The content of the soft text should be selected according to the requirements and characteristics of the brand owner. So, what kind of skills to choose hot spots?1. Holiday hot spots Holiday hot spots are the most common in marketing, the most regular and can not be ignored hot spots, all kinds of large and small festivals have been the hot time for marketing activities. From China's traditional festivals such as Spring Festival, Dragon Boat Festival, Tanabata Festival, Mid-Autumn Festival, etc., to the Western Thanksgiving, Christmas, Halloween, Valentine's Day, and then in recent years in the online fire, "Double Eleven", "Double Twelve", etc., can be a holiday hotspot for the brand to take advantage of the situation. The minefield that holiday hotspots are most likely to fall into is "cliché". On the day of the festival, all the media will compete to release the copy, at this time, the audience is more concerned about whose copy is more innovative. Clichéd copy will only limit the acceptance of the audience and cause them to reject it.2. Hot Sports EventsSports events are the gateway to major IPs, and based on the fact that sports always bring positive energy and youthful vitality, many big brands often don't miss the opportunity to market through sports events, and even become the organizers or sponsors of sports competitions in the form of titles. The Olympic Games, Winter Olympics, soccer events such as the European Cup, World Cup, Asian Cup, tennis events and golf tournaments, etc. These large-scale sporting events last for a long time and generate various accidents in the course of the competition, so the hotspots come out frequently. Some local events are relatively more niche, but as a softwriter, you can't ignore the influence of these events, such as regional soccer tournaments, internal group competitions, and so on. Participate or participate in such small tournaments of the crowd, often the direct demand for the product crowd, although the flow is small, but the sales conversion rate is quite high. 3. Entertainment hotspots in the modern society, the public's pace of life accelerated significantly, people's work pressure is increasing, with the increasingly fierce competition in the community, the public's economic strength is also increasing with the day ___, the stronger the audience's consumption ability, the more spiritual needs, the more business opportunities for brand owners. People need an easy and fast way to soothe themselves, find pleasure, seek balance in life, entertainment is the right choice. Entertainment is no longer an isolated entity, but has permeated every aspect of people's work and lives. Entertainment usually brings pleasant and relaxing emotions, and the acceptance level of entertainment hotspots is usually the highest among _hotspots_, people will pay more attention to the topics and hotspots of entertainment types out of curiosity. Positive, positive entertainment hotspots can help brands establish a good image, such as celebrity weddings are often the world of clothing, accessories and flowers. The atmosphere of this hotspot is often harmonious and warm, and the brand will also be given such colors.4. Negative hotspots Negative events emit negative energy, which is inconsistent with the positive energy theme that enterprises and brands need to publicize, and the platform that disseminates this information is likely to be branded with the "crime" of spreading negative energy. Negative events are very common in the current hotspot, but also have other types of attributes at the same time. Take the divorce of a celebrity as an example, many branded articles have explored the reasons behind the divorce and the possible impact of the divorce, while many emotional media outlets have seized on the hot topic to discuss how to deal with emotional issues between couples. But from the point of view of publicity, no matter which type of soft text, are not suitable for grafting to the corporate brand, touching the negative hotspot is likely to make the article stained with negative energy, bring negative impact, is not conducive to the establishment of a good corporate image. Media people who rely on reporting negative hotspots will not be concerned for a long time, and it is very easy to incur the dissatisfaction of the masses. For negative hotspots, from the event itself is difficult to leverage, the brand should not be involved in activities, poster copy, if the content related to the brand's business, you can try to remind from the public welfare perspective, at the same time to strategy-type copywriting to start, to avoid involving their own products, brands too much, and do not take advantage of the situation of the product promotions.5. Industry hotspots "double eleven "Shopping Festival by Taobao led the way, every year will trigger the major e-commerce such as Suning, Amazon, Yi Xun, Dangdang, Tmall, Gome online, etc. to take advantage of the marketing, an e-commerce war is so detonated. Such a lively "double eleven" shopping festival, so that more users in the joy of consumption, all the home appliances are benefited, and its happy. 2016 August 5, in the automotive industry set off an unprecedented marketing carnival. The frenzy began with a line of copy for the new Mercedes-Benz Long Wheelbase E car - "Passing 5 hurdles and chopping off 6 generals, the new Mercedes-Benz Long Wheelbase E-Class, both civil and military". This copy seems to be ordinary, but in fact, it is an insinuation, pointing at the BMW 5 Series and Audi A6. At this time, BMW took the opportunity to promote its own brand, and used the story of the Three Kingdoms to write the copy: "Big E lost Jingzhou, lost E went to Mecheng, no BMW, no hero". BMW is a foreign brand, which translates to "BMW" in China, and a good horse in the Three Kingdoms period can even determine the victory or defeat of a war, so it is called a good horse "BMW". BMW's copywriting has been widely praised, and sales have naturally risen. Audi, a brand of FAW-Volkswagen, also took the opportunity to launch "The herd of heroes, Austrian vision of the world, how can you light Di"; Lincoln launched "Ride the red rabbit, lost E to go to Mecheng. Regretful, it is better to take the Lincoln way"; Volvo launched "E road through the generals, but the victory is in Wo". The clever use of the word change, all in this momentum marketing heat wave stand out. Industry hotspots are mostly limited to the industry or related industries, under the premise of not affecting the brand image, the more brands involved, the greater the momentum of the hotspot, the better the marketing effect. However, there are still some taboos to leverage industry hotspots, such as in the process of leverage marketing must not attack competitors without a bottom line, do not simply follow the trend of no creativity, such behavior will be disgusted by the masses, not conducive to the propaganda of the corporate culture. 6. current political hotspots current political topics need to be selected, because it not only relates to the issue of the brand's image, but also may be involved in the political sensitivity and even the issue of national security. Security issues. Brand owners should try to avoid sensitive current political topics, as well as in the event of major political events, we must avoid brand momentum marketing, once the wind is easily pushed to the tip of the wind. However, some current political hotspots can be initiated from the perspective of blessing, such as the 2015 military parade day, Hongqiao Airport flash mob activities, expressing the wishes of the motherland's prosperity. Borrowing momentum of current political hotspot when the form of blessing, and to ensure compliance with national policy requirements of current political hotspot taboo.7. Disaster hotspot in the hot spot in the masses are most reluctant to see is the disaster hotspot, such as earthquakes, rainstorms, floods, fires and other accidents, these natural and manmade disasters and life-related, all marketing purposes to do momentum of the brand will be condemned by the user, this is the conscience and the bottom line. Disaster hotspot momentum and current affairs hotspot, disaster hotspot also involves social responsibility, in the case of the brand side of the manpower and material resources are more adequate, choose to use action instead of marketing activities more to win the respect and recognition of consumers. If the ability to take action is limited, send the most sincere and simple blessings, or disseminate effective disaster relief information, but without implanting any ads. However, it does not mean that brand owners can not combine disaster hotspots for marketing, but it depends on what the brand's original intention is, what the masses really want to see is the specific action of the enterprise and brand. For example, after the Wenchuan earthquake, Wanglaoji Group donated 100 million, this event was widely supported and affirmed by the masses, many manufacturers began to publicize the public welfare behavior of Wanglaoji in the community, and many users spontaneously purchased large quantities of Wanglaoji herbal tea, which greatly boosted the market for herbal tea. The brand action in the disaster inspired the user emotion, which will produce the later user action.