What is soft text? How to promote the website

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What is a soft text? As the name suggests, it is relative to hard advertising, by the company's marketing planners or advertising company's copywriter responsible for writing "text ads." Compared with hard advertising, soft wen is called soft, the subtlety lies in a "soft" word, like petitions, and not dew, grams of the enemy in the invisible. "China Network Marketing Network" Tinlu for enterprises to provide news portal software Publishing services. Wait until you find this is a soft article, you have been cold stare into the carefully designed "soft text ads" trap. 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.

There are two definitions of soft text, one is narrow, 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.

From the late 90 to the present, soft text in China's marketing dictionary occupies an important position, because it has at a lower cost for a number of products to create a market miracle.

In many industries, soft wen is very favored by the marketing tool. And the real soft language strategy to the peak of the Chinese Medicine and health care products industry, soft article in this field to create a brain platinum myth, which makes the later pharmaceutical health care products marketing will talk about soft wen.

Over the passage, with the increase in consumer identification, consumers have a strong immunity to soft text, resulting in the gradual loss of the function of soft text. Many products in the launch of a few full version of the soft text ads can only receive a few sporadic phone calls, and some even no phone, white silver dozen water drift. Therefore, some people say that the soft Wen marketing era has ended.

However, the careful market watchers do not see this, because they are pleasantly surprised to find that some products rely on soft wen still create a sales miracle, such as good record star, intestinal tea, wood exhaust capsules. The hard effect of soft paper is to be able to sell goods. So, in the new market environment, can sell the soft article is how to refine it?

Product function Visualization

Many years ago, the great advertisers warned us: "Do not sell steak, to sell the sound of AIDS." "The superficial meaning of this sentence is easy to understand, but it is a bit difficult to apply in practice." The author thinks, gives the product and the innate visualization description, lets the consumer and the copy produce the interaction, only then may let the product complete "The breathtaking jump" easily.

In the health care function of the approval, most of them are perfunctory words, such as "antioxidant", "immune regulation" and so on. In the traditional Chinese medicine in the function of some of the general people are difficult to understand, such as "tonifying the Kidney Qi", "Warming yang Bushen" and so on. Therefore, the product function visualization, is the whole soft text layout strategy guiding ideology.

For example, the product of bowel laxative, can not stay in simple how to defecate in the description, otherwise will be soft cotton weak. A soft article can sell goods, should be taken before and after the stool color, shape changes to describe, consumers will secretly lie on the toilet to observe the changes in the stool, and the formation of interactive, consumer nature "into the bureau", will be convinced of the product effect. When the capsule was listed, there was a soft text of "80 million human bone inserts", vividly pointed out the pain of the bone disease crowd: "The pain of bone disease, even patients and friends can not bear to see, the common sick people suddenly poured a few cold air, between the teeth between the silk rattle-spur and attack!" as the saying goes: Bone disease is like a knife in the bone ... "This harmonizing image description, in the hearts of consumers has produced a strong resonance, triggering a high degree of consumer recognition."

In fact, the product function visualization has always been the core of product planning, not only in the soft writing is, in the product core concept of refining, and many other links. such as "lung washing", "bowel washing", "wash blood" and so on, are the planners to visualize the product features examples.

The language of writing is popularized

Soft Wen can sell goods also lies in the popularization of its language, to be able to take care of the majority of the reader's understanding ability.

Soft reading is a common consumer, it rejects the rhetoric of decoration, refused to the length of the description, it needs to be thought and inspiration of the popularization, commercialization, sharp. A soft article can sell goods must be easy to read and understand, this is the premise and basis. No language is easy to understand, soft wen can only be highbrow, there is no response, naturally not driven product sales.

For example, a shell of lipid products, in order to illustrate the function of chitin can absorb blood lipids, soft wen used the "tie away blood lipids", so that the complex medical mechanism become easy to understand, vivid image. There is a soft, lycopene product that describes the powerful ability of lycopene to clear oxygen free radicals: "A lycopene molecule can fight thousands of enemies in battle-oxygen free radicals." "By putting the difficult truths to the point of simplicity, consumers can not only understand and profoundly remember this statement."

In order to be popular, you can avoid using idioms when you do not use idioms; try to keep it short;

Applying the Golden Rule

The golden rule has been widely used in our life. Scientific experiments have proved that people are most receptive to pictures and information that conform to the rules of golden rule, both in terms of aesthetics and in receiving information. Therefore, the soft article can sell goods in the structure should also be very scientific.

