When writing soft articles, factors such as industry characteristics, product characteristics, consumption maturity, target consumer cultural structure, and regional culture should be considered. There are many writing forms and methods. Thesis introduces 10 different characteristics and soft writing forms for different situations for your reference.
1. Confuse the real with the fake
The main medium for publishing soft articles is newspapers, and readers buy newspapers to read the news inside. Few people buy newspapers to read advertisements. If you can write soft articles like news and make them look fake, you can increase the chance of being read and increase your credibility. When writing, try to use the same tone as news. For example, for a drug to treat high blood pressure, it is a soft article in the form of news. The main title of the soft article is "A secret recipe for treating high blood pressure discovered in Henan a hundred years ago" and the subtitle is "Compiled by Henan Province." Folk cultural heritage, the fourth-generation great-great-grandson of the imperial physician contributed the ancestral secret recipe." This soft article is packaged like news and will deeply attract people who pay attention to the news and patients with hypertension. But be careful, writing like this is not to deceive readers, but to be based on facts, otherwise it will only be self-defeating.
2. Shocking words
The content and title of the soft article are extremely subversive, and the words are not surprising, creating novelty and sensation. Nowadays, with the proliferation of media, it is not easy to get noticed. This method can effectively catch the readers' attention, but it must be done appropriately so that the readers don't feel fooled or bluffed. "Issues that 1.6 billion people should be concerned about", "Can people really live forever?", "Yesterday my husband discovered my secret" all use this form.
3. Surround Wei and rescue Zhao
Instead of directly promoting their own products, they introduce the advantages of their own products by commenting on similar products and the benefits gained by consumers. For example, a soft article on a new liver drug: first talk about the current lack of effective liver drugs, and then talk about the easy relapse and the price of the drug. Some topics about the advantages of its own products finally led to its own products, creating a strong contrast. Soft articles such as "Who can stop the evil hand of coronary heart disease", "How many steps does it take to listen to music?" "Traditional hair dyeing damages more than just the hair" are all in this type of form.
4. Move with emotion
It's like telling a true story full of emotion, allowing readers to get involved and accept the product information invisibly while listening to the story.
For example, the content of the soft article written by the author for a plastic surgery hospital - "Let Love Support a Girl's 11-Year Dream Again" is conveyed in the form of a thank-you letter. The main idea is that a beautiful girl started learning dance at the age of 7. Her biggest dream is to become an international ballet dancer. However, in a car accident six months ago, the girl's face was cut with a 4 cm gash. The girl went to many hospitals and underwent many treatments, but the scar on her face could not be eliminated. Scar, in desperation, she came to XXX Plastic Surgery Hospital (the hospital promoted by the soft article). After getting the doctor’s affirmative answer, the girl was happy and worried. She was happy that her appearance could be restored, and she could return to her beloved stage. But she was worried that her family background was She is not rich, her parents are farmers, and most of her tuition and living expenses are earned from three tutoring jobs in her spare time. She cannot afford the surgery. After the hospital learned about the situation, the girl was exempted from the surgery. After a few months, the girl's face has basically returned to its original appearance, and no traces can be seen after applying light makeup... The medical staff of XXX Hospital once again supported the girl's dream with love.
5. Innuendo
It is usually used to attack competitors, usually in the form of "such and such expert discovery", "such and such report", using an authoritative, objective and fair perspective and tone to point out the shortcomings of a certain industry or product, or self-reported industry insider information, etc. Of course, the premise is that what you say must be true and your products can make up for these shortcomings.
Although the effect of this kind of soft articles is obvious, the author has always been cautious, because this kind of soft articles usually causes fluctuations in the industry and has a negative impact on the entire industry. It can even cause trouble and become a public enemy of the industry. If it is not operated properly, even consumers will treat you. produce disgust. The industry white paper published by Oakes, "Microwave ovens can cause cancer" operated by a multinational company, and "Friends who have had cosmetic surgery, look at your face three years later" are all soft articles of this type, and the effects are mixed.
6. The fox pretends to be the tiger’s power
Borrowing the name of some well-known experts and authoritative organizations or getting close to well-known companies and brands can increase consumers' favorability and trust in the company or product. It is especially suitable for new companies, small businesses, new products, and small brands, and can achieve twice the result with half the effort. effect. When writing such soft articles, one must be good at discovering and finding places that can be related to strong resources.
