Traditional advertising aims at "exposure", while soft text marketing aims at "transformation". Through soft text, cognitive output is formed, and the mind is grasped, so that users can think of your brand or product "above" 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. This article will take you to understand the skills of soft text marketing. 1, Operation: There is no marketing without interaction. In today's media environment, interaction has become a necessary operation for brands to carry out marketing. If soft articles are posted on highly interactive platforms, such as WeChat official account and Weibo, we must pay attention to the importance of interaction in comments. In the official account of WeChat, the response rate of some headers tubas to comments even reached 90%. At the moment when the official WeChat account was launched, operators began to get busy, screening selected comments and replying to comments, interacting with readers in time, or fighting wits, or teasing, or answering questions. Interaction can greatly improve readers' participation in the brand, maintain brand stickiness, and even establish private domain traffic of the brand. 2, with pictures: more attractive than words, the soft text of the whole text must be understood by few people, and inferior pictures with low pixels and not exquisite enough will also make the brand lose its style. The importance of pictures is self-evident, which can not only effectively divide the text sections and improve the reading experience, but also easily penetrate the readers' minds. Think about it carefully. What articles you saw in 10W+ didn't work hard on pictures? Spending time looking for pictures, buying pictures and even drawing pictures by yourself can add a lot of color to the article. Pictures occupy a larger section, which is more eye-catching and can convey information intuitively. Some authors even show all or part of the text on the pictures to make the whole soft article more attractive. 3, seo: to properly layout keywords If the article is SEO, then the layout of keywords in the text is particularly important, which can facilitate users to see this soft article faster when searching for related keywords, which is conducive to the soft article gaining greater ranking weight in search engines such as Baidu. 4, paid promotion: choose the most cost-effective 1 traditional paper media in the era of paper media decline, its communication intensity is far less than before, there is no secondary communication ability. But some paper media still have some influence, especially the bosses of small and medium-sized enterprises, who like the honor of being reported by major mainstream media. In addition, articles on paper media can also be reprinted by online media, because some portals have signed content use agreements. In terms of price, most of them are charged by the number of words, ranging from 1 yuan -20 yuan/word. Of course, there are also full-page charges. (2) The portal website publishes the soft text of the portal website, and it is best to purchase the service with display and entrance on the home page and channel page. There is a soft text display entrance on the home page or channel page, which will be more expensive, but the effect is better. Because many small and medium-sized websites lack news, they will directly reprint the news of the portal website, so as long as the soft text is soft enough, it may lead to wider dissemination. (3) KOL cooperation with self-media platforms such as headline number and little red book is quite common. Let Big V help reprint or trust endorsement, even let Big V try out products to write evaluation experience, and comment on the pros and cons from a "neutral" perspective, which can form a high conversion among fans. In addition to these, there are other paid promotion channels, such as the industry vertical information station, which has achieved good results with its professional and reliable media endorsement. In addition, if you want to pay to promote soft articles, it is more labor-saving to choose a publishing platform, thus avoiding the trouble of contacting media editors, bloggers and media owners one by one. There will be quite a lot of media stationed in the press release platform, which is convenient and fast. At present, there are many news release platforms, and this is one of them. You can read more relevant information. A professional press release platform can ensure the authenticity of the media, and the press release is more secure. Generally speaking, when you choose the paid channel to promote soft articles, you should combine the promotion purpose and budget cost. The most expensive is not necessarily the best, and the most suitable can achieve better promotion effect.