转给客户爸爸看：啥是软文？啥是硬广？
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">文案喵们几乎都经历过这种场景：</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">客户爸爸：小王，帮我为这款<span style="color: black;">制品</span>写一篇<span style="color: black;">微X</span>软文呗，明天就要！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">于是小王日赶夜赶写完了<span style="color: black;">文案</span>发给客户爸爸看，结果客户爸爸看完丢来一句话：这<span style="color: black;">亦</span>太绕了吧，末尾才来<span style="color: black;">表现</span><span style="color: black;">制品</span>信息，重写吧！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/ddb000458a6ea69ad11~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723821792&x-signature=u%2F7HOv6kP6eI2D6q1f0qyBCsSCA%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">经过和客户多次磨合，你会<span style="color: black;">发掘</span>，<span style="color: black;">她们</span>口里所说的“软文”，<span style="color: black;">常常</span>仅仅是“<span style="color: black;">文案</span>”的意思，<span style="color: black;">况且</span>是要硬不要软啊摔！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">今天和<span style="color: black;">大众</span><span style="color: black;">一块</span>聊聊【<span style="color: black;">微X</span>图文】这点事儿。<span style="color: black;">非常多</span>客户对图文<span style="color: black;">宣传</span>的形式不是<span style="color: black;">尤其</span>清晰，<strong style="color: blue;"><span style="color: black;">咱们</span><span style="color: black;">平常</span>接触的图文<span style="color: black;">宣传</span>中，大致<span style="color: black;">能够</span>分软文和硬广。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1、</span>硬广和软文的区别</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">硬广是啥，<span style="color: black;">便是</span>“xxx<span style="color: black;">便是</span>棒<span style="color: black;">便是</span>屌，<span style="color: black;">错失</span>这村没这店，不要犹豫了，快买吧！快买吧！”类似这种简单、直接、粗暴地展示<span style="color: black;">制品</span>（或优惠）的信息。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/d050006ade27591ae76~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723821792&x-signature=mKaHtgePBcerYI5x9Z3v%2F5ds5GI%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">与硬<span style="color: black;">宣传</span>相比，软文之<span style="color: black;">因此</span>叫做软文，精妙之处就在于一个“软”字，绵里藏针，收而不露。等到你<span style="color: black;">发掘</span>这是一篇软文的时候，你<span style="color: black;">已然</span>冷不丁的掉入了被精心设计过的“软文<span style="color: black;">宣传</span>”陷阱。软文追求的是一种春风化雨、润物无声的传播效果。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">▼▼▼</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">【咪蒙】<span style="color: black;">非常多</span><span style="color: black;">文案</span><span style="color: black;">便是</span>这种软文的例子，举例下咪蒙<span style="color: black;">初期</span>的2篇<span style="color: black;">微X</span><span style="color: black;">文案</span>：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">《什么样的男人最让人有安全感》，其实推广的是铂金戒指。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">《你<span style="color: black;">能够</span>坚强，但不必逞强》，其实推广的是神州专车。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">▼▼▼</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">还有前几天【36氪】写的一篇<span style="color: black;">微X</span><span style="color: black;">文案</span>：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">《今天<span style="color: black;">必要</span>为36氪的作者说两句公道话！》，其实是应景iPhone 7 发布会所写的软文。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;">2、</span>软文<span style="color: black;">为何</span>会<span style="color: black;">显现</span>？</strong></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">软文<span style="color: black;">为何</span>会<span style="color: black;">显现</span>？<span style="color: black;">为何</span>有的时候用户不<span style="color: black;">爱好</span>简单粗暴的<span style="color: black;">宣传</span>？这<span style="color: black;">亦</span>是以前我<span style="color: black;">始终</span>在想的问题。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">咱们</span>来假设一个场景：</strong><span style="color: black;">咱们</span>正在津津有味地煲剧，看到最起劲的时候，<span style="color: black;">忽然</span><span style="color: black;">插进</span>一段<span style="color: black;">宣传</span>，而这段<span style="color: black;">宣传</span>的内容并不是你感兴趣的，<span style="color: black;">或</span>不符合你的需求的，<span style="color: black;">那样</span>你必然会非常排斥。