What is soft writing? Soft text is a text advertisement which is different from "hard advertisement", and its subtlety lies in the word "soft", which allows users to "soft promote" in the form of words, without being subject to the propaganda of compulsory advertisements, so that reading experience and information are both available. You may not realize that you have been "marketed" after reading a soft article, but the information of brands and products has quietly encroached on your mind. This is the power of soft text, which can hide its advertising attributes and convey its promotion information in a way that users can easily accept. First, why does soft text marketing become the mainstream marketing method? Under the branch of modern marketing system, there are dozens of marketing methods, but soft text marketing has always been the most basic and widely used marketing method. The reason can be summarized by "cost performance", which is simple, useful and low-cost, and is naturally respected and loved by business owners from all walks of life. Second, what is a good soft text? —— It can make people "top" different from traditional advertisements, and its purpose is more "exposure", while the purpose of soft text marketing is "transformation", forming cognitive output through soft text, grasping the mind, and letting users think of your brand or product "top" when making user decisions. You must have received all kinds of sales calls, such as "Do you want a credit card", "Do you want a large number of discount packages" and "Do you want to swim and keep fit", but your first reaction is definitely to decline. Rejection is the nature of customers. When the audience is faced with direct and blunt promotion information, the first reaction is definitely contradictory. And a good soft article has no obvious promotion trace, or the "marketing attribute" is not obvious, which will not cause users' resistance and disgust. At the same time, through carefully laid copywriting traps, let users stop reading. Even accept all the information that the author wants to implant, realize the psychological process of users from doubt to trust, and even trigger users' self-communication-I think this article is very interesting and I want people in the circle of friends (WeChat group) to read it. We can successfully attract users' attention from the perspectives of current affairs hotspots, gender feelings and parenting education, and then output useful information to users, such as information that can be used as social conversation materials, such as skills that users can learn, such as appeasing users' emotions, and finally realize transformation. Getting people to the top is not simply to incite emotions, create contradictions and widen the gap, but to understand the ideas of different groups and their interests, anger, love, disdain and fans based on profound social insight. Understanding their language system and expression tendency can guide users to pay attention to, try and consume, and make vertically subdivided soft articles for different groups, thus arousing users' enthusiasm and love. A soft article has long been impossible to be popular all over the network, covering all classes. Third, the writing skills of soft articles are reasonable. An excellent title is equivalent to the facade of the whole soft article, which determines whether users click or are interested, and largely determines the lifeblood of the article. However, writing headlines is often quite difficult. It needs long-term training, rather than relying solely on the form of "title party" to quench your thirst. Title party is an excellent way to intercept traffic, but in the long run, it is by no means the right way, and even extremely harmful to the whole soft text ecology. Therefore, it is also a way to properly use the title party to attract users' attention. Here, I share more than 20 headline writing ideas: 1, digital headline "Counting the top ten unknown historical secrets, there is always one that you can't think of" and "Teaching you how to raise your monthly salary from 3,000 to 30,000 in three months". The advantages of digital headlines are straightforward and simple, people are more sensitive to numbers, and it is easier to intuitively feel the core of the copy, leaving a deeper impression. 2. Taking advantage of the headline "He was once invited to a birthday party by Wang Sicong, but now he is at this juncture" and "Chang 'an 12 lit the fire, but I miss the food inside", this logic is to skillfully borrow celebrities, stars, online celebrities, hit dramas, hit variety shows and so on. As long as you can get involved, you can get a lift with traffic. At the same time, taking advantage of the situation is free after all, and it is inevitable that there will be too many hot spots. Therefore, we must also have a posture and level. Forcibly pulling will only make readers feel cheated or even disappointed. How to accept hot spots and naturally transfer to the information you want to convey requires an accurate starting point on the one hand and a mature ability to control words on the other. 3. Titles such as "Warning: Don't eat these foods during weight loss" and "Revealing how newly graduated college students get ahead in the workplace" can satisfy people's curiosity and prying desire, attract clicks, such as exposing black industry, industry secrets and celebrity gossip, warning people of improper operations such as health care, health preservation, fitness, maintenance and child care, and can also make users click and watch in panic. 4. Question title "How to choose infant milk powder?" "One hundred yuan headphones won't choose? Look here. This title is suitable for seo optimization, which is convenient for users to search and view, and it can bring high exposure. 