Usually, soft-writing writers will do in-depth and systematic research on the products they want to preach, which is indeed an important factor in writing good soft-writing with flesh and blood and vivid expression, but they often ignore another important factor-investigation and research on market conditions. It is necessary to grasp the hot spots in the market and what the target audience is most concerned about and what the accepted mode of communication is. Otherwise, no matter how clever you are, if you can't cater to consumers, there will be no ideal market return. For example, a mobile phone store wants to promote a female-only mobile phone with soft text. After in-depth understanding and research, they found that mobile phones have many new functions and high configurations, so the content of soft writing focuses on these new functions and high configurations. This article compares the new functions and high configuration of mobile phones with those of the same model, and the writing is in place. After publication, the market response was flat. The problem is that the operators of this paper don't know enough about the target market-female consumers don't know enough about mobile phones. After adjustment, the newly written soft text is positioned as "petty bourgeoisie cosmetic bag" (this mobile phone has the function of screen+mirror), and everyone is not required to buy it, because not everyone will buy it. The characteristics of the target group are: middle income, young petty bourgeoisie pursuing fashion and trend. The soft article focuses on the harmonious combination of this model's fashionable and elegant styling design and petty bourgeoisie's inner temperament, as well as the function that women can use as mirrors when making up. After the release of the soft article, the market reacted strongly, but the same cost and effect were completely different.

2. Avoid ignoring the soft title:

The title of the soft article is the most important part of the whole soft article. Look at the title of each paragraph first, and then look after you are interested. The average reader decides whether to read a certain content, and 70% is decided by the title and subtitle. The title is the crowning touch of the whole article, so we should work hard on the title.

3, avoid soft writing sloppily:

Readers usually have little patience when reading soft advertisements. If you can't catch the reader's attention within a few lines, the following content is meaningless even if it is excellent. Avoid refining the language like writing a running account, so that a soft article can be integrated.

4. Avoid the spread of soft articles without strategic planning;

The purpose of communication should be clear, whether it is to extend communication with hard and wide cooperation, or to build a brand, or to create news. Once the purpose is determined, the communication plan can be made according to the purpose: what content is in the early stage, what content is in the middle stage, and what content is in the later stage. As the market changes, the plan and content will be adjusted accordingly, and it is not allowed to conquer the world or Han Xin at will.

5. Avoid too much space.

Nowadays, with the fast pace of life, readers are used to fast-food reading. When they see a long paragraph of text, they will have a headache. Even if they watch it, it's hard to see the whole content, let alone let them watch the advertisement. It increases the layout, but the effect is not good. Soft text should be short and pithy, so that readers can quickly understand the whole content. Of course, medicine and other industries have their own particularity of communication, and the length may be longer, but I think the shorter the better. If it is a long soft article, the whole content should be divided fairly, just like writing-opening, connecting the preceding with the following, ending with a turning point, closely linked and consistent, and each sentence should not be too long. It's best to use short sentences (every sentence 10) to make readers read your soft articles as much as possible. It's the easiest thing to read in this newspaper.

Soft writing skills

Soft writing should consider industry characteristics, product characteristics, consumption maturity, target consumer cultural structure, regional culture and other factors. There are many forms and methods of writing. Let me introduce you to 10 commonly used soft text forms in the market for your reference.

1.

Readers buy newspapers mainly to read the news inside, and few people read them.

I bought a newspaper and read the advertisement. Therefore, writing soft articles such as news, eliminating the false and retaining the true, can increase the probability and reliability of being read. When writing, try to use the same tone as the news, such as a drug for treating hypertension, using soft news. The main title of the soft article is "Henan discovers the secret recipe for treating hypertension a hundred years ago", and the subtitle is "Henan Province arranges folk cultural heritage, and the fourth generation of imperial doctors contributes the secret recipe from the ancestors". This kind of soft text, packaged like news, will deeply attract patients with hypertension.

2. 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 master the discretion and not let the reader feel cheated or bluffing. "65.438+06 billion people should pay attention to the topic", "People can really live forever" and "My husband discovered my secret yesterday" all adopt this form.

3. Encircle Wei to save Zhao

Instead of directly promoting your own products, you can draw the upper hand of your own products by commenting on the benefits of similar products and consumers, just like 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 the upper hand, such as easy recurrence and high drug prices, and finally draw your own products, with 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.

Emotional

It's like telling a true story full of emotion, so that readers can integrate into 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 left. The scar on her face can't be removed. Disappointed, 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 mixed feelings can restore their looks. From her beloved stage, her family was not rich and her parents were farmers. Most of her own ointment and living expenses were earned by three tutors in her spare time, so she couldn't afford the operation. The girl's surgery fee is completely free. 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 lifted the girl's dream with love.