How to write high-quality technical soft articles? 1. Find the news headlines of soft articles
The so-called news from the beginning refers to objective facts as the basis or opportunity for news dissemination, and the facts that become the basis for news. To put it bluntly, it refers to the reason why news is adopted and published by editors. If you want to write soft articles such as news, you must first find news headlines for your content. For example, if the product, service, or company you promote has a particularly important event or breakthrough development, which forms the reason for the media to report on you, you will have a news headline.
Second, writing soft articles must be timely.
An important symbol of news is timeliness. If you want to write soft articles such as news, you must give them timeliness. A soft article is time-sensitive. It will not only be like news, but also create a kind of pressure on the editor. If it is not used or is used in the future, it will be eliminated, thereby increasing the probability of editor adoption. However, general product promotion is a simple introduction to the functions and benefits of the product. How can we do it in time? An important method is to turn the soft article into an event, set an event or story that just happened, and give the soft article timeliness through character description, event description or event commentary. Among them, combined with what you want to promote, you can achieve the communication effect you want.
Third, add news elements to the soft article.
You can make soft articles more like news by writing about events or stories. For example, you can write a romantic love story or a beauty incident and let the protagonist come into contact with cosmetics. When writing an event or story, six news elements should be used: time, place, person, cause of the event, process, and result, making the soft article more like news. To make a story or event attractive, you can work on two aspects. One is the novelty of the event and the hesitation. No one wants to see a plain story; secondly, the story must be touching and have appropriate emotional descriptions. What needs to be noted here is that although your story is made up, it must be reasonable and well-intentioned. Don't talk nonsense, let alone say things that are unconscionable.
Fourth, pay attention to the structure of soft articles.
Using the structure of news to write soft articles is another method. The format can be written according to the general structure of news, that is, written in five parts: title, introduction, body, background, and conclusion. This way of writing is not only acceptable to news editors, but also to readers. If your writing level is not very high, you should generally write in the form of an inverted pyramid, that is, put the most important and attractive parts in the title and introduction, and the other parts in the body, background, and conclusion. The advantage of this writing method is that many people have the habit of only looking at the title and introduction before deciding whether to continue reading. You can ensure that the most important information is conveyed to the reader first.
Fifth, commercial content must be cleverly implanted.
In addition to soft articles written to obtain links, most soft articles are for commercial promotion. So how to organically integrate commercial content into soft articles and promote them quietly? The following points should be noted here.
First, in the title and lead of the news, only the brand or the most important promotional words should appear, and it is prohibited to arbitrarily list the functions and characteristics of the product. But you should set up a certain amount of suspense in the title or introduction to attract readers to continue reading.
The second is to put the most important keywords in the title or lead, because the soft article you write also hopes to be included by search engines and searched by readers, and search engine inclusion is the title and lead of the article. Put the keywords here and readers will find them as soon as they search.
Third, it is important to succinctly write down the benefits of the product to customers in the topic and conclusion.
Fourth, place secondary promotional content such as product efficacy and performance in background materials. The so-called background material of news is related to the main text and is helpful for reading. But even here, you shouldn't write in an advertising tone, which will annoy editors and readers. You should introduce the special features of the product objectively and appropriately in the tone of writing a popular science article. In order to facilitate readers' reading and understanding, the editor will reserve this paragraph for you.
How to write good real estate soft articles?
When writing soft articles about real estate, you must pay attention to the following points: 1. One of the main characteristics of soft articles compared to hard advertisements is that it can give people a sense of higher credibility. Therefore, the book can be romantic, but the soft copy must be realistic and try not to be frivolous. 2. You can think of yourself as a reporter or a home buyer, but you should think of yourself less as a house seller, which means you have to think in other people's shoes.
