论坛 › 外贸B2B › 撰写软文时常用的三大创意方向

nykek5i 发表于 2024-8-2 09:31:28

撰写软文时常用的三大创意方向

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">各位看官好，我是游一，<span style="color: black;">每日</span>分享一点软文营销知识，<span style="color: black;">期盼</span>能在您的工作和事业上有所<span style="color: black;">帮忙</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">既然<span style="color: black;">咱们</span><span style="color: black;">已然</span><span style="color: black;">晓得</span>有创意的软文更具营销<span style="color: black;">优良</span>,<span style="color: black;">那样</span>就应该去<span style="color: black;">奋斗</span>撰写有创意的软文。如此,<span style="color: black;">才可</span>大大<span style="color: black;">提高</span>软文营销的成功率。但创意软文<span style="color: black;">亦</span>并非<span style="color: black;">那样</span>好写的,<span style="color: black;">倘若</span><span style="color: black;">无</span>一点难度的话,就不会有<span style="color: black;">那样</span>多毫无<span style="color: black;">特殊</span>的营销软文了。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>,<span style="color: black;">想要</span>写出有创意的软文,就<span style="color: black;">必要</span><span style="color: black;">把握</span>创意软文的创作技巧。这些创作技巧<span style="color: black;">重点</span><span style="color: black;">包含</span>以下3种。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1.不按常规出牌</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">软文<span style="color: black;">仅有</span>不落窠臼,<span style="color: black;">才可</span>激起消费者的阅读兴趣。毫无新意和<span style="color: black;">特殊</span>的软文,是难以让消费者认同的。<span style="color: black;">因此</span>,<span style="color: black;">想要</span>写出有创意的软文,就<span style="color: black;">必要</span>学会不按常规出牌,<span style="color: black;">才可</span>在给消费者带来意外惊喜的<span style="color: black;">同期</span>,收获<span style="color: black;">她们</span>的认可和<span style="color: black;">喜爱</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2014年,一篇营销软文在互联网<span style="color: black;">行业</span>大火,被业界人士<span style="color: black;">叫作</span>为神级<span style="color: black;">宣传</span>文案。这篇文案<span style="color: black;">便是</span>顾爷为支付宝写的营销软文《梵高<span style="color: black;">为何</span>会<span style="color: black;">自s</span>》。软文开头写道:“梵高<span style="color: black;">为么</span><span style="color: black;">自s</span>?<span style="color: black;">由于</span>他是神经病吗?可能是。但绝不是<span style="color: black;">重点</span><span style="color: black;">原由</span>。今天我想聊聊梵高<span style="color: black;">为何</span>会<span style="color: black;">自s</span>这个<span style="color: black;">专题</span>。”</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">软文开头就给人一种言辞<span style="color: black;">容易</span>、诙谐幽默的印象,让人忍俊不禁。当消费者被软文中的故事吸引之后,正打算一口气读到底时,软文的结尾处却赫然跳出了“<span style="color: black;">宣传</span>”:“<span style="color: black;">那样</span>问题就来了,梵高的钱<span style="color: black;">到底</span>上哪了?这个问题别说我答不岀来,相信就连梵高自己<span style="color: black;">亦</span>搞不清楚。可惜,当时<span style="color: black;">无</span>支付宝,<span style="color: black;">否则</span>滑几下手指就能<span style="color: black;">容易</span>理财了。<span style="color: black;">近期</span>支付宝还搞了个新功能,<span style="color: black;">按照</span>你这几年的财务<span style="color: black;">情况</span>及人际关系等,预测出你十年后<span style="color: black;">作为</span>土豪的可能性。<span style="color: black;">倘若</span>真有支付宝,<span style="color: black;">亦</span>许梵高就会多活几年,<span style="color: black;">亦</span>许他会就此看到生命的曙光,<span style="color: black;">亦</span>许梵高就不会<span style="color: black;">自s</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">无</span>人会想到,一篇分析梵高<span style="color: black;">为何</span>会<span style="color: black;">自s</span>的<span style="color: black;">文案</span>,<span style="color: black;">近期</span>竟然会牵扯出了支付宝,并且一点都不<span style="color: black;">显出</span>突兀,<span style="color: black;">好似</span>是顺理成章的事情。这种不按常规出牌的创意举动,着实让人眼前一亮。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">同期</span>,这篇软文不像<span style="color: black;">通常</span>软文那样<span style="color: black;">重点</span>以文字的形式展现,它反其道而行之,全文以<span style="color: black;">照片</span>的形式进行展现,并且采用了<span style="color: black;">许多</span><span style="color: black;">特别有</span>参考价值和学习价值的<span style="color: black;">照片</span>,让人在读了之后,<span style="color: black;">能够</span>学习到<span style="color: black;">非常多</span>知识。