I would like to ask, what is writing soft articles?

The essence of soft articles is hidden advertising, and you must focus on the product when writing.

First of all, you must study the research data in detail, and at the same time understand the relevant content (such as industry intelligence, industry information, etc.). It is best to understand your product features, functions, and target consumer groups. , and what are the promises to consumers? Whether it can be guaranteed or not is related to whether consumers feel at ease after the product is sold. Promise is a booster for consumers.

Based on the understanding of the product and industry, establish the core creative idea. The core creative idea must be single, like a sharp sword, original, and able to impress target consumers. Why? Because today's various advertisements have annoyed target consumers, whether such a soft copywriting has the effect of hiding the needle depends on your core creativity. Otherwise, those consumers who are indifferent to advertising soft articles will really be indifferent.

This core idea is the central idea of ​​your soft article. After the central idea is established, the next thing to do is:

Title - "Say hello loudly" to the target consumers

David Ogilvy believed that the title is the most important part of most print advertisements. It is the key to readers deciding whether to read the main text. The role of the title is self-evident. It is to attract the reader's attention in the shortest possible time and convey important information that consumers have to accept. Ancient Chinese had a wonderful metaphor for articles: crested head, pig belly, and leopard tail. In advertising soft articles, I think the crest is the title, which must be eye-catching.

So, what are the commonly used techniques for writing titles?

1. News headlines convey certain information in the manner of publishing news.

2. A suspenseful title sets up a certain suspense, arouses the curiosity of the object of appeal, and guides readers to seek the ending.

3. Interrogative titles use questions or rhetorical questions to arouse the curiosity of the object of appeal, which is unexpected.

4. Narrative titles convey the core content in a straightforward way.

In short, there are many ways to write titles. No matter which method is used, there is only one purpose: to arouse the curiosity of the target group and make them interested in reading.

To write creative titles, there are several ways:

1. Use metaphors

2. Personification

3. Exclamatory tone

4. Hot topics

5. Use reverse thinking, etc.

Having a good title is half the success of this soft-text advertisement. Just like a peacock spreading its wings, the main text should be unfolded slowly. So, what is the text going to talk about? The main text is the complete packaging and in-depth appeal of product information, or the guidance of product-related events, making it useful, effective, reasonable, and correct information. When writing the main text, avoid using uncommon words (if you really need to use them, it is best to add pinyin for easier reading, which is another concern for readers). Use more questions and exclamations. The language should be brief and avoid being long and dull. , it should have rhythm and be catchy when read.

Text - to get closer to the target consumers

The content of the main text should generally express three aspects:

1. The focus of appeal, that is, soft text The core content,

2. In-depth analysis of the key points of appeal,

3. Let potential consumers take action.

So what form should be used to write the content to be expressed? What style of writing should I use?

Narrative

1. Objective statement, unfolding the appeal in an objective tone;

2. Subjective confession, directly conveying what we are doing or what we are doing, < /p>

3. Monologue, you can recall your own experiences, express your opinions, and use vivid emotional colors to induce the reader's emotional response.

4. Tell stories, use complete words The story elicits appeals.

Argumentative essay

This style of writing is suitable for reasoning, guiding consumers' ideas, and targeting more rational consumers. The core point of the article must be authoritative. This type of writing style is relatively hard, and consumers may not necessarily understand some of the more professional knowledge, but it must be more interesting and use metaphors, personification and other methods to make it easier for readers to understand. Otherwise, , no one looks at things they don’t understand.

Expository essay

If an argumentative essay is to guide consumers’ ideas, then an expository essay is a good opportunity to showcase your product, tell consumers what you are, and let readers see it. clear. Such as how you produce, how you collect raw materials, what technology you have, etc.

Describe and discuss at the same time

This style of writing can be written for competitors, narrating and discussing at the same time, that is, speaking and giving conclusions at the same time. For example: Our product is good, why is it so good? Because our products have authentic raw materials, no pollution, advanced production technology, leading technology, and strict management, the products are good.

The above methods are for reference only.

Really good advertising soft articles are not necessarily written in this way. Soft articles are good as long as consumers are willing to read them. Soft articles are good as long as consumers do not want to throw them away or want to collect them after reading them. Soft articles are good as long as consumers will buy the product after reading them. It’s just good soft writing.

If you want to prevent readers from being bored, the writing of the main text is very important. You must grasp the following characteristics to get twice the result with half the effort.

1. Popular science

2. Knowledgeable

3. Interesting

4. News.

Attachment - tell consumers where to buy products

A dull man proposed to a woman, but the woman did not agree.

One evening, the lovers were walking by the lake. When they were tired, they sat on a stone bench to rest. Night falls and the evening breeze blows. The man said: "Baby, I really love you!" The woman said: "Really?" "Really!" The woman's face was full of joy. The man said again: "I want to kiss you!" The woman said nothing and closed her eyes. After waiting for a long time, the man made no movement, and the woman opened her eyes again. "I want to kiss you!" the man said again. The woman closed her eyes again and waited for a while. When there was no movement, she opened her eyes with a warm and angry expression. The man said again: "I want to kiss you!" The woman said angrily: "Why don't you move? Get out!" After that, she walked away.

After reading this little story, I laughed.

This man is like our soft article. He has already told the woman (consumer) "I love you!" The woman is waiting for your next message, just like the attachment, but you didn't tell her. It's like losing an opportunity.

Attachments include information on purchasing products or services, certification from authoritative organizations, phone numbers, addresses, brands, logos, etc. Only by passing on this information can consumers make purchases conveniently. In addition, there are corporate advertising slogans, such as Melatonin’s “youthful, healthy product”. These are all indispensable parts of establishing product image and improving reputation. Potential consumers have read the soft article and have already acquiesced in your product, but they can’t find a place to buy it. So tell consumers where to buy products.

The purpose of our soft articles is to convey a sales message. In fact, sales are there all the time. I believe that any method used to persuade others is a sales behavior. The purpose of the attachment is to tell consumers that I want to sell products, but it's just a bit more subtle.

Of course, the appeal of soft articles must be clear and written with true emotions. As long as it can impress yourself, it will surely impress others.