Soft text marketing paradigm

Compared with "hard advertising", soft advertising is like going to the vegetable market to buy meat, and yelling at you when you meet two meat sellers. The family speaks to the point, listens to you and chats with you. Selling directly at the other party's house seems to force you to buy it. Just like the first one, soft-text advertising looks at the problem from the customer's point of view, and communicating with you on an equal footing is not only a process of buying and selling, but also a process of making friends. Nu-Chain.com believes that good soft-text advertisements will achieve the effect of moistening things quietly in publicity and promotion, not only conveying useful information, but also euphemistically recommending products and services, which is more like sharing than buying and selling. Let's take a look at several classic cases of soft-text advertising: 1. What kind of soft text is the best soft text? This kind of soft text is the best soft text, and the most hidden and common soft text is the news soft text. It writes soft articles in the form of news. After reading it, readers feel like watching a piece of news, but they have a deep understanding of the products and promotion departments promoted inside. In the news soft article of Vertu (Micrograph, Micrograph) mobile phone, the title is "Businessman loses 680,000 yuan mobile phone at the airport". As can be seen from the title of the soft article, this is a soft article with great news value. "680,000 yuan mobile phone" is full of news points, which induces people to know what a 680,000 yuan mobile phone is, how to lose it, whether it can be recovered and so on. In this paper, the author introduces in detail what the mobile phone is like, how to lose it, what the owner did after losing it, how to get it back, and finally describes in detail the characteristics of the mobile phone and why it is expensive. Arouse the audience's attention and emotion to VERTU. 2. China's traditional cross talk has a unique skill, which is called shaking the burden. It is to say the most critical words first, then lay the groundwork layer by layer and slowly untie them. The more you untie it, the more informative and attractive it becomes. This also applies to the creative process of soft text. We call this form of soft text "hanging", and the problem of setting up soft text must be attractive, otherwise it will not attract readers' attention. In the early propaganda soft article of melatonin, a soft article with the second communication effect was created in the form of suspense, named "Did Nanjing sleep well? Did Shenyang do it yesterday?" ",also known as" Did you sleep well in the United States, China? From the title, we like to know why the United States sleeps soundly and what China will do. At the beginning of the soft article, the author does not directly explain that the United States sleeps soundly, but wants to publicize it first. Let's start with "since 1995, Americans are crazy 196, Japanese are crazy!" People in Taiwan Province Province are crazy! " They are crazy because they want to snap up a product called melatonin, and then explain that melatonin can help sleep. At the same time, they express Americans' worries about what to do with so many insomnia patients in China, and guide readers with insomnia symptoms to pay attention to this product. Based on stories or popular science, we have learned to read stories by ourselves, and stories have become a way for people to accept knowledge. Because the story is informative, interesting and even has a plot, it is liked by readers. In the creation of soft articles, we can try to write soft articles in the form of stories. When we were young, we liked to listen to mom and dad telling stories. There is a popular long microblog on Weibo, a freshman-"Never use a cat to set an unlock password for your mobile phone", which is actually a soft advertisement for Huawei mobile phones. This article tells a series of interesting and readable pictures that the hero encountered after setting the unlock password of his mobile phone with a cat. At the same time, it introduces the functions of the mobile phone, such as "unlocking by swiping the fingerprint, high confidentiality, and not charging the mobile phone for two days". Changed to Weibo to forward, comment and like 260,000. With the help of social platforms, the communication effect is excellent. It is said that China people are the most emotional people. Soft writing can also take the emotional route, play emotional cards and create emotional soft writing. Because of the large amount of information transmission and strong pertinence, emotional soft articles can resonate with people, easily impress people and easily enter the hearts of consumers. Therefore, "emotional marketing" is particularly popular in many industries and is also a particularly effective form. Taking Demei's Youth is not the End, Our Story is Unfinished as an example, this paper tells the emotional story of the author and a boy from junior high school to university with vivid, beautiful and slightly sensational literary language, which is infectious and readable, and even causes many people to scream, and Dove's implantation is more natural. 5. Promoting soft writing is the favorite form of soft writing used by all walks of life. One of the common reasons for promoting soft writing is that it is easier to write, which is basically close to the hard and wide form; Another reason is that for readers with purchasing needs, promotional soft articles are easier to sell through price and promotion. Take melatonin as an example. In its early propaganda soft articles, there are many such propaganda soft articles. Generally, after a large number of news soft articles, suspense soft articles, popular science soft articles and emotional soft articles, promotional soft articles are launched to let consumers get started quickly and promote product sales. For example, "Signs of a" melatonin fever "in Guangzhou" is a propaganda soft article, which is a propaganda for Guangzhou citizens to snap up melatonin.