According to market research, the market most can sell the soft text is soft advertising and hard advertising after the appropriate combination of results; Moreover, the advertising soft and hard plane ratio closer to the proportion of gold, soft wen more lethal. Second, the soft text of the picture and the proportion of the text if in line with the golden rule, it is not easy for the audience to produce aesthetic fatigue, reading will feel more relaxed and comfortable. In addition, in the arrangement of the content of the text, if the description of the product mechanism and the proportion of the case narrative is also in line with the golden rule, certainly more than the entire argument or the entire case will be more effective.

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Advertising gust blowing, PR spring bath;

Advertising point to face, PR point to line;

Advertisement to form; PR lies in reality;

Advertising self-righteous, public relations with the public as is;

Advertising no less than, public relations targeted;

Advertising crazy bombing, PR cumulative;

Advertising to do how much money will have to spend, PR spend a penny to do big things;

Advertising creativity is difficult to find, PR new ideas constantly;

Ads love the old brand, PR love new brand;

Advertising suspicious, public relations, integrity and added;

Ad Bizarre, PR rigorous;

Advertising maintenance brand, PR build brand;

The advertisement ebb, the PR tide rise.

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Digging up news points

Looking for publicity highlights is a lot of enterprises have a headache, in fact, there are many skills, mastered them, you will never worry about soft Wen did not write.

Undeniably, the enterprise is a rational organization, no beautiful personification characteristics, it is not like film and television stars, there are many legends to write, most enterprises are from the date of the establishment of a step-by-step development. Perhaps this is the reason that most companies in the face of the media, always feel that there is nothing to say.

In fact, in this era, more and more people become business people, therefore, there are more and more people pay attention to business people, things and things. From the media's point of view, the side is full of valuable things. If you can use the media to look at everything inside the enterprise, you will be surprised to find: The original own enterprise there are so many bright spots!

We think that from the following aspects of the enterprise is easiest to tap the news points:

1. Products.

If your business has developed a valuable new product, this may be a big news. Why? Because: products are the material basis for promoting social progress. Social progress is mainly through products to make people feel. Do not think that this is exaggerated, the truth is so! The product you develop for your own enterprise should also be recognized from this perspective, to find something newsworthy.

Suppose a simple example: if Haier developed a new product such as a home robot, I believe that as long as you disclose the news to the media, a large number of media will be rushed to report. The reason is that this product means social progress, the characteristics of the media determines that they will pay attention to this matter. Why the use of nano-technology electrical appliances products can cause widespread concern in the media? It is because this technology is epoch-making, this product has not before. To often see their products in the "first", which people can bring great benefits, it is the difference in where.

2. Leading figures.

Every leader of the enterprise has characteristics, whether it is his personality, performance, or experience, are likely to attract attention, these are highlights, news points. In the leader of the issue, to avoid the "Enterprise no Personality" This feature, the focus shifted to the body of living people. In the eyes of readers, such articles tend to be more readable, so the reading rate is high.

In fact, since the reform and opening up, there have been many corporate stars in the country, and with the arrival of the entrepreneur era, such stars will be more and more, they will be like movie stars, are worshipped, sought after. For example, Shi Yuzhu has aroused extensive media attention, he himself has become a lot of people's idols. These people may not be interested in melatonin, but through the attention of Shi Yuzhu, they will pay attention to the brain platinum, focus on Shanghai's health.

Now many newspapers and periodicals have a character column, which introduces the success and failure, experience and thought of people from all walks of life. Soft text operators should be good at discovering the bright spot of the leader of the enterprise, this is also the excellent material that the media needs.

3. Industry position.

Some companies in the more high-profile industry, due to media attention to the industry, so these enterprises are also unavoidable to be reported. For example, in the Internet boom, the media rushed to report a variety of Web sites, in the much-watched telecommunications industry, Huawei, Datang, waveguide, TCL, Kejian and other enterprises have naturally become the focus of media coverage. Soft article operators should seize this feature of the media, in a timely manner, some industry trends, data into a soft text, to provide media to promote their own enterprises.

Such examples are particularly common in the technology industry. This is because in the technology industry, industry standards change rapidly, some enterprises themselves are "industry standards" of the participants, so they often hold the latest information. For example, UT Tatsu Kang Company is the domestic PHS system developers, some of its technical trends directly affect China Telecom's related policies. As a result, some media often publish reports about the telecommunications industry by understanding information from the enterprise. In this way, in the media coverage, the enterprise often can occupy a more active position.

