Talking about how to do the marketing of soft paper

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Often have friends ask what is soft, how to write soft text to promote their own website and products. In fact, I do not have a clear definition and view of the soft text, just a personal understanding, I think: the so-called soft Wen is based on a specific product concept of the demand and the analysis of the problem, through an analysis of the surface of the ads invisible to the consumer to guide the psychological direction of a text expression, or say, It is a soft penetration of the promotion strategy in the form of advertising implementation, usually with the help of word expression and public opinion communication, the consumer agrees with a certain concept, point of view and analysis thought and produces certain resonance, so as to achieve the aim of enterprise brand propaganda and product sales, and the soft text is more guiding and affective than the hard advertisement. Can let the reader unconsciously produce a kind of affection psychology, because it is fastidious is a "soft" character, drives the reader's mood, softens the reader to the advertisement rejection psychology, thus causes the article invisible advertisement to pass to the reader, lets the reader better accept.

With the popularization of Internet and the infiltration of electronic commerce, Soft Wen is highly praised, the first major reason is that a variety of media to seize the eyeball competition, people on television, newspapers and other hard advertising attention gradually decline, but also gradually produce a psychological resistance, the actual effect of advertising is no longer obvious, or even do not receive much real effect, Every year, a large amount of advertising costs, the result can only endure the painful consequences of no effect; the second reason is that the media to the soft text advertising is much lower than the hard advertising, in the capital is not very strong, soft text input relatively scientific and reasonable. So enterprises from all angles are willing to soft wen test water, in order to enable the market to start quickly, but also better cater to the e-commerce in people's lives in the application and popularization, but also makes soft Wen has a natural advantage.

The author thinks, the soft article marketing mainly has following several characteristics:

An essence is an advertisement

Pursue low cost and efficient returns, and do not shy away from the nature of business. Despite the rejection of the previous form of advertising, the ultimate goal of soft text is still to promote a product or a theory, but also hope that readers can accept their invisible ads.

Diversity of two forms

Soft text camouflage forms can be news information, comments or games containing text elements such as stealth ads.

Three impress readers

Make the reader "eyes soft", only the vision resides, wandering, have the opportunity to understand your product. When the reader stays in your soft text, the rest is the author's writing level and soft language skills. After all, can let the reader heart of things is successful, only really can play the role of soft text. Make the Reader "Heartbeat", will believe you, will put into action. Sometimes it's easy for a reader to be touched by something small, so it's much easier for him to accept your ad.

How to build a good soft marketing event?

A key requirement is to make the product selling point clear

So that the audience "brain soft", have the impression, but also to understand clearly, otherwise the brain or stiff, from the ideological and emotional infiltration into the emotional depths of the reader, soften his resistance to psychology.

Two focus points are interests and interests

Make the audience "Zuiruan", take the other people's mercy, eat the Zuiruan, as long as the reader accepted your article, accept you this person, naturally will accept your thoughts, thus accept your product or speech.

Three important characteristics Yes Word-of-mouth communication

Make the audience "ear soft", a friend recommended, more willing to listen, pay attention to the integrity, so that readers remember you later, this is a need for some skills, can not deceive the reader, that leaves a bad impression, later it is more difficult to publicize.

How to write good soft text, I think there are 2 points is very important:

Catch a hot spot

How do you catch a hot spot? For a simple example, China Shop Network (www.cnshop8.com) for a period of time before the major news events such as: Baidu launched, Taobao shielding Baidu Spider, Taobao plan to invest 5 billion against Baidu and other major news in time to launch a series of commentary articles, To a certain extent, that is to report the current hot news events at the same time to promote their own website, in the Internet circle to expand the visibility and influence of the site.

Second, good at hype

Soft Wen Hype Typical examples of success such as Webmaster Network (www.admin5.com), graph use a series of hype admin5 quickly spread, less than 3 years now has been ranked as one of the three portals webmaster circle. I also often go to admin5 to see some articles, many webmaster also in the hype. For example, 5 million and 33 days of "across the net" has been close at hand, Zhu grabbed to create a network of anti-Violence hotline to human flesh search war and so on these articles, all rely on the network media publicity to hype.

In addition to write a good soft Wen also has the following skills

1, the title of the topic to take the more attractive, the topic is not attractive, many people will not read your article, your soft writing is no good. Of course, can not only to earn other people's eyeball deliberately do the title party, if the Netizen saw the title is very attractive but read the content is really big, first of all the content of your site to veto, let alone to see what your promotional products.

2, the introduction of a good soft article can attract readers, title and lead to more than 60% of the role, sometimes even play a decisive role. such as the Golden Arowana 1:1:1 oil on the market, the first soft wen is "health is no longer a secret", its lead is written in this way: "Wong and Li together chat, Wong mysterious Xi Xi and Li said:" You know? The World Nutrition organization announces that the best proportion of dietary fatty acids in the body is 1:1:1, Many people are not eating properly and the nutritional structure is not up to the best standard. "This article has received a good communication effect, this passage has played an important role." Because it draws the reader's distance through the suggestive language, at the same time it is just right to strip out the most important "1:1:1" information of the whole text, so that readers have a strong desire to read.

3, soft article theme to a good soft wen, read must give people a deep impression, not confused. Haier has launched a soft wen "two packs of cold medicine and a Haier air-conditioning", light to see the title, we feel strange. However, read the full text, will not help to be Haier "urgent user's urgency, think of the user's" appeal moved.

4, many quotes authoritative language good soft text to avoid from talking. Most people have a mentality that is easily implied, especially when it is often easily persuaded by the opinions of authorities and eminent personalities. But for the puff people, often very disgusted, of course, will not accept his views. Therefore, the writing soft text must quote the third party authoritative viewpoint and the language more, do not "the Wang Po sells melon, puff". Kelon main push energy-saving star refrigerator in the market is a household name, the main reason is just right through the authority and experts to highlight its unique energy-saving advantages in the industry.

5, as far as possible to write a news soft wen is advertising, but a good soft wen must not let people easily perceive it is advertising. This requires that the soft text should be written as much as possible news, there is another advantage is that it is easier to press, because its credibility is strong. How does the soft article write like the news? First, content should have news value. The purpose of corporate speculation is to promote their own, but the manuscript should be as far as possible to reduce the smell of publicity, to avoid consumer antipathy. Second, there must be a new and fundamental element, that is, to account for time, place, character, event, cause, consequence, and to write in the most prominent passages what is most necessary for the reader to understand. Third, the length of space should not be too long. To be concise and clear, straight cut the theme, reduce the cliché and empty words. Four, the facts require accuracy. To withstand the reader's fault, the content is not pompous. In short, writing soft text to grasp the above points, but the text is not fixed, the key is to read more often, write more, accumulate more, so that can be very adept at, write up the wind.

Of course, soft text publicity is only a form, to win the user a good reputation, we must first practice good internal strength, in products and services, both inside and outside carrot, in order to achieve a more ideal effect.