What is SEO soft copy and how to write soft copy?
As the name suggests, it is a "text advertisement" that is written by a company's marketing planner or an advertising company's copywriter, as opposed to a rigid advertisement. Compared with hard advertisements, soft articles are called soft articles. The subtlety lies in the word "soft", which is like a needle hidden in cotton, which is hidden but not exposed, defeating the enemy invisible. By the time you find out that this is a soft article, you have already fallen into the trap of a carefully designed "soft article advertisement". What it pursues is a silent communication effect of spring breeze turning into rain and moistening things. If hard advertising is the Shaolin Kungfu of outsiders; then soft articles are the Wudang boxing method of hiding needles in the cotton and using softness to overcome hardness. It is the most powerful marketing tool to use soft and hard tactics, both internally and externally.
There are two definitions of soft articles, one is narrow and the other is broad.
1. In a narrow sense: refers to pure text advertisements that companies spend money to publish in newspapers or magazines and other publicity carriers. This definition is one of the early ones and is what is known as paid text advertising.
2. Broad definition: Refers to a piece of promotional and explanatory information that an enterprise plans to publish in newspapers, magazines, or on the Internet, which can enhance the corporate brand image and popularity, or promote corporate sales. Articles, including specific news reports, in-depth articles, paid short article advertisements, case analysis, etc.
Soft article advertising is to use less investment to attract the attention of potential consumers, enhance the sales power of the product, and improve the reputation of the product. Under the subtle influence of the soft article, it can achieve the strategic and tactical purposes of the product and guide the product. Advertisements purchased by consumer groups.
Although soft articles are ever-changing, they remain true to their original principles. There are mainly the following methods:
1. Suspense style: It can also be called the questioning 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-style soft articles are anti-emotional appeals. Emotions express beauty, and intimidation hits the weak point - "High blood fat is a precursor to paralysis!", "Oh my God, bone hyperplasia kills people!" "," Wash the blood and wash out a barrel of oil." In fact, the effect of intimidation is more memorable than praise and love, but it is also 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", "One day Out of stock three times, a certain manufacturer in Xidan is in urgent need... Such soft articles are either directly used in conjunction with promotions, or they use "buying orders" to cause product supply to exceed demand. Through "comparison psychology" and "influence effect", various factors to make you want to buy.
The above five types of soft articles are definitely not used in isolation. They are important battles in the overall promotion process of the enterprise according to the strategy. How to use them is a matter of layout.
Analysis of the key points of soft article writing
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 Have 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 that is enough to generate sales, or "convincing people with reason" or "moving people with emotion" ", the ultimate goal is "sales achieved". Don't be afraid of "paper-style soft articles" (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 needs must start from all aspects of the content, format, thoughts and colors of soft articles. Start to make it into a well-thought-out ideological system.
The development trend of soft articles
Soft articles have been crazy for 6 years since they achieved "melatonin" in 1999. 1999-2000 was also the first soft article climax, and companies began to pay attention to soft articles. and active imitation; starting from the full-page model of "Tsinghua Qingcha" in 2002, it entered another climax, and professional soft article writers and teams began to emerge. However, since 2003, the glorious period of soft articles has passed and entered a stable period. The media of soft articles has also begun to rise, almost equaling that of hard advertisements, forcing soft articles to start innovating.
The development potential of print soft articles is limited. With the prosperity of the Internet and entertainment culture, the future development direction of soft articles is "hidden advertising" - applying the skills of soft articles to every aspect of marketing, similar to "big names" "" and "A World Without Thieves"-style soft marketing will be the only way for Chinese enterprises.
A soft article will make you a household name overnight, and a soft article will also make you famous overnight. Why it has such magic is because the rapid development of the Internet supports it. To become a true SEO expert, if you don’t know how to write soft articles, or can’t write soft articles well, then you should forget about the title of this expert, because the reprint rate of a good soft article will be the reprint rate of an ordinary article. 100 times or even 1000 times of soft article, so how can you write a good soft article? The following are some cases collected and processed on the Internet, which will be helpful to beginners of soft article writing: How to write a good soft article?
First, work hard on the title: the title must be attractive, otherwise many people will not read your article, and it will be useless no matter how good the content is. I once remembered that a good title will attract more people than an ordinary title. More than 8 times. There are two points to consider when writing the title of the soft article:
1. Pay attention to what is popular on the Internet. For example, during that time, the pornographic photos were very popular and everyone was excited about the pornographic photos. The soft article you write can be Lead through the pornographic photos scandal, such as the title "Who is behind the pornographic photos scandal?"
2. Capture the psychology of customers and make titles based on issues that customers care about. For example, soft articles selling cosmetics are aimed at women who love beauty. At this time, they must grasp their psychology. The title can be : Which type of woman is most likely to become a yellow-faced woman?
