How to use soft text to promote network marketing

(A) to find a suitable advertising portal

Each news portal has its own different positioning and attracts different user groups. When we choose an entrance to advertise, we must first comprehensively analyze the positioning, user groups and traffic of the entrance, and then match our own advertising content.

For example, some portals mainly focus on finance and politics, and the users are mostly highly educated and knowledgeable men, so it is not suitable to put advertisements on women's cosmetics, but it is more suitable to put some advertisements on cars and real estate.

When placing medical advertisements, we suggest choosing local portal stations and some stations with concentrated life and health information.

(B) soft writing points

1, title

A, headlines are like advertisements, not advertisements. Try to weaken the advertising intention and enhance the public welfare. Most users have some resistance to the straight-to-the-point advertising promotion method. Especially in the case that a brand name has formed word-of-mouth pollution, it will be counterproductive to adopt such a title with strong advertising intention. Compared with soft articles with clear advertising intentions, users seem to prefer articles that focus on conveying knowledge, interest and value.

Therefore, when we create soft titles, we also need to analyze users' demand psychology and give them vividness, public welfare and inducement.

★ For example, a soft article published by Wuxi XX Hospital is entitled "Teacher's Day, the reproductive health of male teachers should not be underestimated! Is this better than "Please consult Wuxi Jianguo andrology hospital for andrology diseases"?

A vivid and attractive title can make our soft articles stand out from the flood of advertisements and successfully catch users' eyes. David, CEO of Ogilvy & Mather, a world-renowned advertising company, said: We are fighting for users' time with thousands of soft texts. On average, Ogilvy said, five times as many people read headlines as people read the text. In other words, the headline represents 80% of the advertising cost.

Therefore, it is not recommended to use too simple titles, and avoid using titles similar to most similar soft articles on the Internet. We need to show our unique side in the title to stimulate users' interest in the first time.

B, give a sales promise as much as possible in the advertisement title. A sincere and short sales promise is better than a lot of service details. Therefore, it is a good idea to add the sales promise to the title.

★ For example, the advertisement title of a diet drug: "Lose 20 pounds a month, never rebound, invalid refund! 》

C. the combination of numbers and exclamation marks in the title. Numbers and exclamation marks can always pop up in many dense words. When people's eyes are tired of dense words, they suddenly bump into some numbers different from words, a little? Freshness? Will replace the boring fatigue brought by words.

? Exclamation mark? It always reminds people whether something exciting, surprising and touching is happening. These subtle details seem to be casual, but in fact they are the most likely to touch the sensitive psychology of potential consumers.

D as mentioned above, the title should include the price and promotion as far as possible. Price and promotion information are the most sensitive words for consumers. Even if there is no shortage of money, people still hope to buy high-quality products or services at a price lower than that of the market or similar consumers.

Once I attended Alibaba's inquiry training class, an experienced lecturer in marketing said that in fact, I can do promotional activities every day for 365 days a year. Just like when we go shopping, we will find that there is a store that is transferring clearance 365 days a year, but it is not transferred 365 days a year. But consumers will never get tired of it.

E. According to Ogilvy & Mather's advertising survey, other words that will produce good results include: sudden, latest arrival, major development, improvement, amazing, sensational, amazing, amazing, miracle, magic, cheap, prompt, last chance and so on.

Or? Great, weird, amazing? Wait a little? How to shout? If it makes sense.

Although these words are commonplace, they still play a very important role in advertising soft texts.

2. Text

Text is also the main part of soft-text advertising? Sales guidance? The core part of. After we attract potential users through excellent headlines, most of them will not make a consumption decision immediately. The consumption concept of modern users is very rational. They usually read the text and decide whether to buy or not by measuring the value of the product or service promoted by the text.

The main points and suggestions for writing soft articles are as follows:

First, the text should not be too long

Many people are very tired of those soft advertisements with several pages, which not only kill time, but also lose focus if they are not careful. Therefore, controlling the number of words saves time for users and energy for ourselves.

