What are the techniques for writing soft articles? Can you tell me?

First, the title cannot be too large.

Second, the title should be smooth.

Third, the title should be innovative.

Fourth, it is best not to have punctuation in the title.

There are many forms of expression of titles, which are changes in writing skills. The purpose is to make the title of the advertisement "eye-catching", attract consumers' attention, and induce interest in reading the text.

1. Announcement-style title: It truthfully and briefly states the main points of the advertisement text so that people can understand it at a glance. This is the most commonly used form at present.

2． News headlines: Directly inform consumers of certain recent facts. It is mostly used to introduce newly launched products or new measures of manufacturing companies. The purpose is to arouse the public's attention and read the main text. It is also a type of declaration.

3． Appeal-style headlines: Titles written in a tone of exhortation, exhortation, hope, etc., intended to urge consumers to take corresponding action. Be extremely careful when writing this type of title, otherwise it may cause resentment.

4. Praising headline: It uses a positive method to actively praise the advantages of the advertised product. Such advertising titles can easily create a good impression on people, but they must be based on facts and must not be exaggerated, otherwise they will easily offend people.

5. Call-to-call title: It uses encouraging words and phrases as the title to call on people to make a purchasing decision as soon as possible. This type of title is often used to promote fashionable or instant advertising. The text must be powerful, suggestive, and easy to remember, so that consumers can easily accept the instigation of the advertisement and initiate purchasing behavior. In terms of literary rhetoric, words should strive to be tactful in order to avoid the psychological characteristics of ordinary people who do not want to be dominated by others.

6． Questioning title: It raises questions to attract attention, thereby stimulating consumers' interest, inspiring their thinking, generating buzz, and leaving an impression.

7. Suspense advertising title: It uses words that are interesting but difficult to answer for a while as the title, making readers read the text out of surprise and suspicion. Such titles should be interesting, inspiring, suspenseful, and trigger responses in the text.

8. Comparative title: It highlights the uniqueness of this product through comparison of similar products, so that consumers can deepen their understanding of the product. However, the relevant advertising regulations stipulate that you cannot directly refer to each other's famous works for comparison, so it is better to use general comparisons when making comparisons.

In addition, there are also allegorical titles, which mainly use metaphorical rhetorical methods to add new meaning to the title and deepen people's impression. This kind of title format is all about consumers, and it is easy to arouse consumers' favor.

In order to enhance the publicity effect of the advertisement, the advertising title must take into account the interests of the readers, make the readers curious or add knowledge to the readers, and make the advertising title more powerful. In addition, when formulating the title of the advertisement, you should also pay attention to the following points:

1. The theme is clear

The title is a high-level summary of the advertising content. People should be able to understand the information content of the advertisement when they see the title. Therefore, the advertising title must be combined with the theme and clear, and cannot be pretentious and bizarre. The pen has nothing to do with the content of the advertisement.

2． Be concise and concise

From the perspective of memory rules, the ad title should be between 7 and 12 words. Although there cannot be a rigid rule, the principle of conciseness and conciseness must still be adhered to.

3． Be specific

The content of your ad title should be concrete and not so vague or abstract that it might go unnoticed or be too confusing to spark interest.

4. Unique personality

Only when the title is unique and unique can it be exciting and attractive. Therefore, the advertising title must be creative.

5. Eye-catching

Only when the content of the title is linked to the psychological needs of consumers and induces their care, curiosity, joy and other emotions can the advertising effect be fully exerted. Therefore, the title should be visual and artistic in all aspects such as font, typeface and position, and should be able to attract people's attention.

At the same time, for different advertising targets, the advertising title must be targeted and cannot go off topic. In this way, the persuasive power of advertising can be fully exerted.

In short, title writing requires two key points: first, use the least number of words to express the advantages and characteristics of the product; second, the wording should be vivid and simple, making it easy to read and remember. In addition, in order to quickly generate good ideas, overseas experts have studied seven thinking directions, which are to provide consumers with honor, news, discounts, popularity, curiosity, simplicity, and advice. These are all researched based on the psychological characteristics of consumers.

Soft articles are "text advertisements" that are written by marketing planners of companies or copywriters of advertising companies, as opposed to rigid advertisements. Compared with hard advertisements, soft articles are called soft articles. The subtlety lies in the word "soft", which is like hiding a needle in a cotton wool, hiding it without revealing it, and defeating the enemy invisible. By the time you find out that this is a soft article, you have suddenly fallen into the carefully designed "soft article advertisement" trap. What soft articles pursue is a silent communication effect of spring breeze turning into rain and moistening things. If the hard advertisement is the Shaolin Kung Fu of outsiders, then the soft article is the Wudang boxing method of hiding needles in the cotton and using softness to overcome hardness, applying both soft and hard skills, and practicing both internal and external. Soft article marketing is the most powerful marketing tool.

What we call "soft articles" refers to the use of specific conceptual appeals and the way of presenting facts and reasoning to bring consumers into the "thinking circle" set by the company, with strong pertinence. Psychological attacks quickly achieve the text (picture) model of product sales.

There are two definitions of soft articles, one is narrow and the other is broad.

Soft advertising and hard advertising are relative. Not all direct advertising expressions can become soft advertising.

Soft articles: Soft advertising in the form of text, that is, soft articles

1. Narrow definition: refers to purely text-based 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 some promotional and explanatory articles that the enterprise plans to publish in newspapers, magazines, or on the Internet to enhance the company's brand image and popularity, or to promote the company's sales. , including specific news reports, in-depth articles, paid short article ads, case studies, etc.