这种既能让消费者大开眼界,又能学到<span style="color: black;">非常多</span>知识的软文,怎么会不受到消费者的欢迎呢?</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/dfic-imagehandler/a6f9a1bd-babd-46d7-bfaf-7e59246ee037~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723163842&amp;x-signature=hjuXPKlXXEfvIE%2BSxdfJof0pH%2B8%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2.从情处着手,以情制胜</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">大<span style="color: black;">都数</span>的企业在开展软文营销中,基本上都是从<span style="color: black;">商场</span><span style="color: black;">方向</span>来宣传<span style="color: black;">制品</span>的,这种写法无形中会拉长消费者与企业之间的距离。并且,这类软文的<span style="color: black;">重点</span>内容都是介绍<span style="color: black;">制品</span>的<span style="color: black;">各样</span><span style="color: black;">优良</span>,以及<span style="color: black;">选取</span>自己的<span style="color: black;">制品</span>是消费者最明智的<span style="color: black;">选取</span>。试想一下,<span style="color: black;">这里</span>类内容泛滥的当下,它还能打动消费者吗?这只会给消费者留下一种“王婆卖瓜,自卖自夸”的印象。<span style="color: black;">因此</span>,<span style="color: black;">选取</span>以情制胜的<span style="color: black;">方向</span>,无疑要比寻常软文更有创意,<span style="color: black;">亦</span><span style="color: black;">更易</span>打动消费者。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">下面这篇支付宝在十周年时推出的软文<span style="color: black;">宣传</span>,就非常符合“从情处着手,以情制胜”的创意方向。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">账单日记</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“生命只是一连串孤立的<span style="color: black;">稍许</span>,靠着回忆和幻想,许多<span style="color: black;">道理</span>浮现了,<span style="color: black;">而后</span>消失,消失之后又再浮现。”</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">普鲁斯特《追忆似水年华》</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2004年,毕业了,新<span style="color: black;">起始</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">支付宝最大支出是职业装,<span style="color: black;">此刻</span>看起来真的很装</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2006年,3次相亲失败,3次支付宝退款成功。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">慢慢明白,<span style="color: black;">爱情</span>跟酒量<span style="color: black;">同样</span>,都<span style="color: black;">必须</span>练习</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2009年,12%的支出是电影票,都是两张连号</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">全年水电费有人代付</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2012年,看到12笔手机支付账单,就<span style="color: black;">晓得</span>忘带了26次钱包,点了26次深夜加班餐。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2013年,数学23分的我,<span style="color: black;">最终</span>学会理财了,谢谢啊,余额宝。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2014年4月29日,收到一笔情感转账,是他上交的第<span style="color: black;">一月</span>生活费。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">每一份账单,都是你的日记。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">十年,三亿人的账单算得清,美好的改变,算不清</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">支付宝十年,知<span style="color: black;">委托</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这篇软文从情处入手,记录了一个人十年的生命历程,从毕业、找工作,再到谈<span style="color: black;">爱情</span>、理财和结婚,平淡的经历,却契合着<span style="color: black;">咱们</span>每一个人的人生轨迹,这势必会<span style="color: black;">导致</span><span style="color: black;">咱们</span>的情感共鸣,让<span style="color: black;">咱们</span>产生追忆似水流年的情怀。<span style="color: black;">同期</span>,软文很短,寥寥数句,却依然能够展现岀支付宝在生活中的重要性。这种高超的软文写作水平,很值得<span style="color: black;">大众</span>学习和效仿。</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/dfic-imagehandler/17bc903e-3a60-49fa-91cc-d206ffe78def~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723163842&amp;x-signature=ce1VFHfR%2FUR5yiqtnlP9adWPBYM%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3.先抑后扬,贬出新意</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这种写法<span style="color: black;">亦</span>比较<span style="color: black;">平常</span>。<span style="color: black;">通常</span><span style="color: black;">来讲</span>,生活中有<span style="color: black;">非常多</span>现象常常容易<span style="color: black;">导致</span>人们的反感。