As for the operation of knowing everything, it is inevitable to receive the task of promoting it in soft text (of course, there are some ways to get the users you want to use). At this time, you can have two strategies. One is to write your own soft text and put it on the channel. Under this strategy, they need to operate and mine the selling points of products themselves and write the content that users are interested in; The other is the strategy when the budget is sufficient, directly find the marketing number that is consistent with the target user's tonality, tell them the selling points of the mined products, and then hand over all the soft text writing and delivery to the marketing number. Considering the universality, this paper talks about the former choice, how to write a soft article when the operation intends to do its own soft article marketing.
1, three elements of soft text
In high school, you can write papers. If you want to get high marks in your composition, you must first have excellent arguments, then rich and novel arguments, and then gorgeous rhetoric. It can be said that arguments, arguments and rhetoric are the core elements of a complete paper. Soft articles, like papers, can also be simply regarded as evidence-based articles, which need sufficient arguments (content that users are interested in) to convince users to use products. Therefore, if soft articles are used in papers, they also have their own core elements:
Product selling point, the core selling point of the product you want to package through soft text.
Soft theme, according to the target group, find the "pain point", "high point" and "entertainment point", and complete the theme of the core selling point of packaging products.
Content material, according to the theme of multi-dimensional material collection, so that the theme of soft text can be displayed and visualized.
2. Explore the core selling points of implantable soft text.
In general, soft articles are the main part of "informative" content that users are interested in, and product promotion content can only be a small part of it. Too much space will affect the communication effect of soft text. It is suggested that the fishbone diagram method can be used to analyze the function, content, activities and users of the product layer by layer to find the key core selling points of the product.
3. Soft theme of packaging core selling point
The most difficult part of writing a soft article is how to naturally turn to the product promotion content after writing detailed content in the article. In order to avoid the embarrassing situation that the words that have been coded for a long time can't be linked with the selling points that the products want to convey, operators can compile this connection part, that is, the packaging part of the selling points of the products in the soft text, according to the theme of the soft text before collecting and sorting out the materials of the main (detailed) contents of the soft text.
As far as the soft articles I have seen so far are concerned, the common themes (ways) of product selling point packaging can be divided into the following categories: chicken soup, emotion, entertainment gossip, dry goods, hot spots, hysteria, jokes, attitudes and life scenes. Among them, soft articles with good communication such as emotion, chicken soup and entertainment gossip are not widely spread but are more suitable for writing professional articles from the media.
4. Collect materials according to the soft theme.
The material collection here refers to the content collected to support your point of view, that is, the argument with material. The theme of soft text can be varied, but when it comes to specific writing, it must be self-explanatory. Why do you suggest "be brave to be yourself", "be good to yourself when you are right", "don't be careless after falling in love" and "resolutely do business" …
People with special skills or unique interests will have an advantage in collecting materials. People who like to study the historical operation can find various historical events as arguments when collecting information. Those who like to study movies can use the plots in the movies as arguments. Those who like to study emotional problems can take all kinds of daily emotional entanglements as arguments …
If you don't have any special interest, you can actually make up for it by searching for businesses. Collect some materials around the packaging theme of product selling points through search engines to see which arguments can be used as themes. Although the efficiency will be slower, you can still control it on the basis of 0.
5, the display form of soft text
Having finished the three elements of soft writing, let's talk about the display form of soft writing. There are three kinds of things we see now: pure text, illustrated pictures and pure pictures.
Personally, pure text is suitable for some deep themes, such as emotions, dreams and choices. Illustrated pictures and texts are a common form of soft texts. Through the mutual penetration of PS, film editing and funny pictures, entertainment effects can be achieved.
One is a screenshot of WeChat and QQ dialog box, telling a story in a few words, without PS, just preparing a trumpet. Mostly used for sensibility and tearing soft text.
Finally, I have to repeat that writing soft articles requires reading soft articles several times and constantly revising them. The inspiration for writing soft articles on a zero basis can also be done in one day. If you don't feel it, it is estimated that holding it for a week is also a waste.
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