My opinion on soft writing
"If the pen does not produce flowers, it will not be ink. If the strategy is not amazing, it will be endless. Writing is like looking at the mountains and enjoying the height, and strategy is like forming an array to see the reality."
"Pen" refers to writing, and the pen's inability to produce flowers begins with a lack of ink and lack of inspiration; "Policy" refers to planning, and here it specifically refers to business planning. Planning is a comprehensive discipline that integrates advertising, psychology, marketing and other disciplines. The soul of planning lies in innovation, and the purpose of planning is to produce certain economic or social benefits. Therefore, "Never give up until something amazing" comes from the pursuit of commercial benefits.
When creating, I am unwilling to be ordinary, I like the sense of rolling mountains, and pursue the twists and turns of "a dark willow and a bright flower"; planning, that is, strategy, planning and planning, it is like arranging troops to "win a thousand miles away" "In addition, make plans within the strategy." Only by knowing yourself and the enemy, and carefully observing the reality and reality, can you win every battle without danger.
The peculiarity of soft writing is that it integrates "writing" and "strategy". It needs to be based on solid writing skills and also needs to be backed by ingenious planning awareness. Therefore, creating soft articles requires both "writing and writing" and a strong sense of planning. Only in this way, the audience will be attracted by the beauty and fragrance of the "flower" when they first see the soft article; when they continue to read the soft article, they will be attracted by the planned "bait", and gradually fall into it, and finally fall into it. "Trap" to achieve the ultimate goal.
"Spark flowers" first
Soft articles "spring flowers" usually rely on the following methods:
1. Very attractive titles.
The title is divided into main title, subtitle, index and subtitle. The main logo is like the LOGO of a soft article. The quality of its design is directly related to whether customers will pay attention to the specific content of the article. Both subtitles and indexes serve the main title and further elaborate on the information implied or extended by the main title. Their relationship with the main title is like the little flowers decorated on a hat. The subtitle is a summary of the central idea of ??the entire soft article. It is the "outer packaging" of the soft article. If you exclude the content under the subtitle and look at the title alone, you can basically scratch the surface and get a glimpse of it. Therefore, many times, when creating soft articles, there is a saying of "prepare the title first, and then fill in the content"...
2. Interesting structure.
Structure is the framework and backbone of a soft article. Usually, through the structure of the soft article, you can roughly understand the style and characteristics of the soft article. Whether it is an emotional incitement type, an objective description type, an elegant and refreshing type, or a narrative type, you can feel it through its structure. Therefore, the structure often determines the style of a soft article. At the same time, studying the reading habits of consumer groups and choosing a structure that the consumer groups like can usually capture the hearts of consumers at once...
3. Refreshing forms.
Form is the way of emotional expression. Expressing love for a girl can be through letters, orally, or through other forms such as singing. In the same way, when we express our feelings to customers, we can also choose a variety of expression forms, and almost all written genres can be used. Generally speaking, a project will choose objective description type in the initial stage of soft-text publicity, such as news, newsletters, etc., and storyline type, emotional incitement type, etc., in the mid-term publicity, such as narrative articles, essays, etc., in the later stage of publicity. The meeting will focus on summative things, usually in the form of letters, reports, answers to reporters’ questions, etc.
4. Personalized language.
Language is an art. Through language, in addition to feeling the author's cultural background, you can also appreciate his business accomplishments. The so-called personalized language does not mean pursuing the novelty of words or pursuing alternative ways of language expression, but choosing language that can be quickly understood by industry professionals based on the characteristics of the content to be expressed, the characteristics of the product, and the industry background. For example, when writing a soft article about women's products, you should consider how to word it based on women's thinking and daily behavioral habits; for soft articles about cosmetics and clothing, the wording should be fashionable, elegant, and feminine; for soft articles about food and beverages, vulgarity and disgusting taboos word eye. Only by catering to consumers' interests and arousing their desire to read can we ultimately win their favor.
In short, personality is not about being new and different, but about choosing highly targeted language according to different situations...
Planning is the most important
A successful soft article must not only be able to "generate flowers" , but also be able to apply "strategy" without revealing the policy. The concept of planning is very broad, and when applied to soft articles, it can be understood from the following aspects.
1. Arrangement of soft article structure.
A soft article usually has different parts, what content is arranged in different parts, how the content is connected, how to arrange their order according to different degrees of importance, etc., that is, the arrangement of the soft article structure . Arrangement is a planning process, in which important information in soft articles is usually placed front and center.
2. Choice of expression form.
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3. Placement of appeal points.
The functions of a product are diverse, and similar products usually have many unique features. Therefore, when we write soft articles, we need to highlight the point of "I have what others don't have, and I have something new when others have it." . A soft article is not to introduce all the functions of the product from beginning to end, but to select the most attractive advertising appeal point from the many product functions. Then concentrate on expressing your appeal in the best possible form.
4. The conception of a series of soft articles.
The promotion and publicity of general projects cannot be achieved by just one soft article. It requires a process. Publicity requires a process, and reader acceptance also requires a process. Therefore, we need to have an overall concept of the project. Not only must you be able to write soft articles individually, but you must also be able to write a series of soft articles. Each soft article has important information points, which information points are necessary, which information points are secondary, what are the key points of each soft article to be promoted at different stages, etc. These are all a systematic planning process.
5. Integration of media resources.
After the soft article is completed, you must consider what kind of media it will be published on. This involves a problem of media resource integration. Choose to publish in newspapers, magazines, or the Internet; choose a single media, or integrate multiple media? We must give customers professional advice based on their actual needs and the characteristics of the product industry. At the same time, "customers are God". Before choosing a media, they usually have their own set of ideas - what media they want their soft articles to be seen on, they hope to achieve a certain effect, and they hope those people can see it. Therefore, we need to stand from the customer's perspective, be emotional and rational, and use our professional analysis to convince customers.
Related soft article case reference: /hexiaoyong@126/