General Representative Li Ling talks about how to write soft articles for WeChat business friends circle

Compared with hard advertisements, soft articles are responsible for the marketing planners of the company or the copywriters of the advertising company. "Text Advertisement" written by. Compared with hard advertisements, soft articles are called soft articles. The subtlety lies in the word "soft", which is like a needle hidden in a cotton, which is hidden but not exposed, defeating the enemy invisible. By the time you find out that this is a soft article, you have suddenly fallen into the carefully designed "soft article advertisement" trap. What soft articles pursue is a silent communication effect of spring breeze turning into rain and moistening things. If the hard advertisement is the Shaolin Kung Fu of outsiders, then the soft article is the Wudang boxing method of hiding needles in the cotton and using softness to overcome hardness, applying both soft and hard skills, and practicing both internal and external. Soft article marketing is the most powerful marketing tool.

What we call "soft articles" refers to the use of specific conceptual appeals and the way of presenting facts and reasoning to bring consumers into the "thinking circle" set by the company, with strong pertinence. Psychological attacks quickly achieve the text (picture) model of product sales.

There are two definitions of soft articles: one is narrow and the other is broad.

Soft advertising and hard advertising are relative. Not all direct advertising expressions can become soft advertising.

Soft article: Soft advertisement in the form of text is called soft article.

1. Narrow definition: refers to purely textual advertisements that companies spend money to publish in newspapers or magazines and other publicity carriers. This definition is one of the early ones and is what is known as paid text advertising.

2. Broad definition: refers to some promotional and explanatory articles that companies plan to publish in newspapers, magazines, or on the Internet to enhance the company's brand image and popularity, or to promote company sales. , including specific news reports, in-depth articles, paid short article ads, case studies, etc. How to write soft articles for Wechat Business Moments

1. Nine-square grid thinking method

Take a piece of white paper, divide it into nine grids with a pen, and fill in the product name in the middle grid. Next, fill in the other 8 boxes with the many advantages that can help sell this product. This is a simple exercise to force creativity, and I often use this method to come up with various designs.

Of course, after figuring out the advantages, we also need to focus on how to use them. As we all know, promotion means packaging and reinforcing the advantages. However, there are so many advantages that everyone has no memory. For example, if my facial mask has 20 functions, none of them will be remembered after I explained them in detail. On the contrary, if I only strengthen one of its functions - deep moisturizing, then people may come to me again next time they want to find moisturizing products.

Therefore, the use of memory points should be adapted to local conditions. On posters and promotional images, there should be no more than 3 memory-reinforcing points. It's different on the details page, where you can show the key advantages as much as possible.

2. Selling point extension method

Copy the features of the product description, and then extend them after each key point. To put it simply, it means slowly introducing and extending the products one by one. Of course, this is also the most stupid and effective method. This method is a picture I have seen in the friend circles of many friends who make cosmetics.

3. Three-paragraph writing method (only for classic details pages)

This is the "inverted triangle writing method" in imitation journalism. In the first paragraph, condense the key points because most people don’t have the patience to read the full text. For the main text, you can consider bullet points or a paragraph, depending on your personal writing skills. If your writing skills are not good, just write your selling points in point-and-column format. The last paragraph is the "hook". The main task is to call people to "Buy Now" and to strengthen the product's unique selling point, price advantage or gifts.

Condensed into three sentences: Look at me, why buy me, you must buy me!

4. When writing online shopping product copywriting, you should pay attention to SEO friendliness, that is, pay attention to the search engine’s Search relevance and the text model in the search model

People who can’t write product copy write the copy for themselves; those who can write product copy write the copy for the target audience; finally For those who can write product copy, the copy is written for the target audience and search engine spiders.

The product name that appears in your copy should be complete (including brand, Chinese, English, and correct model) so that it can be easily read by domestic search engine spiders such as Baidu and 360, and the complete product name must appear at least frequently. 2-3 times.

Anyone who understands how search engines work knows that when the search keywords are not found in all product titles, the search engine will crawl the copywriting in the product attributes and details pages. Moreover, even if your keyword appears in the titles of other products in the same industry, as long as the keyword appears more frequently in your details, the relevance will increase, making the product rank higher than other products.

Sellers who are keen on through trains, if they have read Laodan’s natural search model analysis or through train quality score model analysis, they must also know that there is something called a text model in the natural search model, and through train quality scores Among the four major correlations, there is also something called text correlation. You know the relationship!

