2. The role of copywriting: "deep communication" with consumers, so that every sentence can be heard in the hearts of consumers.

3. Copywriting: Find the main line and connect the selling points.

Copywriting is often cut into the news. These news materials need us to read newspapers, cut newspapers, collect them, and form a copy of half a story (just for introduction and questions).

4. Form of copywriting: What suits you is the best. Don't stick to the form.

5. Copywriting theme: the marketing strategy is consumer-centered, and the soft text should cooperate with the marketing strategy, focusing on consumers' curiosity, treatment, health and beauty. Each soft article can only have one theme, and we often use a series and a stage of soft articles around a theme (at a certain stage, each soft article forms a series and carries out news hype around a theme).

6. Soft text: Tell consumers the most thorough truth in the simplest words.

7. The problem of soft writing: Due to the particularity of the medical market environment in health care industry, the soft writing of medical health care products must solve the problem of "product trust".

Through rich and interesting materials, convincing product mechanism and efficacy, the consumer's strategy, enterprise strength and scientific research strength are aimed at eliminating consumers' doubts.