The so-called soft articles in real estate advertisements are words that are not gorgeous and shocking, but words that touch people's hearts. They slowly tell specific information and demands by putting facts and reasoning. Every word is for the benefit of consumers, so that consumers can enter the "thinking circle" set by real estate development enterprises and quickly reach a highly targeted psychological warfare writing mode for real estate project sales.
Real estate advertising soft text belongs to the category of advertising, which is a kind of advertising form with the strongest vitality and diverse skills, while real estate advertising soft text is only a form of advertising appeal compared with real estate hard advertising. Compared with the current popular hard real estate advertisements, the reason why the soft text of real estate advertisements is called soft text lies in the subtle design of a "soft" word, just like a needle hidden in cotton, which is invisible to defeat the enemy. Real estate advertising soft text pursues the communication effect of spring breeze and rain, and moistens things silently. After attracting consumers to read carefully, when consumers find that this is a soft article, the marketing purpose is achieved.
So how can we write a qualified soft article about real estate advertising? I have some writing skills to share with you.
In the early stage of soft writing of real estate advertisements, just like selling cakes on the street, you have to place an order and make cakes. But after a period of time, the project contacted more media and accumulated a lot of reports. At this time, we should move towards "scale" and "industrialization". This is a clever way to establish the standard part of soft text.
The standard part of the soft text is to unify what the project says to the outside world, avoid duplication of work and avoid the phenomenon that the project's external caliber is inconsistent. The standard part must be compiled very carefully, because it represents the official statement of the project. Once the standard parts are launched, they should be publicized and distributed in the company immediately. It is best to let employees study in a unified way, so that they can maintain a unified caliber on different occasions.
Some projects have standard parts, but just a few articles introducing development companies and projects come and go, which are used in various media channels, and the results are very annoying. We have a "modular" standard part production method. Through the combination of each module, the soft text of real estate advertising written is not only uniform in caliber, but also ever-changing.
The specific way is to create a special folder, which includes the following modules (other modules can be added as appropriate):
1. development company history: list the major news events and milestones that have occurred since the establishment of the developer, and understand the whole course and story of the developer from before its establishment to now through internal interviews.
2. Development company scale: including business scale, personnel scale, member enterprises and marketing network, representing the development of developers.
3. Basic information of the project: introduce the basic information of the project, highlight the conceptual positioning and functional characteristics of the product, and unify the caliber.
4. Project certification, honor and market position: including the market influence of the project, various certifications and rankings, etc. This piece usually needs to add new content in time.
5. Project planning: including the sustainable development of the project formulated by the development company, including objectives, strategic development direction and plans.
6. Key personnel: including the chairman and general manager of the company and other personnel who play an important role in the project development. Introduce their opinions, stories, anecdotes and some short language tidbits. This kind of module must pay attention to accumulation, constantly enrich the content, and integrate media reports on it.
7. Photo gallery: such as project landmark buildings, office scenes, important activity scenes, project packaging, advertising pictures, photos of important people, etc.
It should be emphasized that standard parts should be written in accordance with the idea of "finding news points" from beginning to end, and should be "empathetic", fully consider the perspectives of the media and readers, avoid the attitude of "I am the best in the world", and avoid being entangled in the details of product functions and ignoring things that are really newsworthy.