5. Good product copywriting needs to be paired with excellent pictures

No matter how touching it is Copywriting is not as persuasive as a photo, and a long article is not as good as pictures and text. Product copywriting is not writing, sometimes a picture is enough.

6. Use soft articles to induce consumers to buy according to "your knowledge and suggestions"

An excellent salesperson will use wonderful words to change your preset thoughts when you first enter the store. Target products and budget, he will guide customers to high profits or the products he wants to sell most, rather than the products you want. Do you want to take the challenge? You can also use this as your goal to control the consumer's mind, let him buy additional accessories, buy a certain color, buy higher specifications, accept your pre-order items, etc.

7. The sharpest product soft article is to tell the favorable facts

What awards has this product won? Which well-known brand does it come from? Which channel is it currently the sales champion? Which one is it? Which product has the best reputation among netizens on the website? Which popular celebrity endorses this product? What are the absolute price advantages (for example: the lowest price on the entire network)? Regardless of your copywriting skills, if your product has these advantages, remember to highlight them at all times , then just wait and count the money. But remember not to go too hard.

8. Good copywriting can defend against competitor attacks

Competitor attacks include whisper attacks, copywriting attacks and price attacks. If you feel that your opponent has affected your sales and you need to take action, you can spend a lot of money in your copy to skillfully resolve the opponent's offensive.

For example: A well-known competitor says that a certain cosmetic product of hers is much cheaper than yours. Then you can emphasize that your product is made from natural plant extracts, has excellent quality, and has a good reputation for service, and point it out in the copy. "Currently, there are stores on the Internet that sell the same product at a price lower than the market price but with suspicious origins. Consumers have been deceived and have been deceived. Buyers are reminded to be careful." This way you can defeat her and easily resolve your high price dilemma.

Specific operational details of Moments:

1. Content marketing

Successful content marketing should have the following characteristics:

1) 丶 Focus on the audience and provide valuable and relevant content.

2). Related to the purchase of the target group, specific to a certain purchasing stage

3). Tell a story throughout the entire customer experience process

4 ), there are clear behavioral incentives to guide the audience's next action

5) According to different channels (Weibo, WeChat, blogs, etc.), there are appropriate organizational forms and expression techniques.

6). Have clear marketing goals

7). Achieve measurable marketing effects through strategic design

8). Ensure high quality At the same time, it can produce content efficiently and effectively

How to write soft articles when you are just starting a micro business? What are the techniques for posting in Moments? How do you write soft articles when you are new to WeChat business? What are the tips for posting on Moments?

Weishang is not what it used to be, and jumping in without knowing anything will definitely not work well. Don't think that you won't have to worry about anything if you are good at shoveling and hammering. The smell of wine is also afraid of the deep alley. Wei Shang needs to know how to divert traffic, know how to increase her popularity and attract her potential fans? The guardian came over. It's like going fishing. You don't just take a fishing rod and look for fish everywhere. You need to know how to build a nest to gather fish and lure them.

First, micro-business does not take the initiative to add people. It must learn how to attract traffic through various online channels so that others can take the initiative to join.

Second, you must know how to delve into knowledge related to shoveling, become an expert in the field, and deserve to attract others.

Third, the customers you attract must be precise customers or potential customers, and you cannot blindly attract customers.

Fourth, as a novice, you must have a good attitude. Haste makes waste, and nothing can reach the sky in one step. Especially doing this requires a certain amount of accumulation.

Fifth, a person’s power is limited after all. One must know how to draw on the wisdom of others. Only when everyone adds fuel can the flame be strong.

Sixth, execution is very important. I have taught many people, but for some people, no matter how detailed I explain them, they just don’t execute. So what’s the use? Facts have proven that those who have the ability to execute can do well.

Seventh, the most useful guide to snow? Liufang? Fa? "Likou"?.Russia.

There are tricks in every industry, but you just don’t understand them very well as a novice. You need to keep your eyes open, find a real way, enrich your brain first, and know how to mix bait and make nests to lure fish before you go fishing. You can catch all kinds of fish. Don’t always think about finding shortcuts. There is no such thing as pie in the sky. You will always reap what you sow.

How to write short copy for Wechat Business Moments so that it’s compelling

Hello! I am very happy to answer your questions. 1. How to write a short copy for the circle of friends

First of all, what should be written for the short copy of the circle of friends?

