain name space binding, how to space resolution of the detailed steps, you learned the time, if this time there is an IDC domain name Purchase link, certainly to the novice webmaster, is a very good guide and a very valuable guide. Similarly, the future can release soft paper market platform, such as such a local information portal, will also have the development of value, domain class, such as business information Industry information, domain information, the region will be the gathering point of travel. There are interested in information platform can be a lot of dig.