(1) What is Soft Text Marketing Soft Text is the subtle marketing of people's thoughts through words, and it is a business strategy to realize soft penetration of enterprises in the form of advertisements. Generally speaking, soft text marketing is basically from the perspective of users or industries. Through detailed description, it can quickly arouse readers' * * * and emotional recognition. Therefore, a good soft text is two-way, that is, it allows customers to get what they need and understand the propaganda content at the same time. Because I have worked in a company specializing in the Internet for many years, on the one hand, I have learned a lot of theories, Internet promotion and Internet marketing. On the other hand, he participated in the company's marketing planning and network operation, and provided the overall planning and actual implementation of network marketing such as search engine marketing, soft text marketing, word-of-mouth marketing and integrated marketing for many large and medium-sized enterprises. I think that the current soft text marketing of enterprises on the Internet is differentiated according to the marketing intention of the article. Faced with the same problem, different people have different understandings of the marketing intention of the article. Where is the boundary between soft text and hard text? How to grasp the softness when the soft text requires the softness of the article? Soft? How soft is it? There is no 90% or 70% softness division in an article, because it is unprofessional. The reader's feeling about the softness of the article is a perceptual knowledge. From the aspect of writing articles, we tend to talk about angles and methods. Generally speaking, there are three angles of soft writing, and their functions and influences complement each other. The first angle is from the perspective of products. The second angle is written from the consumer's point of view. The third angle is a third-party angle that has nothing to do with the product, such as media or expert authority. Obviously, most people think that the first angle is not too soft, the second angle is relatively soft and the third angle is the softest. So from the first point of view, what is good about an article being objective and fair? What is the basis? What is the market description? What data and facts support it? Is this soft or hard? Or is the whole article just a series of data tests on a product, soft or hard? Or from the third angle, praise a product with a slightly exaggerated description. Is this soft or hard? There is no obvious boundary between hard text and soft text, but the reader's perception of the strength of marketing intention in the article. So facing the same problem, some people think it is soft text, while others think it is hard text. So I think it can be said that all soft texts are hard and wide, and all hard and wide can be called soft texts. (2) Soft text marketing classification 1. News reports (press releases, news reports, media interviews) are released as media reporters, with official authority, and directly introduce the strength and brand image of enterprises. The official tone report, combined with the official media communication platform, can greatly enhance the authenticity, authority and irrefutability of the report, thus effectively enhancing the strength and positive image of the enterprise. At the same time, it also enhances the authenticity and credibility. 2. Industry-oriented authoritative argumentation of soft texts: conducting authoritative argumentation from the perspective of the industry and actively demonstrating its own advantages. Better highlight their own characteristics. Exchange of views: articles that exchange views from the perspective of the industry, so that readers can understand the enterprise from the side through the narrative of views. Interviews with people: Interviews are mainly used in this category. Through interviews, brand information can be publicized in all aspects. Highlight the advantages in the industry from the leader's report. 3. User soft stories: telling stories brings out products. The story of the article gives strong hints to consumers' psychology and promotes sales. Summary: sort out and summarize some topics or enterprises in the industry, and skillfully integrate themselves. Expand your popularity, such as "taking stock of the top ten studios in Hangzhou". Suspense: put forward a suspense from the customer's psychology, title or the beginning of the article to attract customers to continue reading. Put product information in the article for promotion. User experience: spread the advantages, positive image, enterprise strength and service quality of a brand or product with the personal real experience of ordinary users or third parties. This method can quietly have a good correlation or influence on consumers and potential customers. From the perspective of third-party users, it is easier for others to accept and more credible. Comment style: ask questions about the relevant contents of major forums and lead to enterprises or products. It can trigger discussion in the comment area, enhance popularity and expand popularity. Hot spot combination: At present, there are endless hot news reports on the Internet. As long as you have keen insight, find the relevance between hot spots and your own business, and combine them to increase the traffic of articles, this is called "rubbing traffic". Industry comparison tries to compare itself with the giants and leading enterprises in the industry, so as to achieve the goal of taking advantage of the trend. (3) the role of soft text marketing The essence of soft text is advertising, and modern business activities cannot be separated from advertising. The traditional concept of "good wine is not afraid of the deep alley" has long been proved to be unworkable in today's market economy. For enterprises, advertising is related to exposure and transformation, opening up the market for enterprises, promoting sales, enhancing corporate public relations image, enhancing the overall competitiveness and social influence of enterprises, and is a bridge connecting enterprises, society and consumers. 1. Soft-text publicity is more acceptable to customers. Compared with pure hard advertising, the biggest feature and advantage of soft marketing is "soft". Soft text content is usually written for customer psychology, analyzing the characteristics of a product or enterprise from the customer's point of view. Its biggest advantage is that it can infect customers and make them feel that the article is for their consideration and is more convincing. It can help enterprises to better penetrate among customers. 