How to do soft article promotion specifically?

For example: If a weight loss product is told to customers in a direct and clear way that this product can help them lose 20 pounds in one month, the customer may have questions and feel that it is not true enough. If you use the method of soliciting customers, find a medium-fat girl to pretend to be a buyer, and then talk about the effects of using the product in front of real customers, the results will be completely different.

The same is true for soft articles, but just understanding these is not enough, because there are certain differences between websites and reality, and not every industry uses this method. Soft articles in every industry contain false information to a certain extent. Soft articles are like this. Soft articles are not news and do not have to be real and effective. Therefore, soft article advertisements must be soft enough to capture the user's psychology and attack people at their most vulnerable points.

Summary experience and find the key points

Under normal circumstances, terminal sales advertising requires intensive investment in advertising soft articles every three months to ensure the normal development of marketed products. This strategy was adopted even when Melatonin was launched in the Wuxi market. And now it’s a soft advertising article that wants to save a product from doom.

In the past, a series of advertisements for products on the market were usually created according to the model of "high-level view - deep digging - crazy hype - final step". This line of thinking obviously won't work this time. This time we have to complete all the processes within this limited space. That is to say, this advertising promotion needs to complete the following tasks:

1. The ins and outs, research and development background, functional methods, usage effects, etc. of this product must be clearly stated. Make consumers interested in this product.

2. Find ways to make consumers consciously write letters or call and be willing to leave their true information.

3. Give consumers a reason to come to the company or event. And all of this must be completed conveniently for consumers and cannot be too complicated.

The first question is relatively simple. It can be solved by simply describing the characteristics and selling points of the product in a high-level summary. The following two questions are not easy. There are so many diabetes products on the market, and there is a lot of harassment from sales companies. How can consumers give you their information casually? What's more important is the advertising title. An advertising title has only a few digits, but its weight can account for 70 to 80% of the entire advertisement. If the title is not attractive, the ad is basically in vain. In the next few days, Bangbangtui first determined that this advertisement must carry out an activity, and this activity must be in line with the characteristics of Shanghai consumers.

The consumer psychology and consumption habits of a region are often directly related to the cultural characteristics of the region. What are the regional cultural characteristics of Shanghainese people? It seems a bit far to talk about Shanghai culture in general. Based on my summary of some regions across the country, I think: Northeastern people and Shandong people are loyal but prone to emotion, rough but generous, brave but not hot enough; Central Plains people are naturally honest and honest with a small farmer-like cunning, revere authority and prefer moderation; People in coastal areas have a calm mind and a broad vision. They can retreat to enjoy their family life, but they can also venture out into trouble. People in the two lakes are hot and passionate, cunning and changeable, and can hide deeply and be quick to fight.

People from the south of the Yangtze River are docile but resilient, good at calculation but seeking to protect themselves; people from Sichuan are happy to sit and watch the sun and the moon, and when they go out, they look around for defense and attack; people from Beijing seem to have worldly concerns in mind. , in fact, they seek food and clothing for themselves, and although they have both sides, they stick to the city; Shanghainese are facing the outside and the inside, they are more shrewd than cunning, they are in the country and protect the people, they look at the world but pay little attention to worldly affairs, their thoughts are advanced and they pay attention to details, but they are also philistine and trivial. (The above is just one person’s words, and is not meant to be disrespectful to anyone. Please be considerate.) I also thought of a successful planning case for food to be launched in Shanghai. The food company was supplying packaging in Shanghai. It says 10 yuan, but 11 yuan is actually placed. People in Shanghai thought that the company had neglected the packaging of this batch of products, and panic buying took place as a result. The product was successfully launched in Shanghai without much effort. After some analysis, I summarized the consumer mentality in Shanghai as follows: good at calculation, sensitive to promotions, willing to accept new things, and have strong knowledge discernment.

For this advertisement, I must do the following:

1. The product background and technological content must be fully expressed.

2. The uniqueness and internationalization of the product must be fully expressed.

3. The activity should emphasize the direct benefits to consumers, the more direct the better.

4. The way consumers provide feedback should be simple and easy, the simpler the better.