软文写手就<span style="color: black;">能够</span>借助人们这种心理,来个先抑后扬。<span style="color: black;">经过</span>一<span style="color: black;">起始</span>的贬抑,吸引消费者的目光,让<span style="color: black;">她们</span>产生一种该文的作者和自己是站在同一战线的心理,<span style="color: black;">同期</span>,<span style="color: black;">文案</span>的诉求<span style="color: black;">亦</span>能<span style="color: black;">导致</span><span style="color: black;">她们</span>的情感共鸣,在这种<span style="color: black;">状况</span>下,<span style="color: black;">她们</span>就会更关注软文的内容。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当软文的内容越来越多地契合消费者的情感时,<span style="color: black;">她们</span>就会<span style="color: black;">逐步</span>从心理上认同该软文,毕竟,<span style="color: black;">无</span>人会反感处处都能说到自己心坎上的软文。当软文赢得了消费者的好感后,<span style="color: black;">而后</span>就<span style="color: black;">能够</span>进入后场<span style="color: black;">周期</span>了。而后扬<span style="color: black;">周期</span>,才是软文的核心内容,<span style="color: black;">此时</span>候软文写手就要旗帜鲜明地亮出自己的观点。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">下面这篇宣传金融炒股APP的软文,采用的<span style="color: black;">便是</span>先抑后扬的写法。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">晒!晒!晒!盘点<span style="color: black;">伴侣</span>圈<span style="color: black;">哪些</span>怪相—晒的这都是什么</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>说世界上还有什么<span style="color: black;">地区</span>属于<span style="color: black;">青年</span>人,<span style="color: black;">那样</span><span style="color: black;">仅有</span>互联网了。这个行业在过去的十几年内经历着种种变化,不变的是一批又一批的年轻人前赴后继投入其中。<span style="color: black;">大众</span>不<span style="color: black;">也</span>乐乎地刷着<span style="color: black;">伴侣</span>圈,晒着<span style="color: black;">各样</span>各样的幸福。今天<span style="color: black;">咱们</span>就来盘点一下<span style="color: black;">哪些</span><span style="color: black;">咱们</span>“晒”过的幸福!</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">场景一:晒娃狂魔</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这般</span>的场景,你<span style="color: black;">必定</span>不陌生,<span style="color: black;">重点</span>以<span style="color: black;">哪些</span><span style="color: black;">青年</span>的妈妈为主。晒娃是社交需求,是刚需,成长记录是说辞。晒的人要<span style="color: black;">安然</span>,观众<span style="color: black;">亦</span>要理解。<span style="color: black;">博主</span>想说的是:你<span style="color: black;">思虑</span>过娃的安全,<span style="color: black;">思虑</span>过娃的感受吗?当你上传的那刹那,你<span style="color: black;">想要</span>到若干年后他/她是会看得到的</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">场景二:晒代购</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">此刻</span>只要一登录<span style="color: black;">微X</span>、空间,满屏的代购信息,有<span style="color: black;">无</span>?简直有种逛某宝、某商城的感觉啊。谁来拯救我脱离这个世界</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">场景三:晒苦逼</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">大众</span>都在忙,“忙”仿佛<span style="color: black;">作为</span>了“<span style="color: black;">道理</span>”的代名词。<span style="color: black;">倘若</span>今天我很闲,而王老三在<span style="color: black;">伴侣</span>圈发出了“<span style="color: black;">每日</span>只能睡四个小时,忙到半夜”这种辞藻,<span style="color: black;">那样</span>我貌似就被他远远甩在身后了似的。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>别人早起赶飞机,夜晚不休眠,于觥筹交错中识<span style="color: black;">伴侣</span>、拓人脉,而我只是在家喝喝茶、<span style="color: black;">瞧瞧</span>书,我是不是就堕落了?这是<span style="color: black;">非常多</span>人内心的问题。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">场景四:晒美食</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">夜晚</span>八九点是晒美食的高峰期,<span style="color: black;">伴侣</span>圈里<span style="color: black;">各样</span>美食、<span style="color: black;">各样</span>高格调的餐厅,刷刷在<span style="color: black;">伴侣</span>圈里,让你目不暇接。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当然,<span style="color: black;">倘若</span>你是一个低调有内涵的人,并<span style="color: black;">针对</span>以上几种<span style="color: black;">平常</span>的“晒”不屑一顾、嗤之以鼻。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那样</span>问题来了,<span style="color: black;">咱们</span>还<span style="color: black;">能够</span>晒什么?