2, avoid soft writing ignoring the title:
The title of the soft article is the top priority of the soft article, we read the newspaper is the first to see the title of each paragraph, after the hobby in the next reading. Generally readers decide whether to look at a content 70% is decided by the headline and subheading. The title is the point of the whole piece of soft text, so, to be in the title of the next full effort.
3, avoid soft writing dragged:
Readers usually have little patience to see soft ads, if you can not catch the reader's attention in a few lines, even if the content of the back of the excellent is meaningless, avoid writing like a running gag, to refine the language, echoing back and forth, so that a piece of soft writing all in one.
4, avoid soft communication without strategic planning:
The purpose of dissemination should be very clear, is to extend the communication with hard copy or to shape the brand or to news momentum. Determine the purpose of the purpose can be based on the purpose of the communication plan: what is the content of the early, mid-content, late what content, and follow the market changes, programs and content will be adjusted accordingly, and can not be a piece of software to play the whole world or Han Xin chaotic point of view.
5, avoid excessive length
Today's fast pace of life, so that readers are accustomed to fast-food reading, see the large text on the headache, even if the reading is also very difficult to read the entire content, not to mention letting it read the ads. Increased page usage, but the effect is not good. Soft text should be short and concise, simple and concise, so that readers will soon be able to understand the entire content. Of course, such as pharmaceuticals and other industries have their own communication specificity, the length may be longer, but I think, is still as short as possible, if it is a very long soft text should be a fair division of the entire content, as in writing - start, take up, turn, close, tightly interlocked, clearly organized, each sentence can not be too long, as far as possible, with a phrase (10 words or less per sentence is the best) so that readers can quickly understand the entire content. Each sentence should not be too long, as far as possible with short sentences (10 words per sentence best) so that easy to read and remember, natural easy to read hobby. Efforts to readers to read your soft text is to read the newspaper in the most easy to read articles.
Soft writing skills
Soft writing should consider the industry characteristics, product characteristics, consumer maturity, target consumer culture structure, regional culture and other factors. There are many forms and methods of writing, the author introduces 10 market commonly used forms of soft writing, **** everyone reference.
1. fake real
Readers buy newspapers mainly to see the news inside, not many people
is to see the ads and buy the newspaper, therefore, the soft writing like the news, fake real, can increase the chance of being read and the degree of trust. Write try to use the same tone as the news, such as a treatment of high blood pressure medicines, the use of its use is the news form of soft text, soft text main title for the "Henan surprised to find a hundred years ago the treatment of high blood pressure recipe", subtitle for the "Henan Province to clean up the rectification of the folk cultural heritage, the palace imperial physician fourth-generation The grandson contributed to the family secret recipe," this soft paper is packaged like news, will y attract hypertensive patients.
2. The content and title of the article are very subversive, and the words are not surprising, creating novelty and sensationalism. Now the media is flooded with attention is not an easy thing, with this method can effectively catch the reader's eye, but to master the position, do not let the reader and be fooled or bluffing feeling. "1.6 billion people should be concerned about the subject" "people can really live forever" "yesterday my husband found my secret" are used in this form.
3. The Weiwei rescue
Not directly publicize their own products, by commenting on similar products, consumers get the benefits, etc., to bring out the advantages of their own products, such as a new drug for liver soft: first of all, there is no special effect on the liver drugs, and then talk about the easy recurrence of some of the drug prices, such as its own product has the upper hand in some of the topics, and finally bring out their own products, resulting in a strong contrast. "Who can stop the magic hand of coronary heart disease" "How many steps do you need to listen to the song?" "Traditional hair coloring damage is not only hair" and other soft text are such forms.
4. moving with emotion
Like full of emotion in the telling of a true story, so that the reader into it, so that when listening to the story of the invisible acceptance of the product information. Such as the author for a plastic surgery hospital to write the soft text - "let love again lift a girl 11 years of dreams" content is conveyed through the form of a thank you letter to the effect that a girl from the age of 7 began to learn to dance Jinxiu girl, her biggest dream is to become an international ballet dancer, but half a year ago in a car accident, the girl's face Was cut open a 4 cm mouth, the girl went to a lot of hospitals, do a lot of treatment, can not eliminate the scar on the face, disappointed when came to the XXX Plastic and Cosmetic Surgery Hospital (soft publicity hospital) to get the doctor's affirmative answer, the girl and happy and worried, happy happy to be able to restore the appearance of the stage from the anti-her beloved, worried, originally the family situation is not rich, parents are farmers, their own anointment, The majority of living expenses are their own after-school time to do three tutoring earned, simply can not afford the cost of surgery, hospitals understand the situation, all free of charge of the girl's surgical costs, a few months later, the girl's face has basically been restored to the original, Shi light make-up can not be seen any traces of the XXX hospital medical staff with the love of the girl's dream once again.
