After a period of confusion, the soft text marketing model has risen to the realm of "win-win", and the vital interests of consumers have been put in the first place.
The sale of this kind of soft text will no longer be a dream, but an ideal state that can be achieved. Words may not be gorgeous and need not be shocking, but they must be confided in household words, because the most touching thing is household words; Every word is for the benefit of consumers.
There is a famous DIY home improvement chain store abroad, and the secret of its success is to save money for consumers. The first duty of every employee is to tell consumers which decoration materials and tools can meet their requirements and save the most money. In order to solve a difficult problem, a consumer wants to buy a set of tools worth 5000 dollars. An employee of the chain store provided him with a simple solution, which only cost $5. Can consumers not be moved? Can you not come when you need it next time?
Many people will say that such a store is stupid, and consumers should be allowed to spend as much money as possible, which is the foundation of getting rich quickly. However, stupid people have their own stupid blessings. This store is too considerate of consumers, and consumers who get benefits are scrambling to tell each other. Advertising costs are not spent, and there are often too many visitors every day. Business is very good. With popularity, financial resources naturally roll in.
There are many similarities between the "win-win-win-win-win-win-win" model and Tai Ji Chuan in China. Seemingly weak, in fact, the internal force is deep, and it is difficult not to sell goods.
1On August 28th, 963, Martin Luther King, a famous American black leader, hosted a demonstration and rally for freedom with 250,000 participants in Washington, and delivered a speech "I have a dream" that the American people will never forget.
In fact, Martin Luther King's speech "I Have a Dream" is the best "win-win" soft text template, which has gone beyond the narrowness and limitation of fighting for himself and a small group and reached the highest level of devoting all his efforts to the freedom of all black people in the United States. As he said, "I have a dream that we can finally fill the gap between people, eliminate all obstacles in the world and turn rugged into vast hills and plains." At that time, the light wheel of God will appear again, and all creatures in the world will worship Christ. "
Public relations soft text and psychological foundation: column
Early soft articles mostly appeared in the form of columns, which originated from the evolution of print advertisements, so columns were also called "text advertisements". When simple print advertisements can't explain the efficacy of products in depth and the information they can express is difficult to complete through advertisements, advertisements become text advertisements, which are called "columns" today.
The most widely used field of "column" is to promote various consumer goods such as health care and beauty. This kind of product is characterized by less connotation, and consumers seldom take the initiative to pay attention to it, so the effect of simple print advertising is very limited. On the contrary, psychological attacks on consumers with beautiful pictures or more eye-catching pictures can make them have a strong desire to buy. It is worth noting that mobile phones, digital cameras, MP3, flash memory and other electronic consumer products are basically illustrated in the media, but these products are products that the public is more concerned about, and the media itself is willing to publish them. Therefore, their meaning is different from that of "column". This is why the media public relations cost of being an IT customer is much lower than that of consumer products, and responsible public relations companies will also make the most reasonable quotation according to the actual situation of customer products.
The operation method of "column" is similar to that of advertisement. In operation, evening newspapers with large circulation are generally selected, and the price of "column" is relatively high, ranging from 5 yuan/word to 15 yuan/word. If you choose less county-level media or non-mainstream media, the price can be as low as 2 yuan/word. The price of heavyweight central media such as People's Daily needs 30 yuan/word, and it will be subject to many restrictions.
Thus, a column with 1/3 pages, if it is about 2,000 words, and if it is an excellent media, its price may even reach 20,000-30,000, which is quite high. The marketing expenses of many small and medium-sized enterprises are very limited, and the choice of columns is either aggressive or forced.
For the column, there is an unwritten saying in the industry that any kind of article can be published in the newspaper as long as there is money. In other words, there is really nothing I can do. I can always send articles to people through columns. Because of this, the column is an indispensable supplement in daily communication, such as articles on corporate culture, in-depth introduction of products, simulation of consumption environment, trial notes and so on. Often need to cooperate with columns.
There are several common ways to use columns:
1, sense of crisis manufacturing: it is natural that soft texts make the audience feel scared and then throw out solutions.
2, consumer environment manufacturing: what did my wife buy for me? After using it, my face looks good and my spirit is refreshing.
3. Give an example of consumption: how about you in XX and XXX, but there is a sharp contrast.
4. In-depth introduction of products: XX, one of the top ten functions of XX products, has several functions and columns. This product is awesome and has ten functions.
5. Corporate culture: How awesome this enterprise is, and the products of such an awesome enterprise are of course excellent.
