Through soft text, enterprises can actively expose some events that need publicity or advertising to newspapers, magazines and other print media, so as to achieve the effect of advertising and improve the visibility and reputation of enterprises. At present, soft text has become a very practical propaganda means for enterprises, and the planning department of enterprises often regards soft text advertising as an important work, which can often achieve the effect that hard advertising can not achieve.
First of all, what kinds of soft texts are there?
The first kind of soft text: promotional soft text, that is, using "buy while buy" to make the product in short supply, and using "comparison psychology" and "influence effect" to urge you to buy. "snapping up, selling crazily, out of stock" appears frequently, and it is a relatively low-level soft article, not even a soft article, but a false advertisement. There is no expression of soft words at all. This kind of soft text has been unable to circulate on the internet and among the people, and there is no word of mouth at all.
The second kind of soft text: second, emotional style: emotion has always been an important medium of advertising. Soft text, because of its large amount of information and strong pertinence, can of course make people produce * * *. Husband, you can't quit smoking and wash your lungs. Woman, your name is an angel. To youth who is fighting acne. The biggest feature of emotion is that it is easy to impress people and enter the hearts of consumers, so "emotional marketing" has always been a panacea for marketing. This kind of soft writing reflects emotions, and its authenticity is not credible. It is better to advertise directly. I don't think this kind of soft writing has a future.
The third kind of soft text: threatening soft text: threatening soft text belongs to anti-emotional appeal, and feelings speak well, and intimidation directly hits the soft rib-"the precursor of hyperlipidemia paralysis!" "God, bone hyperplasia kills people!" Wash blood and wash out a bucket of oil. In fact, the effect of intimidation is more memorable than praise and affection, but it is often criticized, so we must grasp the degree and not go too far. This kind of soft article can not be called soft article, but can only be called article, but it is a bit like viral marketing and is widely circulated. Although it can bring the popularity of products, it is really difficult to produce benefits. This form of soft text is generally carried out through advertisements.
The fourth kind of soft text: story soft text, by telling a complete story, brings out the product, so that the "halo effect" and "mystery" of the product have a strong hint on the psychology of consumers, making sales inevitable. Telling a story is not the end, but the product clues behind the story are the key to the article. Listening to stories is the oldest way for human beings to accept knowledge, so the knowledge, interest and rationality of stories are the key to the success of soft writing. But not everyone is impressed, and it is difficult to bring concrete benefits to the company. It is very effective to enhance product visibility.
The fifth kind of soft text: suspended soft text, which can also be called query. The core is to ask a question and then ask yourself and answer it around this question. For example, "Can human beings live forever?" "What brought her back to life?" "Psoriasis, can it really be cured?" By analogy, by asking questions to arouse topics and concerns, the advantages of this method can be shown. But to master the temperature, the first question should be attractive, the answer should conform to common sense, and there should be no loopholes. This kind of soft topic is very attractive, but the content is often vague and can't bring anything to readers.
But I never read the soft articles above, which can't attract my eyes, make me have the impulse to spend, and even less let me have the desire to invest. The following is a soft article that I was entrusted by a company to write.
Share with you, this is also the last soft article I want to say: the soft article of news philosophy (I said something I have never said before, and there is no copyright, so you can use it and reprint it with confidence). The so-called news only means that his arguments are objective and accurate, well-founded, well-founded, novel and timely, and useful to people. The so-called philosophy refers to something that has no feelings, convinces people with reason, and does not move people with emotion. This kind of soft text is not very communicative, but it is really soft. He let people know about products and remember them in another way. The whole article seems to have been discussing a truth and a fact, but it is actually highlighting a product and emphasizing a product. Smart people can't see that this is an advertisement, but it does spread a new concept and a new product to people. A soft essay When you accept its viewpoint objectively, then this is the purpose of soft essay, that is, a successful soft essay. Wearing a vest in forums and blogs will be invincible.
Having said that, in fact, I think soft text is invisible. No matter what method is used, as long as it can achieve the purpose of publicity and promotion, as long as it can bring benefits, it is a successful soft text. Everyone can be bold and innovative. Without innovation, the Internet will lose its vitality, which is a dead end. If the company loses its innovation, it will be eliminated. Just like there is no soft text, more people will say it! ~
The following is a soft case: "High-tech instruments escort beauty salons"
According to the survey of beauty salons around the world from 2005 to 2009, the results show that:
The survival rate of beauty salons that only use manual operation services is only 9.6%, while the survival rate of beauty salons that introduce high-tech beauty instruments is as high as 86.6%, with a difference of 77%.