5. The hidden arrow
Often used to combat competitors, the form of a "so-and-so expert found", "so-and-so report" to a powerful, objective, impartial angle and tone, pointing out that the inadequacy of a certain industry or product, or to expose themselves to industry insiders. Or self-exposure industry insider. Of course, the condition is that their products can have the ability to make up for these shortcomings, certainly this kind of soft text effect is remarkable, but the author has always held a cautious position, because this kind of soft text usually causes industry fluctuations, the whole industry has a negative impact, and even lead to a fire, and become a public enemy of the industry, improperly maneuvered, and even the consumer will be disgusted with you. Oxy announced the industry white paper; a multinational enterprise manipulation of "microwave ovens can cause cancer", "friends who have had cosmetic surgery, look at your face three years later" These are such soft documents, and the effect is mixed.
6. Fox Fake Tiger
Borrowing the name of some famous experts, powerful organizations, or the evening of famous enterprises, brands, either their own momentum to create a great deal, so that consumers can increase the degree of goodwill and trust in the enterprise or product, especially suitable for new businesses, small businesses, new products, small brands, you can achieve twice the effect with half the effort. This kind of soft writing to be good at discovery, find out where you can hang on with the strong, there is a strong brand connected to the concept of better, such as not can be manufactured. Such as a toothpaste brand in order to improve the value of its products and trustworthiness, played the "XX dental organization recommended" is really only a few people in this organization, and controlled by the brand, not to talk about the power of sex, but for our general consumers, there is no ability to identify this. Can play some "ball", or even create some concepts, can also be mentioned above the case, create some "facts" out, but to grasp the standard, to be true and trustworthy, but not touch the law. "Nike's shoes half of what we do" "powerful organizations recommended, best-selling eight years" "scientifically proven, XX has the effect of effectively pressing the role of cancer cells," the soft text of these The technique is very successful.
7. The use of spring wind
The use of events to take advantage of the momentum of publicity, events can be unexpected, government documents, the release of scientific and technological achievements, specific festivals and so on. For example, some years ago, the Drug Administration found that a cold medicine contains PPA, and PPA became a hot topic of concern. The drug in the category of cold medicine is the leading brand, the other brands of the product pressure is not out of breath, this time the drug out of the matter, a pharmaceutical company was the first to keenly discovered the opportunity to use the momentum, to launch a comprehensive momentum marketing, which softwares focus on the expression of their own brand of products do not contain PPA ingredients, and gained a great success, although then the other cold medicine manufacturers have followed suit, saying that their own medicine is also The effect was far less than that of the earliest company. It can be seen that a keen discovery of the opportunity and resolute action is very pivotal. Shenzhou VI spacecraft ascension, the world's attention, some companies take advantage of the situation to hype, such as "special milk for astronauts" and so on. Dragon Boat Festival, a large food factory to do zongzi product promotion, not directly describe their products, but first speak of the origin of the Dragon Boat Festival, the origin of the zongzi, authentic zongzi is how to manufacture some of the Dragon Boat Festival culture, and finally to speak of the products they produce - "the most authentic zongzi "The effect is very ideal, because consumers in the taste of sweet "the most authentic zongzi" at the same time, but also can taste the strong Dragon Boat Festival culture. To write a softwritten momentum-type need to be keen, correctly grasp the potential can be leveraged, and tap the most appropriate entry point, their own products or brands, cleverly combined into.
8. Water and Milk
The form of softwriting is to promote the effect of softwriting by interacting with the target readers to achieve the purpose of promoting sales. Usually give the reader some incentives to mobilize the enthusiasm of its intervention. Such as: accurately answering the questions raised, can be given gifts, prize essay and other forms. To pay attention to is to interact with the target readers (consumers), otherwise, even if a large number of non-target readers to intervene is also a failure. It is necessary to softwriter skillfully set the interactive form and content, such as a cell phone store launched a softwriter "8 free cell phone, that one is yours?" Content is to answer 8 new cell phone some of the new features is what, flow after the end of the readers in the answer to the question to extract 8 lucky readers, each given a cell phone, extract 30 lucky readers, given a cell phone charm, extract 50 lucky readers, given 8.5 discount purchase card, etc., the topic of the riddle can be found in the store's promotional products of the 8 cell phone (the 8 models, when there are 3 models only the store) (3 of the 8 models were only sold in the store) published in the soft, the participants were very enthusiastic, a time when the head of the store moved, greatly mobilized the popularity of the store, sales are rising, flooded with important holidays only have a hot scene. Soft use of the interactive form very correctly caught the target consumers, and through the store to find the topic of the riddle and other forms of flow in-depth. This soft form of success or failure of the main decision in the interactive form of selection.
