As the name implies, it is a "text advertisement" written by the marketing planning of an enterprise or the copywriting of an advertising company, as opposed to a hard advertisement. Compared with hard advertisements, the reason why soft articles are called soft articles lies in the word "soft", just like needles hidden in cotton, which are invisible to the enemy. By the time you find that this is a soft article, you have fallen into the trap of a well-designed "soft article advertisement", which pursues a kind of communication effect of spring storms and moistens things silently. If hard advertising is my Shaolin kungfu; Then, Ruanwen is a Wudang boxing, the needle is hidden in cotton, and it is soft. The combination of soft and hard, both internal and external, is the most powerful marketing means.

There are two definitions of soft text, one is narrow and the other is broad.

1, narrow sense: refers to the plain text advertisements published by enterprises in newspapers, magazines and other propaganda carriers. This definition is an early definition, which is the so-called paid text advertisement.

2. Broad definition: refers to the publicity and explanatory articles published by enterprises in newspapers, magazines, networks and other propaganda carriers, which can enhance the brand image and popularity of enterprises or promote the sales of enterprises, including specific news reports, in-depth articles, paid short advertisements, case studies, etc.

Soft-text advertisement is an advertisement that attracts the attention of potential consumers, enhances the sales force of products, improves the reputation of products, realizes the strategic and tactical objectives of products and guides consumers to buy.

Although the soft text is ever-changing, it remains unchanged, mainly in the following aspects:

1. Meditation: It can also be called questioning. 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?" And so on, by asking questions to arouse topics and attention, this method has an advantage. But we must master the temperature, the first question should be attractive, the answer should conform to common sense, and we should not be trapped by ourselves.

2. Storytelling: Tell a complete story to bring the product out, so that the "halo effect" and "mystery" of the product give consumers a strong psychological hint and make sales inevitable. For example, "65438+200 million can't buy the secret recipe", "magic plant insulin", "Indian secret recipe" and so on. Telling a story is not the purpose, 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.

3. Emotion: Emotion has always been an important medium of advertising. Soft text is informative and targeted, and emotional expression can certainly resonate with people. "Husband, you can't quit smoking and wash your lungs", "Woman, your name is an angel" and "For those young people who are struggling with 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.

4. Intimidation: Intimidating soft articles is an anti-emotional appeal. Say good feelings and threaten to hit the soft rib-"hyperlipidemia, a precursor to 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 love, but it is often criticized, so we must grasp the degree and not go too far.

5. Promotion style: promotional soft articles are often followed up when the above soft articles are effective-"Beijingers snapped up * * *", * * *, and sold wildly in Hong Kong ","Out of stock three times a day, and a manufacturer in Xidan was in a hurry " ....................................................................................

The above five types of soft articles are definitely not used in isolation, but an important battle for enterprises to advance the whole process according to strategy. How to use them is a matter of layout. On the main points of soft writing

Soft writing is a science, and there are always rules behind science.

The first is the title, which is divided into two parts: the main tag and the sub-tag. The main goal is to catch the eye, shock the world, and not be mediocre. Titles such as "80 million people have knives in their bones" are absolutely sacred articles. Sub-standard requires to explain functional problems in a general way and divide a long article into several parts to enhance readability.

The core content of the soft article is still a sales proposition "USP", that is, there must be a core selling point, an unforgettable reason enough to generate sales, or "convince people with reason" or "move people with emotion", and the ultimate goal is "sales achievement". Never avoid "literary soft prose" (too rational and unattractive) and "moaning without illness" (lack of interest and sales force).

Soft writing has a center-feeling (or experience) as the center; Two basic points-manufacturing demand and guiding consumption. The so-called feeling-centered, taking the health care product market as an example, should highlight consumers' personal feelings, feelings of illness, feelings of treatment, feelings of using products and so on. (from hearing, vision, touch, etc.), and be sure to write the "pain of the skin" of the customer, and let your target group enter your set thinking circle through feeling. On the contrary, without feelings, no matter how rigorous your thinking is and how real your feelings are, it is difficult to make customers' needs urgent. Making demand and guiding consumption are the purpose and purpose of soft writing, and also the details of soft writing. How to turn feelings into reasons for consumption and weak demand into strong demand should start with the content, layout, thought and color of soft text, so as to make it a well-thought system.

Development trend of soft text

Soft writing has been crazy for six years since 1999, and 99-2000 was also the first climax of soft writing. Enterprises began to attach importance to soft writing and actively imitate it. Since 2002, the full-page model of "Tsinghua Green Tea" has entered another climax, and professional soft writers and teams have surfaced. However, since 2003, the glorious period of soft writing has passed and entered a stable period, and the media of soft writing has also begun to rise, which is almost equal to hard advertising, forcing soft writing to start innovation.

The development potential of plane soft text is limited. With the prosperity of network and entertainment culture, the future development direction of soft text is "hidden advertising"-soft text efforts are applied to every link of marketing, and soft text marketing like "Big shot" and "world without thieves" will be the only way for China enterprises.

