How to write soft advertising to convince your users?

As a self-media , one of the ways to monetize is to push soft advertisements. How can you avoid making your audience feel uncomfortable and make them willingly accept your recommendations? This involves a lot of skill.

When I logged into WeChat today, I saw that a public account that I really like, which writes heartwarming and emotional articles, had published its latest article. I was so excited that I couldn't wait to click on it, wanting to see what good article the author had written today.

As soon as I read it, I was deeply attracted by the author's warm language, and I couldn't help but silently admire in my heart that the author's article is so good, profound and warm. But, when I saw the end, I realized, haha! I was "cheated". This was an advertisement, but I was watching it with such gusto.

After laughing, I commented below that the author "I watched it with great interest until the end, only to find out it was an advertisement. Well, I am convinced."

After willingly drinking this bowl of "advertising magic soup", I thought carefully about how to write soft ads so that users will be convinced?

I myself have also written soft ads. Combining my own experience and the process of falling into the "trap" this time, I have summarized the methods of writing soft ads. I hope it will be helpful to my friends who are engaged in content operations.

1. Considerations and preparations before writing

1. Understand the style and tone of the official account

Each public account and platform has its own positioning. Some focus on IT business consulting, some provide job search information, some focus on entertainment gossip, and so on.

With different positioning, the style and tone will of course be very different. After a public account has accumulated a certain number of fans, if there is a good cooperation, it is common to want to advertise on the platform. In addition, most companies now have their own WeChat public accounts , and they often place advertisements on them to promote their products or activities.

But before writing an advertisement, you must pay attention to this: the advertisement should follow the style of the official account, and do not put your advertisement abruptly or directly to the point. It's like telling your users directly: I'm here to advertise to you. Then your users will definitely say to you angrily: I don’t follow you just to see your advertisements. Humph, unfollow!

Such a result is definitely not what the author of the official account wants to see, and of course users will not like this form of advertising.

I personally really don’t like it. Sometimes the public account I follow will send me an advertising poster or an obvious advertising article, which is completely different from the usual style of the public account. This makes me feel very uncomfortable, because I don’t follow your official account just to see advertisements.

Therefore, before writing soft advertisements, first understand the style and tone of the official account. Following the style of the official account will at least make users feel more comfortable.

2. Study the user groups that the official account targets and find out the “points” that can match with the users.

If the first step, following the style of the official account, is to make users feel "comfortable", then this step is to make users "happy", so happy that they will willingly fall into the gentle "advertising trap" you set.

If the public account’s positioning is clear, then the commonalities of its user group should also be obvious. Therefore, you must first understand the characteristics of your user base, what topics they are interested in, and what they don’t like.

After understanding the topics that users are interested in and finding the "points" that match users, you can design good soft advertising themes based on their favorite topics. The theme of the soft advertisement has been determined and the style has been clarified. Congratulations, the first stage of work is completed. We can officially start writing soft ads!

2. Soft Advertising Creation

The routine is a little deeper, and find the "point" where the advertisement and the theme are perfectly matched

What is the most ingenious soft-text advertisement? Just like what I saw today, I read the article with great interest and it was really enjoyable, but only at the end I realized it was an advertisement. Why didn’t this kind of advertising make me feel uncomfortable?

The author found the "point" where the advertisement and the theme fit perfectly, and this theme is exactly what I, as a user, am most interested in. The whole article made me feel very happy. Although I later learned that it was an advertisement, it doesn't matter. It doesn't affect my state of pleasure. And I will be even more impressed with this ad!

Therefore, although it is a soft advertisement, its main purpose is advertising. But the requirements for copywriting are not low, even higher than general content production. First, you need to find the "point" where the advertisement and the theme fit perfectly, and then design and arrange the copy based on this "point" so that the advertisement can be introduced naturally and smoothly. In short, strive to find a balance between "advertising-user-copy theme" so that your soft advertisement will be fascinating.

3. After the soft advertisement is launched

After the soft advertisement is launched, don’t think it has nothing to do with you. As an operations staff, data analysis is particularly important. You need to analyze what impact this soft advertisement has on users. How to analyze it? Please see below.

1. Read user reviews

This is the most intuitive method. Check users' comments on this soft ad. If everyone seems to be "willing" to do it (of course this is unlikely), or just laugh it off without too much disgust, then it means that your soft ad is very successful. You can continue to follow this line of thought in the future. However, if the comments below are all opposed, it is best not to promote advertising in the near future, or change the method, otherwise your users may say goodbye to you.

2. Record reading volume, conversion rate , number of users and other indicators

These data can better help us judge the effectiveness of soft advertising. In addition, if you send out more than one soft advertisement, you can summarize the data. By comparing them, you may find the best plan and technique for writing soft advertisements!

IV. Conclusion

This is what a good soft advertisement is like: the advertisement is invisible, but will pop up somewhere at the right time for you to discover it inadvertently. After you realize that you are watching an "advertisement", you don’t feel angry, and you may even applaud the copywriting and silently drink this bowl of "advertising magic soup".

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This article was written by @zysunshine and published by (APP Top Promotion). Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!