Practice has proved that soft advertising plays a vital role in promoting the immediate sales of promotional activities and improving brand awareness. Therefore, many large enterprises, such as Galanz, Haier, Oaks, Melatonin, etc., have already "produced" advertising soft articles.

Soft-text advertisements are usually written by marketing planners of enterprises or copywriters of advertising companies. They usually have the feeling that "advertisements are easy to do, but soft texts are hard to find". Because advertising soft text is not a literary creation, it pays more attention to and grasps the way consumers understand before writing, so it requires not only writers to have very high writing skills, but also a strong sense of marketing. Combined with the successful cases of advertising soft articles and the experience that Shaoping Studio has written soft articles in dozens of enterprises and various industries for several years, let's talk about some strategies and related matters in writing advertising soft articles: First, the basic requirements of advertising soft articles for writers: text function and understanding ability, and professionalism that is willing to learn and drill.

A writer of advertising soft articles must have a solid writing foundation and a strong ability to control words. At the same time, he must have extensive experience and strong understanding. I'm not afraid to write about industries or products that I haven't touched, but I'm afraid I have poor understanding, and I can't understand the corporate culture, core competitiveness, product selling points and market background of the brands I serve. If I write about catering, I must not only understand and be familiar with the cuisine and cooking culture at home and abroad, but also learn the origin and characteristics of the major cuisines in China, the differences in eating habits between east and west, and so on. If you write shoes, such as kissing cats and Daphne, you must understand and explore the classical and fashionable shoe culture, and you must also know some characteristics of leather and processing technology. If you write bedding, you must first understand the characteristics of raw materials, design concept, sleeping environment, maintenance of bedding, similarities and differences of existing brands in the market, etc ................................................................................................................................. It doesn't matter if you don't have a wide experience. As long as you are willing to study and study, you can still write soft articles in strange industries. We once served a prenatal education enterprise. At first, we didn't know much more about prenatal education than an ordinary person. Through a series of work such as writing product soft articles, product manuals and designing websites for the company, we learned and wrote while doing it. Although it was a little hard, in the end, the customer commented on us as "very satisfied" and even asked us to do introductory professional training for his new employees and sellers. This is the best reward for a lot of unpaid study and research work done by our customers. Second, write a trilogy of advertising soft text.

The author believes that before writing an advertisement soft article, one must clear up one's thoughts according to the following three steps: 1. Understand the consumer's acceptance process of the advertisement soft article, and clearly promote the concept theme: only when the theme is clear, one can be targeted and achieve the expected advertising effect. That is, before putting pen to paper, we must know clearly what class the market positioning of this service customer is, that is, after the soft text is written, we must taste the readers. 2. There must be a novel and creative title and sales promotion copy.

The novel and creative title of an advertising soft article has the same weight as the sales promotion copy. An attractive title needs time to ponder. If you can't find a penetrating title after a while, you can also consider the title while writing the text, or crown it with a satisfactory title after all the text is written. All in all, we must spend more time thinking about the title. 3. Choose the expression form that matches the copy.

We should consider the best way to express the theme of soft text, and it is best to have the support of graphic visual communication effect.

Third, the headline of a soft article advertisement must have strong impact and penetrating power, which is a highly concise summary of all your ideas in writing this soft article.

Don't emphasize the importance of advertising soft title, because only after your title is recognized by consumers can you attract consumers' increasingly critical and noble eyes and make consumers accept your advertising content. Therefore, you must carefully design your title. It is very important to find a title that interests readers, guide readers to read step by step, and be willing to accept the information you convey. Fourth, the theme of soft-text advertisements must be highly clear and focused.

Writing advertising soft articles must be very targeted, with special emphasis on a clear theme. If it is a soft advertisement in the promotion period, it must be closely coordinated with the promotion theme. In ancient times, when preparing for war, there was a saying that "the red flag was half rolled out of the Yuanmen", and the soft advertisement for promotion was the red flag flying high in our promotion war.

At the same time, our soft articles should be innovative. A colleague's

"new source, new way, new selling point" is worth our reference. Five, writing soft articles must also pursue novelty, readability, interest and knowledge.

Soft articles are not rigidly formal in writing, but it is difficult to arouse readers' interest if any advertising soft articles do not attract readers' desire to read and cannot capture readers' curiosity, knowledge and pleasure. If an advertising soft article just looks at the title and makes people feel depressed, its advertising effect is simply impossible to talk about. Therefore, it is necessary to analyze the consumer psychology and life interest of the target consumer groups of products, so as to make them more readable, interesting and knowledgeable, and avoid wishful thinking, tired and trite preaching and professional and nerve-racking professional exposition. Otherwise, in a word, it is to create advertising garbage, which, in another word, is counterproductive and hurts the enterprise itself. 7. Precautions for writing soft advertisements 1. Do not conflict with existing laws and regulations.

soft-text writers must be familiar with the relevant laws and regulations on advertising, and the published advertisements should be based on the premise that they cannot contravene the existing laws and regulations, so as to avoid being investigated and dealt with by relevant law enforcement departments, or even causing lawsuits. Studying the relevant legal provisions can make you more Zhang Chi when creating soft articles. 2, avoid propaganda caliber is not uniform.

the author advocates that soft-text advertisements should be uniformly controlled by the marketing department or planning department of the corporate headquarters, so as to avoid that the second-level agency or overseas institutions have different propaganda caliber when implementing soft-text advertisements, which will directly affect the advertising effect. 3. Don't denigrate other competitive products.

When writing soft articles, try to talk only about your own good, and don't talk about others' bad. You can't be a black sheep, and you will have no place to stand. 4. Do not make junk advertisements or produce "chicken ribs".

It is better to put in advertisements in soft articles than to abuse them. Writing soft articles should be concrete, carefully crafted, and not stereotyped: it is the same thing to look at them from a distance-enterprise profile.