The main points of writing soft articles (1) publicize the advanced nature of the products of this enterprise from the perspective of industry trends. This kind of publicity not only improves the market position of enterprises and products, but also attracts the attention of customers, distributors or peers, and even imitates them, resulting in industry reputation. We know that word-of-mouth in the industry is very important, and the sales chain of products is composed of people. Once word-of-mouth is formed in the industry, and all links up and down support our products, then the recommendation of a voice will have a direct pull. Midea's all-healthy air conditioner, new clean air conditioner and Haier oxygen bar air conditioner have achieved obvious sales results, which shows the success of this method. It should be noted that in addition to throwing out the concept, we should interpret the technical support of the concept from a very professional perspective to make the product more convincing, which requires the soft-text operators to spend time collecting articles about this professional technology all over the world, refer to it from many sources, and solicit the opinions of technicians to make it reasonable and valuable. (2) Starting from consumers' life, moving readers to read with story guidance. The most successful operation of this mode is Sofitel soap, which was expensive at 9 yuan. Sofitel papaya soap attracts a large number of young female consumers with its vivid story description and magical white skin of papaya, and is 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 publicity 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. (3) After the goal is established, the release of soft articles must follow the principles of continuity and planning. Guo Shen, director of the advertising department of CCTV, said with deep feelings that an idea and a statement can't be remembered if they are not repeated. 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. (4) 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 groundless, but on the basis of collecting and analyzing all the information, it is appropriate to exaggerate according to the facts and hit the customer's heart with a 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 mites are everywhere in the products of mites, so everyone has them.