The state of soft wen marketing and the effect of promotion should be contrasted

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In the network marketing, if the ads compared to martial arts in the move, then the Enterprise soft marketing is the internal strength. The highest level of soft text advertising is from the form of internal strength, and soft wen just the opposite, is from the process of drilling out of the moves, in addition to the moves and the mind, but also need excellent weapons, it is soft marketing activities. The mastery of these three is the highest state of martial arts, but also the highest level of marketing.

As the saying goes, every line has its own way. In the soft text operation, also has the art, also has the boundary point.

Turn over the newspapers and magazines on hand, the major portals of the article, the level of soft wen a look at it. The state of the soft text can be easily between the intangible wins tangible, so that you unknowingly accept the enterprise want to disseminate information, and the state of the soft text is either the reader's eyes through its true face, or be simply as spam ads, see also do not look at a glance.

In order to avoid the company wasted advertising public relations costs, or spent money, please others to eat food to be looked down on, people despise, we do corporate publicity of the public relations staff will have to "endure humiliation", painstaking study of the state of soft text operation.

I think, soft wen according to the level of the state can be divided into three kinds, enterprises and public relations should be a condemnation, to see what kind of their own, in order to determine the future of the promotion in which direction. Next we take a look at the Chinese Telephone Marketing Network (www.telmk.com) Huang to soft marketing is how to say.

Spam ads

This kind of soft paper is often seen in the newspaper. It is characterized by: generally in the newspaper ad Special edition, very few pictures, some also added a border, its content from beginning to back from the Wang Po-like boast business, such as product technology how high, how powerful and so on; the title is mostly lack of originality, address, contact, telephone are obviously marked in the text, like the fear of others can not contact.

This kind of soft paper is almost entirely paid, because for the newspaper, these pages are sold as advertising page. The reader who really reads the newspaper will turn the page without even glancing at it. Therefore, its propagation effect is very poor. Enterprises for this soft wen spent a lot of advertising costs, but not good results, it is a pity.

Obviously, this kind of soft wen is the realm of the worst. But most companies stay at this stage. They are often tired of dealing with product development, capital operations, sales channels and other work, advertising production is also given carte blanche to the advertising company to do, and the soft text is not attached to.

So how do you improve?

First of all, to understand the concept of soft text and print ads are different. Soft text is completely written, it passes through the reader verbatim reading to convey content, so the soft text has no effect, first of all, it can not attract readers reading interest. and print ads are different. A creative design, a very powerful picture, or a few poetic phrases, may give an irresistible appeal to people. Therefore, the production of soft paper must be fully aware of these differences, to avoid weaknesses, the soft text can not be handled in the way of advertising.

Specifically, adhere to the two-point principle:

First, must not be placed in the advertising version, the article around the best is the text, preferably with the industry related to the issue, special editions, columns. Also cannot publish whole edition, so also have advertisement suspicion. What's wrong with the text? That's not going to happen! There is no good soft text in the advertising layout! No conditions to create the conditions must be done!

Second, the article writing requirements without commercial flavor, strictly prohibited puff-style tone, as far as possible to avoid easy to let consumers think the article is advertising all nouns, pictures and forms, if not special needs, do not leave contact. You think it's a pity? It's a pity, but it has to be! Soft text is not advertising, it is to change the concept of consumers, understanding, if it is marketing information, can be reflected in more impact ads.

Positive report

This kind of soft wen is a medium state. They often appear in the text of the newspaper layout, characterized by a small article, belong to the news report type. Of course, its content is to press the angle of view to report the enterprise, in the between the lines or implicit or straightforward to praise the enterprise. Thus for the enterprise to carry out "objective" propaganda. Because they are news forms, most readers look at it, so the soft text still has some reading rate. However, with the spread of "paid news", the reader's eyes are more and more bright, for some obvious tendentious reports, they are also aware of, this will affect the reading rate of the article sooner or later.

This kind of soft article needs to note: One should pay attention to editors, reporters will be written too flat, or even some negative taste (the latter may be public relations do not do), the second to prevent them from irresponsible, the enterprise to the publicity material without modification on the received, to the tone of the manuscript is not obvious boast of the feeling.

Do you think that people should "take money to help people", and everything is done for you? They are very busy all the time, no mind to word for word of your meaning, and this kind of manuscript for them is almost the same as rubbish, a lot of writing to you do not want to real name.

"Triple win" approach

The top of the soft text is: No matter how you look at it is difficult to determine whether it is a soft text. It is the "three win", that is, the reader, the media, the enterprise three benefits. This kind of soft Wen said more complex, in a sense, this soft text is not the common sense of "soft wen", but the media spontaneously published the representative of its "impartiality" of the text. It is generally divided into two categories, one is that enterprises do not have to pay, the content of the article is the enterprise to provide a very valuable thing, and the other is the media paid to write about the company's positive or neutral reports. Generally speaking, this kind of soft article characteristic is: the media produces the valuable article, the reader obtains the useful information, the enterprise through the media report promoted the popularity and the reputation. This "triple win" result should be the dream of all the software operators.

The soft text of three kinds of realm is listed, the contest is awarded. However, how to achieve the "three win" state? Here is a question of experience with perception.

Experience is to be familiar with the workings of the media. Because this kind of communication carrier is the result of the interaction between the enterprise and the media, so to create a good soft text, it requires that the specific operators must fully understand the operating characteristics of the media, must have a certain understanding of the law of news dissemination, and a strong sense of news events.

Savvy, it is all in your heart not heart, can be intoxicated to delve into, to achieve the selfless situation.

Of course, this is not to say that there is no method or skill to follow. In the back I will talk about some of our common ideas and methods, who said there is no shortcut to success?