1. Determine the theme

Teaching experience: teaching the information technology of the industry or analyzing the development of the industry, etc., interspersed with introducing your own products and services

Interesting stories: convey product experience in the form of storytelling, tell product stories, etc., we will actively recommend interesting things to you

Hot hype: cleverly integrate current hot news into our articles< /p>

Product promotion: The key is to clearly understand the selling points of the product or service, use unique ideas to whet the reader's appetite, attract consumers to read on, and demonstrate the benefits to consumers

2. Title

(1) Suspense type: It can also be called question type. 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. This method has the advantage of raising 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.

(2) Story style: Bring out the product by telling a complete story, so that the "halo effect" and "mystery" of the product can have strong implications on consumer psychology, making sales inevitable. For example, "The secret recipe that cannot be bought for 120 million yuan", "Miracle 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 knowledge, interest, and rationality of the story are the keys to the success of soft articles.

(3) Emotional style: Emotion has always been an important medium in advertising. The emotional expression of soft articles can convey a large amount of information and is highly targeted. Of course, it can also connect people's hearts. "Husband, you can't quit smoking, let's cleanse your lungs", "Woman, your name is angel", "Written to those youths who are fighting acne", etc. The biggest feature of emotions is that they are easy to impress people and easily reach consumers. Therefore, "emotional marketing" has always been a tried-and-true panacea for marketing.

(4) Intimidation style: Intimidation-style soft articles are anti-emotional appeals. Emotions tell the beauty, and intimidation hits the weak spots. Blood lipids, a precursor to paralysis! ", "Oh my god, bone hyperplasia can kill 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, so you must be careful and don't go too far.

(5) Promotional style: Promotional soft articles are often followed up when the above-mentioned soft articles are effective - "Beijingers rush to buy ***", "*** is selling like crazy in Hong Kong", "Out of stock three times a day, Xidan "Manufacturers are in urgent need"... Such soft articles are either directly used in conjunction with promotions, or they use "buying orders" to cause product supply to exceed demand, and encourage you to purchase through various factors such as "comparison psychology" and "influence effect"

(6) News style: The so-called event news style is to find a reason for publicity and write it in a news event way, making readers think that the event just happened yesterday. It reflects the technical strength of the company itself, but it is warned that the copywriting should be combined with 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 effects.

3. Materials

The revision method is to modify other people's articles into your own articles. The main topic of the article remains the same, just modify some details, and then add your own feelings and thoughts to piece it together.

The case method, to put it simply, is to piece together several articles to become your own article, sort out the respective opinions of several articles, and then integrate them into one article to become your own.

Case method. , is to write down the cases that you have personally experienced, and then add your own analysis, feelings, evaluation, etc.

The summary method is to analyze and summarize your own cases, hot current events, and other people's cases. My own thing.

Three basic forms of soft articles

Having said that, let’s talk about the classification of soft articles, which will help everyone organize and write soft articles effectively.

1. Targeting the media.

Explain that targeting the media here refers to news or public relations releases that are specifically pushed to the media. This method is usually used when there are major events. , carry out news hype during events, such as website launch, new product release, etc.

The form of expression of this kind of article is basically based on the traditional news form. When writing, pay attention to deeply exploring the news value of the event itself, and try to connect the content with some hot events or influential platforms. For example, new product concepts, new website models, certain celebrities participating in investments, etc.

In terms of media selection, it is mainly based on various news media, especially industry news media.

2. Target the industry.

The so-called targeting the industry means targeting the user groups within the industry. For example, an IT website is aimed at people in the IT field. If it is an industry website, it is aimed at people in the industry circle. Generally, this kind of article is mainly to expand influence in the industry and establish brand status.

Compared with the first article, this article has more expression forms and the writing focus is also different. Here are the five most common topic types.

a. Experience sharing.

b. Exchange of views.

c. Authoritative information.

d. Third-party comments.

e. Character interviews.

3. For users.

This is the most commonly used article, which refers to articles that directly face end users. The main function of such articles is to win users' favor, increase user trust, and even guide users' consumption behavior.

This type of article can be expressed in various forms, but there is only one basic principle, which is to focus on user needs and have a certain degree of readability. Listed below are six types of themes.

At the end of writing, I would like to emphasize two things to note.

1. The soft article should not be too soft.

As mentioned before, a good soft article should remove the part that needs to be promoted, and it should be an article that is very valuable to users. Never write soft articles as pure "soft articles". Apart from promoting your own products throughout, you won't be able to find anything of value.

2. You must also use your brain to learn from others.

Many friends are very smart. Sometimes when they can’t find a suitable topic, they will learn from other people’s articles. This is absolutely correct. But when you learn from it, you must not copy it mechanically. At least change other people's words and ideas into your own words and ideas. I once read a very classic article that collected 100 promotion methods. As a result, in this article, the author saw at least dozens of plagiarized works. Basically, they just changed the title and then directly plagiarized other people's content.