Soft Wen Marketing Series: How to write a network of soft text

If we want to now see the various types of portal information classified by content, there is no outside the news, advertising and soft wen these three categories. Among them, "soft wen" this new content form began to occupy more and more important position, gradually become the important extension of enterprise news, http://www.aliyun.com/zixun/aggregation/9680.html "> traditional advertisement effective Supplement, In the network marketing era plays an irreplaceable role.

"Soft Wen" as the name suggests, can be understood from two angles. Compared with the hard news report, "soft text" not only has the basic elements of news, but also more flexible and diverse; compared with the purely commercial advertising copy, "soft text" has a high degree of credibility and clarity of news. For its purposes, "soft text" is the form of news to express the content of advertising. "Soft" subtlety lies in a "soft" word, like petitions, but not dew, grams of the enemy in the intangible, the pursuit of a breeze, the spread of the effect of silence.

The communication mode of "network Soft wen" is very different from the soft text of traditional media. In newspapers, for example, the main readers of the newspaper face the choice of information is limited, the reader's reading mode is linear browsing, so long as the "soft text" is large enough, the headline is sensational enough, generally will arouse the reader's attention. And the soft text of the network carrier wants to attract the netizen but far is not so easy. By the vast network of information flooded netizens have already formed only on the key word-sensitive jumping reading habits, almost all the network information, will only look at the title, read the forgotten. Unless a piece of information can become a hot topic, or worth being spread again, otherwise, people's sight will quickly across the title, 7 minutes after the impression quickly disappear.

So what kind of "network soft wen" can attract the attention of netizens, the most effective realization of its transmission effect? We will be the network soft text divided into subject layer, content layer, title layer, reprint layer of these several levels, chapter by section Analysis:

Occasion to take advantage of potential, use the event to occasion propaganda

Network is always not lack of topic, not lack of focus, now network events are endless, numerous, ups and downs, spectacular. On the one hand, all kinds of emergencies, social and livelihood events, the legal focus has been frequently exposed to the network, on the other hand, the network speculators every time the new generation of "sister Furong" pushed the saliva altar. The network soft Wen also should occasion take the potential, because the potential takes advantage, the keen discovery occasion opportunity, fully excavates the most appropriate cut-in point, the own product or the brand, skillfully unifies. However, it is necessary to pay attention to the network incident is always inevitable is not controversial, the wrong team, the opposition to the position may become the target, the effort.

Network news has already entered the era of reading, or video age is not too much, the network soft text as far as possible to be illustrated, complementary, to the picture and text in the form of a combination of messages. Pictures can be used in the form of cartoons, can also be a number of picture stories serialized form, but also can be exaggerated with the rich visual impact of the picture, or even the "surrealism" way to show the effect of the picture, as far as possible to attract consumer attention. Need to pay attention to the use of the picture and the content of the soft text, especially with the product properties have the same place, otherwise netizens read the window a close, soft effect is still unable to reflect.

Short, concise, short, short, long speeches

has long been accustomed to dot reading of the netizen to see a large length of the text on the headache, especially those densely-packed text is a large section of the discussion, not easy to let the Internet users point open the page, but because this burst into the eyes of the large paragraph of text and give up reading is the most regrettable Many writers mistakenly believe that the network advantage is the content scale unrestricted, the more detailed interpretation, the more effective. But in fact, although the network does not have the traditional media space restrictions, but the user's ability to withstand the information is insurmountable boundaries, the size of the soft text should not be reflected in a single article, but should reflect the overall number.

Therefore, in the "Web soft text" Writing, we should strive to be short and concise, so that readers can quickly understand the entire content. Some types of soft text are difficult to express in short language, similar to the medical profession, involving the principle and treatment, the length may be longer, for this kind of soft text, you can be the entire content of a reasonable division, with small headings and small paragraphs will be divided, Ring ring clasp, clear.