What is soft copy?

There are many ways to understand the term "soft copy", such as textual content with hidden publicity, advertisements that are not easy to find, etc. In the opinion of DEVON's soft copy team, "soft copy" should be the essence of "public relations" rather than "advertisement" . In the opinion of DEVON's softwriting team, "softwriting" should be the essence of "public relations" rather than "advertising". The ultimate goal of both PR and advertising is to achieve sales, the difference being that advertising focuses more on "directly forcing out the selling point", while PR focuses more on "letting the audience understand and recognize the selling point".

If softwares are understood as advertisements, then when they are written, they will inevitably be more inclined to promote products and services, and will not be able to play the role of softwares. But as a public relations, although it is also to sell products, but more concerned about how to make the audience accept and recognize. At the same time in the actual content also brings value beyond the product, such as more comprehensive information, more effective overall solutions, etc., so as to give the audience a better reading experience, enhance the product in the minds of the audience good reputation image.

Some people may have a misunderstanding of the term "soft copy", which means that it is a form of advertising that takes advantage of people's inattention, or even a form of deception, which has become a pejorative term. Like the word "insurance", because of the initial low regulation, resulting in many people being cheated by the insurance seller, and then the word has been stigmatized as well. The progress of the times proves the value of insurance, now almost no one can leave the insurance, from birth to buy health insurance, work after the beginning of the pension, maternity, work injury, maternity and so on the insurance, insurance greatly enhance the people in the production of life in the anti-risk ability, so that people can be more happy life.

Compared to traditional advertising, soft text is essentially an upgraded marketing method, will only be from the point of view of one-way propaganda, transformed into a balance between the business publicity and promotion of the form of reading experience with the audience. Unfortunately, in practice, there are still many people who see soft copy as advertising and still ignore the reading experience of the audience. The introduction of the product other than other content scrambled, only pay attention to the introduction of the product that paragraph, and even detached from the real value of the product for false bragging. Such content can only be called "deception", can not bring practical value to the user, even direct traditional advertising is worse. This approach is often only counterproductive, not only so that the product is notorious, but also so that the word soft text is stigmatized.

Both "insurance" and "soft" are a tool, good or bad is not the tool, but the person who uses the tool. As if an axe, used to chop wood life, can be said to be everyone's favorite. If used to hurt people, but also engage in an "axe gang" forces, I think the axe of the curse is also quite a lot. Only positive, to the audience favorable angle, to use the tool, so that the tool can really play its useful value. For the "soft" the correct way to use, first of all, we must face up to its nature as "public relations" to the audience to bring the real value of the information is based on the integration of the product is only as an integral part of the content incidentally, and this integration of the content must also be The content of this integration must also be built on the basis of the real value of the product. Only in this way, soft text can play its role should be produced, benefit from the business and the audience.

After the establishment of a correct perception of the soft text, it is necessary to soft text marketing systematic solutions, will be written for the operation of the soft text dissemination, to achieve product sales and reputation of the double harvest! Soft text marketing systematic solution is mainly divided into two major steps of soft text writing and media release, soft text writing needs to have a wealth of writing experience, as well as the depth of analysis and understanding of the product, the industry and the audience. Media releases can actually be understood as media communication operations, including news media, self media, Q&A platforms and other media channels, before the release of the whole network of platforms need to master the characteristics of the platform, according to the marketing objectives of the choice of suitable platform channels and release time. Therefore, if you want to really realize the effect of good soft text marketing, it must be operated by a professional team with rich experience in order to achieve. The team specializes in softwriting, media publishing and self-media account operation services, through softwriting marketing to achieve marketing goals at a low cost and high effect.

The ultimate goal of soft marketing is to increase product sales, in addition to improving word of mouth, fission propaganda and other roles, to the viewer summed up the role of soft marketing points of the 4:

1, the direct realization of the product sales increase

Soft marketing sales conversion is divided into direct conversion and indirect conversion The two kinds of. Direct conversion is in the publishing platform with product sales URL links, QR codes and other ways to promote the direct conversion of the product deal, but this way most platforms are not allowed, the use rate is relatively low. Indirect conversion is only in the content to show the name of the product and selling points, the audience through the search platform such as Baidu or Taobao and other e-commerce platforms through the search to find, and then enter the next step of the purchase transaction link. In general, soft text marketing will basically choose the indirect conversion method, this way in the platform through the rate is very high, the retention rate is also longer, but also can be more accepted by the audience.

