Newspapers are the main publishing media of soft articles, and readers buy newspapers to read the news inside. Few people buy newspapers and read advertisements. If you can write soft news articles, you can increase the chances and credibility of being read. Try to write in the same tone as the news. For example, a drug for treating hypertension uses soft news. The main title of the soft article is "Henan Province Surprises the Secret Recipe of Treating Hypertension a Hundred Years ago", and the subtitle is "Henan Province arranges folk cultural heritage, and the fourth generation of imperial doctors contribute ancestral secret recipes". This kind of soft text is packaged like news, which will deeply attract people who pay attention to the news and patients with hypertension. But it should be noted that this writing is not to deceive readers, but to be based on facts, otherwise it will only be self-defeating.
Soft writing skills 2. The language is amazing
The content and title of the soft text are extremely subversive, and the language is not surprising, creating a sense of novelty and sensation. Nowadays, it is not easy for the media to pay attention to it. This method can effectively catch the reader's eye, but it is necessary to grasp the discretion and not let the reader feel cheated or bluffing. "/kloc-problems that 0.6 billion people should pay attention to" and "Can people really live forever?" "My husband discovered my secret yesterday" is all in this form.
Soft writing skills 3. Encircling Wei to save Zhao.
Don't directly promote your own products, and draw out the advantages of your own products through comments on similar products and the benefits obtained by consumers, such as a soft article on a new drug for treating liver: first talk about the fact that there is no specific drug for treating liver at present, then talk about some topics that your own products have advantages, such as easy recurrence and high drug prices, and finally draw out your own products (World Factory Network School Channel, because you are wonderful, because you are more wonderful! ), produced a strong contrast. "Who can stop the magic hand of coronary heart disease?" "How many steps does it take to listen to music?" Soft articles such as "traditional hair dyeing hurts more than hair" belong to this form.
Soft writing skills 4. Emotion.
It's like telling a true story with full feelings, so that readers can get involved in it and receive product information indirectly when listening to the story.
For example, the soft article written by the author for a plastic surgery hospital-"Let love hold up a girl's dream 1 1 year" is conveyed in the form of a thank-you letter, to the effect that a beautiful girl who started to learn dance at the age of 7, her greatest dream is to become an international ballet dancer, but in a car accident six months ago, the girl's face was cut open by a 4 cm hole and the girl died. Can't get rid of the scar on her face. Desperate, she came to XXX Plastic Surgery Hospital (the hospital promoted by Ruan Wen) and got a positive reply from the doctor. Girls are happy and worried, and the joy of happiness can restore their looks. After returning to her beloved stage, she was worried that her family was not rich and her parents were farmers. Most of her tuition and living expenses are earned by three tutors in their spare time, so she can't afford the operation. After the hospital learned the situation, the girl's surgery fee was completely waived. After a few months, the girl's face basically recovered, and there was no trace after wearing light makeup .......................... The medical staff in ……XXX Hospital once again held up the girl's dream with love.
Soft writing skills 5, innuendo
It is usually used to crack down on competitors, in the form of "so-and-so expert discovery" and "so-and-so report", which points out the shortcomings of a certain industry or product in an authoritative, objective and fair way or exposes the inside story of the industry. Of course, the premise is that what you say must be true, and your own products can make up for these shortcomings.
Although the effect of this soft article is obvious, the author has been very cautious (World Factory Network School Channel, because you are wonderful, because you are more wonderful! ), because this kind of soft text usually causes fluctuations in the industry, has a negative impact on the whole industry, and even leads to a fire, becoming a public enemy of the industry, improper operation, and even consumers will resent you. The industry white paper published by Oaks, The Microwave Oven Can Cause Cancer operated by a multinational company and The Friends of Plastic Surgery, Look at Your Face Three Years Later are all soft articles, but the effects are mixed.
Soft writing skills 6. Smith
Borrowing the names of some well-known experts and authoritative organizations or juxtaposing with well-known enterprises and brands can increase consumers' goodwill and trust in enterprises or products, especially for new enterprises, small enterprises, new products and small brands, which can achieve twice the result with half the effort. This kind of soft text should be good at discovering (world factory network school channel, because you are wonderful, because you are more wonderful! ), find out where it can be linked to strong resources.
