Advertising skills of soft text

Argument 1: Plan the soft advertisement in advance.

Argument 2: Draw up a news headline for the soft article.

Argument 3: Organize the text structure with news body.

Argument 4: Be good at using news idioms.

Argument 5: Advertising information should be skillfully integrated.

Argument 6: Design according to news typesetting style

Argument 7: Insist on the time of news release.

Argument 8: Soft-text advertising is necessary for media public relations, and it is the concrete expression of soft culture of the target of advertising. Advertising is the product of advertising of brand target and sales target, and the ultimate goal is to shape the image and gain profits. Therefore, soft-text advertisements should also follow the operational rules of planning, organization, implementation and modification.

The planning of soft-text advertising originates from the advertising strategy of enterprises. Enterprises that are good at operating soft-text advertisements are mostly enterprises with strategic vision and are also good at low-cost operation. However, there are not many enterprises that rely on soft-text advertisements to grow rapidly. Why? Because most enterprises have not made a soft-text advertising plan in advance. Soft-text advertising planning is the basis of soft-text advertising operation.

The case of "melatonin" successfully operating soft-text advertisements has been very familiar to people in the industry, so I won't say much. In 2003, Xi 'an Media presented the "soft-text advertising craze" and the resulting "soft-text model", which is not difficult to see the careful planning and systematic planning of enterprises good at operating soft-text.

Take Liangzhi Electric Xizhilang as an example, the advertising planning is three months earlier than the new product listing plan, among which the soft text advertising planning is the main one. Because "Xizhilang" is a new product and a new electrical appliance with strong concept, it needs to do a lot of market education and concept guidance publicity, so in the annual advertising plan in 2003, soft-text advertisements accounted for 70%.

Each soft article is not less than 800 words, published in this order. Public relations soft articles are released before the product goes on the market, and the hype period is 1 month. Functional soft articles are released after the product is launched, with a marketing promotion cycle of 1 month and a sales target of 50 sets.

The implementation city of this soft text plan is Xi 'an. Although it suffered from SARS just after listing, it actually sold 77 units in the promotion month in May, which is closely related to the timely revision of the soft-text advertising plan in an extraordinary period. The author will describe it again in the following argument. Publishing soft-text advertisements is the demand of enterprises, which is nothing more than to achieve brand promotion goals or product sales goals. However, when writing soft advertisements, readers' needs should be considered first.

As far as the whole soft advertisement is concerned, the title is like a "face", and whether it can attract readers' attention depends on it. Of course, it is not enough to attract people's attention, and the title should also make readers tempted and have the desire to "let me see".

"Can human beings live forever?" "Is it popular for men to draw eyebrows?" "The price of liver protection is too high. What should the public do?" "Mom and Dad are poisoned" and "Why does Op" bully "the capital?" ..... Just like these excellent titles, they are not only popular for a while, but still fresh in my memory. Why? Because it is not only like news headlines, but even more attractive than news headlines at that time.

In 2003, in China Business Daily, there were also many memorable soft advertising titles:

Example: "A Hygienic Habit Neglected by 99% of People" was the title of Wash Your Face Lang (an electrical product) during the SARS period. When it was published, all kinds of media devoted a lot of space to educating people to wash their hands frequently and scientifically, because Wash Your Face Lang was a "smart toilet cleaner" (some people commonly call it "a healthy appliance for washing your ass"), with 65,438+. Completed the market education and concept guidance propaganda originally planned to be realized with 10 articles of about 8000 words, and also reflected the timeliness and strategy of scheme modification in the process of soft text operation.

This is another masterpiece of Liangzhi Electric, following the hot topic news "Toilet Bad Habits Should Be Changed" and "Family Bad Habits Should Be Changed" of Huashang Daily, and at the time of denouncing bad hygiene habits in the late period of SARS. At this point, Xizhilang's quick response and shrewd planning in soft text operation began to appear, and advertising, planning and some enterprises began to pay close attention to and follow suit, and finally formed Xi 'an's "Xizhilang Soft Text Model" in 2003.

