啥是软文?
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">做运营推广都<span style="color: black;">没法</span>避免的会接触到一项工作:写软文。软文,顾名思义是很软的<span style="color: black;">文案</span>,与之对应的是“硬文”。<span style="color: black;">例如</span>淘宝店铺里的<span style="color: black;">制品</span>介绍,都是直白的讲<span style="color: black;">制品</span>好。对王婆卖瓜,自卖自夸的方式,<span style="color: black;">大众</span>都有了免疫力。用户对<span style="color: black;">制品</span>质量的判断,<span style="color: black;">已然</span>从听商家说,转变为看<span style="color: black;">运用</span>者讲,这<span style="color: black;">亦</span>衍生出了刷评论的业务。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">那<span style="color: black;">倘若</span><span style="color: black;">运用</span>者都不<span style="color: black;">发布</span>评论怎么办呢?模拟用户的口吻去说<span style="color: black;">制品</span>咯,于是软文应运而生。从我写<span style="color: black;">文案</span>的这几年经验来看,软文的境界其实<span style="color: black;">亦</span>分为三种:</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1、</span>一看<span style="color: black;">便是</span>软文的软文</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、</span>看不出来是软文的软文</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3、</span><span style="color: black;">目的</span>用户看到的是软文,普通人看到的是<span style="color: black;">新闻</span>的软文</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第1</span>种是<span style="color: black;">咱们</span>做<span style="color: black;">制品</span>推广经常写的,比较简单,稍微有点文笔的都能写出来,第二种<span style="color: black;">必须</span>些经验了,能写出来的人数量不多。而第三种则是软文的最高境界,能够游刃有余写出<span style="color: black;">这般</span>软文的人极为稀有。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">接下来,我<span style="color: black;">仔细</span>为<span style="color: black;">大众</span>讲解下这三种软文的区别。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1、</span>一看<span style="color: black;">便是</span>软文的软文</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>在网络上铺的内容,有原创和伪原创。伪原创的数量占比最多,伪原创的好处是制作周期短,一天出个几篇都很简单。<span style="color: black;">这般</span>的<span style="color: black;">文案</span>,明眼人一看就<span style="color: black;">晓得</span>是软文。<span style="color: black;">例如</span>婚纱摄影公司,在网上找的拍摄婚纱照的经验,复制出来加上自己<span style="color: black;">机构</span>的信息就发出去了。<span style="color: black;">这般</span>的<span style="color: black;">文案</span>大同小异,价值不大,用户看后<span style="color: black;">亦</span>忘记了,转化率不高,<span style="color: black;">不外</span><span style="color: black;">能够</span><span style="color: black;">增多</span>官网的百度收录量。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">原创<span style="color: black;">文案</span>的产出周期就比较久了,快的一天一篇,慢的<span style="color: black;">1星期</span>一篇。而<span style="color: black;">这般</span>的<span style="color: black;">文案</span>,<span style="color: black;">更加多</span>的是宣传<span style="color: black;">机构</span>,<span style="color: black;">由于</span><span style="color: black;">机构</span>给了工资,<span style="color: black;">必定</span>要带来效果,这种传统式的写作方式,<span style="color: black;">危害</span>比较低,<span style="color: black;">揭发</span>量稳定。在<span style="color: black;">机构</span>上班的推广<span style="color: black;">朋友</span>,写<span style="color: black;">这般</span>的<span style="color: black;">文案</span><span style="color: black;">占多数</span>,是<span style="color: black;">能够</span><span style="color: black;">保证</span>完成KPI的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">要说普通软文在PC端时代还有巨大的价值,到了移动端,用户获取信息的路径越来越广,留给单个<span style="color: black;">文案</span>的时间<span style="color: black;">仅有</span>短短的几秒钟,若吸引不到用户,分分钟就关掉了。虽然写软文的做法有延续下来,<span style="color: black;">然则</span>在<span style="color: black;">机构</span>推广中的权重越来越低,你看<span style="color: black;">近期</span>爆火的啥是佩奇,完全颠覆了传统的<span style="color: black;">宣传</span>制作思路,老一套的越来越玩不动了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、</span>看不出是软文的软文</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这种软文的境界和效果相比普通软文有大大的<span style="color: black;">提高</span>。举个例子,有一家做净水设备的<span style="color: black;">机构</span>,在专业性的论坛上,写了<span style="color: black;">有些</span>关于净水设备的经验<span style="color: black;">文案</span>,里面通篇<span style="color: black;">无</span><span style="color: black;">说到</span>自己的<span style="color: black;">机构</span>,只是从个人的<span style="color: black;">方向</span>来讲解技术方面的东西,就像我每周写的运营<span style="color: black;">文案</span><span style="color: black;">同样</span>。<span style="color: black;">这般</span>的<span style="color: black;">文案</span>看不出来是软文,但本身依然是一种软文,有的人靠<span style="color: black;">这般</span>的<span style="color: black;">文案</span>,<span style="color: black;">创立</span>了个人的影响力。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">把这种玩法玩的最溜的要数出书的大佬了,之前看了一本《原则》,心想身价几百亿美金的大佬,还缺这点出版费么,看完之后,才<span style="color: black;">发掘</span>原来是给自己<span style="color: black;">机构</span>业务打<span style="color: black;">宣传</span>,要<span style="color: black;">晓得</span>这种书的读者都是企业的负责人,都是作者的潜在客户。