9. Setting up suspense
More questions, set up some target consumers concerned about or the idea of attracting their attention to the topic, and the ultimate solution to the mystery, but also to publicize the product out of the time, and at this time you can continue to set up suspense, catch the reader's curiosity to continue to read on. To pay attention to is, your explanation to be reasonable, do not give people the feeling of mystery, or easily make the reader to have a feeling of disgust.
10. ring tight
Often in the newspaper to see several consecutive issues of the "soft serial" properly written to attract readers to read continuously, deepen the reader's impression of the brand or product and understanding. Drug manipulation industry used this method, such as through the launch of the "title", "medical chapter", "treatment" and other series of articles, telling the story, from the sick to seek medical treatment, and then the use of a certain drug process. There are also some with the flow of the series of soft, such as the flow of the initial informative soft, the flow of the mid-term tracking report soft, and so on, there is like a novel of the continuity of the soft, the story is strong, the content to be disseminated into the plot of the plot, such as a traditional Chinese medicine characteristics of the outpatient clinic to write the soft, about the director of the outpatient clinic of the father since childhood, hard to learn, study of traditional Chinese medicine and rugged life experience, and then the ZongZhong The son inherited his father's profession and carry forward and encountered problems, touching stories between doctors and patients. Readers read with great interest, understanding of the clinic at the same time also increased a sense of goodwill and trust. And do not understand the continuity of the soft text, a long soft text broken down into several short soft text, such soft text will not have the desired effect. Continuity of the soft is playing a set of combinations of punches, the point is to strengthen the continuity between the length, to let readers who have seen the last soft can be connected to inheritance of reading, but also can not read the last or more readers to read and understand and have a hobby, that is, can be independent of the text. Enhance the story of the article, the end should be set up baggage, hanging the reader's appetite. Not too exaggerated, to give readers a real sense of trust, and not overly committed, really think they are writing a novel, always remember, they are just a different form of publicity.
Media dissemination skills
1. Publishing media selection
Usually, the soft launch will choose the largest local circulation of newspapers and magazines, the strengths of
is a large coverage, wide audience, the disadvantage is that the readers will be divided into subdivided, your target readers (your product's latent consumers) will be very few, if not the masses of commodities, the situation will be even more prominent, at this time, you can consider to put the Soft cast in the local professional newspapers and magazines, of course, the circulation of such newspapers and magazines is small, but because it is subdivided after the niche media, the target readers are very concentrated, such as the beauty industry, the drug industry, the furniture industry, this kind of special issue of the newspaper is a lot. There is a method of media placement options, that is, through the target consumer surveys, to understand the group's most concerned about what the media, media placement, such as the launch of a shell, accurate launch to the most valuable place, so you can get twice the result with half the effort, saving money.
2. Release time selection
Different release time, the effect is also a big difference, the industry characteristics of
different gold release time is also different, such as Tuesday, Thursday, the drug manipulation industry is the best release time, the release of popular products on Monday the best time, and the flow of the flow of the written soft to flow a few days before the start of the market to warm up the soft, the back of the soft According to the rhythm of the flow with the release. And Saturday, Sunday is the worst time for mass media advertising, certainly the price of the plate is cheap, but I do not recommend buying.
3. layout location selection
Layout location selection should be based on different types of soft forms to choose the edition
Position, the best cast in the news section or industry special edition, and can not be published in the advertising version, but also as far as possible not published in the vicinity of the place are soft, while the soft try to be published in the layout of the eye-catching position, such as the front page. Strive for these prerequisites is to get good and the edition of the compiler's customer relations, if and advertising company, these requirements should be used as a bargaining premise.
4. Selection of layout style
In principle, the layout of the article should be consistent with the layout style of the layout style
Usually, the layout style of the article and the style of the press release the more close
The better, some of the emotional style of the article if you can not be published in the news section, published in the emotional section of the effect is also good. Of course, this is also related to the industry and products, the title must be eye-catching, with bold font, sub-title is also raised as much as possible, if the version of the set of red version, it must be the title of the set of red, according to the need to add some pictures, such as logos and so on.