Example: The space medicine Shenzhou III awakened the world, which was a soft advertisement of Hengtong Guanghua's "Shenzhou III" oral liquid published on the same page as China Business Daily news "Shenzhou 5 is expected to take off today" before the launch of Shenzhou 5. What medicine was in the gourd before this? Space bacteria shocked China, Shenzhou III was born, the revolutionary breakthrough in the treatment mechanism recreated human vitality, and space biopharmaceuticals hit human beings hard, all of which were half-color versions, like news but not news, not news but news. The advertising effect is very good, and most people watch the news with relish.

In addition, there are frequent occurrences in the Huashang Daily, such as concerns about diabetic patients: lowering glycosylated hemoglobin can effectively control complications, magical peptides save the feet sentenced to death, and Beijing Tongrentang reminds men that there are tragedies! Sound the alarm for women, ladies who love beauty should be careful. Zhang Daning, Xi 'an's five-star standard survey of men, and why the evergreen tea party is "crazy" in the country are also attractive soft titles. With a good soft title, it is only half the battle. In order to let readers absorb more soft information, soft structure is very important. However, the planners and creators of most enterprises don't know how to write news, even the planners who serve enterprises or the creators of advertising companies don't know how to write news. Talents in this field are really scarce, so it doesn't matter if I am here.

The author cites a soft article "Xizhilang Soft Text Model" in China Business Daily as an example to discuss:

"Expose behind the hot sale of Wash Lang.

How to change the way people clean after defecation? How to realize washing instead of wiping? A product called Xizhilang is quietly emerging in Xi 'an.

It is reported that the scientific name of "Xizhilang" is intelligent toilet cleaner, which is a household appliance installed on the toilet and cleaned with warm water after defecation. Washball originated in Japan, and now the household penetration rate in Japan has reached more than 90%. This kind of electric appliance can wash people's lower body with warm water by pressing the button, which replaces the traditional paper wiping method and is more sanitary and scientific.

The reporter interviewed Mr Niu who lives in the garden. When talking about the experience, he said: "At first, the children said that Japanese people used this product, and they had to install a wave washer on the toilet at home. I firmly oppose it, and I have always felt that I am not used to it. But after a few days, I had to be impressed by the effect after use. I have hemorrhoids, there are elderly people at home, and I am very satisfied with the experience of Xizhilang! "

The shopping guide of a shopping mall told the reporter: At the beginning of its listing, only some people who often go abroad knew what it was at first sight and bought it without hesitation, because they usually used it when they were abroad, and they had a personal experience of the use effect of it. The shopping guide also told the reporter, "It is not only avant-garde fashionistas who buy Xizhilang, but also more and more ordinary citizens. Everyone realizes the importance of Yoshichiro to life. "

According to the person in charge of the mall, Xizhilang has been very popular with customers since it entered the cabinet, and it always attracts many guests, which we didn't expect at first, and the sales volume is also rising rapidly. This product has a very good prospect and will definitely become a hot spot of future home appliances. A building materials and bathroom salesperson also told reporters: "I didn't ask how many units I could sell at first." I have been an agent for more than ten years, and I attach great importance to the market prospect of a product. Although Xizhilang is a new product, it will definitely become a household name and a necessary household appliance in the future. Now it has become a household name in Xi 'an, and it will spread rapidly in 3-5 years, becoming a necessity for urban families. "

Within a few minutes of the reporter's interview in the home supermarket, Xizhilang actually sold five sets. Why do consumers like this new product that has just come into the market so much?

Ms. Wang, who bought two sets of Xizhilang at Kaiyuan Mall, told the reporter, "I always used Xizhilang when I was studying in Japan, and I was used to washing after defecation. Washing is not only clean and hygienic, but also very comfortable and convenient. It is a good product for women to prevent bacterial infections. " Ms. Wang's husband grabbed the conversation and said, "As soon as she heard that Xizhilang was listed in Xi 'an, she clamored for it and bought one for the old man. Anyway, it's not expensive, only one or two thousand yuan, which is several thousand yuan cheaper than foreign products. "

According to the survey, during the period of 1995- 1998, the price of an imported product in Beijing and Shanghai was generally around 15000 yuan, and the domestic "Xizhilang" was also around 6000 yuan. Although it had a long market incubation period, its high price discouraged ordinary people, and most of the buyers were "rich people" at that time. Of course, people's understanding of hygiene habits and physical health is not enough, which is another obstacle to promotion. In the two years before 2003, the price was generally reduced by about 50%. The products that sold for five or six thousand yuan at the earliest were now sold for less than three thousand yuan.