国内<span style="color: black;">哪些</span>出版文案写作、营销推广书籍的作者,本身目的<span style="color: black;">亦</span>是为了给自己的业务拉客户。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">还有在虎嗅等<span style="color: black;">媒介</span>上看到的行业分析<span style="color: black;">文案</span>,有的<span style="color: black;">亦</span>属于软文,<span style="color: black;">况且</span><span style="color: black;">咱们</span>大部分人都<span style="color: black;">无</span><span style="color: black;">认识</span>到。<span style="color: black;">例如</span>最<span style="color: black;">起始</span>讲喜茶、奈雪的。<span style="color: black;">大众</span><span style="color: black;">能够</span>想下,谁会闲的没事去<span style="color: black;">科研</span>还没发展起来的企业,去爆料创始人的故事呢?那肯定是自己咯,自吹自擂来着。<span style="color: black;">不外</span><span style="color: black;">这儿</span>面有个特例,黑稿。黑稿<span style="color: black;">亦</span>是看不出来是软文的软文。像之前互联网两巨头之间为了某多多打响的黑稿大战,老刺激了,还有<span style="color: black;">近期</span>讲瑞幸咖啡要倒闭的<span style="color: black;">文案</span>,我总是觉得有黑稿的嫌疑。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3、</span><span style="color: black;">目的</span>用户看到的是软文,普通人看到的是<span style="color: black;">新闻</span>的软文</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这种<span style="color: black;">文案</span>就更厉害了,<span style="color: black;">由于</span>我写的<span style="color: black;">文案</span>比较多,<span style="color: black;">亦</span>误打误撞出过几篇<span style="color: black;">这般</span>的<span style="color: black;">文案</span>,才<span style="color: black;">发掘</span>竟然还能有<span style="color: black;">这般</span>的软文存在。记得是去年的事情了,当时在文中<span style="color: black;">说到</span>了我有个<span style="color: black;">伴侣</span>做的某个业务,仅仅一句话,竟然有几十个人主动加我,问我要那个<span style="color: black;">伴侣</span>的联系方式,<span style="color: black;">第1</span>次遇到这种<span style="color: black;">状况</span>,我是懵圈的,要<span style="color: black;">晓得</span>投百度竞价,<span style="color: black;">得到</span>几十个客户,<span style="color: black;">无</span>万把块是搞不定的,而我的那一句话,几乎<span style="color: black;">无</span>成本。更重要的是,<span style="color: black;">倘若</span>不是<span style="color: black;">目的</span>客户,看到了这篇文字,是会忽略掉那个业务,而当作经验<span style="color: black;">文案</span>来看的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这<span style="color: black;">便是</span>软文的最高境界了,后面我在看别人写的<span style="color: black;">文案</span>时,<span style="color: black;">亦</span>会格外留意<span style="color: black;">这般</span>的<span style="color: black;">文案</span>。果不其然,上次在某公众号看到一篇讲<span style="color: black;">怎样</span><span style="color: black;">提高</span>个人能力水平的推文,通篇下来干货满满,是很完美的一篇经验贴,<span style="color: black;">不外</span>里面有一个例子让我眼睛一亮,就像在黑漆漆的夜晚看到了一束小火苗。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">大意是<span style="color: black;">这般</span>的,有个学员毕业后,<span style="color: black;">一月</span>两千块钱,找不到方向,在他的咨询<span style="color: black;">帮忙</span>下,<span style="color: black;">创立</span>了<span style="color: black;">自信心</span>,从事了啥职业忘记了,后来一年收入过百万。有理有据,很能让人信服,那种<span style="color: black;">无</span>方向,想快速挣钱的人,看到这篇推文,多半会找他的联系方式,去付费咨询的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">虽然我写了好几年<span style="color: black;">文案</span>了,<span style="color: black;">然则</span><span style="color: black;">这般</span>的<span style="color: black;">文案</span><span style="color: black;">亦</span>就出过几篇,确实<span style="color: black;">欠好</span>拿捏,写的过了,一下子就被识破了,之前有投过一篇,就有点过了,在平台没<span style="color: black;">经过</span>,<span style="color: black;">无</span>发布出去。<span style="color: black;">此刻</span>我还是乖乖的写我的<span style="color: black;">1、</span>二类<span style="color: black;">文案</span>了,第三类<span style="color: black;">尽可能</span>的不尝试,<span style="color: black;">倘若</span>带有目的性的去<span style="color: black;">办事</span>,本身<span style="color: black;">亦</span>不太好,<span style="color: black;">倘若</span>被人识破还是很尴尬的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">不<span style="color: black;">晓得</span><span style="color: black;">大众</span>看完上面的介绍有<span style="color: black;">无</span>理解我说的软文的三种境界,其实运营推广除了<span style="color: black;">基本</span>执行的工作,更多的是只可意会不可言传的,经验<span style="color: black;">必须</span>自己去摸索,就算我把最核心的要领告诉<span style="color: black;">大众</span>,<span style="color: black;">无</span>实践过的,<span style="color: black;">亦</span>体会不到,<span style="color: black;">例如</span>第三种软文,<span style="color: black;">大众</span>想想,能<span style="color: black;">不可</span>举几个<span style="color: black;">这般</span>的例子呢?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">作者:老虎,运营大牛,一个有想法的<span style="color: black;">青年</span>人,专注<span style="color: black;">制品</span>运营一百年,精通运营的各个模块,数据、用户、推广,都能玩的转,号<span style="color: black;">叫作</span>运营老司机。</p>
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