4. Events.

Some companies are not noticeable in themselves, but the events that occur are newsworthy. For example, a small business in the depths of the interior has suddenly been merged by a multinational company, because the media's focus on multinationals has made the small firm more concerned. In the microwave oven industry, Grans is in a monopolistic position, it can achieve the industry's lowest price of similar products, but the original has never been involved in the industry of the United States suddenly entered the industry, and the price set to lower than the Grans, which immediately become a news.

Also such as Suning, Gome frequent price war, as well as the VCD industry standards of contention, are also large news events. When this kind of event occurs, the enterprise should timely contact with the media, by the media, the enterprise to tell the public.

5. Activities.

Most of the activities that are characteristic and influential will arouse the attention and report of the media. In this respect, some advertising companies, planning companies have done very in-depth, enterprises are more familiar with this. What needs to be emphasized here is that when the enterprise sponsors or plans an activity, it should stand on the media's point of view, fully excavate the social significance of the activity, and prepare the material for the media reports and comments.

6. Enterprise Management method.

Some successful business management methods are gradually being paid attention to, so multimedia began to report this kind of topic specifically. For example, CCTV's "economic half-hour" program, a number of research companies, such as the "Economic report 21st Century", "Chinese entrepreneur" and so on often to the company in-depth reports. Therefore, the soft paper operators can be characterized by corporate culture, effective management methods, and so summed up, which will become very valuable things.

Make "Standard parts"

Soft text operation of the primary stage, like a handmade workshop, to an order, to do a product, but after a period of time, the company contacted the media more, the accumulation of a lot of reports, then should go to large-scale, "industrialization." It is a clever way to establish standard parts of soft text.

The standard parts of soft paper is to unify the words of the enterprise to the outside world, avoid the repetitive work, and avoid the inconsistency of the external caliber of the enterprise. Standard parts must be carefully and carefully compiled, as it represents the formal statement of the business. Standard parts Once promulgated, must immediately in the company propaganda, the dissemination, the best lets the staff unify the study, thus may maintain the stick in the different occasions.

Some enterprises have standard parts, but only a few articles about the company and products, because in various newspapers and periodicals are used, the results of people look tired. We have a "modular" production of standard parts, through the combination of each module, write the soft text is not only uniform, but also ever-changing.

We have created a special folder in our corporate database that includes the following modules:

1. Enterprise history. Here is a list of the company since its inception the larger, news-value events, milestones, and internal interviews, to understand the enterprise from the inception to the present throughout the process, stories, such as what difficulties have been encountered, how to overcome, what opportunities, how to seize and so on.

2. Enterprise scale. Including business scale, personnel size, member enterprises and marketing network, such as representative of the development status of information.

3, Enterprise Products (business) series of introduction. Our company products more categories, so the introduction of separate. But either way, the introductory words highlight the characteristics of the product and stick.

4. Market and industry position. Including our market influence, various rankings and so on. We usually add new content in time.

5. Enterprise planning. Including the company's goals for a period of time, strategic development direction, planning and so on.

6. Enterprise method. Including corporate culture, management theory, business model, can also be a unique management strategy.

7. Key figures. Including the company's chairman, the general manager, as well as some other in the company's development of important people. Introduce their views, stories, anecdotes and brief language tidbits. We are very focused on the accumulation of such modules, and constantly enrich the content of the media has been their reports to integrate. Do well in this respect, Haier Zhang "hit the Fridge", Changhong nirunfeng requirements cadres will see "a dream of Red mansions" and other stories.

8, pictures, film library. For example, the company's landmark buildings, office scenes, important event scenes, product packaging, advertising pictures and important people photos.

Need to emphasize is that the standard parts must be in accordance with the "search for news points" of the train of thought, to "transposition thinking", fully consider the media and the reader's perspective, to avoid the sale of melons, Wang Po, should not be entangled in product function details and ignore the real news value of things.

So when do you use these modules and how do you arrange them? There are two points to note:

One is to seize the opportunity. To find a header in terms of time. For example, new product listing, winning awards, major projects won the bid, and other enterprises to establish cooperative relations, the industry emergency and corporate litigation and so on.

The second is to be targeted. Different newspapers and periodicals have their own background and characteristics, and different layout content focus is different, so that the final soft text style must be different. However, because the required data are derived from soft standard parts, their basic content is consistent.