Soft advertisements are usually written by market planners or copywriters of advertising agencies, who usually have the feeling that "advertisements are easy to do and soft articles are hard to find". Because the advertisement is not a literary creation, it pays more attention to and grasps the consumer's way of understanding before writing, therefore, not only require the writers to have very high writing skills, but also have a strong sense of market sales. Combined with the successful advertising soft case, and Shaoping studio several years writing dozens of companies, a variety of industry soft writing experience, we say that some of the strategies for writing advertising soft and related matters: First, advertising soft on the basic requirements of the writers: text function and comprehension, to have a willingness to learn, willingness to drill dedication.
Advertising soft writers must have very solid writing skills, with a strong ability to master the text, at the same time, experience must be wide, understanding must be strong. Not afraid to write no contact with the industry or product, only afraid of poor comprehension, can not understand the brand served by the corporate culture, the core competitiveness of the enterprise and the product selling point appeal, market background and so on. If you are writing about food and beverage, then the author must understand, familiar with ancient and modern Chinese and foreign food and culinary culture, but also must learn the origins and characteristics of China's major cuisines, the difference between the East and the West eating habits, and so on. If you write about shoes, such as kissing cats, Daphne, etc., then you must understand, dig the classical, fashionable footwear culture, but also must know about some of the characteristics of the leather, and processing technology, etc.; if you write about bedding, then you must first understand the characteristics of the bedding raw materials, design concepts, the sleeping environment, maintenance of bedding, the differences and similarities of the existing brands on the market, and so on. ...... Only mastered the knowledge associated with the industry and the product-related expertise, and then from this pile of knowledge to squeeze out the water, into the wisdom into the corporate culture, in order to write a clear theme of the soft essay in a wide range of quotes, touching the class, the idea of a spring, a wave of the right. It does not matter if you do not have a wide experience, as long as you are willing to learn and study, as well as to write a good soft copy of unfamiliar industries. We have served a fetal education enterprises. At first, our understanding of fetal education is not much more than an ordinary person, by writing for the company to write product software, product manuals, design websites and a series of work down, we are learning to write, although the effort to do a little, but in the end, the customer's evaluation of our "very satisfied" four words, and even asked us to do introductory training for his new employees and salesmen expertise. He even asked us to do introductory training for his new employees and vendors. This is the customer to do a lot of unpaid study and research labor of the best pay. Second, the writing of advertising soft three steps.
The author believes that before writing ads soft must be according to the following three steps to clear their minds: 1, understand the process of consumer acceptance of ads soft, clear promotional concepts theme: only the theme is clear, in order to be able to target, to achieve the expected advertising effects. That is, before putting pen to paper, must understand clearly the market positioning of this service customers in what class, that is, after the soft paper is written, to the reader's palate. 2, there must be novel, creative title and sales promotion copy.
A soft advertising novel creative title and sales promotion copy has the same weight, a title that can attract people need to spend time to think about, if it is a time to find a penetrating title, in the case of the theme is clear, you can also write the body while considering the title, or the body after all the writing and then crowned with a satisfactory title. All in all is must spend more time to consider the title. 3, choose the form of expression that matches the copy.
To consider the best form to express the theme of the soft text, it is best to have the support of the visual communication effect of the plane.
Three, the title of the softcopy advertisement must have a strong impact and penetration, is a highly condensed summary of all the creative ideas you write that piece of softcopy.
Don't emphasize the importance of soft advertising title, because only after your title is recognized by consumers, in order to attract consumers increasingly picky, noble eyes, so that consumers accept your advertising content to become possible. Therefore, it is essential to design your headline carefully. It is vital to find a title that interests the reader, guiding the reader to read on step by step, happy to accept the information you convey. Fourth, the theme of the soft advertisement must be highly defined and focused.
Writing soft ads must be very targeted, with special emphasis on having a clear theme. If it is a promotional slot soft ads, must be closely coordinated with the promotional theme, the ancient preparation for war, there is a "red flag half-rolled out of the Regulus", promotional ads soft is a promotional war on our side of the red flag flying high.
At the same time, our soft out to have a novelty, a peer put forward
"new reasons, new ways, new selling points", it is worth our reference. Fifth, writing soft text must also pursue novelty, readability, fun, knowledge.
Soft writing in the writing is not bound to the form, but any advertising soft text if there is no attraction to the reader's desire to read, can not capture the readers hunt, curiosity, pleasure of the mind, it is very difficult to hook the reader's interest. If an advertisement soft text just look at the title let a person can not beat the spirit, its advertising effect is no way to talk about. Therefore, we must also analyze the consumer psychology of the product target consumer groups, life interests, to their liking, to increase its readability, fun, knowledge, avoid wishful thinking and endless self-congratulation and tired of the stereotypes and very professional, very hurtful professional exposition, or else, to put it mildly, is the manufacture of advertising garbage, to put it more seriously, it is counterproductive, injuring the enterprise itself. Seven, writing advertising soft notes 1, can not contradict the current laws and regulations.
Software writers must be familiar with the relevant laws and regulations of advertising, advertising to be released can not contradict the current laws and regulations as a prerequisite, so as not to be investigated by the relevant law enforcement agencies, and even cause lawsuits. Study the relevant legal provisions, you can make you in the creation of soft text more measured. 2, do not propaganda caliber is not uniform.
The author advocates the unity of soft advertising by the headquarters of the marketing department or planning department of the unified gatekeeper, so as to avoid the secondary agency or foreign agencies in the implementation of the soft advertisement published in the publicity caliber is not the same, directly affecting the advertising effect. 3, do not discredit other competitive products.
Write a soft as far as possible only to say that their own good, not to say that others are bad, and can not act as a black sheep, causing peers to attack, you will not have a place to stand. 4, do not create garbage ads, do not produce "chicken ribs".
Soft advertising would rather have a shortage than an abundance of soft writing soft to say something, carefully crafted, do not be the same: far from looking at the model, close to look at all the same thing - the business profile.