Soft article, what is the soft article news about?

In marketing, if advertising is compared to martial arts moves, then soft writing is internal strength. The highest level of advertising is to generate internal strength from moves; On the other hand, Ruanwen trains movements from psychological methods; In addition to moves and methods, we also need excellent weapons, which is marketing activities. Combining these three is the highest realm of martial arts and marketing. Scene reproduction 1:

1August 28, 963, the famous American black leader Martin? Lu Se? King hosted a demonstration for freedom in Washington with 250,000 participants, and delivered a speech "I have a dream" that the American people will never forget.

Actually, Martin? Lu Se? King's speech "I Have a Dream" is the best "win-win" soft template, which transcends the narrowness and limitations of fighting for himself and a small group and reaches the highest level of devoting all his efforts to the freedom of all black people in the United States. As he said, "I have a dream that we can finally fill the gap between people, eliminate all obstacles in the world and turn rugged into vast hills and plains." At that time, the light wheel of God will appear again, and all creatures in the world will worship Christ. "

Secret trick 1:

After a period of confusion, the soft text marketing model has risen to the realm of "win-win", and the vital interests of consumers have been put in the first place.

The sale of this kind of soft text will no longer be a dream, but an ideal state that can be achieved. Words may not be gorgeous and need not be shocking, but they must be confided in household words, because the most touching thing is household words; Every word is for the benefit of consumers.

There is a famous DIY home improvement chain store abroad, and the secret of its success is to save money for consumers. The first duty of every employee is to tell consumers which decoration materials and tools can meet their requirements and save the most money. In order to solve a difficult problem, a consumer wants to buy a set of tools worth 5000 dollars. An employee of the chain store provided him with a simple solution, which only cost $5. Can consumers not be moved? Can you not come when you need it next time?

Many people will say that such a store is stupid, and consumers should be allowed to spend as much money as possible, which is the foundation of getting rich quickly. However, stupid people have their own stupid blessings. This store is too considerate of consumers, and consumers who get benefits are scrambling to tell each other. Advertising costs are not spent, and there are often too many visitors every day. Business is very good. With popularity, financial resources naturally roll in.

There are many similarities between the "win-win-win-win-win-win-win" model and Tai Ji Chuan in China. Seemingly weak, in fact, the internal force is deep, and it is difficult not to sell goods.

Scene reproduction 2:

In a famous real estate forum, an article titled "I will fight to get my wife back!" " ! The post received more than 65,438+0,200 hits. When many netizens saw the post, they mistakenly thought it was an article describing the experience of buying a house. In fact, this post is full of mystery. In a casual place, the poster wrote: "The netizen recommended the' Marriage Easy Loan' on xx website to me, saying that xx website accepts loan applications online, which not only has experts to do it for free, but also helps applicants reduce extra expenses and strive for preferential treatment. At this time, everyone suddenly realized that it was an advertisement. This kind of advertisement seems to appear not only in big movies such as If You Are the One.

Similarly, there is a post titled "My wife's sexual cleanliness makes me want to cheat", which describes that a man and his girlfriend who have been in love for many years finally got married, but because of his wife's serious sexual cleanliness, he "inadvertently" registered a dating website, so an affair happened that made him entangled. It turns out that this post is just a bureau to promote dating websites.

Deception 2:

In fact, in many well-known forums, implantable advertising posts have blossomed everywhere. While some netizens are angry at being fooled, they also ridicule the post: "How much can the landlord (referring to the poster) earn by sending this advertisement?"

The reporter searched online with "forum posting" and "advertisement" as keywords, and found that there are a large number of recruitment posters of intermediary companies, and the recruitment advertisements all have attractive titles, such as "posting at home can make money" and "posting online can earn ten thousand yuan a month" and so on.

The reporter immediately "applied" for a part-time network writer of a marketing planning company in Guangzhou, and Mr. Hu, who claimed to be the person in charge, handed the reporter a promotional material of a fund. When explaining the writing requirements, he said: "The subject matter can be unlimited, as long as it is the introduction, characteristics and advantages of the product, but the title must have a strong impact." Hu also said that as long as the customer passed the post, he would give 100 yuan.

In order to vividly explain the posting requirements, Hu also specially sent a "model essay". The reporter found that "model essay" is actually "packaging" a product, such as introducing personal experiences and listing stories of successful people, so as to attract netizens to read and achieve the purpose of publicity.