2. Profit ratio of beauty projects: breast enhancement and weight loss projects account for 32.8%, freckle-removing and whitening projects account for 27.2%, basic nursing projects account for 2 1%, SPA water supplement projects account for 15%, and other projects account for 4%.
3. The priority of beauty instrument projects launched by beauty salons is: slimming, spot whitening, intelligent physical therapy, wrinkle removal, hydration, pedicure, photon skin rejuvenation and other projects.
4. The way and proportion of beauty salons to change their operating conditions: introducing high-tech beauty instruments (42.6%), promoting sales to increase profits, increasing costs (37.4%), introducing high-end talents, increasing store management (12.7%), increasing service intensity (6.4%) and trusteeship (0.9%).
According to statistics, the output value of China's beauty service industry has reached 654.38+080 billion yuan, more than 200 times that of 20 years ago. In the past two years, the number of people involved in beauty consumption has reached more than 300 million. At present, there are 7.5 million direct employees in China's beauty service industry, and more than10.5 million employees in beauty salons and other institutions. The number of newly opened stores accounted for 78% of the total in the last five years. Experts predict that beauty consumption in China will double in the next five years, with an annual growth rate of 15%.
The beauty market makes people happy and worried, and several families are happy and worried. Did you take it or not? First of all, let's look at several factors that promote the development of beauty salons.
1. There is a great demand for high-tech instruments.
For beauty salons, the intelligent operation of high-tech instruments does not require beauty salons to spend too much on the training of beauticians' instrument operation, and can also minimize the skill loss caused by beauticians' job-hopping. Once beauticians change jobs, the technical advantages of beauty salons will not be lost.
The client didn't know anything before Doing beauty is like following the fashion. They believe in the promotion of beauty salons. Now customers have been doing beauty for many years, and the channels to understand beauty knowledge have increased. Sometimes, skin analysis is more professional than beauticians. The maturity of consumer awareness increases the difficulty of service, and the workshop-style beauty salons with average service level will become more and more difficult to survive.
For example, traditional care items such as slimming, slimming, whitening, spot fading, etc., simply using products can not satisfy consumers, and only instruments can be used to improve the nursing effect. On the other hand, the improvement of consumer demand level has also promoted the market demand of high-tech beauty instruments to a certain extent. At present, if there is no equipment in beauty salons, customers will feel that the grade is relatively low. Compared with traditional beauty methods, high-tech beauty instruments have reached a higher level in both beauty methods and beauty effects.
2. Hardware equipment embodies the operating characteristics of beauty salons.
As far as the current beauty salon is concerned, if there is no instrument, customers will feel that the grade is relatively low. At present, the key factor of beauty salon management is low investment risk, but the technology of equipment should be guaranteed as much as possible. In this era of complete competition, the operation of beauty salons must have its own characteristics in order to survive for a long time, and hardware equipment is an important aspect that reflects the operation characteristics of beauty salons.
Fashion trend is the key to lead the beauty salon to be popular.
In the rapidly changing market, various beauty methods emerge one after another. The SPA and Shu's intestinal health care in previous years left a deep impression on people. Fashion trends have always been pursued by people. Beauty salons should forge ahead, the market is changing, people are changing, and beauty salons should also change accordingly.
Multi-effect musical instruments are the trend.
At least in the next five years, slimming will remain the hottest demand in the market. In terms of instrument function, multifunctional and integrated instruments will become the development direction of the beauty instrument market in the future, which can save a lot of costs for beauty salons. For example, intestinal hydrotherapy integrates powerful treatment, prevention, health care and beauty, and more and more beauty salons begin to introduce intestinal hydrotherapy instruments. Especially in the eventful autumn of 20 10 in Chinese mainland cosmetics industry, after the famous brands in the industry were exposed frequently, there was a tide of washing intestines in China. After the instrument won the Hong Kong International Gold Award, Huakangmei Medical Technology Co., Ltd. became famous as the manufacturer of the instrument.
Comments: The topic is amazing and suspenseful, which makes people a little unconvinced and unwilling to read it.
First of all, the article is clear, concise and easy to understand.
Secondly, the article is extended by a set of actual news data, which makes the article reasonable and convincing.
Thirdly, the article analyzes and demonstrates the current market and the above data, and strictly defines the theme.
Most importantly, when this article is well-founded and meaningful, it skillfully integrates lavage peace with China.
Kangmei Impression Medical Technology Co., Ltd. It can also promote intestinal hydrotherapy.
The role of intestinal hydrotherapy machine and publicity company! ~
However, such articles do not incorporate any personal subjective feelings, and all of them are greatly discounted in communication. However, because of this, many people objectively accept it from the heart, perhaps for a lifetime, unlike some soft articles that make people laugh and then disappear! ~