More and more companies pay attention to the hype of soft articles. However, it is not easy to write a good soft article. This involves both basic writing skills and writing skills. The author has often received, read, and commented on soft articles from many companies. The writing skills for soft articles include the following:
1. The title should be vivid and expressive. As the saying goes, "People look at faces, and trees look at bark." The key to an article that attracts people is that the title should be brilliant and make people interested in reading. Otherwise, no matter how good the content is, it will be missed by readers because of its “ugly face”.
How can we choose a good title for soft articles? Let’s take a look at the case of Melatonin. Its two soft articles, "Not having a bowel movement a day is equivalent to smoking three packs of cigarettes" and "A woman at 40, is she a flower or a waste of tofu", just look at the titles, and you can't help but read on. The reasons are: first of all, they all focus on the most critical information of the article, which is "wenyan", and focus on the "young and healthy" effects of melatonin, which grabs the readers' attention. Secondly, by constructing contradictions, focuses, and conflicts, readers are deeply shocked and can't help but want to find out. Furthermore, their words are vivid and dynamic, and everyone can understand them. It can be said that Melatonin has grasped these soft article writing skills and accurately controlled people's psychology of seeking beauty, novelty, and youth, which has made countless people have the urge to buy.
Generally speaking, the creation of soft article titles should focus on the following aspects:
(1) Try to use a dynamic structure, that is, in the form of "behavior + behavior + behavior object". In terms of word usage, use more verbs and use adjectives and adverbs with caution so that you can read in a coherent and coherent manner.
(2) Use active voice as much as possible and use passive voice with caution, so that the facts can be expressed more clearly, directly and powerfully.
(3) Try to use declarative sentences to express objectively to ensure a rational color and objective image. Use highly subjective words with caution, and the sentence of judgment should have sufficient support in the text.
(4) Avoid using uncommon words, names of people, places, and professional vocabulary. Use more rhetorical techniques such as metaphors and comparisons to achieve good results.
(5) Try not to use commas and dashes. These symbols affect the fluency of reading and the understanding of the topic.
(6) It is best to control the number of words in the title to 8-11 words, except in special circumstances. This is determined based on the normal visual and reading habits of the human eye. If it is too short, it may not contain enough information; if it is too long, it may be unacceptable.
(7) The numbers in the title should be as specific as possible and should be described as concrete descriptions of the readers’ life experiences and attempts.
2. The introduction should be exciting. Whether a soft article can attract readers, the title and lead must play more than 60%, and sometimes even play a decisive role. The importance of the introduction to the soft article is like the "passing" of a piece of music. The most beautiful and pleasant parts of the whole song should be gathered together to express it, and then attract the audience to listen. It can also be said that the introduction of the soft article should concentrate the most important information of the full text into one piece, and at the same time set up conflicts and suspense, so that people want to further understand the truth after reading it.
When Arowana 1:1:1 Blend Oil was launched, the first soft article was "Health is No Longer a Secret", and its lead line read: "Mrs. Huang and Mrs. Li were chatting together, and Mrs. Huang mysteriously Mrs. Li said: "Did you know? The World Nutrition Organization announced that the optimal composition ratio of dietary fatty acids for the human body is 1:1:1. Many people have incorrect dietary combinations and their nutritional structure does not meet this optimal standard. "The reason why this article has received good dissemination effect is that this introduction plays an important role. Because it brings the readers closer through suggestive language, and at the same time brings out the most important "1:1:" in the whole article. 1" information gives readers a strong desire to read.
3. The theme of the soft article should be clear. A good soft article must leave a deep impression on people after reading it, rather than being confused. Haier once published a soft article "Two packs of cold medicine and a Haier air conditioner". Just looking at the title, everyone found it strange. However, after reading the entire article, you can't help but be moved by Haier's appeal of "worrying about users' concerns and thinking about what users think". By choosing the background of "During New Year's Day, the temperature in Kunming suddenly dropped, Mr. Gao's two-month-old son and his asthmatic wife both caught colds because of the cold weather." The touching story of Mr. installing air conditioners and bringing them cold medicine quietly highlighted Haier's central idea of "worrying about users' needs and thinking about what users are thinking". The result of the arrangement at the end of the article: "The child who was crying just now fell asleep quietly", which is even more crisp and unobtrusive, leaving a deep impression on the readers that "Haier's service is good". Many people like to keep "running accounts" when writing soft articles. They always try their best to talk about all aspects of the product, and think that the more comprehensive the better. In fact, this is a taboo for soft articles. A good soft article should have only one theme, and the content should be concise and concise, making people's eyes bright after reading it. It can be said that instead of talking about all ten advantages, it is better to explain one advantage thoroughly and clearly, so as to leave a deep impression on people.
4. Quote more authoritative language. Good soft articles should avoid talking about themselves. Most people have such a mentality that they are easily suggested, especially often easily persuaded by the opinions of authoritative institutions and famous people. But I am often very disgusted with people who brag about themselves, and of course they will not accept their views. Therefore, when writing soft articles, you should quote more third-party authoritative opinions and language, and don't "sell yourself and brag." The energy-saving star refrigerator promoted by Kelon has become a household name in the market. The main reason is that its unique energy-saving advantages in the industry are highlighted through the opinions of authoritative institutions and experts. For example, its promotional soft articles "Kelon (Rong Sheng) wins the championship in the energy-saving competition between the world's refrigerator giants" and "Rong Sheng's energy-saving star refrigerator saved a Three Gorges hydropower station in two years". By introducing the Kelon BCD-209S refrigerator, it won the "United Nations Energy-Saving Star Award" and authority The department detected two core pieces of information: the daily power consumption is only 0.35 kilowatt-hours. Assuming that all refrigerator users across the country switch to energy-saving star refrigerators, the electricity saved in two years is equivalent to the annual power generation of a Three Gorges Hydropower Station. It has a strong shocking effect. It is authoritative enough and has been recognized by consumers across the country.
5. Write as news as possible. In the final analysis, soft articles are advertisements, but a good soft article must not allow people to easily realize that it is an advertisement. This requires that soft articles should be written as news as much as possible, using news events to cover up deep-seated demands, so that the audience can "fall into the trap" unknowingly. Another advantage of doing this is that it is easier to publish because it has stronger credibility. How to write soft articles like news? First, the content must be newsworthy. Although the purpose of corporate hype is to promote itself, the manuscript should be as minimally promotional as possible to avoid consumer disgust. Second, it must have the most basic elements, that is, clearly explain the time, place, people, events, causes, and consequences, and write the content that readers need to understand most in the most prominent paragraphs. Third, the article should not be too long. Strive to be concise and clear, get to the point directly, and reduce clichés and empty words. Fourth, the facts must be accurate. It must be able to withstand readers’ criticism and the content should not be exaggerated.
In short, when writing soft articles, you must grasp the above points, but there is no fixed method for writing. The key is to read more, write more, and accumulate more, so that you can become familiar with it and write smoothly.
This article comes from: Daqiuzhu.cn (http://www.daqiuzhu.cn)