A soft article will make you a household name overnight, and a soft article will also make you notorious overnight. Why it has such magic, because the rapid development of the network supports it. To be a real SEO expert, if you can't write soft articles, or you can't write soft articles well, then you can forget the name of this expert, because the reprint rate of a good soft article will be 100 times or even 1000 times that of an ordinary article. How can I write a good soft article? The following are some cases collected on the internet, which will be helpful to beginners of soft writing.

First of all, work hard on the title: the title should be attractive, otherwise many people will not read your article, and the content is useless. It once occurred to me that a good title will attract more than 8 times the general title. There are two points to consider when writing a title in soft text:

1. Pay attention to what is popular online. For example, at that time, Yanzhaomen was very popular, and everyone's excitement was on Yanzhaomen. The soft article you wrote can be led out through the pornographic door, such as the topic "Who is behind the pornographic door?" .

2. Grasp the customer's psychology and make headlines on the issues that customers care about, such as selling soft articles of cosmetics and targeting women who love beauty. At this time, we must grasp their psychology. The topic can be: What kind of woman is the easiest to become a yellow-faced woman?

The second is to control the content of soft text. Soft text must let others learn something after reading your article, and remember your product while learning something. Let others not see that it is an advertisement, but it can achieve the effect of advertising. The writing of the content summarizes the following five points:

1. Q&A: Ask a question, and then you give an answer. When you answer, you unconsciously mention your product. For example, if you want to promote your direct jewelry website and write such a soft article, the whole article is about how to match clothes, but in the end, it is more perfect to match some fashion accessories according to the style of clothes. I like to go to the XX website to learn some latest jewelry matching knowledge. " In this way, readers will naturally visit your website and your website will be publicized.

2. False quotation marks: When you explain a question, add a few quotation marks around it, and then say that this sentence was said by someone or a website. For example, "* * * is a very developed website" is what BLUEFOO of the webmaster tribe said. In this way, BLUEFOO's station has been publicized and its popularity has been improved.

3. Emotion is moving: Emotion has always been an important medium of advertising. Soft text is informative and targeted, and emotional expression can certainly resonate with people. Such as "white-collar workers who work overtime, come here to have a rest". The biggest feature of emotion is that it is easy to impress people and make them remember your website and your products.

4. Very intimidating: bullying soft articles is anti-emotional, emotions tell beauty, and bullying hits soft spots. For example, if you want to promote your direct selling website, you can use such a soft article as "the number of visits has soared and will be blocked by Baidu soon". "God, such a website has long been blocked by Baidu!" In fact, the effect of intimidation is more memorable than praise and love, but it is often criticized, so we must grasp the degree and not go too far.

Finally, be careful when sending soft articles, and send some websites or forums related to the theme of your station. Spam is a waste of time and ineffective.

Remember, when your website is incomplete or your products are immature, don't write soft promotion, not to mention what effect it can bring, but pay attention to the fact that the more advertisements you make, the more traffic you bring, and the greater your losses. You can think about what you will do when you see a web page with only a frame and a product name and no pictures.

Therefore, it is not easy to be an SEO expert. Soft writing is a very sad experience, but once we have an idea, soft writing may change our destiny.

There are two forms of advertising:

Directly linked (1) will generally be blocked.

(2) To add a website name, such as Wisdom China, there must be a unique common name, which is generally a soft introduction in soft advertisements, which has absolute communication power.

2, adaptation class

No matter what kind of article, it can be adapted. I'll take the example of returning the museum.

IT articles:

Ten fastest growing websites in China.

Remove the first place:

To rank first, we have to mention the retirement pavilion, a personal website that has been invested by international VC for only two months. It can't be said that it was the first website in China that received investment in that year since 10, so we listed it as the first of the top ten fast-growing websites.

Entertainment articles:

Fan Bingbing.

Adapted as follows:

Fan Bingbing may never appear on the stage again after the event of "leaving the museum". I have to say that the "retiring" incident is the waterloo of her entertainment circle. . . . .

What kind of articles can be adapted in this form, especially some high-click articles, especially serial articles, will be widely reprinted on the Internet, so the potential traffic is getting higher and higher.

3. Occupancy grade

I've been trying to find some examples for you. Later, I found an article "Star Party promiscuity" on Netease forum, which mentioned the name of a software, that is, "QQ chat is free", which means that the protagonist uses this software to monitor his lover, which is actually a typical soft-text hype.

So how can we borrow these flows reasonably?

The method is simple, that is, we intercept his keywords.

For example, his key word is free QQ chat, so we will make a website specially. The key word is free QQ chat, and then SEO surpassed him. In this way, we intercepted his traffic. His past propaganda was actually for us to see.

What do you mean? Ruanwen preached there that there was a man named Kangkang in Shandong who was good at fortune telling. As a result, when people went to Jinan to inquire about Kangkang, we gave a fake fortune teller named Kangkang, so all the guests were stopped by fake Kangkang.

The most commonly used one is the first one, the most famous one is the first one, and the most despicable but effective one is the third one.

-

It should be said that the spreading power and the momentum of sustainable development of soft articles are the strongest. That is to say, if a person keeps modifying soft articles and forwarding them, the traffic of his station is amazing, but this is because everyone always wants to see immediate results, and without toughness, they can't persist.