2. Reduce advertising costs In recent years, various media have launched fierce competition to attract attention. People pay less attention to hard advertisements on TV and newspapers, and the actual effect of advertisements is no longer obvious. Moreover, the media generally charge higher fees for hard and wide advertisements, and for small and medium-sized enterprises, there is no strong capital to invest in hard advertisements. For small and medium-sized enterprises with insufficient funds, soft-text marketing can make them invest less money and establish popularity and brand among target customers. 3. Improve website traffic and ranking. Publish soft articles in major channels, read by target groups, and increase the traffic of enterprise websites; You can bring news soft articles with external links, company keywords and website addresses, which can improve the weight of the website; At the same time, it can also improve the weight ranking of enterprise websites on the search engine platform. 4. To enhance the popularity and build a brand enterprise brand, we need to use soft text to enhance the popularity. Soft-text marketing can bring the cognition of enterprises and products, create a positive image for enterprises, create a good reputation, and gradually establish the brand of enterprises through continuous packaging planning. Enterprises can enhance brand authority by publishing soft articles on full-text news media. Network promotion through soft text marketing, introduction of corporate culture and ideas. From all angles, build a good reputation and enhance the overall brand. By spreading word-of-mouth effect through news media, netizens will unconsciously remember the products and brands of enterprises and occasionally mention them to friends, which is much stronger than the effect of advertisements. (4) How to do soft text marketing Although there are many people engaged in soft text marketing online, soft text is also full of network communication environment, and few people can really master the soft text marketing skills and do it well. How to do a good job in soft text marketing for enterprises simply requires three steps. First, clear the purpose of the soft text, second, write the soft text well, and third, spread it out. 1, clarifying the purpose of soft text marketing Many people think that writing soft text needs to attach importance to creativity, analyze product characteristics and understand users' psychology. Of course, these are all important, but the first step in writing soft articles is not the demands of users, the characteristics of products, or how to attract attention and awaken emotions, but to clarify the purpose of the copy. We always have a clear purpose when we do soft text marketing. Many people will ask what is the purpose of soft writing? It is nothing more than the conversion rate of products (commodities). In fact, this idea is very one-sided. Copywriting has many purposes, such as brand exposure, new product promotion, mature products grabbing the market and activity promotion. I summarized it as a soft article with two ultimate purposes: 1, changing users' attitude (never knowing products or brands, never having a good impression on them) and 2, urging users to take actions (that is, generating conversion rate, users downloading or buying products, or collecting and forwarding them). Because the core of making users have a positive attitude is "trust", and the core of prompting users to act immediately is "benefit". It's like you cook and invite your friend to dinner in person, and then make a list of ingredients and labor costs in front of him: am I as good as the chef outside? Come on, pay a fee first. You still expect this dinner to strengthen bilateral friendship, is it possible? At this stage, enterprises will have some strategic plans, so when carrying out soft marketing, when enterprises need to quickly cover the market, increase product sales, urgently need to go to inventory and speed up capital turnover, they must consider the enterprise's strategy. Need to adopt the promotion soft text of "prompting users to act". For example: JD.COM 618 promotion, a product is 50% off, with a purchase link. Forward the article and send a product with a value of 100 yuan. ...... When enterprises need to enhance brand image, enhance visibility and promote new products. Soft articles that "affect users' attitudes" will be adopted. Copywriting that "affects users' attitudes" does not mean that it cannot produce "conversion rate", but that the conversion rate it brings is very "natural" and incidental, rather than deliberately arousing users' actions. The first step of soft writing should be to confirm whether it focuses on influencing users' attitude or on conversion rate. Only when the purpose is clear can we move on to the next step. 2. Write a high-quality soft article. A high-quality soft article can inadvertently win or lose, quickly eliminate consumers' alert psychology, permeate communication, and make consumers unconsciously accept the information that enterprises want to spread. Identify the target group, find the appeal point and clearly find the audience group. Targeted promotion will get twice the result with half the effort. It is very important to know the target group, which mainly includes fully understanding the gender, age, economic income and education level of the target group, and conducting research and analysis according to their preferences and needs. For example, the websites they often visit and the psychology of the target population. Determine the type of soft text. Soft articles are divided into different types, including news soft articles, functional soft articles introducing new technologies and projects, inspiring soft articles recommending experts and representative soft articles. All kinds of soft texts complement each other and are close to the reading habits and education level of the target customers, so that the information to be conveyed can be accepted by the target customers to the greatest extent. The purpose of extracting the soft text of product selling point is to impress the user's good impression (special advantage) on the product firmly in his mind. Once they have the motivation to buy, there is a great probability that the products of the enterprise will be included in the candidate decision list. Therefore, the standard of success or failure of soft writing is whether users can leave a good impression in their hearts. For example, "I am afraid of getting angry