The so-called real estate advertising soft text, is the kind of words and phrases that are not gorgeous and shocking, but with the heartwarming words of the family, slowly to the specific information, claims, in order to present the facts and reasoning, word by word for the consumer's interests in a way that consumers into the real estate development enterprises to set up the "circle of thinking! "
The real estate project is a textual model of a strong targeted psychological warfare to quickly achieve sales.
Real estate advertising soft text belongs to the category of advertising, is the strongest form of advertising, but also has multiple skills in the form of advertising, and real estate advertising soft text is only relative to the real estate hard advertising in terms of a form of advertising appeal. Compared with the popularity of real estate hard advertising, real estate advertising soft text is called soft text, subtle design lies in a "soft" word, as if hiding needles in cotton, collection without revealing, to defeat the enemy in the invisible. The pursuit of real estate advertising soft text is the spring breeze and rain, silent communication effect. After attracting consumers to read carefully, when consumers find that this is a soft text, has reached the marketing purpose.
How can you write a qualified real estate advertisement? Push a hand have some writing tips to share with you.
The primary stage of real estate advertising and soft writing, like the street selling hand cakes, to an order, do a hand cake, but after a period of time, the project contact with the media more, the accumulated reports are also quite a lot, this time it should be towards the "scale", "industrialization ". Creating standard pieces of soft copy is a smart way to do this.
Software standard pieces is the project to the outside world to say the words unified, to avoid repetitive work, but also to avoid the phenomenon of inconsistent external caliber of the project. Standard pieces must be very careful, carefully compiled, because it represents the project's official statement to the outside world. Once the standard pieces are introduced, they should be immediately publicized and distributed in the company, and it is best for the staff to study them uniformly, so that they can maintain a uniform caliber on different occasions.
Some projects have standard documents, but there are a few articles that introduce the development company and the project, in a variety of media channels are used, and the result is that people are tired of reading. We have a "modular" standard production method, through the combination of the modules with the combination of real estate ads written not only uniform caliber, but also varied.
The specific approach is to establish a special folder, which includes the following modules (you can add other modules as the case may be):
1, the development of the company's history: listed since the establishment of the developer of the larger, newsworthy events, milestone stage, through internal interviews, to understand the developer from the creation of the whole course of the pre-present, the story.
2. Scale of the development company: Includes information on the scale of operations, staffing, member companies, and marketing network that represents the developer's development status.
3. Basic information of the project: the basic information of the project is introduced, highlighting the conceptual positioning and functional characteristics of the product and unifying the tone.
4, project certification, honor and market position: including the project's market influence, various certifications and rankings. This piece usually need to add new content in a timely manner.
5, project planning: including the development company for the continued development of the project, including goals, strategic development direction, plans, etc..
6, key people: including the company's chairman, general manager, and some other important people in the development of the project. Introduce their views, stories, anecdotes, and some brief linguistic highlights. This type of module must focus on the accumulation and continuous enrichment of content, the media once on them to integrate.
7, pictures, film library: such as project landmarks, office scenes, important events, project packaging, advertising pictures and photos of important people and so on
It is necessary to emphasize that the standard parts of the whole should be written in accordance with the idea of "looking for news", to "think differently". "Think differently", give full consideration to the perspective of the media and readers, do not take "the world my best" posture, do not get entangled in the details of the product features and ignore the real news value of things.