The second step is to control the content of soft articles. Soft articles must allow others to learn something after reading your article, and to remember your product while learning something.
Let others not see it as an advertisement, but it can achieve the effect of advertising. The content writing summarizes the following five points:
1. One question and one answer: It means asking a question, and then you give an answer, and unknowingly mention your product while answering. For example: If you want to promote your direct selling jewelry website, write a soft article like this. The whole article is about how to match clothes, but at the end you write, "After the clothes are properly matched, if you can match some clothes according to the style of the clothes, Fashion accessories will be more perfect. I like to go to XX website to learn some of the latest accessories matching knowledge. "In this way, readers will naturally visit your website, and your website will be promoted."
2. False quotes: When you explain a problem, you put a few sentences in quotation marks, and then say that this sentence was said by someone or a certain website. For example: "*** is a very developed website" this is what BLUEFOO from the webmaster tribe said. In this way, BLUEFOO's site will be publicized and its popularity will increase.
3. Emotional and moving: Emotion has always been an important medium in advertising. The emotional expression of soft articles can, of course, connect people's hearts due to the large amount of information conveyed and strong pertinence. For example, "White-collar workers who work overtime, come here to take a rest." The biggest characteristic of emotion is that it is easy to move people and make people remember your website and your products.
4. Extreme intimidation: Intimidation soft articles are anti-emotional appeals. Emotions tell the beauty, while intimidation hits the weak points. For example, if you want to promote your direct sales website, you can use soft articles such as "Visits surge, you will be banned by Baidu immediately" "Oh my God, such a website will be blocked by Baidu!" In fact, the effect of intimidation is greater than praise. Harmony and love have better memory, but they are often criticized by others, so you must be careful and don't go overboard.
Finally, you should be careful when posting soft articles. Soft articles should be sent to some websites or forums related to the theme of your website. Spam posting is a waste of time and ineffective.
Remember, when your website is not completed or your product is not yet mature, do not write soft articles for promotion. Let’s not talk about what kind of effect it can bring, but what you should pay attention to is how well you promote it. The better it is, the more traffic it brings, the greater your losses. You can think about what you would do when you see a webpage with only a frame and a product name without pictures?
Therefore, it is not easy to be an SEO master, and soft articles are A very sad embarrassment, but once we have an idea, soft articles may change our destiny.
There are two forms of advertising:
(1), which directly adds links, which will generally be blocked.
(2) If the website name is added, such as Smart China, it must have a unique common name. This kind of website is generally a soft introduction in soft advertising and has absolute communication power.
2. Adaptation type
No matter what kind of article, it can be adapted. I will still take "The Retreat Pavilion" as an example.
IT articles:
Top ten rapidly developing websites in China.
Adapt the first place:
To talk about the first place, we have to mention the Retreat Pavilion. This one was received after only 2 months of operation. The personal website invested by international VC can not but be said to be the first website in China's Internet in 10 years to receive investment in that year, so we ranked it first among the top ten fastest-growing websites.
Entertainment articles:
Fan Bingbing.
The adaptation is as follows:
After Fan Bingbing experienced the "Retreat Pavilion" incident, it may be difficult for her to appear on the stage again. I have to say that the "Retreat Pavilion" incident is The Waterloo of her entertainment career. . . . .
Any kind of article can be adapted in this form, especially some high-click articles, especially serialized articles. After adding this, it will be widely reprinted on the Internet, so it is potentially The traffic is getting higher and higher.
3. Occupation type
I have always wanted to find a few examples for everyone, and then I found an article on the NetEase forum "Celebrity Parties Are Indecent" which mentioned one The name of the software is "QQ Chat Free Travel", which means that the protagonist uses this software to monitor his lover. This is actually a typical soft article hype.
So how can we reasonably borrow this traffic?
The method is very simple, that is, we intercept his keywords.
For example, his keyword is QQ Chat Free Travel, so we will build a website specifically with the keyword QQ Chat Free Travel, and then do SEO to surpass him. In this way, we will intercept his traffic. His past propaganda was actually for us.
What do you mean? The advertorial was there to promote that there was a man named Kangkang in Shandong who was a good fortune teller. As a result, when people came to Jinan to ask about Kangkang, we gave a fake fortune teller named Kangkang. , then all the guests will be intercepted by fake Kangkang.
The most commonly used one is the first one. The one that can make a person famous the most is the first one. The most despicable but most effective one is the third one.
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It should be said that soft articles have the strongest communication power and sustainable development momentum. In other words, if a person keeps modifying soft articles and forwarding them, the traffic of his website will be amazing, but it is because everyone always wants to see immediate results, and they don’t have the tenacity to persevere. ,