For example, in order to increase its brand awareness and credibility, a certain toothpaste brand advertises itself as "XX Dental Prevention Organization Recommended". In fact, this organization is not a nationally authorized organization. It only has a few people and is controlled by the brand. There is no authority at all. Sex, but for us ordinary consumers, we do not have this ability to distinguish. "Half of Nike sports shoes are produced by our OEM", "Recommended by authoritative organizations and have been selling well for eight years", "Scientifically confirmed, XX has the effect of effectively inhibiting cancer cells". These soft-texting techniques are all very successful.
7. Taking advantage of the east wind
Use events to promote publicity. Events can be emergencies, government documents, the release of scientific and technological achievements, specific festivals, etc. For example, a few years ago, the Food and Drug Administration found that a certain cold medicine contained PPA, and PPA suddenly became a hot topic of everyone's attention. This medicine is the leading brand in the category of cold medicines, overwhelming other brands of products. This time something happened to this medicine, and a pharmaceutical company was the first to keenly discover this opportunity to take advantage of it, and launched a comprehensive Taking advantage of the marketing situation, the soft article emphasized that its brand products did not contain PPA ingredients, and achieved great success. Although other cold medicine manufacturers followed suit and said that their medicines did not contain PPA, the effect was far less than the first suggestion. of that company. It can be seen that it is crucial to be keenly aware of opportunities and act decisively. The launch of the Shenzhou-6 spacecraft attracted worldwide attention, and some companies took advantage of the situation to make hype, such as "milk for astronauts".
During the Dragon Boat Festival, when a large food factory promotes its Zongzi products, it does not directly introduce its products. Instead, it first talks about the origin of the Dragon Boat Festival, the origin of Zongzi, how authentic Zongzi are made, and other Dragon Boat Festival culture. Finally, The product they produce - the "most authentic rice dumplings" is very effective because consumers can taste the rich Dragon Boat Festival culture while tasting the sweet "most authentic rice dumplings". Writing soft articles that take advantage of potential needs to keenly and accurately grasp the potential energy that can be used, and find the most appropriate entry point to cleverly integrate your own products or brands.
8. A perfect blend of water and milk
This form of soft writing aims to improve the effect of soft writing and promote sales by interacting with target readers. Usually some rewards are given to readers to mobilize their enthusiasm for participation. For example, if you correctly answer the questions raised, you can receive gifts, prizes for essays, etc. It should be noted that interaction must occur with target readers (consumers), otherwise, even if a large number of non-target readers participate, it will fail. This requires the soft article writer to cleverly set up the interactive form and content. For example, a mobile phone store launched a soft article "8 free mobile phones, which one is yours?"
The content is to answer what are the new functions of 8 new mobile phones. After the event, 8 lucky readers will be selected from the readers who answered the questions correctly. Each will be given a mobile phone. 30 lucky readers will be selected and given mobile phone charms. 50 lucky readers will be selected. A lucky reader will receive a 12% discount purchase card, etc. The answer to the question can be found in the promotional posters of these 8 mobile phones in this store (among these 8 models, 3 models were only available in this store at that time). After the soft article was published, The participants were very enthusiastic, and the store was buzzing with people for a while, which greatly aroused the popularity of the store. Sales increased steadily, and there was a hot scene only seen on important holidays. The interactive form used in the soft article captured the target consumers very accurately, and the activity was further deepened by finding answers to questions in the store. The success or failure of this soft article form mainly depends on the choice of interactive form.
9. Set up suspense
Use more questions and set some issues that target consumers are concerned about or try to arouse their attention. When the mystery is finally solved, it is also the time when the product to be promoted appears. At this time, you can continue to set up suspense and capture the curiosity of the readers. Psychology, keep reading. It should be noted that your explanation should be reasonable and should not give people the feeling of being mysterious, otherwise it will easily offend readers.
10. Closely linked
We often see several consecutive issues of "soft article serials" in newspapers. Properly written, it can attract readers to read continuously and deepen readers' impression and understanding of the brand or product. This method is commonly used in the pharmaceutical industry, for example, by launching a series of soft articles such as "Questions", "Seeking Medical Treatment", and "Treatment" to narrate the process from seeking medical treatment when sick to using a certain drug.
The above ten writing methods are for your reference only. If you have any better writing techniques, please discuss them with the paper. QQ:772340535
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