In the channel platform, Q&A marketing is relatively more efficient in realizing product sales. Many target groups will choose to ask questions on platforms such as Baidu Know and Zhihu when they encounter product-related issues. At this time, if there is professional content answers to help the audience to solve the problem, it is the same as directly facing the potential customers to communicate, bring the performance enhancement help is very big. At the same time after the answer to the information retained, will be more high-quality potential customers to browse to, whether as a pre-sale or after-sale service, can directly promote the growth of the conversion rate.

2, the product continues to accumulate intangible word-of-mouth assets

Intangible word-of-mouth assets may seem to be related only to big brands, they can therefore bring a huge premium space. A bag of the same quality with an LV label can be priced dozens or even hundreds of times higher. Although we can not do almost immediately and big brands, but to understand the big brand is also a small brand gradually developed, and constantly maintain and accumulate their own word of mouth intangible assets, only to have the opportunity to ultimately become others look up to the big brands. If you want to build a building in the air, looking forward to short-term fast to create a big brand, but not to gradually accumulate the development, careful care of the brand reputation. May also have the opportunity to achieve a rapid increase in short-term sales, but it is difficult to maintain a lasting, fall a quick rise and fall.

There are many ways to accumulate a good reputation for a brand, and soft marketing is a cost-effective way to do it. Whether it is the cost of reading, storing, sharing, or the professional depth of valuable analysis, soft text has a unique advantage. And its creation and dissemination of the realization of the cost will be relatively low, more suitable for enterprises to long-term sustained investment. It not only shapes a good word-of-mouth image of the product, but also helps the public to the correct perception of the product-related industry, and makes a great contribution to promoting the development of the industry.

3, the target audience to obtain effective value information

In the product promotion, if only take into account the sales, and ignored the audience's experience, the final end is basically abandoned by the audience. Provide effective value information for the target audience, is the important role of soft text marketing, is an important link between the product and the audience. Soft text marketing should be more than 80% of the content operation and dissemination, are in the audience to help solve problems or provide valuable information information, so that the audience to get a sense of the main. Do product sales before giving the audience to help, will be recognized by the audience and purchase.

At the beginning of this article talked about the "nature of the soft text", the soft text marketing as public relations or advertising? Is it in the position of the buyer or the seller? Choose the former will be favored by users, while the latter is gradually weakened, serious or aversion, damage to the product's reputation image. From the buyer's point of view, it is inevitable that the effective value of the information is more important than the product, but it just so happens that the product is "forced" to appear because of the solution.

4, audience sharing fission high trust degree of publicity

Thousands of times the exposure of the ads, are not as next door to the Wang Auntie recommended to bring a high degree of trust. Content shared by acquaintances is often more likely to be trusted. No matter how big or small the brand's word of mouth is based on this trust, the more people who trust the brand the bigger it is, the more premium space it can generate and the higher the purchase rate will be. Do brand word of mouth, in fact, is to do the public trust, as a business should always pay attention to the brand to do the addition of trust, the trust appears subtractive factors, to be avoided as far as possible.

Advertising, although strong dissemination, but it is difficult to generate trust, to want the audience to share the advertisement is almost unrealistic. But the core of soft marketing is to bring effective value information for the target audience, as the target audience since it is valuable information, naturally hope that friends and family around, have the opportunity to see and therefore benefit. This positive and sustainable cycle of development, fission out of the effect of advertising can not be reached.

This article defines the definition of the concept of soft copy, as well as the nature and role of soft copy marketing, a brief discussion. It aims to help more people to establish a correct understanding of softcopy marketing, which can bring more positive value output for the public. Avoid some of the wrong understanding of soft text, and as a result, a lot of malicious promotional behavior, resulting in soft text is stigmatized. Regardless of any marketing and publicity, must be to the good, all the malicious marketing, the ultimate evil consequences or to the product itself to eat. Positive soft marketing has always been the Takanori soft team to adhere to, and hope to help more good brand reputation, to the public dissemination of more effective value information!