in marketing, if the advertisement is compared with the martial arts moves, so that the soft internal organs heart. The highest level of advertising is generated from the internal organs heart moves; and soft on the contrary, is from the drill heart moves; in addition to moves with the heart, also need good weapons, it is the marketing activities. Mastery of the three, is the highest level of martial arts, is also the highest realm of marketing.
as the saying goes, each line has the road line. In the soft Wen operation, there are art, but also the realm of points. For example, I do is health network (http://s.0795jkw.com), I saw several popular keywords, sex and beauty of various diseases on the surface, not what it actually flow, large flow of scary, so I made these words the topic page. Deliberately to optimize these words. But the beginning of the flow is still not high, then I found a more effective way. Write soft.
read on newspapers and magazines, the level of the soft state at a glance. In the realm of high soft Wen can easily assume formlessness between, let you accept the enterprise want to spread information in imperceptibly, and poor or soft realm readers see through the true colors, or they are simply as spam, doesn’t have a look.
in order to avoid the enterprise waste of advertising and public relations costs, or spend money, ask others to eat meal will be looked down upon by others, being cast aside, we have to do the propaganda "humiliation", delving into the realm of soft operation.
I think, according to the level of the soft state can be divided into three kinds, companies need to look at what kind of seats, they belong to, in order to determine the direction of future efforts.
this kind of soft paper often see in the newspaper. It is generally in the newspaper advertising edition, there are few pictures, also added some frame, its contents are from first to last Wangpo saying like that enterprises, such as product technology, how high how the function is strong; the title of most of the lack of creativity, address, contact person, telephone are clearly marked in the text. Like the fear of others not contact like.
this kind of soft text is almost all paid, because for the newspaper, these pages are sold as advertising layout. Look at the real content of newspaper readers won’t even look at on the next page. So its spread effect is very poor. Enterprise for this kind of soft Wen spent a lot of advertising costs, but can’t get good results, it is a pity.
obviously, this kind of soft Wen is the worst. But most companies remain at this stage. They are often struggling to cope with product research and development, capital operation, sales channels and other work, advertising production are also handed over to the advertising company to do, and the soft aspects of the fundamental do not attach importance to.
so, how to improve it?
First of all,
should be clear on the concept of soft and print ads. Soft text to text