5. Use the online buzzword "I am too difficult! God please help me! " The flexible use and adaptation of the online buzzword "Confirming eyes is Mori's street shooting style" can increase the interest index of the title and quickly attract the attention of netizens. Proper use is also a smart way, lively, fashionable and attractive. 6. Dry goods sharing "Dry goods 2065438+2009 Little Red Book Platform Operation Advanced Guide" and "How to quickly warm up the love relationship between two people through sharing" are concise and directional, which can quickly attract interested audiences, do not need fancy titles, are simple and purposeful, and the dry goods attributes of the articles are clearly visible. 7. Adaptation of famous sayings "It's gold, it will always be spent" and "All shall be well, jack shall have Jill". Famous sayings, proverbs, buzzwords and ancient poems are adapted in an instant, adding interest and spirituality to the title, and readers can smile just by the title. 8. The minimalist title "Tencent is no longer great", "The Age of War and Investment, the Training Ground of Giants" outlines the core of the article description with a minimalist three-stage structure such as "subject, predicate and object". The language is not only concise, but also accurate enough. Of course, this kind of topic requires a high level of copywriting. 9. Lenovo title "It turns out that we were cheated by our parents for so many years" and "She left on the day we caught up with the school beauty" uses a curious title hook to arouse readers' association and attract them to click to read. Just reading the headlines is enough to arouse people's imagination, and good associations and bad associations are not important. As long as you create a contrast in the content of the article, readers will have an "unexpected" impression after reading it, that is, "routine" 10, and the concluding title is "These are all rumors, and today I finally understand!" "The human brain has only developed 10%? Fake! " Summarize the whole article in the form of a conclusion, lay the core of the article's views and expressions, be straightforward, and quickly attract the audience interested in the topic. 1 1, war-inducing, contradictory "The Hard Life of the Bachelor Next Door" and "I won 5 million, but I'm not happy" can make readers psychologically difficult to understand, resist and disagree by creating titles with contradictions, conflicts and different opinions, that is, "I owe a plane", which can attract readers to click on the content to check. At the same time, however, such titles should be used with caution to avoid provoking disputes and triggering social contradictions. 12, reverse thinking "money is earned by lying down" and "I am too smart to be a big deal". Breaking the rigid thinking mode and thinking reversely about common and seemingly conclusive opinions and things can often lead to novel and creative conclusions. This kind of thinking is directly reflected in the title, which can quickly attract readers' attention and even bring surprises to readers. 13, the exaggerated title "A 20-year-old man is a 60-year-old body", "If you don't buy a water purifier, you will live at least five years less" and "My boyfriend said these ten words, I want to kill him in minutes". Exaggerated headlines are a double-edged sword. On the one hand, it can quickly attract traffic, click-through rate and share, on the other hand, it is easy to cause controversy, so you can exaggerate the title appropriately, but not too much. Such as "I'm not from China" and "Shocked! A woman publicly sells meat in the street for money, and all the photos are out, and so on. These are exaggerated, and the content and title are untrue. Moral kidnapping should be strictly prohibited. 14, the metaphor topic "Choose makeup like a husband" and "This China version of the widowed elder sister's woman makes people drool" Many things in life are interlinked. The advantage of using metaphor flexibly is that unfamiliar things can be presented with familiar faces. Among them, metaphor should be appropriate, appropriate and life-oriented, rather than misusing metaphor, such as Mi Meng's "patriotism is like animal nature". 15, making a golden sentence "Some people, you think they are crazy, but in fact they are a mirror" The title of the golden sentence "How to get rid of worries and get rich only" is impressive and unforgettable, because most of the golden sentences carry profound insights, thinking or ridicule, and most of them are fixed with "you think they are actually" and "not but". 16, solving the problem "Eight training methods to quickly become a devil muscle man" and "Summary of five skills for applying for short essays in the pre-MBA interview" Many audiences are just in need, such as skill points, life skills, exercise elements and emotional guidance. However, this problem-solving title can directly correspond to the needs of the audience, showing a strong interest attribute and attracting readers to click to read and share. 17, rhyming with the title "No matter how big the suitcase is, it can't hold a home", "Wandering with a smile, getting fatter every day" and "I will be sad if I don't forget it". Rhyming with the same number of words, structure and fluency can make the title catchy, easy to read, attract readers' favor quickly, and be conducive to the spread and sharing of soft articles. 18. The dramatic turn of the two titles, "Burn yourself, burn others" and "Nothing is difficult in the world, as long as you are willing to give up", can often increase the appeal and artistic effect of soft writing, bring an unexpected "unfolding of god" and make readers feel a sense of joy of "the light bulb in their hearts lights up instantly". 19, story title "Five years ago,