Compared with hard advertisements, soft articles are called soft articles because they perfectly combine promotional content with articles. Good soft articles are two-way, that is, users can get what they want and understand the products/brand selling points we want to promote when reading articles.
For the operation that can learn everything, it is inevitable that you will receive the task of promoting with soft text (of course, there are some ways you want to acquire users). At this time, you can have two strategies. One is to write their own soft articles and then put them in the channel. Under this strategy, they need to operate themselves to tap the selling points of products and write content that users are interested in; The other is the strategy when the budget is sufficient, directly find the marketing number with the same tonality as the target users, inform them of the selling points of the mined products, and then hand over all the soft text writing and delivery to the marketing number. Considering the universality, this article talks about the former choice, and how to write a soft article when the operation plans to do its own soft article marketing.
1. Three elements of soft writing
In high school, you can write a paper. If you want to get high marks in your composition, you must have excellent arguments, then rich and novel arguments, followed by gorgeous rhetoric. It can be said that arguments, arguments and rhetoric are the core elements of a complete paper. Soft articles, like papers, can also be simply regarded as evidence-based articles, which need to convince users to use products with enough arguments (content that users are interested in), so if you use papers to soft articles, it also has its own core elements:
product selling points, which you want to focus on through soft articles.
soft theme, according to the target group, can find the "pain point", "high point" and "entertainment point" that poke people's hearts, and at the same time complete the theme of packaging the core selling point of the product.
content material, which is collected according to the theme in multiple dimensions, so that the theme of soft text can be demonstrated and visualized.
2. Mining the core selling points of implantable soft articles
Usually, the soft articles are mainly the "informative" content that users are interested in, and the product promotion content can only be a small part of it. Too much space will affect the communication effect of soft articles. It is suggested that the fishbone diagram method can be adopted to analyze the function, content, activities and users of the product layer by layer to find the key core selling points of the product.
3. Soft topic for packaging core selling points
The most difficult part of writing soft articles is how to naturally switch to product promotion content after writing the informative content in the article. In order to avoid the embarrassing situation that the words that have been painstakingly coded for a long time can't connect with the selling points that the products want to convey in the end, the operator can write this connection part, that is, the product selling point packaging part in the soft article, according to the soft topic first, and then make the soft article main body (.
as far as the soft articles I have seen at present are concerned, the themes (ways) of commonly used product selling point packaging can be divided into the following categories: chicken soup, emotion, entertainment gossip, dry goods, hot spots, hysteria, humor, attitude and life scenes. Among them, the soft articles with good spread of emotions, chicken soup and entertainment gossip are suitable for dry goods.
4. Collect materials according to the theme of the soft article
The material collection here refers to the collected content to support your point of view, that is, the argument with material. The theme of soft articles can be varied, but when it comes to specific writing, you should be able to justify yourself. Why do you suggest that everyone "be brave to be yourself", "be good to yourself when being right", "don't be sloppy after falling in love" and "be determined to do business" ...
People with special skills or unique interests will have advantages in material collection, and those who like to study historical operations can find out when doing material collection. Those who like to study movies can use the plots in movie blockbusters as arguments, and those who like to study emotional problems can take all kinds of daily emotional entanglements as arguments ...
If you don't have any special interests, you can actually make up for them by searching merchants, and collect some materials around the theme of product selling point packaging through search engines to see which ones can be used as arguments. Although the efficiency will be slower, you can still control it on a -based basis.
5. Presentation form of soft text
After talking about the three elements of soft text, let's talk about the presentation form of soft text again. There are three kinds of things that we see now: pure words, illustrated pictures and pure pictures.
Personally, I feel that pure words are suitable for some deep topics, such as articles about emotions, dreams and choices. Illustrated text is a common form of soft text, which can achieve entertainment effect through the interpenetration of PS, film editing and funny pictures.
One is a screenshot of WeChat and QQ dialog boxes, telling a story in a few words, without PS, just prepare a trumpet. Mostly used in emotional and tearing soft articles.
Last but not least, you need to read the soft text several times and revise it constantly. You can also get it in one day if you are inspired to write soft text on a zero basis. If you don't feel it, it is estimated that it will be a waste to hold it for a week.