How To Write Soft Words That Can Sell Goods?

From mid 1990s to the present,

In many industries, soft Wen is very popular.

In the past, with the enhancement of consumers' ability to identify, consumers have a strong immunity to soft text, which leads to the gradual loss of the function of soft text.

Many products can only receive a few phone calls after putting in several full page soft language advertisements. Some even have no phone calls.

Therefore, some people say that the era of soft ware marketing is over.

However, careful market observers do not see this because they are pleasantly surprised to find that some products still rely on soft ware to create sales miracles, such as OZing, Chang Qing tea, Mu Qian capsule and so on.

The hard effect of soft ware is to be able to sell.

Then, in the new market environment,

1. product function visualization

Many years ago, great advertising masters warned us: "don't sell steak, sell the voice."

The superficial meaning of this sentence is easy to understand, but it is difficult to apply it in practice.

The author thinks that endowing the product with the vivid description, allowing consumers to interact with copywriters, makes it possible for the product to finish the "breathtaking jump" easily.

In the approval of health products, most are words that are not painful, such as "antioxidant", "immune regulation" and so on.

Some of the main functions of traditional Chinese medicine are difficult to understand, such as "invigorating the kidney and Invigorating Qi" and "Warming Yang and tonifying kidney".

Therefore, the visualization of product functions is the strategic guiding ideology of the whole soft ware layout.

For example, products that moisten the intestines and defecate can not simply stay on simple instructions on how to pass the urine, otherwise they will be soft and weak.

A soft article that can sell goods should be described by changing the color and shape of the stool before and after taking the product. Consumers will secretly lie on the toilet to observe the change of feces, interact with copywriters, and consumers will naturally "enter the bureau" before they will be convinced of the effect of the product.

When the wood exhausting capsule was listed, there was a soft article in the "80 million people's bone inserting knife". It pointed out the pain of the bone disease people: "the pain of bone disease, even the relatives and friends of the patient can not bear to witness. The common sick man suddenly sucked in a few air conditioners, and the threads between the teeth cracked."

This kind of image description has created a strong resonance in the minds of consumers, which has aroused the high recognition of consumers.

In fact, the visualization of product function has always been the core of product planning, not only in the creation of soft articles, but also in the links of refining the core concepts of products.

Such as "washing lung", "washing intestines", "washing blood" are all examples of planners' visualizing product functions.

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2. writing language is vulgarized.

The sale of soft language lies in the popularization of its language, so that it can take care of the majority of readers.

The reader of soft Wen is an ordinary consumer. It refuses rhetoric and refuses repeated descriptions. It needs to popularizing ideas and inspirations, commercializing and sharpening them.

A soft text that can sell goods can be easily read and understood by people. This is the premise and foundation.

No language is easy to understand, soft language can only be too small, no response, naturally can not lead to product sales.

For example, a chitin like lipid removal product, in order to show that chitin can adsorb the function of blood lipids, soft Wen used the theory of "binding blood lipids" to make the complex medical mechanism become easy to understand and vivid.

There is a soft lycopene product. To illustrate the powerful ability of lycopene in scavenging oxygen free radicals, it is described: "a lycopene molecule can defeat thousands of enemies in combat -- oxygen free radicals."

By simplification of the hard truth, consumers can not only understand and profoundly remember this statement.

In order to be popular, avoid idioms, avoid idioms; try to make a long story short, try to avoid the modification of flowery rhetoric, and try to speak the truth with the familiar elements of life.

3. application of golden section rule

Golden section rule has been widely used in life.

Scientific experiments have proved that people are most receptive to pictures and information that conform to the golden rule in both aesthetic and information acceptance.

Therefore, the sale of soft Wen should also be very scientific in structure.

According to market research, the most soft selling products on the market are the result of proper matching of soft advertisement and hard advertisement; moreover, the proportion of advertising soft text and hard plane is closer to the golden section ratio, and the more soft it is, the more lethal it is.

Secondly, if the matching of pictures and characters in soft texts is consistent with the golden rule, it is not easy for the audience to produce aesthetic fatigue. When reading, they will feel more relaxed and comfortable.

In addition, in the arrangement of text content, if the proportion of the description of the product mechanism and the proportion of case description is also consistent with the golden rule, it will be more effective than the whole case or the whole case.

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4. mining news points

Looking for publicity highlights is a headache for many businesses. In fact, there are many skills in it. If you master them, you will never worry about it.

It is undeniable that enterprises are a rational organization and have no beautiful personification characteristics. Unlike movie stars, there are many legends to write about. Most enterprises have developed step by step since the day of their establishment.

Perhaps this is the reason why most enterprises feel that there is nothing to say when they are facing the media.

In fact, in this era, more and more people are becoming business people. Therefore, more and more people are concerned about people, things and things in enterprises.

From the perspective of the media, there are full of valuable things here.

If you can look at everything inside the enterprise with the media, you will be surprised to find that there are still so many bright spots in your own business.