In fact, "arrival" is only the first step of brand communication, and the more crucial step is "establishing contact"-conveying specific information to readers through words, videos or pictures, and even mixing with readers. This requires the power of words. Words are the soul of an article.
To judge the quality of a brand soft article, the first is whether it can convey the necessary information, the second is whether it can leave an impression on readers' minds, and the last is whether it can make readers take action.
So, how to write a good brand soft article? How to start writing before preparing to write brand soft articles? Here are a few steps:
First, study information and grasp the overall situation.
If you want to do a good job, you must sharpen your tools first. Before you start writing brand soft articles, you should first understand what the background is. What's the purpose? What kind of effect should be achieved?
If it is the spread of events, what does Party A want to express most? Who is the audience?
If it is product promotion, what are its outstanding features? What kind of people do you want to attract?
Based on this overall situation, we can grasp the general direction of the article and not "digress". Grasping the overall situation is like standing on a high mountain top, and the way down the mountain is clear at a glance.
Second, find a breakthrough and impress people with highlights.
Looking down from the top of the mountain, there are thousands of roads below. How to find the most labor-saving way with good scenery along the way? This requires finding a breakthrough.
This is also like the brightest pearl on the sparkling beach, which is a key point and the most attractive place of brand soft text.
Even if it is an ordinary product launch, we can explore the highlights from different angles: where will it be held? What are the characteristics of the conference? What special guest platforms are there? what did you say ? What big impact will it have on brands, industries and users? Wait a minute.
In addition, you should always trust your "first feeling". When you meet something, what touches you? Explore again, and it is likely that others will feel it. Grab this point and you will find the entrance to "* * *".
Third, choose the appropriate expression.
Found that pearl (breakthrough point), how to polish it into a satisfactory shape and give it to the world? How to write an article to attract people's attention?
There are thousands of ways to write. You just need to choose the one that suits you best and is best at yourself. Funny literature, spicy rationality? You can choose any style.
Four, illustrated, title and picture are the key.
The title is like a person's WeChat avatar. You can decide whether to chat or not at the first moment you see it.
What kind of headlines are more attractive? Short or long? There is no conclusion, but there is one difference: if it is event news, it will be longer and reveal more details, which will arouse people's desire to read more.
For some emotional articles, it is often necessary to have the title of "hit it with one blow" to grasp people's psychology at once. Sometimes the topic is right, but the content is not very important, because they are all interpreting the content of the topic.
In addition, mapping becomes very critical. Good pictures can be more attractive than content. Modern people have little patience to read 1500 words on their mobile phones, but they will glance at the pictures. If the picture looks good, they will consider the content as appropriate.
The next article will talk about how brands or products automatically have communication power.