</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">细心的<span style="color: black;">伴侣</span>们,可能会<span style="color: black;">发掘</span>,随着生活水平的<span style="color: black;">提高</span>,“授资”这个词被越来越多的人<span style="color: black;">注重</span>。手里有<span style="color: black;">有些</span>闲钱,想去炒股?关注股市的人<span style="color: black;">必定</span><span style="color: black;">晓得</span>,上周市场<span style="color: black;">显现</span>了冲高回落态势。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">连续三周收出阳线后,上周上证综指以小阴线报收。银行、房地产板块的<span style="color: black;">连续</span>回落,对指数影响<span style="color: black;">显著</span>,而创业板和中小板指数在<span style="color: black;">持续</span>创出新高后,<span style="color: black;">调节</span>意愿<span style="color: black;">亦</span><span style="color: black;">起始</span><span style="color: black;">加强</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2014年年底收盘3234点、涨53%之后,2015年元旦刚过,<span style="color: black;">火速</span>就冲上3400点。市场舆论和<span style="color: black;">公司</span>一片看多,几乎<span style="color: black;">无</span>一家看空说了这么多“废话”,有人要说了,我并不懂怎么炒股,怎么<span style="color: black;">挣钱</span>?</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/dfic-imagehandler/5d5b43a3-f5df-48c2-ab22-07de84408048~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723163842&amp;x-signature=%2FB5i1vK35zy8CJHLXzKRqqguS4w%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">圈牛行动是<span style="color: black;">安全</span>证券利用真实、庞大的客户交易数据,<span style="color: black;">经过</span>大数据挖据和筛选出跑赢牛熊市的真实“牛人”,展示<span style="color: black;">她们</span>每日交易热股,供其他新入市缺乏投资经验的“新手”学习、交易及交流,<span style="color: black;">极重</span>降低了“新手”客户的投资<span style="color: black;">危害</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">由于</span>它是国内首家<span style="color: black;">运用</span>客户真实交易数据挖掘荐股的券商,<span style="color: black;">因此</span><span style="color: black;">不消</span>自己犹豫<span style="color: black;">思虑</span>到底该怎么做,<span style="color: black;">她们</span>会把“牛人”的数据展示给大家,供<span style="color: black;">大众</span>参考</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">经过</span>展示牛人们真实有效的7日收益率,30天<span style="color: black;">连续</span>跑赢大盘,同大盘的收益率曲线对比等信息,让客户认识到所选股票的安全、真实性。妈妈再<span style="color: black;">亦</span><span style="color: black;">不消</span>担心我不懂得投资了!小伙伴们,你们会了吗?</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文案</span>先抛出了自己的观点,<span style="color: black;">便是</span>和大<span style="color: black;">都数</span>消费者<span style="color: black;">同样</span>,非常反感名种晒<span style="color: black;">伴侣</span>圈的<span style="color: black;">行径</span>并<span style="color: black;">陈列</span>出了一条条“罪状”。当消费者开始极度认同作者的表述时,作者便调转方向,<span style="color: black;">起始</span>褒扬自己的<span style="color: black;">制品</span>。“<span style="color: black;">那样</span>问题来了,<span style="color: black;">咱们</span>还<span style="color: black;">能够</span>晒什么?”紧接着笔锋一转,就引出了自己的<span style="color: black;">制品</span>“圈牛行动”,并<span style="color: black;">仔细</span>介绍了该<span style="color: black;">制品</span>不仅<span style="color: black;">能够</span><span style="color: black;">帮忙</span>消费者投资,还能衬托出消费者品位的与众<span style="color: black;">区别</span>。试想下,<span style="color: black;">这般</span>的软文,怎么能不让消费者眼前一亮呢?</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">相信<span style="color: black;">大众</span>都经常听到一句话:“资源有限,创意无限。”在这个同质化越来越严重的今天,创意<span style="color: black;">显出</span>越来越重要。而以上几种比较有创意的软文撰写技巧,其实只是冰山一角。只要<span style="color: black;">大众</span>能够充分发挥想象力,就<span style="color: black;">必定</span><span style="color: black;">能够</span>创作出多种有创意的软文。关键是你能否开动脑筋、大胆创新。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">今天的分享就到<span style="color: black;">这儿</span>，<span style="color: black;">爱好</span>的<span style="color: black;">伴侣</span><span style="color: black;">爱好</span>的<span style="color: black;">伴侣</span><span style="color: black;">能够</span>订阅关注，公众号，软文营销大全，<span style="color: black;">每日</span>学习一点软文营销知识，<span style="color: black;">期盼</span>在新<span style="color: black;">媒介</span>的信息时代，对你在工作或是事业上能有所<span style="color: black;">帮忙</span>。</p>

m5k1umn 发表于 2024-11-2 10:21:06

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