From the last century in the late 90's until now, the soft paper dictionary in China occupies a very important market place, because it has a lower cost of sales for multiple products to create a miracle.
In many industries, the soft paper is so popular marketing tool. Haier household appliances industry, Oaks, cosmetics Cheng Ming Ming, may adopt ... ... and so on, and even soft text auto industry will also be invited on the guest of honor, such as a car accident the day after Diana, to security demands Waugh Calvo car to seize the opportunity to introduce the soft paper, "If Diana is the Volvo ride", which attracted everyone's attention. But the real push will be the peak of the soft paper strategy is medical and health products industry, soft paper in this area have created a myth melatonin; This makes the subsequent medical and health care marketing, keeping an on soft, soft culture craze sweeping the medical and health products industry and the whole marketing industry.
Time passes, as consumers of soft paper identification capabilities, consumers increasingly go to the other extreme, the soft paper had a very strong immune system, leading to gradual loss of function of soft paper. Many products are still running a few full-page ad only received a few calls poor or no telephone, held the money failed to be implemented, and melatonin soft paper of the times can not in the same category, even say that the soft Wen era is over.
However, we are still surprised to find that some products still rely on the sales of soft paper to create miracles, such as the catchy sing, intestinal tea, CES learning, wood dried capsules, etc., which conforms to changes in the market of soft paper as big waves Tao Jin Huang After the gold sand, in the shiny.
So, the new environment, whether insane sellers of soft paper How to Make it?
One of sellers genes: visualization of product features
Many years ago, the great master of the ad warned us - "Do not sell steak, sell the sizzle", the surface meaning of the phrase is easy to understand, but to really understand the words is not easy to master, in practice Application of the more difficult. We found that only a deep understanding of people who can write a master discourse for consumers pocket of soft paper. Given the inherently dramatic, so that consumers interact with the copy, only one result, the product easy to complete the "breathtaking jump."
Function in the health care products in the administrative approval, is some insignificant words such as "antioxidant," "immune" and so on; the same function of Chinese medicine attending some people say is difficult to listen to understand, such as "Kidney Qi "" kidney yang "; these words are for the average consumer," Zhangerhushang - puzzled. "
Therefore, the product features visualization of the entire text of the layout of the soft guiding strategy.
For example, a laxative product, can not just stop at the simple instructions on how to purge, otherwise it will foam weak. 1 sellers of soft stool culture should be taken before and after the color, shape changes are described, consumers observe secretly lying in the toilet stool changes, and text interact, consumers, "incoming" is not convinced of the product effect suspect.
Such as wood exhaust Capsule "8000 million bone knife inserted in the" soft paper, the image of a bone disease that people suffering - "the pain of bone disease, and even friends and relatives could not bear to see patients, the common people who suddenly fell ill a few absorption mouth air, between the teeth the slightest breeze - spur reoccurred! As the saying goes: got bone disease like bone in stabbing 鈺?鈺?", this description of the image with great accuracy, and consumer psychology had a strong resonance, lead to consumers a high degree of identity. Concluded that wood dried capsules "bone in his sword," the unique effects than plainly and say "remove the bone spurs," a hundred times stronger! Results of soft paper to create a day in Harbin, the market volume of more than 500 calls, the first day of ad sales more than 90-box market a miracle!
In fact, the effectiveness of visualization products have been the core of product planning, not only in the soft, still in the concept of refined products and other core areas, such as "lung wash", "colonic cleansing," "blood washing" are planning will vivid example of the effectiveness of visualization products.
Sellers gene two: writing language easy to understand
The famous Tang Dynasty poet, wrote poems including women and children, is widely sung. Because he wrote a poem for each side to be read to mothers who did not listen to the old culture, if they do not understand, Bai will be revised up until understood, it is so, Bai left a lot of language easy to understand, widely spread poems. Writing and Bai soft writing style in common is that the popularization of the language, take care of most of the reader's comprehension.
Text reader software is ordinary consumers, who generally low educational level, so I decided to soft-paper is not poetry, prose and its refusal to the modification of rhetoric, refused to lengthy description, it is necessary to popularize ideas and inspiration , commercialization, sharpening.
A can of soft paper sellers who must be easy to read and understand, this is the prerequisite and basis for, not easy to understand language, the text can only be highbrow soft, did not respond, not to mention the natural drive product sales.
For example, to a certain class of lipid products of chitin, chitosan can absorb lipids to explain the function of soft paper used the term "abducted lipids," saying the mechanism for the medical complex has become easy to understand, vivid.
We write for a soft paper product of lycopene, in order to explain in scavenging oxygen free radicals of lycopene's powerful capabilities, we will be fighting both sides metaphor, "one lycopene molecule can be the enemy in the battle over thousands of the enemy - oxygen free radicals, "simple and obvious truth will be difficult and has, in the copy test that not only understand the consumer and deeply remember that.
To popular, to avoid the use of idioms must not use the phrase when, as brief as possible to avoid the rhetoric of the modification, as consumers are familiar with the elements of life to talk sense. For example, we start the market in Wuhu, Anhui on the Yangtze River by the people familiar with the Yangtze River to illustrate the need for comprehensive management of the human body also needs comprehensive conditioning truth.
Gene 3 sellers: The Golden Rule
Golden Rule is the law of mathematical geometry, in life and understanding that has already been applied. For example, the human body (lower body height: body height), if found golden rule, this figure is very beautiful. Scientific evidence, people both in the aesthetic, or receive information, the most receptive to meet the "golden rule" of pictures, information.
Crazy sellers of soft paper in the structure is very scientific.
First of all, in advertising soft, the ratio of hard to meet the golden rule as much as possible. According to market reaction, the market most sellers are soft soft text ads with ads hard advertising appropriate, the image of the text that such a soft upper body like a woman - soft, lower body like a man - hard, soft and hard combination of this soft paper with the best lethal.
Second, the ratio of the picture and text meets the golden rule is not easy to make people the soft paper production, "Shenmeipilao" easier to read, visually comfortable.
Again, in the dissemination of the contents of the text should meet the golden rule, for example, the proportion of products to fit the mechanism and case, said throughout the case throughout the reasoning or not, such as a combination of both more and more lethal; another example, the appropriate combination of emotional and rational .
Of course, the success of soft paper, there are many other reasons, such as soft paper title, size and length of soft paper, combination between soft paper, etc., these claims have been discussed many times the industry in this stop drilling .
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