Xiao Jun, vice-president of marketing of Heijiro manufacturer, told reporters: We attach great importance to market demand. Although our focus now is on production research and development, we are very optimistic about the market prospect of Xizhilang. We will use scientific and effective marketing methods, seiko Japanese technology and superior prices to promote the market. Our position is to meet the potential needs of consumers with high-quality product design.

As of press time, I learned that Ryojiro's installation appointment has been scheduled for three working days, and the sales situation is still heating up.

The author later learned that the planning director of this company is a newspaper reporter, advertising planning and marketing planning for four years. No wonder readers still insist on "news" in the subsequent effect survey. In the process of writing soft articles, we should be good at using some news vocabulary to enhance the "news" of the text. How can we make good use of news vocabulary?

Words of time and place: such as "current", "yesterday", "exactly at ××××× hour", ××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××

14 am 10: 30 am, a yellow-green float with the image of an astronaut and the words "Shenzhou III" on it winds into the south gate like a soaring dragon. Hundreds of meters long motorcade attracted the attention of many pedestrians.

"Look, this long convoy is a military vehicle, isn't it?" "No, like a married team, it seems wrong, so many cars." When two pedestrians saw the motorcade far away, they quarreled loudly. As the motorcade approached, everyone could clearly see that the handwriting on the car body was "Shenzhou III Mannatide Oral Liquid".

Of course, the bold use of pictures in this advertisement is also the main aspect of its success. Although it can't be called a pure soft advertisement (four news pictures account for 3/4 of the half page), the writing of the advertisement is also worth learning. Another advantage of this article will be cited in the next argument.

News source's words, such as "according to the investigation", "according to the understanding", "I also learned", "what I learned in the interview", "according to what I said" and "what I saw with my own eyes", make readers feel the truth and evidence of the information. Of course, the information itself must be true first.

"What to say" and "How to say" are two important factors that creators should first consider when creating soft-text advertisements.

The first is "what to say". This is also an important link to fully integrate information resources. However, most of the soft-text advertisements we see are ambitious, and there is a feeling that the most important information is submerged in "novels", but it is not worth the candle.

Examples: Hisense: How to Build Frequency Conversion Experts-Chapter 1, Hisense: How to Build Frequency Conversion Experts-Chapter 2, Hisense: How to Build Frequency Conversion Experts-Chapter 3. ..........................................................................................................................

For example, can Xi people accept sex quotient naturally? Zhang Daning said, "Of course"? In the 20th century, Zhang Daning was invited to teach you how to tonify the kidney.

Are cleverly arranged in the article, so that readers can naturally get these important information without knowing it, which is also the best expression pursued by enterprises. However, it is not easy for some service brands to write soft articles, and the writing of soft articles is difficult to some extent, so we need to pay attention to some ways and means. I also learned the layout design of soft-text advertisements. Based on many years of experience in soft text operation, the author summarizes the following for reference and discussion only.

Font: the font of the title (including quotation, subtitle and subtitle) and the font of the text should be consistent with the news font commonly used by the publishing media. Font decoration (such as shading, shading, stereo, etc.). ) should also conform to the design style of news.

Font size: In addition to keeping the font design consistent with the news, the font size should also be consistent with the font size commonly used in news articles, so that readers can feel like news as a whole.

Column: For longer soft manuscripts (generally more than 800 words), column processing should be carried out during design. When dividing columns, we should refer to the dividing method of publishing media and strictly grasp the width and length of each column. Generally, newspapers are divided into five columns, each column is about 6 cm wide, and tabloids are divided into four columns, each column is about 5.5 cm wide.

Border: The border line of news articles in each newspaper has its own fixed style. For example, the news border line of Huashang Daily is 3 mm gray (the color version is green or blue), while the border of An Evening News is thicker. Newspapers and media in Beijing, Shanghai, Guangzhou and other places are also different, even without borders. These are the details that should be referred to when designing soft-text advertisements.

Line spacing and word spacing: Generally speaking, the line spacing of news text is 1 mm, and only three lines can be arranged within 1 cm. Word spacing is generally less than 1 mm, and 3.5 words can be arranged in 1 cm. When designing soft articles, we should strictly control the density of line spacing and word spacing, and the font size should be consistent, which can be no different from press releases.