For example, in order to improve the brand awareness and credibility, a toothpaste brand launched the banner of "XX tooth protection organization recommendation". In fact, this institution is not authorized by the state, but only a few people. It is brand-controlled and not authoritative, but for us ordinary consumers, it does not have this ability to distinguish. "Half of Nike sneakers are produced by our OEM", "Recommended by authoritative organizations, and sold well for eight years" and "Scientific proof that XX has the effect of effectively inhibiting cancer cells" are all successful.
Soft writing skills 7. Take advantage of the east wind skillfully
Use events to promote the situation, which can be emergencies, government documents, the release of scientific and technological achievements, special festivals and so on. For example, a few years ago, the Food and Drug Administration discovered that a cold medicine contained PPA, and PPA became a hot topic of concern. This medicine is the leading brand of cold medicine, which makes other brands suffocate. This time, something happened to the medicine. A pharmaceutical company first keenly discovered this opportunity to take advantage of the trend and launched a comprehensive marketing. Among them, Ruan Wen emphasized that its brand products did not contain PPA, which was a great success. Although other cold medicine manufacturers have followed suit, saying that their medicines do not contain PPA, the effect is far less than that of the first one. It can be seen that it is crucial to be sensitive and decisive to opportunities. The launch of Shenzhou VI spacecraft attracted worldwide attention, and some enterprises took advantage of the situation to speculate, such as "special milk for astronauts".
During the Dragon Boat Festival, a large food factory did not directly introduce its own products, but first talked about the origin of the Dragon Boat Festival, the origin of zongzi, how to make authentic zongzi, and other cultures of the Dragon Boat Festival, and finally talked about its own products-"the most authentic zongzi". The effect is very ideal (world factory network school channel, because you are wonderful, because you are more wonderful! ), because consumers can feel the rich Dragon Boat Festival culture while tasting the sweet "most authentic zongzi". To write soft articles by taking advantage of the situation, we need to grasp the potential energy that can be used sensitively and accurately, tap the most suitable starting point, and skillfully combine our own products or brands.
Soft writing skills 8. Perfect harmony
By interacting with the target readers, this form of soft text can improve the effect of soft text and promote sales. It is usually to give readers some rewards to stimulate their enthusiasm for participation. For example, if you answer the question correctly, you can give gifts, award-winning essays and other forms. It should be noted that the interaction is generated with the target readers (consumers), otherwise, even a large number of non-target readers can't participate. This requires the author of soft text to skillfully set up the interactive form and content. For example, a mobile phone store launched a soft article "8 free mobile phones, which one is yours?"
The content is to answer what new functions eight new mobile phones have. After the activity, 8 lucky readers were selected from the readers who answered the questions correctly, and each reader was given a mobile phone, 30 lucky readers, 50 lucky readers and a mobile phone card with a discount of 8.8. The answer to the question can be found in eight mobile phone posters in the store (three of the eight were only available in the store at that time). After the release of the soft text, the participants used the interactive form of the soft text to capture the target consumers very accurately, and carried out in-depth activities by looking for answers to questions in the store. The success or failure of this soft text form mainly depends on the choice of interactive form.
Soft writing skills 9. Suspense
Use more questions, set some concerns of target consumers or find ways to attract their attention. When the answer is finally solved, it is also the time when the products they want to promote appear. At this time, you can continue to set suspense, seize the reader's curiosity and continue reading. It should be noted that your explanation should be reasonable and reasonable, and don't give people a mysterious feeling, otherwise it will easily make readers feel disgusted.
Soft writing skills 10, interlocking
You can often see several consecutive issues of "soft serial" in newspapers, which can attract readers to keep reading and deepen their impression and understanding of brands or products. This method is often used in the pharmaceutical industry, for example, through the introduction of a series of soft articles such as "problems", "seeking medical treatment" and "treatment", the process from seeking medical treatment due to illness to using a certain drug is explained.
There are also a series of soft articles to cooperate with the activities, such as informative soft articles in the early stage of the activities, soft articles for tracking and reporting the activities in the middle stage, and persistent soft articles for novels. This kind of soft text is characterized by strong story, and the content to be spread is skillfully integrated into the plot. For example, a soft article written by an outpatient clinic with Chinese medicine characteristics tells the story of the father's arduous study and study of Chinese medicine since childhood, and then tells the story of the director's difficulties in inheriting and carrying forward his father's career and touching doctors and patients. Readers read with relish, learned about the clinic, and increased their goodwill and trust.
Source of this article: Soft Text Enterprise Soft Text Media Organization