With the development of new media on the Internet, soft text has moved from newspapers and magazines to computer screens, and from computer screens to mobile phones. The essence of soft text has not changed, and the platform has changed from a single form of online media to various forms of online media+self-media. Everyone has the need and habit of reading. By the time you find this is a soft article, you have fallen into the trap of carefully designed "soft article advertisement" What it pursues is a kind of communication effect between spring breeze and rain, which moistens things silently. What is soft writing? About soft text marketing, it is nothing new in the field of marketing, but Ma Xiao knows that marketing agencies think soft text is a propaganda idea, not just a way to promote it. Soft text is a "text advertisement" written by the marketing planner of an enterprise or the copywriter of an advertising company. Compared with hard text, soft text is called soft text because it is a "soft" word, like a needle hidden in cotton, hidden but not exposed. Ma Xiao's consultant said that if hard advertising is my Shaolin Kung Fu; Then, Ruanwen is the wudang boxing of the needle hidden in cotton and soft hands. The most effective marketing plan is the combination of soft and hard, internal and external. Advantages of soft text marketing The words of soft text marketing are not necessarily gorgeous and need not be shocked, but they must be confided in household words, because the most touching words are household words; Every word is for the benefit of consumers. Compared with advertising, soft writing has incomparable advantages and particularity. The essence is advertising-pursuing low-cost and high-efficiency returns, and don't shy away from the essence of business. Camouflage forms are news information, management concepts, corporate culture, technology, skill documents, comments, games containing text elements and all other text resources-to make the audience "soft-eyed" (everywhere, only eyes stay and wander, there is a chance), the purpose is to create trust-to make the audience "soft-hearted" (only by believing, will they be put into action), and the key requirement is to make the selling point of the product clear and thorough. Otherwise, the focus is on interest and interest-let the audience "soften" (take the soft mouth of others, eat the soft mouth of others, and arouse interest and desire, which is even higher. The important feature is word-of-mouth communication-the importance and function of making the audience "soft" (recommended by friends, more willing to listen, and at the same time, effectively establishing the brand) soft text marketing. In fact, many people think that soft writing is useless. Didn't you just post it on the internet and see it? We don't know what kind of conversion rate can be achieved. But in fact, soft text can not improve the conversion rate, soft text can improve brand awareness and influence. Without this step, what about the conversion rate? Soft text is in harmony with the brand of our products and the overall trend of the enterprise. It is not that soft text plays a decisive role, but in fact soft text is absolutely unique, but in fact soft text can definitely bring us traffic, which is equivalent to an advertising space. In addition, the introduction of potential customer traffic, the conversion rate can not directly form the conversion rate, but can guide the traffic, which is related to our basic seo. For example, when the website is just launched, we must do some SEO work around the website. SEO includes soft articles, what products the company has, new products and new models, and how to embody them. If you do this early, you will have a stable source of traffic. Another function of soft text is to reduce the marketing cost of enterprises, and the biggest function lies in subtle marketing, so that consumers can finally form purchasing power. But this has a lot to do with the concealment of soft text. When you read a soft article, you are actually influenced by this soft article advertisement, or you believe that this soft article advertisement is to promote this advantage of the product. This is the subtle effect of soft-text advertising, so when we write soft-text, we must express the subtle content and form. For many start-ups, especially in the initial stage, soft writing is a very good way of publicity, with low cost and wide spread, and it is also a good helper for crisis public relations. In the process of growing up, an enterprise will inevitably have some negative information, especially in the era when Internet information is so developed and expanding, the high speed of network communication can be copied indefinitely, which has laid many hidden dangers for the maintenance of a corporate brand. Soft writing has actually played a great role in the crisis public relations of the network. Soft writing will certainly reflect the social credibility of enterprises and the influence of the market, and increase the credibility of enterprises. This kind of soft writing about industry, users, consumers and society must be written, and this model must be written. The focus is not on introducing products, but on what products can bring to users, what changes can be achieved and what can be changed. What should soft text marketing do? Soft-text marketing can not be completed simply by writing articles, but a comprehensive operation and management process from preliminary preparation to soft-text writing to effect evaluation. Step 1: Make clear the target, which refers to the target users, and understand what kind of people the target users are, so as to prepare the soft text according to the portraits of the user groups. Step 2: Cultivate writing habits. Writing soft articles must be a gradual process, and soft articles must not be as simple and rude as hard and wide. Soft text is a very cost-effective advertising form, which exerts a subtle influence on the thoughts of target groups through words. Through this long-term and step-by-step publicity, we will gradually realize an effect from quantitative change to qualitative change. Step 3: The title has a gimmick. Why is there a stunt? As the saying goes, clothes make the man, and gold makes the Buddha. The title of the soft article is equivalent to our packaging, which is equivalent to designing a particularly beautiful LOGO for the enterprise, which determines whether the user will click on this soft article. The title must be true and have content, and at the same time pay attention to the keywords mentioned in the previous step, plus attractive words. The fourth step: the content should have a good title and bad content, which is called the golden jade, and the defeat is among them. Soft writing is a kind of soft form, which pursues the feeling of flowing water and the effect of spring breeze melting rain and moistening things, thus making users deeply fall into our trap. However, the eyes of the masses are discerning, and only when the implanted advertisements do not arouse users' disgust, is this the real master of soft writing. Step 5: Choosing a good media platform How to choose a good media platform is a crucial step. If the choice is improper, the previous preparations will basically be in vain. Common media platforms for publishing soft articles are portals, forums, Weibo, WeChat, etc. However, Ma Xiao's guidance counselor suggested that Baidu news source or websites with high reprint rate and great power should be preferred, supplemented by some popular vertical forums, blogs, Weibo and WeChat, so as to ensure that soft articles can achieve better communication effect. In addition, Pony Know the Way Marketing Consultant reminds enterprises that soft text marketing cannot be achieved overnight and needs perseverance.