At this point, can Xi people accept "a hygienic habit neglected by 99% people" and "Xi Anlang"? A series of soft articles, such as washing waves, the new favorite of bathroom appliances, the perfect storm of bathroom decoration and the secret behind the hot sale of washing waves, have strictly grasped the above points. Because of this, many enterprises have followed suit in the later soft text layout design, forming a model. If something needs news such as "the right time", "the right place" and "the harmony of people" to be released, so is the successful release of soft-text advertisements. The author thinks that the soft-text advertisement should be posted with the news, mainly because of the "good time" and "good location" of the release. As for "harmony between people", it will be elaborated in the next section.

As long as the interpersonal relationship is good and the communication is frequent, reporters or editors will also sort out the information they know about the enterprise into the news manuscript when assembling the manuscript.

In terms of interpersonal relationships, enterprises should have a group of media friends. Even if it is not purely for news or advertisements, regular communication is beneficial for enterprises to correctly, reasonably and effectively understand media information and make use of media resources. Some companies are also good at discussing a wider range of content with friends in the media.

Example: Mr. Ma Yue, CEO of Aachen Marketing Management Consulting Company (formerly CEO of Hangzhou Op) is a person who is very keen on dealing with the media. He not only advises the media, but also often cooperates with the media to plan news topics, which not only wins a batch of media resources for consulting companies, but also reserves a lot of media information for consulting teams, thus helping customers to operate the media easily.

In terms of business cooperation, although enterprises can buy satisfactory pages as long as they pay, savvy enterprises often make the publicity effect far exceed that of other enterprises paying the same price through public relations work. Although it is difficult to operate, once it is successful, it will achieve twice the result with half the effort.

Example: Before the Spring Festival in 2003, Yachen Marketing Management Consulting Company organized its own dozens of small household appliances customers, such as Ryojiro, Op, Supor and Shang Pengtang. And jointly planned and implemented the special issue of "Giving Small Appliances as Gifts" with Huashang Daily. Before the special issue, the newspaper asked "what to give as a gift?" The concept of "giving gifts to fashion small household appliances" has been guided once. In this special issue, this newspaper reported "giving away fashionable small household appliances" in a large space, and introduced a dozen small household appliances one by one in the form of "fashion small household appliances and thermal recommendation list", which not only saved a lot of advertising expenses for more than a dozen customers, but also jointly pursued a "giving away" advertising theme and achieved

For example, in 2003, the "health topic" of China Business Daily every Saturday also included interactive business cooperation with enterprises and products. This way of cooperation is mainly: each issue will have different health topics, and different topics will be related to different enterprises or products. Each topic has at least two and a half editions and at most four and a half editions. In this way, the advertising version under the topic will become a "fertile ground" for related enterprises and product promotion. The most prominent topics are as follows: "At that time, a high-priced soap attracted a large number of young female consumers with its vivid story description and magical papaya white skin, which was unique in the soap market. In fact, the whitening effect of papaya is not really so magical, but Softer captures the strong desire of ordinary women to remove whitening skin, and endows the product with mysterious feminine flavor with the unique fragrance of papaya, which not only makes its soft words irresistible, but also effectively promotes the purchase. More importantly, we should see that although Softer's soft articles are exaggerated beyond belief, in fact, their contents are all from facts. For example, some people think Japanese freckles are fake, but they can't go to Japan to verify them. But this little star is really the spokesperson of Softer's promotion in Japan. Softer skillfully uses the reason that the freckles on her face can't be removed because they represent her image, and suggests that if you have star-like freckles, you'd better be careful when using softer papaya white soap. In fact, we all know that spots are difficult to remove, not to mention that you can remove white skin by washing soap every day, but Softer's promotion really makes people remember its products. Speaking of this story, I can't help thinking that if Cao Ying is known to the public in the entertainment circle as it is today, Softer will definitely ask her to be the spokesperson, because she has an indelible image mole. From this story, we can see that it is not as simple as imagined, nor aimless, but a manifestation of deep thinking and creativity to skillfully use some objective phenomena, extract the benefits of products from another angle, and organize some vivid stories. After the goal is established, the release of soft articles must follow the principles of continuity and planning. Guo, director of the advertising department of CCTV, said with great emotion that an idea and a statement, if not repeated, will still be impossible for people to remember. If Mengniu's astronaut special milk advertisement is not broadcast every day, repeatedly and in another way, our people may not buy it. Because when I first came out, I just borrowed the concept of satellite launch docking, so it was a bit far-fetched. When people forgive its fashion, they don't particularly think about Mengniu milk at all. However, due to the longer and longer broadcast time, the concept of special milk for astronauts has a new version, especially when the manned satellite incident has faded out of the media's pursuit of vision, it is still broadcast, which has aroused people's respect for China's space industry. Therefore, the slogan that Mengniu milk is strong for China people is deeply rooted in people's hearts, and everyone began to accept the product understanding that "drinking Mengniu milk is the most beneficial to health", and Mengniu quickly became the first brand in the milk market. So is the release of soft text. Only by continuous and planned operation of soft text can the promotion effect be truly achieved. Or even softer, it almost always takes soft text as the main means in the next year or two, and newspapers in various cities all over the country have seen its propaganda one after another. The stories are not repeated, but they are quite related and identical in product description. The purpose is to repeat a concept. Basically, many products are operated in soft text for at least half a year, and will be reported at least once a week within half a year. Only in this way can we achieve results. Therefore, although the cost of soft writing is low, the total investment still has a certain weight, and enterprises must make this determination.

