Wang Zhe: How to write newsletter soft text do event marketing

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A few friends recently consulted me if I write a newsletter soft, and how to do event marketing, late at night to everyone together, I hope to help. Home up a title, equal to the success of half. News headlines can lose a lot of readers if they are unattractive. No one can read the news, the value is no big in vain. The title produced eye-catching, in the final analysis is to improve the corporate news report of the publicity effect.

The first thing is to bring the conflict or focus of the event reflected in the title, and stand to be clear, with a sensational, resistant to pondering, can guide the reader to look down, summed up to do the following: Accurate, vivid, vivid and lively. Accurate, the title of the text, summed up properly, clear, support what, oppose what, must be clearly reflected in the title, the so-called image, is to read the feeling of being immersive, like the face of television cameras, vivid, is to make the title vibrant, dynamic.

What to do: Pull the news eye out of the event to make headlines, and no matter where the news is, it's in the lead, or in the main or the end. The title must do into question, as far as possible the news element to rub into the title. If there is no possible dispute, avoid the use of vague statements, news of the eye may be a point, some may include two or even three points, for the enterprise, a media reported event marketing News Point is the best one, if two or more words, will dilute the enterprise or products. If you have to have two news eyes, then there must be a first-glance relationship between the two.

Let's talk about the specific production of the title of the norms and taboos of the place.

(1) Seven major norms of news headlines

① structure

News headlines must have dynamic vocabulary, specifically, "behavioral subject + behavior + Behavior Object" sentence structure.

② Voice

Use the active voice only, use the passive voice cautiously, in order to make the news fact express more direct and powerful.

③ tense

In addition to special needs, there is no need to add time to the title and present the basic news facts in order to make the newspaper feel alive, giving the reader a strong sense of time, and should be marked with "will" in the title.

④ punctuation Mark

Omit punctuation marks as much as possible in news headlines. Comma and commas, as far as possible with empty cells substitution, in order to make the layout breathable, more elegant. It is forbidden to use exclamation marks to avoid giving people subjective feelings. Try not to use ellipses and dashes, because ellipses occupy at least two characters of space, try not to use question marks, when the sentence itself is a question, disable the question mark; In addition to expressing the meaning of irony, try not to use quotes.

⑤ words

The normal reading angle of the human eye is 25 ℃, and the word number of 6 to 8 is not necessary to rotate the head at a glance. Less than 9 characters, the size is too large, the layout of white too large, there is suspicion of water injection. is greater than 11 words, the font size is too small, not easy to attract attention. The number of words in a single banner title should be in the 9--11 (either off or four).

⑥ sentence patterns

Different sentence patterns produce different effects, but the purpose of this title is ultimately to serve the content of the disseminated subject. There are statements, interrogative sentences, imperative sentences and no main sentences in the news headlines.

Statement sentence title: statement of the title of a serious, imposing, the shortcomings are plain, sometimes long.

interrogative sentence title: interrogative sentence title often attracts readers. In the case of such controversial news reports, it is more appropriate to use interrogative sentences.

Imperative title: Imperative sentence, express requests, orders, advice, urging the sentences. The title of this sentence can make the news to express the position is very clear.

"Yes" is the phrase title. The sentence, which is composed of the verb "is", is called the "yes" phrase.

"Is" the word-style title can express the theme of the news, suitable for the objective description of the news content.

"have" sentence type title. Verbs "have" as the predicate central words constitute a sentence, called "have" words. This

"have" sentence-style suitable for objective description of the news content.

No main sentence title. A sentence without a main sentence is one that omits the subject. Because the omission of the subject, no main sentence title, generally short and short.

⑦ Title Language

The headline language is as popular as possible. The popularity of the headline language, the common people are willing to accept. The popularity of the headline language, the first thing to do without uncommon words. In order to avoid the use of rare words, but also to use metaphor, analogy and the use of digital methods to make the title language popular.

(2) To do news headlines ten Taboos

Repeated words are strictly prohibited in ① news headlines.

② in the subject of too many words to avoid names and place names, the treatment is transferred in subtitle.

③ is strictly prohibited in the title of not commonly used or misleading names.

④ title as far as possible not to break the line, do not break sentence, when forced to change careers, to pay attention to a single line to the meaning of a complete, do not cause ambiguity.

⑤ News Facts are case by case, the news headlines are carefully used in macro expression.

⑥ If there is no special need or obvious right and wrong judgments, avoid in the title of a strong subjective color words, such as "unexpectedly", "dare" and other words, as far as possible to ensure that the newspaper's rational color and objective image.

⑦ does not advocate the use of questions in news headlines, news content is what tells the reader what, no grandstanding, hard to get.

⑧ the judgment in news headlines, there is enough evidence in the text to support, avoid corroboration, overdo judgment.

⑨ title as far as possible not to appear professional too strong vocabulary, good at using known things as a bridge, the uncommon professional vocabulary translated into a popular vocabulary.

⑩ The figures in the title, as much as possible to the reader has a life experience and the specific description of the attempt. If you want to convey a huge number, you need to make it understandable.

Hope that the above for everyone to help, the recent establishment of a QQ group: 2706480, welcome everyone to exchange.