In an online shop that operates posting services, there are also products of "forum top posting, forum posting and network promotion", with five different price tags of 0.3 yuan, 10 yuan, 20 yuan, 100 yuan and 200 yuan. The reporter contacted the owner as a buyer, and the other party explained that the price is different according to the number of posts that customers want to send. The customer places an order first, and the service provider "delivers" before paying. Surprisingly, they also have detailed "assessment indicators": whether posts have pictures and links, whether there are requirements for forums and layouts, whether the number of posts reaches a certain level, whether posts have been deleted, and so on. These are all factors that affect the price.

Scene reproduction 3:

Mr. Mark Ding, the marketing director of software company, is not only a marketing expert himself, but also very good at "mentoring" and has trained many proud students. On this day, his copywriter Xiao Chen is racking his brains to write a "soft article (soft propaganda article)", which will be sent to the media soon.

When Ma Lao saw this, he picked up Xiao Chen's manuscript and saw at the beginning of the article: "Our company is the largest software company with the most advanced technology, the strongest product development and the fastest service response." Ma Lao was very disappointed to see so many modifiers and so long grammar. He instructed: "Xiao Chen, Xiao Chen, you are still a famous high flyers. Xiao Chen knew that he was untenable. He said shyly, "I want to say that our company is the largest, with the best products and services ... in short, everything comes first, but I found that I blew too much and finally used a bunch of adjectives." There's really nothing I can do. Please correct me. "

Although he hates iron and doesn't produce steel, Ma Lao still inculcates: "There are so many adjectives just to make readers feel that we are awesome in all aspects after reading the article. I can say this in one sentence. "

Ma Lao said: "The theme of this article is that our company has large scale, good products, high speed, high level and strong strength. There is only one such feature-aircraft carrier, referred to as' aircraft carrier'. "

Xiao Chen suddenly realized, and said, "So that's it! The' aircraft carrier' can immediately establish such an image in the eyes of the target audience. It' s really a word, the stone turns into gold! "

Scam 3

For many people, Ruanwen is regarded as a new word with derogatory meaning. But I think we should accept and affirm those valuable and meaningful excellent soft articles.

In fact, a good soft text is not just a good way to develop a website. At the same time, a good essay also creates great value for a company. Like an injured victim, he needs media attention. Let more people know about his situation through the media in order to get more assistance. Just like a caring good man, he needs media coverage. Encourage more people to carry forward excellent traditional culture with practical actions.

Soft writing is a channel for a company to be discovered and recognized. In today's network society, it has incomparable advantages over conventional advertisements. Correct and reasonable use can give play to the value and significance of a real soft article.

Behind the posting agency is an enterprise eager to expand its influence through online posting. Some companies even go shirtless and directly recruit "writers" online.

"At present, more than 10 people have posted for us in technical forums all over the country." Miss Li, HR manager of X Times Information Technology Co., Ltd. told the reporter that the company requires everyone to post 100-250 jobs every day and continue to recruit people. "Because new products have just come out and need intensive publicity, the demand for posters is particularly large. The posting effect is very good, and now the company basically promotes products through the Internet. " According to the calculation of relevant data, if 100 posts are published every day, the poster can earn 1500 yuan a month according to the 0.5 yuan of each post.

Manager Hong of Beijing Lingxi E-commerce Co., Ltd. said in an interview that the company mainly does clothing wholesale business, and the product posters are mainly distributed in the parent-child sections of Xici and Tianya. "The title and content are provided by the company, and the poster is not allowed to be changed." He also admitted that the post "has some necessary modifications" to the product, but there is no false and deceptive information. Whether to read the post "depends on the personal interests of netizens".

"Advertising posts are also a means of publicity. Everyone else is doing it. Why can't we do it? " Miss Pi of Jinan Jix Space Enterprise Planning Co., Ltd. is eloquent. When the reporter asked how many people posted advertisements for them online at present, she refused to disclose them on the grounds of inside information.

Consumer guide:

Soft text is an advertisement that is not directly said. For example, if you want to sell something, say it's good, and that's advertising. And if it is reasonable to say that people need an element, what will happen without it and so on. There may be nothing to sell in the article, but there are such elements in what you want to sell. Such an article is soft. For example, melatonin has sent countless soft articles in newspapers, that's all. Take soft writing as a story and don't take it too seriously. After all, who has so much energy to describe the story of a brand without giving money?