Most of the press releases we talk about are related to enterprises, and they are the same thing as soft articles in the marketing field. However, according to people's different address habits, some people like to call it a press release, while others are used to calling it a soft article, which actually means the same thing. It is a series of corporate manuscripts for public relations communication. Having said that, everyone will understand that whether it is a press release or a soft article, its purpose is to promote the sales of corporate products, build corporate brand image, and enhance corporate brand awareness and reputation.

How to write a press release that can sell goods?

Press releases are usually used to enhance the visibility and reputation of enterprises, and sometimes they are also used for promotional activities of enterprises to promote product sales. What enterprises need most is to sell goods, which is the most real thing. Soft writing is a kind of soft communication. Although it is an advertisement, it plays a role in assisting sales. So how do we write a press release about selling goods?

If you want to write a press release to promote goods, you must first visualize the functions of the products; Many years ago, the great advertising master warned us: "Don't sell steak, sell iron plates." The surface meaning of this sentence is easy to understand, but it is a bit difficult to apply in practice. The author believes that by giving the product an inherent visual description and allowing consumers to interact with copywriting, it is possible for the product to easily complete a "thrilling jump". In fact, the visualization of product functions has always been the core of product planning, not only in the creation of press releases, but also in the refining of product core concepts. Such as "lung washing", "intestine washing" and "blood washing" are all examples of the planner visualizing the function of the product.

Secondly, make the writing language popular; The popularity of press releases also lies in their language, which should take care of the understanding ability of most readers. The readers of press releases are ordinary consumers. They reject flowery words and descriptions. They need to promote, commercialize and strengthen their ideas and inspiration. A soft article that can sell goods must be understood by people, which is the premise and foundation. Without easy-to-understand language, press releases can only fluctuate and there is no response. Naturally, it is far from driving product sales. For the sake of popularity, try to make a long story short; Try to avoid flowery rhetoric; Try to reason with the familiar life elements of consumers.

Third, apply the golden section rule; The golden section rule is widely used in life. Scientific experiments have proved that people are most likely to accept pictures and information that conform to the golden section rule, both aesthetically and in receiving information. Therefore, the press release that can sell goods should also be scientific in structure.

According to market research, the best-selling press release in the market is the result of proper cooperation between soft advertisements and hard advertisements; Moreover, the closer the proportion of soft and hard advertising is to the golden ratio, the greater the lethality of press releases. Secondly, if the proportion of pictures and words in the press release conforms to the golden section rule, it will not easily make the audience feel aesthetic fatigue, and will make them feel more relaxed and comfortable when reading. In addition, in the arrangement of text content, if the length of product mechanism description or the proportion of case description also conforms to the golden section rule, it will certainly be more effective than overall reasoning or case description.

There is a big gap between selling goods and issuing press releases. Press releases are generally sold in the marketing department, but at the terminal. It is not easy to plan and control the goods sold by the terminal. As far as experience and facts are concerned, it is easier for press releases to cooperate with other advertisements to promote transactions. Press releases are vividly written to allow customers to recognize products. The role of advertising is to let consumers find us, and the role of press release is to let customers recognize us. It is natural to generate sales.