1. Soft articles? Advertisements? "Soft articles" refer to a text-picture model that uses specific conceptual appeals and presents facts to make consumers enter the "thinking circle" set by the company, and uses powerful targeted psychological attacks to quickly achieve product sales. and word of mouth. The essence of soft articles is advertising. Soft articles are a kind of hidden (text, picture) advertising. 2. Soft article marketing. Individuals and groups write and publish soft articles to achieve motivation and achieve the purpose of exchange or transaction. The functions of soft article marketing: 1. Attract attention and have a strong advertising effect (direct effect) 2. Spread values, company culture, and establish corporate image (direct effect) 3. Bring links to your own website to increase effective external links 4. Potential audiences Introduction of traffic 5. Word-of-mouth effect 6. Soft articles can guide popularity and bring about group effects 3. Characteristics of soft article marketing 1. Compared with hard advertising, it is a "soft" one that is hidden but not exposed and pursues a kind of moistening. Silent transmission effect. 2. Compared with hard advertising, it is low-cost and widely disseminated. 3. Change of identity: to generate trust among netizens. 4. The history of soft articles. During the Qingming Festival, Du Mu in the Tang Dynasty rained heavily during the Qingming Festival, and pedestrians on the road wanted to die. When I asked where the restaurant was, the shepherd boy pointed to Xinghua Village. The History of Soft Articles What industry really pushed soft articles to its climax? China’s pharmaceutical and health care products industry has created the melatonin myth “Can Humans Be Immortal?” 》What is melatonin? The melatonin is an organ in the center of the human brain. It was called the "Third Eye" in ancient China and the "Third Eye" in India 2,000 years ago. In recent years, American scientists have discovered that it is the root cause of human aging and the life clock of life. Lack of sleep and bad intestines, the effect of melatonin. 6. The development trend of soft articles: the first climax of soft articles (1999 to 2000) and another climax of soft articles (2002): the plateau period of professionals and experts (2003): forced to start innovating the direction of development-"hidden style" "Advertising" soft marketing: Apply the skills of soft articles to every link of marketing. Life-oriented soft articles: While paying attention to the details of life, people unknowingly walk into the gentle trap of soft articles. 7. The suspense style of soft articles in various forms can also be called the question style. The core is to ask a question and then ask and answer yourself around this question. For example, "Can humans live forever?", "What brings her back to life?", "Can psoriasis really be cured?", etc. The advantage of this method is to raise topics and attention by asking questions. But you must control the heat. The questions you ask first must be attractive, and the answers must be consistent with common sense and cannot be self-defeating and full of loopholes. Storytelling brings out the product by telling a complete story, so that the "halo effect and mystery" of the product give strong hints to consumer psychology, making sales inevitable. For example: "The secret recipe that cannot be bought for 120 million yuan", "Magical "Plant Insulin", "Secret of the Indians", etc. Storytelling is not the purpose, the product clues behind the story are the key to the article. Listening to stories is the oldest way for humans to receive knowledge, so the story must be informative, interesting and reasonable It is the key to the success of soft articles. Emotional style: Emotion has always been an important medium in advertising. Due to the large amount of information conveyed and strong pertinence, the emotional expression of soft articles can of course make people connect with each other. "Bar", "Woman, your name is an angel", "Written to those youth fighting acne", etc. The biggest feature of emotion is that it is easy to move people and enter the hearts of consumers, so "emotional marketing" has always been A panacea for marketing that has never proven successful. Threat style: Threat-style soft articles are anti-emotional appeals, with emotional appeals and threats that hit the weakest point. “High blood fat is a precursor to paralysis! "Oh my god, bone hyperplasia kills people!" "Wash away blood and wash out a barrel of oil." In fact, the effect of intimidation is more memorable than praise and love, but it is also often criticized by others, so you must be sure to control it and not go too far. News style: This is the public relations news of the company. , Combined with the development of the enterprise. The so-called event news style is to find a reason for publicity and write it in the form of news events, so that readers will think that the event just happened yesterday. This kind of style reflects the technical strength of the company itself. However, we warn that the copywriting should be based on the company's own conditions, communicate more with the planner, and do not write in an arbitrary way, otherwise, most of them will have negative impacts.

Promotional style: Promotional soft articles are often followed up when the above-mentioned soft articles are effective - "Beijingers rush to buy **", "***, sold like crazy in Hong Kong", "Out of stock three times a day, a certain manufacturer in Xidan is in emergency"... ....Such soft articles are either used directly in conjunction with promotions, or they use "buy-in" to cause the supply of products to exceed demand, and use various factors such as "comparison psychology" and "influence effect" to stimulate your desire to buy.