Element one: accurate marketing strategy. You must look like a captain.

Awesome soft text is like a ship, which can transport customers from point A to point B. Point A is the status quo, for example, customers know your brand, but don't know what advantages you have. Point B is the goal, for example, customers are very excited after reading the text and call you for consultation.

There are many reefs between point A and point B. If you talk about the surface coating treatment of dental implants in a soft article, as a result, consumers don't even know what dental implants are, and your article becomes a gobbledygook. The market has experienced an introduction period, a growth period and a maturity period. What you want to appeal to are category concept, product strength, brand and service. Early death, late death. You have to tango.-Step on it.

If the theme of your essay is quality service, unlike long queues in public hospitals, our college provides through train service. Later, I heard that a competitor served two people 1 customer, and you were dumbfounded. At this time, the competitor snickered in secret: "silly fork, thank you for spending money to emphasize the importance of service." Therefore, you should do a good job in investigating your competitors, and foster strengths and avoid weaknesses.

You also need to understand the development trend of the industry and the trend of technological innovation. After comprehensive consideration, you can find the shortest way between point A and point B-your marketing complaint, which a competitor can't even break after reading.

This is beyond the scope of copywriting, which is the job of the marketing director. But the copy must be understood to this extent, so as not to write in the wrong direction.

Element 2: Excavate the main complaint materials. You became a freak.

Well, suppose the chief complaint comes out now. Suppose our hospital has a general environment, a short history, ugly and rustic service staff, and the only advantage is that the dental implant doctor is skilled. How do you write it?

In my industry, many people will write about their rich experience of doing 2000 operations with the help of advanced 3D oral CT, saying that their doctors are the godfather of dental implants. They wrote this on 20 1 1, and they are still writing this on 20 14.

That's not my style. I'm like a technical geek. Often talk to doctors about technology. I imagine I am a doctor, and I will take part in the operation competition tomorrow. What's my trick? I talked about the concept of 4D implant, the concept of short implant, the planting guide, the temperature control of operating area, the hardness of bone and the drilling rate. These are very complicated, but I will write them in a popular way, for example, so that readers can understand where our technology is awesome and where it is good for him. After reading the rich detailed description, he will have an all-round and multi-level understanding of your "good technology" and subconsciously touch him to think that you are good. It is this secret feeling that touches him to call your hotline instead of calling other homes.

In order to write soft articles, I will understand the functions of various instruments and tools in this operating room.

Element 3: Multi-latitude perspective. You should have five eyes.

Simply calling for "good dental implant technology" has many angles:

Association angle: invitation, affirmation and academic exchange of private dental association.

Manufacturer's point of view: We use American manufacturer Bicon, Korea Meige real to implant teeth, our academic exchange, * * * to build training programs, etc.

Peer perspective: peers have seen the praise and evaluation of our doctor's surgery and postoperative panoramic films.

There are also consumer perspectives, media observation perspectives and so on.

Do consumers need so many stories? Does it need to be so complicated? Very much needed! When buying 2 yuan of mineral water, consumers will choose according to their own feelings, but once a large sum of money is involved, such as buying a car, buying a house, and cosmetic surgery, customers will seriously study and make a decision.

Copywriting can only be read from a single latitude, and everything written is similar. After reading a few articles, the customer quickly turned the page and felt like "I have seen this episode". Excellent soft essays are just like American dramas, with the same main line and different content in each episode. Only at the end of the play can the audience fall in love with your writing of Shelle.

A copywriter is bored, usually because he has been sitting in the office for a long time. How to do multi-latitude Talked to many customers. I asked the doctor the story of receiving patients. I went into the operating room to observe the planting process, participated in exhibitions with foreign doctors and communicated with other doctors. Out of the office, inspiration is always outside the door.

Element 4: Write like news. You are the editor-in-chief of the newspaper.

I had a good opportunity to chat with a boss in Putian for three days, and I wrote four pages of notes. Since then, I feel that I have made a leap. The biggest inspiration is to write soft articles as news. This statement has long been mentioned, but few people do it. In strategy, we should pay attention to the form of series tracking and title writing, and in detail, the reporter's words, layout and picture description should be regular. Many people like to write soft articles hard and wide, or want to imitate news, but at first glance it is fake.

Spend 1 day watching, imitating and understanding the reporter's thinking.

Element 5: Sound that stimulates * * *. You can speak consumer language.

"You know me very well, and I will give priority to you." This kind of magic can be produced when the brand causes consumers to sing bad. In industries with serious product homogeneity, * * * is a breakthrough weapon. Also selling SUVs, most advertisements are selling powerful horsepower and off-road performance. After reading them, I forgot who is who. When I was traveling in Taiwan Province Province, TVC on TV had different angles.