According to the survey of users' reading habits, users' quick browsing habits are generally presentation? Type f? That is to say, when a user has very limited time to browse a newspaper quickly, what is his eye tracking route? f？ T-shaped, it is easiest to see the top of the newspaper, and then the middle? One? Word part, and then the left column.

So we might as well put important sales information in when writing soft articles? f？ Form, so that users can quickly capture important information when browsing quickly.

B, text can be combined with the user's experience.

Compared with the official recommendation of the hospital, readers seem to be more likely to trust the appearance of consumers. Official self-recommendation and praise always seem to be confused in the eyes of users. Blow your own horn, but the appearance of consumers with the same medical experience can arouse their hearts and make them more convinced.

Therefore, combining some patients' experiences, medical experiences and emotional stories in this paper can better establish word of mouth and make better use of it? Third party? The neutral recommended himself.

At the beginning of the text, short stories can be used to arouse the voices of patients with similar experiences, and can also attract users to continue reading.

Or it can be written from the perspective of third-party patients, combining personal experience with advertising sales information skillfully, and then allowing users to enjoy and accept the marketing information transmitted by soft text happily.

We can often see such soft articles in bosom friend magazines.

C, you can insert some interesting cartoons in the article.

Pictures and videos are undoubtedly more attractive than plain text advertisements. When we add articles to the hospital website, we all know how to insert pictures of all kinds of handsome and beautiful stars in the articles to enhance the readability and vividness of the articles. However, the type of illustrations seems to have been stuck in real photos. There are too many handsome guys and beautiful women, and some of them are one-sided. Watching too much will inevitably make you feel tired. Why not try to insert some interesting cartoons related to diseases?

Interesting cartoons can be put on words. When users see comics, they will naturally be interested in continuing reading.

D, capture hot news topics and skillfully combine soft articles

Zhuge Liang? Grass boat borrows arrows? Cleverly borrowed Dongfeng, but we need to borrow it if we want to expand the influence of Ruanwen? Dongfeng? What is this east wind? Fashion? Hot news and topics.

Will information gather in one place in the Internet age? Frame search? The speed of people's understanding and dissemination of news is almost synchronous with the time when news is produced. A large number of hot news and topics started from a certain community, and after being passed on by netizens, they quickly swept the whole Internet like a prairie fire.

Although many hot topics are entertainment gossip, savvy businessmen can always dig out various commercial values from it and create a lot of income through this east wind.

★ This time? The best girl, huh? When events and hot topics come out, businesses strike while the iron is hot and rack their brains for bundling hype.

Hospital? Xiaoyueyue? Article:

It seems like a while? Lobster? And then what? Tick? Events, or holiday hotspots that people pay attention to, can be naturally combined with our medical information.

Soft text of sour plum soup:

Of course, you can't just borrow the east wind. Can't you master one? Degree? East wind may also turn into northwest wind, annoying users and chilling them. Therefore, careful planning and positive and valuable combination with fashion are essential.

E, soft text can be bound to celebrities.

Merchants like to ask celebrities to speak for them. First, because celebrities have high popularity, they can enhance the brand's popularity and influence. Second, because celebrities are mostly opinion leaders in a certain field, their life and consumption patterns have influenced a large part of people's buying behavior. Therefore, if our soft articles can also be tied with celebrities, it will be much easier to promote our products and services. Standing? Giant? You can see farther on your shoulders.

★ A good case is the face makeup website, which is a website for women about fashion. Most of the articles in it are about tying stars to sell women's products and so on.

Makeup net section title:

Part of the article content of Denso. Com: (the content in the box is the products it sells)

With the help of celebrity propaganda, we must also pay attention to one thing. If you are not careful, you may be involved in infringement. So I suggest typing as many soft messages as possible? Wipe the edge? , not accurate? Substitution? .

2. Soft articles should be reprinted frequently after publication.

Unless it is a controversial popular soft article, it will often be overwhelmed by other new information soon after it is published. Therefore, after the publication of the soft article, don't ignore this. The value of excellent soft articles is as persistent and influential as storable books and articles. This requires us to often fish it out from the vast ocean of information and then push it to the eyes of users. Therefore, after the release of soft articles, they should be frequently reprinted to major popular forums and blogs.