2. Appropriate exaggeration. After finding the support point, you must make some exaggerated descriptions of the benefits of the product, not just general descriptions, especially colloquial language.

This kind of exaggeration is by no means out of nothing, but on the basis of collecting and analyzing all the information, it is based on making appropriate exaggeration and hitting the customer's heart with humorous and legendary tone. This can also be called product promotion packaging, such as Haier's oxygen bar antibacterial lamp. If you are familiar with the technology of air conditioning, you will understand that its oxygen bar is a negative ion generator and its antibacterial lamp is an ultraviolet tube. However, Haier skillfully borrowed some popular words and appropriately exaggerated the efficacy of the products, becoming the most well-known brand of healthy air conditioners in the industry. Another example is Jiedu Yangyan Capsule. Panlong Haiyun first made this product, but also exaggerated the efficacy of Jiedu Yangyan and opened up a new market. And mites. Scientific investigation shows that only a few people are really troubled by mites, but the products of mites say that mites are everywhere and everyone has them, so this market has been opened again. Because the above-mentioned products do not make false advertisements, their rhetoric is reasonable, but they are exaggerated for propaganda reasons, which psychologically attacks people's pursuit of health, so this operation method has its success. However, it should be noted that the right thing must not be exaggerated and make false advertisements. Especially when it comes to efficacy, we should not go beyond the limitations of the product itself, otherwise it will be investigated and dealt with, bringing unnecessary losses to the enterprise.

3. Cooperate with professional pages, select newsworthy cut-in content, and turn soft articles into real paid news.

This kind of operation is mostly used in a certain stage, such as the launch of new products and the conduct of a public relations activity. A successful case is Queer Beverage, which published a series of classic soft articles with the cooperation of TV advertisements and offline activities at the beginning of its listing, leaving a great impression on people in the advertising industry. Coca-Cola itself is the target of news reports, and all its actions always make journalists rush to publish automatically, so Queer will consider using Coca-Cola's corporate brand when it goes public. The titles of soft articles are very eye-catching, such as: Coca-Cola spends 100 million yuan to build a queer beverage brand (100 million is enough to attract attention), role marketing enters China (a brand-new term in the press), and advertising director talks about role marketing (as an advertising company employee, not an enterprise employee, there is no suspicion of self-promotion).

Three musts of soft title:

The writing level of a news soft article directly determines the effect of news soft article, which has its own characteristics and writing skills. Writing a soft news article is not an ordinary article or a simple pile of written materials. It is impossible for a regular and experienced person to write a good soft news article. Bad news soft text will not only have no effect, but also bring negative effects. The most important thing is to make good headlines of news soft articles. Let readers want to see the content of the article as soon as they see the title. After reading the beginning of the article, I want to continue reading. Language should be news language. A soft article that allows readers to finish reading the article is definitely a good news soft article, and non-professionals can do nothing about it. Just say that there are three points to grasp in the title of news soft articles:

1, the title should have very familiar simple and popular words;

2, the title should contain words related to the interests of readers;

3. The title should include the customer's own product keywords.