[China Glass Network] In online marketing, if an advertisement is likened to a martial arts move, then enterprise soft-text marketing is an internal effort. The higher realm of soft-text advertising is to generate inner work from the move; while the soft text is just the opposite, it is the move from the mind; in addition to the move and the mind, the weapon is needed, it is the soft-text marketing activity. The integration of these three is the higher realm of martial arts and the higher level of marketing.
As the saying goes, each line has its own way. In the soft text operation, there are also art and there are also realms.
Looking through the newspapers and magazines at hand, the articles in the major portals, the level of the soft text world can be seen at a glance. The soft texts with high realm can be invisible and tangible between the two, so that you can accept the information that the enterprise wants to spread without knowing it. The soft text with bad boundaries is either the reader's true face or the garbage advertisement. I don’t even look at it.
In order to avoid the waste of advertising public relations expenses, or to spend money, to invite others to eat, but also to be looked down upon by others, and being cast aside, our public relations personnel who do business propaganda have to "bear the burden" and immerse themselves in the realm of soft text operation. .
I believe that soft texts can be divided into three types according to the level of the realm. Enterprises and public relations should need to check in and see which one they belong to in order to determine which direction to go in the future promotion. Next, let's take a look at what Huang Xiaojing said about soft-text marketing.
Spam advertising
Such soft texts are often seen in newspapers. Its characteristics are: generally in the newspaper's advertising special edition, there are few pictures, and some also add a border, its content from beginning to end are Wang Po selling melon-like boasting enterprises, such as how high product technology, function Strong and so on; the title is mostly lacking in creativity, and the address, contact person, and phone number are clearly marked in the text, as if they are afraid of being contacted by others.
This kind of soft text is almost entirely paid, because for newspapers, these pages are sold as advertising layouts. Readers who actually read the contents of the newspaper generally turn pages without even looking at them. Therefore, its propagation effect is extremely poor. It is a pity that enterprises spend a lot of advertising expenses for this soft text, but they do not get good results.
Obviously, such soft texts are in a bad state. But most companies stay at this stage. They are often tired of coping with product research and development, capital operation, sales channels, etc., and advertising production is also given to advertising companies, and does not pay much attention to soft text.
So how do you improve?
First of all, we must understand the difference between soft text and print advertising in terms of concept. The soft text is completely expressed in words. It passes the content through the reader's word-by-word reading. Therefore, the soft text has no effect. The first is to see if it can attract readers' reading interest. Print ads are different. A creative design, a very powerful picture, or a few poetic phrases can give an irresistible appeal. Therefore, the production of soft texts must fully pay attention to these differences, and we must not be able to deal with soft texts by means of advertising.
Specifically, we must adhere to the two principles:
In the front, you must not put it in the advertising version. The article is better around the text, and it is better to be a special issue, special edition, and column related to the industry in which the company is located. It is also impossible to publish the full version, and there are also advertisements suspect. what? The text layout is uncertain? That can't be done! There is no good soft text in the advertising layout! There are no conditions to create conditions and you have to fix it!
Second, the article writing requires no commercial atmosphere. It is strictly forbidden to sell self-proclaimed tone. Try to avoid all the nouns, pictures and forms that consumers can think of as an advertisement. If it is not particularly necessary, do not leave contact information. What do you think is a pity? It is a pity, but it must be like this! Soft text is not an advertisement. It is about changing consumers' perceptions and understandings. If it is marketing information, it can be reflected in more impactful advertisements.
Positive report
Such soft texts are of a medium level. They often appear in the body of the newspaper, characterized by a small length of the article, which is a news report. Of course, its content is to report the company from the perspective of the media, and praise the company in the words or implicitly or directly. Thereby conducting "objective" propaganda for the company. Because they are news forms, most readers look at it, so this soft text still has some reading rate. However, with the proliferation of "paid news", readers' eyes are getting brighter and brighter. For some reports that are obviously biased, they are also well-informed. This will affect the reading rate of the article sooner or later.
The need to pay attention to this type of soft text is: one should pay attention to the editors, the reporters will write the report too dull, and even some negative tastes (the latter may not be done by public relations); second, to prevent them from being irresponsible, to give the publicity materials If you don't change it, you should set the tone of the manuscript in a feeling that is not obvious.
Do you think that others should "take people money to replace people", and do everything for you? No, no. They are very busy at the time, and they don't have the heart to think about what you mean, and this kind of manuscript is just like garbage for them. Many manuscripts are written for you and are not willing to sign the real name.
"three wins" approach
The higher level of soft text is: no matter how you look at it, it is difficult to determine whether it is a soft text. It is a "three wins", that is, readers, media, and enterprises all benefit. This type of soft text is more complicated to say. In a sense, this soft text is no longer a "soft text" in the ordinary sense, but a text that the media spontaneously expresses its "fairness." It is generally divided into two categories, one is that the company does not need to pay, the content in the article is very valuable things provided by the enterprise; the other is the report on the positive or neutral of a certain enterprise written by the media. In general, the characteristics of this soft text are: the media produced valuable articles, the readers obtained useful information, and the company increased its popularity and reputation through media reports. The result of this "three wins" should be what all soft-text operators dream of.
Once the soft texts of the three realms are listed, they will be judged. However, how to achieve the "three wins" realm? There is a question of experience and understanding here.
The experience is to know the operation of the media. Because the propaganda carrier of soft text is the result of interaction between the enterprise and the media, to create a good soft text, the specific operator must fully understand the operational characteristics of the media, have a certain understanding of the law of news dissemination, and have news events. Very strong consciousness.
Comprehension, all in your heart, do not mind, can you delve into the study, to achieve self-forgetting.
Of course, this is not to say that there is no method or skill to follow. Later, I will talk about some of the ideas and methods we use. Who says there is no shortcut to success?
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