WeChat super number Mimoun, nicknamed "poison chicken soup" of the "Queen of soft text" once wrote an article "if you can go back ten years ago, what do you want to change", from the title, the article should be a continuation of Mimoun, "Queen of chicken soup" consistent chicken soup route, but the opening paragraph is frankly said that he regretted that he did not take the time to mess around before, using the stains. "Chicken soup queen" consistent chicken soup route, but the opening is to confess that he regretted that he did not seize the time to mess around before, the use of stains to attract readers.
The country's remarkable imagination for men and women can be described in a quote from Mr. Lu Xun, who said, "As soon as I see a short sleeve, I immediately think of a white arm, and I immediately think of full nudity.
Mimi knows what readers like to see, and Chinese social traditions don't support or advocate frank talk about male-female relationships, so the country has a strong expectation of metaphor and innuendo about this matter.
Using the taint to open the article and stir up excitement, she then turns the picture around and throws out ten life truths that will leave her with no regrets. Although Mimoun is very good at talking about life axioms, these life axioms are very correct, but the past can not be undone, there is no way to turn back the clock, so at this time, Mimoun a peak turn, bring out the protagonist of this article, "salted fish APP", the name of the launch of salted fish preferential experience vouchers, beautifully called "The second life experience coupon".
Mimoun's "dirty" chicken soup put, so that idle fish APP directly from the AppStore dozens of rushed to the total list of the seventh, idle fish also sent customers a "cute" banner.
Soft article marketing is the pursuit of "soft", but when it is time to have a commercial color, it should be a big color, such as Mimoun's "can not buy buy life, not worth mentioning".
By profoundly rationalizing the significance of "buying" and then launching the Xiaohongshu APP, and generously placing a Xiaohongshu 66 RMB shopping red packet, the coupon law is used to attract users to download the Xiaohongshu APP and complete the conversion process of shopping.
Case two, story type soft text: the great Annie
Most of the story type of soft text, will not directly promote the product, but through the expression of the author's values, so that readers agree with the inadvertent moment to promote the product.
The Great Annie article begins with a broken dream to attract readers, so that readers are automatically brought into the feelings of the protagonist, triggering the audience **** Ming. In the middle part of the article, it describes the dark stage of the protagonist's despised dream, just like every despised young man who has gone through the stage of not understanding, the confused stage of having his dream despised from childhood to adulthood.
And then the protagonist began a journey of rebellion, from just coming to the big city where he couldn't pay the rent and a dozen or so people often huddled together in silence to eat instant noodles, to giving his mother a promise that he would make enough money for a big house, to the end of the rebellion was complete, the author's comics began to have thousands of retweets, and the number of fans began to rise, and finally in 2013, it had a few million fans.
In the protagonist's pursuit of dreams will be frustration, affection, tears into the emotional points of the article, followed by the most critical moment in the author's tone of implantation of the goods, the introduction of the product's values: "We should make a fun App! The name is called fast look at the comic it! It's not a massive but messy content, but what I recommend, few and far between, the best looking mobile comics of all genres".
The end of the article begins with values input and warm marketing to further reinforce the power of dreams. The selling point at the end of the article is that the protagonist shares roughly the same fate as the lost young man, but the protagonist in the article doesn't give up. This article promotes the value that if you have a dream, you should pursue it, and although you may not always succeed, the process is far more important than the outcome.
There is a way of writing story-type soft writing is to define their own audience, in the shape of the characters to find out the readers may be able to empathize with the emotions of the readers to see, in determining the audience's emotions have been synchronized, then the article can be moved out of the product, focusing on the values of the product clearly said.
The advantage of the story type or popularization of the soft text is that it can guide the party to try to use greater creativity to create a "four or two thousand pounds" of the new media communication method, but pay attention to the conversion between the huge flow and marketing data.
Long-term view, the story of the article can not be used as a long-term soft marketing set, because the story is told in an article, the next time the same story set can not be used, which is the biggest drawback of the story of the soft text.
Case study three, dry goods type of soft text: Li Mouse said the car
Dry goods type of article first of all to make clear their audience, to understand clearly audience, potential consumers need to share what kind of article. In the article to share, the author to show their professionalism, because the audience is the beginning of the article is attracted to the properties of dry goods, the audience is to run to the dry goods, so the author must show enough professionalism, to increase the audience's sense of trust.
The dry articles compared to the news type or promotional type of soft text, more interesting or plot ups and downs, and because of this, the popularity of the soft text is more popular with the readers, but also more likely to be spread in today's pan-entertainment society, to compete for the flow of preemptive.
At the beginning of the article "Li Mouse Talks Car", the author starts to share the cats and subterfuges in the trade of various second-hand cars, implanting advertisements in the sharing, for example, describing the second-hand market value of a car model after it becomes an "accidental car", and then immediately after that it is time for the dry goods to be shared with the audience through the popularization of science, which is very professional and comprehensive knowledge of cars. The program is a great way to get the most out of your car," he said.
"Li Mouse said car" this kind of soft text, in fact, is to share the method of soft text, share the method of articles, the pursuit of dry goods, popular science, the author by sharing their own familiar field of professional knowledge, so that the target audience to understand the hard knowledge, to the field of expertise of some of the analysis, to increase the audience's sense of trust.
Case four, funny soft text: genius little panda TERA game
Funny articles of the core elements of how interesting to write a product, characterized by a wide range of user coverage, user accuracy is low, the article should be lively and interesting, it is best to combine with the hot spots of current events to say paragraphs.
Funny type of soft text, focusing on the funny, to let the reader will not be bored after reading, at the same time, the article should also focus on the product's communication attributes, must be related to the product itself, but can not be too much mention of the product, the main paragraph, the product in the article time and nodes also need to be carefully considered, not to say that just a place to appear in the product information readers will be accepted.
Game soft text must be accompanied by a picture of the game, so that more persuasive, in the article at the beginning of the name of the product, open the door, first in the reader's mind to form a product branding.
"Recently, I've been playing the Korean game called TERA, the legendary sexiest online game, and to be honest, I didn't realize where the sexiness came from at first..." At the beginning of the article, the author says that he doesn't understand the charm of this game, which attracts readers to read down to what kind of a game it is. This kind of beginning can easily attract readers to read down the page, and suspenseful beginnings can often be intriguing.
In traditional Chinese comedy, there is a masterpiece to do shake the baggage, that is, the most representative of the key words in a point to say, and then layers of padding, slowly solve the suspense. In the process of unraveling the suspense, is very interesting and attractive, because more and more unexpected material will be found, can be said to be like a process of exploration, the reader's preconceived ideas in the author's time and time again in the humor of the funny cognitive fall.
This process of exploration also applies to soft writing, this form of article is called "suspense". Suspenseful soft writing must be attractive, to set up a suspenseful question at the beginning, so as to attract the attention of the reader.
The suspenseful article dissemination effect is no less than the news-style marketing software, as long as the pinch properly, as can attract a large number of traffic.
The middle of the article describes a variety of fantasy experiences in the game, even a bit hilarious, which led to the introduction of "President Wang", and the word "sexy" is mentioned again in the middle of the article. The end of the article shakes the last baggage for the whole paragraph, which can be appropriate to reiterate the product and its selling points.