6. Papers, promotions, activities, etc. When you have to let everyone know in the evening paper.
As far as soft text planning is concerned, the price of "column" is very expensive after all, so in the process of marketing, you can not use soft text column, try not to use it.
Soft-hearted strategy of public relations: hype
The media always send articles. If the writing level of a soft article exceeds the best article in a newspaper layout, and the events involved in the manuscript conform to the style of a newspaper, such a soft article is already a martial arts expert.
However, such a good thing rarely happens, even if there is, a soft article is only aimed at a media, and the task of writing will be too heavy for a public relations company. Besides, journalists are good at news reports and comments, and various things happen in Qian Qian every day. If they spell articles and news with reporters, public relations companies will inevitably fall behind.
Many things are trivial in the eyes of ordinary people, but for soft-text hype, it must be a big deal. As long as things are made big and finally justified, the best results can be achieved. For example, if you want to exaggerate a simple promotion, you have to focus on the industry, ask negative questions, and then answer them positively. The general article flow arrangement is:
1, put forward the big news that "XXX is dying"
2, found that "there is still a breath"
3. "So that's it!"
In addition, hype should be carried out simultaneously from all angles. After SWOT comprehensive analysis of enterprise products, some strengths, weaknesses, opportunities and challenges will be found more or less. Advantages should be carried forward, disadvantages have reasons, opportunities should be expanded, and challenges should be met. Then we can effectively formulate the general line of soft-text hype, and then carry out all-round hype from various angles such as industry, industry, enterprise, channel, consumer and brand. Common hype such as:
1, industry analysis: this industry has been lacking in vitality and needs something new to promote its development.
2. Industry analysis: There are various means of competition, so it is necessary to play some new tricks. Either developing technology is the last word, or service is the foundation of winning.
3. Interview: You don't believe it? Listen to the authorities. -Suitable for companies that are good at hype.
4. Channel: XX is ambitious and consumers will buy it. Come and distribute this product.
5. Consumer: Are you confused? Let me tell you what to do.
6. Brand: XX is the originator, challenger and leader of XX.
Of course, this method is suitable for enterprising enterprises, and for some conservative enterprises, the hype method is monotonous. However, once such enterprises have soft text demand, they are generally earthquakes of magnitude 7, and the impact is indeed very wide. At this time, we should "still hide half her face behind her guitar so that we can't see it" and "stop talking" and inform them bit by bit. Press releases, news comments, news comments, news comments are soft-written ... because of the long-term bombing. Otherwise, if a big summary draft comes out, it will make things clear, and then it will be chicken ribs.
Public relations soft writing and mental method are the ultimate: invisible articles
The highest realm of Wulin is to win without tricks and spend a lot of money. The hype of public relations soft articles can be described as extreme, which virtually achieves the purpose of soft articles hype.
For example, the frequent acquisition of home appliances, patent infringement lawsuits in IT industry, paint drinking cases in coating industry, wave after wave of China's characteristic big price reduction cases, and the popular act of smashing their own products have all earned enough media ink. But this can only be a more advanced soft-text hype, and the discussion is rarely upgraded, so the effect is average.
The most basic intangible article is better than the tangible article, and it is not the highest realm of public relations manuscript: it seems to be a fair comment from the perspective of a third party, but the whole article is for customers. The so-called extreme, the effect to be achieved is to force competitors to make moves, or attract the attention of the media, take the initiative to follow up, and let others spend money on their own hype.
The way to force competitors to make moves is to actively attack their weaknesses. In the general market, the second-and third-order enterprises attack the first-tier enterprises and attack others to improve themselves. Because it is a soft spot, competitors can only get in slowly knowing that it is a trap, and they have to upgrade others by spending money to wash themselves out. This is actually beneficial to both sides. If the two companies cooperate tacitly, the effect will be very good. For opponents in the market, if they can't eat each other, they can also attack each other tacitly. The tacit understanding between Rising and Jinshan can be regarded as a relatively successful example.
The sense of smell of the media is sensitive, and what consumers are most concerned about is what the media needs most. Many times we only need to provide a topic, such as whether the use of household air conditioners is healthy, which is much more effective than the hype of Haier Health Air Conditioning itself. In addition, for online media, their massive reprinting of excellent articles has undoubtedly achieved excellent results in the dissemination of soft texts. Either way, it is the best way to make a sound and "encourage" the media to help hype the concept.
No matter how much hype, with the least resources, arouse the voice of the whole society, such soft-text hype is the real martial arts supremacy.