1. Writing about life

means sharing your real life status and life scenes. The most direct way is to publish personal life photos. Whether it's going out to play or having a big meal...all the fun, interesting and desirable things in life can be posted on Moments to show the truest version of you.

2. Write about hot topics

If your circle of friends needs to be lively and interesting, you need to keep up with hot events. Usually pay more attention to Weibo's popular rankings and Baidu rankings, share hot topics to attract attention, and then express your own views on events to show a lively you with personality and attitude.

3. Write about fun

Publish riddles, quizzes, surveys, etc. Usually collect more high-quality content of this kind, and then express it in your own words. Appear real and bring interaction. To make friends in the circle of friends, you need to "make friends with heart".

4. Write product

To run a micro business, you definitely need to write product copy. Whether the product copy is well written directly determines whether your advertisement is attractive or objectionable. Writing about the product includes customer feedback, your own experience of using it, packaging and shipping details, company news, etc. The product copy is condensed into three sentences: Look at me, why buy me, you must buy me!

5. Write value

You need to write professional knowledge or suggestions, To project your professional image, it will be easier to win the trust of potential customers and make sales easier. Pure advertising is just a sales machine without warmth. WeChat business must become a person with personality and an expert in solving customer problems. Only then can it be possible to do well in WeChat business.

Secondly, how to write short copy for Moments?

1. What needs to be shown?

Mainly include: health knowledge, professional ability, taste, positive image, sense of humor, etc.

2. Where do the materials come from?

①Current hot spots. There are always hot topics, such as major holidays, Tu Youyou's Nobel Prize, Huang Xiaoming's wedding, Meituan Dianping's merger... Articles that chase hot topics are the most likely to become popular. In order to chase hot topics, companies often stay up all night writing articles and making posters.

②Details of life. What you see and hear in life can also be used as an entry point for topics. For example, what did you think after reading the book, what did you gain from watching the movie, heard an interesting thing, saw a scene that touched your heart...

③Novel discovery. You have made a novel discovery, and you think others will be interested in it, but you don’t want to keep it to yourself, so you want to share it.

④ Sudden whim. For no reason, you have an idea that you find interesting and want to share.

3. What is your unique insight?

Refer to the first point to show what performance you need to show, and try to contribute as much value as possible when showing yourself. What value is, simply understood, is something that is useful and inspiring to others. Always maintain a willingness to give and share.

4. How to improve your performance?

Tasteful, valuable, rare, expensive items, texts, pictures, etc.

5. Arrange the pictures

Make the sentences smooth and avoid ambiguity. Attach a cool picture.

Types of failed short articles in Moments:

1. Moments are not only messy, but also forward things that are irrelevant to you and do not reflect your style from time to time, such as often forwarding other people’s QR code collections praise.

2. Make brushing a habit. What was supposed to be a bit cool, such as watching a musical, ended up scrolling through the small screen eighteen times in one go.

3. Treat violent tempers and foul language as bloody behavior. Writing is different from speaking. Without the coordination of expression, tone, and body language, joking can easily turn into a personal attack. Don't try to show off by suppressing others. This method of death also includes spreading negative energy, vulgar words, and stomach-churning pictures.

4. There are too many colorful special symbols interspersed in the copy, which looks messy and has no aesthetic feeling.

The short copy of the Moments should be as concise as possible, and it is more appropriate to keep it within 120 words. Text that is too long will be folded, making it less likely to be read.

In addition, the most important ability to write good copy is to think from the customer's perspective, what they like and what they dislike.

Many people are disgusted with WeChat business before starting a WeChat business. Therefore, after writing the copy, read it yourself and ask yourself: "If I were not a WeChat businessman, how would I feel after reading this circle of friends?" Many WeChat businessmen admit that they When I look back at my circle of friends, I don’t like it, so how do I impress my customers? How to post in WeChat Moments

Let’s see what you can post in WeChat Moments. What you want to post in Moments is nothing more than money and valuable things, and some beautiful people with good looks. WeChat business has not used Moments for a long time, so I will post again. How to write soft articles

Just write a reason. In fact, not many people care about you. You only take yourself seriously. I want to post on WeChat Moments. How do I post it?

You can do this. For micro-businesses

Usually there are large groups and you can just follow their posts

It is not easy for micro-businesses to do micro-business circles now. How to add people to the micro-business circle

According to the characteristics of the industry, you can learn from the friend circles of other peers and create one with your own characteristics. Be careful not to do it too often, just be realistic.