Many friends ask what soft article marketing is and how to write soft article marketing to promote your website and products. The so-called "soft text" refers to the text mode and text mode that uses specific conceptual appeals, presents facts and reasons to make consumers enter the "thinking circle" set by the company, and quickly achieves product sales with powerful targeted psychological attacks. word of mouth. For example: news, third-party reviews, interviews, interviews, word-of-mouth. Compared with hard advertisements, soft articles are more instructive and emotional, which can make readers unconsciously feel good, because it focuses on a "soft" word, which can stimulate readers' mood and soften readers' rejection of advertisements. Psychology, so that the invisible advertisement in the article can be passed to the readers, so that the readers can better accept it.
With the popularization of the Internet and the penetration of e-commerce, the first reason why soft articles are highly respected is that various media compete fiercely to grab eyeballs. People's attention to hard advertisements on TV, newspapers, etc. has gradually declined, and a kind of resistance has gradually developed. Psychologically, the actual effect of advertising is no longer obvious, and there is not even much real effect. A large amount of advertising expenses are invested every year, and the result is that we can only endure the painful consequences of no effect; the second major reason is the media’s financial expenditure on soft-text advertising. It is much lower than hard advertising. When the funds are not very strong, the investment in soft articles is relatively scientific and reasonable. Therefore, companies are willing to test the waters with soft articles from all angles in order to quickly launch the market and better cater to the application and popularization of e-commerce in people's lives, which gives soft articles a natural advantage.
The author believes that soft article marketing mainly has the following characteristics:
The essence is advertising
Pursue low cost and efficient returns, and don’t shy away from the nature of business. Although the previous forms of advertising have been abandoned, the ultimate purpose of soft articles is still to promote a certain product or a certain theory, and they also hope that readers will accept their invisible advertising.
Two forms of diversity
The disguised form of soft articles can be invisible advertisements such as news information, comments, or games containing text elements.
3. Impress readers
It makes readers "soft-eyed". Only when their eyes linger and linger, can they have a chance to understand your products. When readers focus on your soft article, the rest is the author’s writing level and soft article skills. After all, only things that can make readers excited are successful and can truly play the role of soft articles. Only if you make readers "heartbeat" will they believe you and take action. Sometimes readers are easily moved by small things, so it will be much easier for them to accept your advertisement.
How to create a good soft article marketing event?
A key requirement is to clearly explain the product’s selling points
To make the audience "soft-brained", once you have an impression, you must understand it clearly, otherwise the brain will still be hard-edged. Start with the thoughts and emotions to penetrate into the depths of the reader's emotions and soften his resistance.
The second focus is on interests and interests
Make the audience "soft-spoken", be soft-spoken, and be soft-spoken. As long as the readers accept your article and accept you as a person, they will naturally accept your thoughts and thus your products or remarks.
The three important characteristics are word-of-mouth communication
To make the audience "soft-eared" and more willing to listen to recommendations from friends, what matters is honesty and letting readers remember you afterward. This requires certain skills. You cannot deceive readers, otherwise you will leave a bad impression. It will be harder to promote in the future.
How to write good soft articles, I think there are two very important points:
Once you catch the hot spot
How to seize hot spots? To give a simple example, the Antipu store (www.antipu.com) responded to major news events in the past period, such as: the launch of Baidu Youa, Taobao blocking Baidu spiders, and Taobao plans to invest 5 billion to fight Baidu. We publish a series of comment articles in a timely manner on major news, which to a certain extent not only reports on current hot news events but also promotes our own website, thereby expanding the website's visibility and influence in the Internet circle.
2. Good at hype
A typical successful example of soft article hype is Webmaster.com (www.admin5.com). Tuwang used a series of hype techniques to quickly promote admin5. In less than 3 years, it has now ranked among the three major portals in the webmaster circle. one. The author also often goes to admin5 to read some articles, and many webmasters are also hyping it. For example, the 5 million and 33-day "Hengkan.com" is just around the corner, Zhu Qiangqiangchuang's anti-cyber violence hotline declares war on human flesh search, etc. These articles all rely on the promotion of online media to create hype.
In addition, there are several tips for writing good soft articles:
1. The title should be more attractive. If the title is not attractive, many people will not read your article, and it will be useless no matter how good your soft article is. Of course, you can't deliberately make headlines just to win other people's attention. If netizens read the headlines and they are very attractive, but after reading the content, they are deceived. They will first reject the content of your website, let alone read your content. What a promotional product.
2. The introduction must be exciting. Whether a soft article can attract readers or not, the title and introduction must play more than 60% of the role, and sometimes even play a decisive role. For example, when the 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 must 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".
4. Quote more authoritative language and avoid talking to yourself. 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.
5. Write news soft articles as much as possible. In the final analysis, they are advertisements, but a good soft article must not make people easily realize that it is an advertisement. This requires that soft articles should be written as news as much as possible. Another advantage of doing so 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.
Of course, soft article promotion is just a form. If you want to win a good reputation among users, you must first practice your internal skills, work hard on products and services, and apply both internal and external methods to achieve a more ideal effect.
Author: Xiami
Original: http://www.5dn.cn
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