and drinking Wang Laoji" and "Nongfu Spring is a little sweet" ... A large number of experiments in cognitive psychology have confirmed that the brain is only good at memorizing a proposition. Therefore, when writing soft articles, you only need to highlight the unique selling point advantages you want to convey, just one, not more. Usually a product (commodity) has more than one selling point, or even many. In typesetting or expression, other auxiliary highlights are weakened, and finally only prominent point titles are king. The content is that the information age is eyeball economy. The title is particularly important whether it can instantly impress the eyes of netizens. The title is king and the content is emperor. It is also important to have an attractive title. The title party, once a smash hit on the Internet, has won traffic and brought income to many websites. Although the title party was once derogatory, its initial fire just proved its importance. The decisive factor for users to decide whether to click on an article is the title. Therefore, the title of a good article is the most important. Taking a good title for the article is the guarantee of customer flow. Only when the title attracts customers can it attract traffic. There are several ways to get the title. Use dramatic skills. Drama skills are more likely to give users the impression of drama conflict. That is to say, if it is an unexpected and reasonable expression. For example, she is plain-looking, with a height of 1.55, but she has become an online celebrity of the best traveler in the fashion circle. Use descriptions or words that make images come to mind. For example, waiting in line for iphone7 is out of date, and now it is popular to queue up to grab the blue ocean house. Use numbers and data. Users' acceptance of numbers is much higher than our literal description. With this description, users will understand the information you want to convey more directly. For example: "100000+ article creation rules: 15 title skills make WeChat articles explode in friends" In addition to writing a good title, the content of the article cannot be ignored. The marketing intention of soft text should be skillfully integrated. Far-fetched and obvious soft-text advertisements will cause people's negative feelings. The content of soft articles should be skillfully integrated with advertising information to realize the transmission of product value and the marketing transformation of enterprises. The content of the article also has a lot to pay attention to. It is not easy to exaggerate an article. The most important thing is its content. In addition to sufficient evidence, the content of marketing soft articles should also conform to the strength of enterprises and cannot be exaggerated. Although the purpose of soft writing is to highlight the advantages of enterprises, excessive exaggeration will leave a bad impression on customers who have a certain understanding of the industry. The content of the article should "foster strengths and avoid weaknesses", highlight its own advantages, and form a certain popularity and brand among customers. (2) Moderate hardness should be moderate hardness for the content, so that readers can not see through the advertisement at a glance, but also write down the information you want to promote and promote it. (3) The content structure of articles with clear logic should be clear and the network should be fast, so that many readers can read many articles on the network. When they finish reading an article, without clear information logic, they will close the article and cannot promote it. Therefore, it is also very important for readers to clearly understand the main points of the article. (4) The essential core of the integration of advertisements into natural soft texts is advertisements. The embedding of advertising information should be ingenious and natural, and it can be completely integrated with the content to achieve a perfect combination. The most taboo is pandering and casual contact, which makes readers feel disgusted. (5) After editing the article, it is essential to check this step. When reading professional articles, readers will feel unprofessional when they see ill sentences or obvious error messages, which will greatly reduce the credibility of the articles and even leave a bad impression on enterprises. So finally, it is necessary to check and correct sick sentences, words and symbols. ⑥ Combining with current events, the choice of the entry point of the article can be combined with current events, which can attract a lot of traffic in a short time and gain a good reputation. 3. Spreading and promoting soft articles, good soft articles, can win or lose inadvertently, can quickly eliminate the vigilance of consumers, and make consumers unconsciously accept the information that enterprises want to spread. However, with good soft text, it does not mean that the enterprise has successfully completed the marketing work, but also must have a good delivery strategy to match it, in order to achieve twice the result with half the effort. There are many channels for the dissemination of soft articles, and news information platforms, online forums and blogs are all important communication platforms. To improve the reputation and popularity of enterprises, news portal should be the main platform, supplemented by forums, blogs, Weibo and other forms, so that the product coverage publicity of enterprises can achieve ideal results. Choose various channels according to the types of articles, such as news reports and news media channels; Select 19 floor, Tianya platform, etc. Seize the traffic crowd in the channel, get good content dissemination and realize transformation. Common soft publishing platforms include Q&A platform, forum, news, Weibo, blog, classified information and so on. You can choose a platform with relatively high weight to publish soft articles, which are easier to be included by search engines, such as Sohu, Sina and other large portals. And the weight will also affect the final display effect on the search engine. Choose a platform with higher weight to publish, or publish on multiple platforms. While being included, you can also get a good ranking and attract more traffic. The characteristics of soft text marketing determine her advantages, but soft text marketing can not replace other marketing methods and exist independently. Enterprises should be good at combining soft text marketing with other marketing methods to learn from each other's strengths. This article was published by "Talking casually" on August 24th, 20 17.