"The pen is not ink until it grows flowers, and the strategy is not surprising. Writing is like looking at the mountain, and the strategy is like looking at the actual situation. "
"pen" is a style of writing, and the lack of flowers in the pen begins with the lack of ink and inspiration in the stomach; "Strategy" is planning, especially business planning here. Planning is a comprehensive discipline that integrates advertising, psychology, marketing and other disciplines. The soul of planning lies in innovation, and the purpose of planning is to produce some economic or social benefits. Therefore, "Never give up until it is amazing" stems from the pursuit of commercial benefits.
When creating, I am not willing to be dull, I like the sense of strewn at random with rolling mountains, and I pursue the twists and turns of "a bright future". Planning, that is, strategy, planning and planning, is like deploying troops in an array, "winning the battle thousands of miles away and planning in the air", knowing ourselves and knowing each other, and carefully examining the actual situation, can be invincible.
The uniqueness of soft writing lies in the integration of "pen" and "strategy". It needs to be based on solid writing skills and backed by ingenious planning consciousness. Therefore, the creation of soft articles should not only be "a pen gives birth to flowers", but also incorporate a strong sense of planning. Only in this way, the audience will be attracted by the delicate and charming fragrance of "flowers" at the first sight of the soft text; When you continue to read the soft text, you will be dragged by the planned "bait", and gradually get caught up in it, and finally fall into the "trap" to achieve the ultimate goal.
"Flowers" comes before
Soft words "Flowers" usually rely on the following ways:
1. Very attractive titles.
titles are divided into main titles, sub-titles, quotations and sub-titles. The main LOGO is like a soft logo, and the quality of its design is directly related to whether customers will pay attention to the specific content of the article. Both sub-bid and quotation serve the main bid, and further elaborate the information implied or extended by the main bid, and its relationship with the main bid is like a small flower decorated on a hat. Subtitle is the summary of the central idea of the whole soft text, which is the "outer packaging" of the soft text. Excluding the content below the subtitle and looking at its title alone, we can basically get a glimpse of it. Therefore, many times, when creating soft articles, there is a saying that "the title is brewed first, and then the content is filled" ... < P > 2. The structure is full of interest.
The structure is the framework and bone network of a soft article. Usually, through the structure of soft text, we can roughly understand the style and characteristics of soft text. Whether it belongs to emotional incitement, objective description, elegance and novelty, or story narration, can be felt through its structure. Therefore, the structure often determines the style of a soft article. At the same time, studying the reading habits of consumers and choosing the structure they like can usually catch consumers' hearts at once ... < P > 3. A refreshing form.
Form is the way to express feelings. Love for a girl can be expressed through letters, oral expression, singing and other forms. By the same token, when we express our feelings to our customers, we can also choose a variety of expressions, and almost all written genres can be used. Generally speaking, a project will choose objective description, such as news, newsletter, etc. in the initial stage, story plot, emotional incitement, etc. in the middle stage, and will pay attention to summary things in the later stage, usually choosing letters, reports, answering reporters' questions and other forms ...
4. Personalized language.
Language is an art. Through language, we can not only feel the author's cultural background, but also appreciate his commercial accomplishment. The so-called personalized language is not the pursuit of novelty of words and the pursuit of alternative language expression, but the choice of language wording that people in the industry can quickly understand according to the characteristics of the content to be expressed, the characteristics of products and the background of the industry. For example, when writing a soft article about women's products, we should consider how to phrase it from the perspective of women's thinking and daily behavior habits; Soft articles of cosmetics and clothing should be fashionable, elegant and gentle; Soft articles on diet, taboo vulgar and disgusting words. Only by investing in consumers' interests and arousing their desire to read can they finally win their favor. In a word, individuality is not to be unconventional, but to choose targeted language according to different situations ...
The most important thing in planning
A successful soft article should not only be able to "flower", but also be able to use "strategy" in it, without revealing it. The concept of planning is very extensive, which can be understood from the following aspects when applied to soft text.
1. arrangement of soft text structure.
when a soft article comes down, there are usually different parts, what contents are arranged in different parts, how to connect the contents, and how to arrange their order according to different degrees of severity, that is, the arrangement of soft article structure. Arrangement is a planning process, in which the important information in the soft text is usually placed in the front and middle position.
2, the choice of expression.
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3. Placement of complaint points.
The function of a product is diversified, and similar products usually have a lot of * * *, so when we write soft articles, we need to emphasize that "people have nothing, people have something new". A soft article does not introduce all the functions of the product from beginning to end, but needs to choose the most attractive advertising appeal point from many product functions. Then concentrate on expressing the appeal point in the best form.
4. The conception of a series of soft articles.
The promotion of general projects can't be started by a soft article, it needs a process, the promotion needs a process, and the readers also need a process to accept it. Therefore, we should have an overall idea of the project, not only to be able to write soft articles independently, but also to write a series of soft articles. Every soft article has important information points, which information points are necessary, which are secondary, what are the main points of each soft article in different stages, and so on. These are all a systematic planning process.
5. Integration of media resources.
after the soft article is finished, we should consider what kind of media to publish it in. This involves the integration of media resources. Choose to publish in newspapers, magazines or the internet; Choose a single media or integrate multiple media? We must give professional advice to customers according to their actual needs and the characteristics of the product industry. At the same time, "customers are God", before choosing a media, they usually have their own set of ideas-what media he wants his soft text to see, hope to achieve some effect, and hope that those people can see it. Therefore, we need to stand on the customer's point of view, move with emotion, understand with reason and convince customers with our professional analysis.
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