Think about what you pay attention to and worry about when buying a house? 3. The content can be flat, but the subtitles should be more mysterious, so that people can read it. At the same time, try not to highlight the case name information in the main title and subtitles. Because the advertising smell is too strong and it is easy for readers to develop a sense of resistance. In addition, concepts should be treated differently and do not blindly rely on concepts in titles. Otherwise, the marketing power of the title and the entire soft article will be sacrificed. 4. Divide it into as many paragraphs as possible, so that readers can find what they are interested in through the first title that comes to their attention and learn more about it. 5. Don’t be wordy in soft articles. Don’t spend too much time on public information that everyone knows. Try to be as concise as possible and highlight the core things you want to say. Think about it for yourself, in the same newspaper, or even on the same page, facing multiple soft articles about real estate projects that may meet our needs, will we put aside the smelly and long "old woman's feet bound" type articles? Of course, soft articles with event gimmicks can be longer. 6. Read newspapers more often to see how other people’s real estate soft articles are written. About soft article writing 1. Suspense style: It can also be called question style. 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. Storytelling: Bring out the product by telling a complete story, so that the "halo effect" and "mystery" of the product can have strong implications for consumers' 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 an angel", "Written to those youth who are fighting acne", etc. The biggest feature of emotions is that they are easy to impress people and easily reach consumers. heart, so "emotional marketing" has always been a tried-and-true panacea for marketing. 4. Intimidation style: Intimidation soft articles are anti-emotional appeals. Emotions express beauty, and intimidation directly hits the weak points - "High blood fat is a precursor to paralysis!", "Oh my God, bone hyperplasia kills people!", "Wash away the blood and wash out a person." barrel of oil". In fact, the effect of intimidation is more memorable than praise and love, but it is often criticized by others, so you must be careful and don't go overboard. 5. Promotional style: Promotional soft articles are often followed up when the above-mentioned soft articles are effective - "Beijingers rush to buy ***", "***, sold like crazy in Hong Kong", "Out of stock three times a day, a certain manufacturer in Xidan "Urgent"... Such soft articles are either directly used in conjunction with promotions, or they use "buying orders" to cause the supply of products to exceed demand. They use various factors such as "comparison psychology" and "influence effect" to stimulate your desire to buy. . Soft article writing is a science, and there are always rules to follow behind the science. The first is the title. The title of the soft article is divided into two parts: the main title and the subtitle. The main subject must catch the eye at once, be shocking, and cannot be mediocre. Titles like "80 Million People with Knives in Their Bones" are definitely the holy grail of soft articles. The subscript requires explanation of functional issues, strong generalization, and dividing a long article into several components to enhance readability. The core content of the soft article is still a sales proposition "USP", that is, there must be a core selling point, an unforgettable reason enough to generate sales, or "convincing people with reason" or "moving people with emotion", and the ultimate goal is " Sales achieved”. Do not avoid "paper-style soft writing" (too rational and unattractive) and "unnecessary moaning" (lack of interest and sales power). Soft article writing has one center - feeling (or experience) as the center; two basic points - creating demand and guiding consumption. The so-called feeling is the center. Taking the health care market as an example, it is necessary to highlight the personal feelings of consumers, the feeling of illness, the feeling of treatment, the feeling of using products, etc. (starting from the aspects of hearing, vision, and touch). Be sure to write down the customer's personal feelings. The "skin-cutting pain" must be felt to make your target people enter the thinking circle you set. On the contrary, without feelings, no matter how rigorous your thinking and true your feelings are, it will be difficult to make customers' needs urgent.
Creating demand and guiding consumption are the purpose and purpose of soft articles, and they are also the details of soft article writing. How to turn feelings into reasons for consumption and turn weak needs into strong demands must be based on the content, format, thoughts and colors of soft articles. Start to make it into a well-thought-out thought system. A sample article: Real estate soft article sample: Shop talk is like life. Choosing a shop is like choosing a spouse, and buying a shop is like getting married. It should not be trivial. A shop can generate wealth, promote ancestors and carry on the family line. One shop can support three generations, and wealth can be prosperous for a hundred years. Buying a shop has become fashionable and an investment opportunity that cannot be missed. Especially in the face of the "gold shop" with prime location, central location and brand management, it is difficult to find true love once you pass by. What qualifies as a “gold shop” as people often call it? Let’s take Fushan Commercial Plaza as an example. Diamond-level location: Fushan Plaza is located at the diamond cross intersection of Jincheng Road and Diezhang Road, at the pinnacle of historical Fushan. This is the core of Xuancheng's ancient culture, the most prosperous city center in Xuancheng, the most popular Feng Shui treasure land in Xuancheng, and an out-of-print land that cannot be copied in the hearts of Xuancheng people! Fushan Plaza has an innate noble charm! Platinum-level layout: connected to Jincheng South Road in the south, Diezhang Middle Road in the west, and Minzu Mall in the north. Fushan Plaza is based on a large leisure and cultural plaza, with a four-story large shopping and leisure center as the main body, with the street facades of Jincheng Road and Diezhang Road as the brand image; an underground supermarket of more than 16,000 square meters as the main store, with a well-planned The leisure and entertainment shops along the inner streets and squares form an excellent commercial environment. Fushan Commercial Plaza, which is at the core of the general environment, is even more dazzling! Gold-level brands: "Septwolves", "Dance with the Wolves", "Valentino", "PEAK"... Well-known fashion-leading brand merchants have settled in, making Fushan Commercial Plaza the icing on the cake. Fushan Plaza has the unshirkable responsibility of leading the fashionable life in Xuancheng. It goes without saying that its business atmosphere will be stronger and its popularity will be even stronger! The right time, location, brand and popularity have made Fushan Commercial Plaza what it is today. A smart businessman will do two things when he comes here: one is to buy a shop, and the other is to enjoy the endless wealth and happiness. Hope it helps.