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p26-sign.toutiaoimg.com/dd6000551142dff6af6~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723821792&x-signature=cS2Y7MQMlzyYDh9pY5VDl4igfRU%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>，<strong style="color: blue;">这是<span style="color: black;">为何</span><span style="color: black;">咱们</span>不<span style="color: black;">爱好</span>硬广的最<span style="color: black;">重点</span><span style="color: black;">原由</span>是：</strong><span style="color: black;">宣传</span>的内容/<span style="color: black;">制品</span>在用户看来是不<span style="color: black;">必须</span>的，但却在不合适的时间出<span style="color: black;">此刻</span>用户面前，<span style="color: black;">那样</span>就会<span style="color: black;">导致</span>用户的排斥。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而软文<span style="color: black;">为何</span>润物无声却又容易让人接受？多看2篇咪蒙的例子，自然就有答案。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/dd9000450b3735557fc~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723821792&x-signature=F1zgBBdJ8YWlY1JM2oEaX5yKTvI%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">软文将宣传内容和<span style="color: black;">文案</span>内容完美结合在<span style="color: black;">一块</span>，让用户在阅读<span style="color: black;">文案</span>的<span style="color: black;">同期</span>能够顺便吸收作者所要宣传的<span style="color: black;">制品</span>信息，一篇好的软文是双向的，即让用户得到了他想看的<span style="color: black;">文案</span>内容，<span style="color: black;">亦</span><span style="color: black;">认识</span>了宣传的内容。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">咪蒙的每篇<span style="color: black;">文案</span>阅读量极高，<span style="color: black;">通常</span>情感类的<span style="color: black;">占多数</span>，大<span style="color: black;">大都是</span>像讲故事的类型，<span style="color: black;">况且</span>大同小异，<span style="color: black;">然则</span>依然吸引<span style="color: black;">非常多</span>都市白领人群的眼球。她的<span style="color: black;">文案</span>从标题就能吸引<span style="color: black;">非常多</span>人，正文在大部分时候能戳中当代都市人的内心，让人<span style="color: black;">导致</span>些许共鸣。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">举个例子。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">▼▼▼</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">咪蒙的一篇<span style="color: black;">文案</span>《你<span style="color: black;">能够</span>坚强，但不必逞强》，从标题<span style="color: black;">来讲</span>，<span style="color: black;">倘若</span>在<span style="color: black;">夜晚</span><span style="color: black;">休憩</span>拿着手机无聊的时候，看到这个标题，大部分<span style="color: black;">青年</span>人，<span style="color: black;">尤其</span>是女生，<span style="color: black;">必定</span>是会点进去的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从内容<span style="color: black;">来讲</span>，和咪蒙的其他<span style="color: black;">文案</span>如出一辙，向<span style="color: black;">大众</span>讲了几个故事，大致意思是女生要独立要坚强，但<span style="color: black;">不消</span><span style="color: black;">始终</span>硬撑下去。<span style="color: black;">常常</span><span style="color: black;">这般</span>的内容，总是能戳中<span style="color: black;">非常多</span>人的心声，<span style="color: black;">导致</span>共鸣。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“ 倘若暂时<span style="color: black;">无</span>人在宠着你、惯着你，那你<span style="color: black;">亦</span>要宠着自己、惯着自己、呵护自己，不<span style="color: black;">必须</span>强行坚强。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>电脑坏了，打<span style="color: black;">tel</span>找人来修；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>办公室没水，请男同事帮忙；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>加班晚了回家，选最安全的 <strong style="color: blue;">专车</strong>”.....</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这内容结尾，画风一转，没错，又<span style="color: black;">起始</span>卖<span style="color: black;">宣传</span>~说到"专车",<span style="color: black;">而后</span>就引入了“神州专车”的<span style="color: black;">宣传</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://p3-sign.toutiaoimg.com/dd900045c7d65f94f4d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723821792&x-signature=G9sOZ2At6YE45u8SnbO3%2BYD1izA%3D" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而这种画风一转，继而做推广的<span style="color: black;">文案</span>，却能让用户看了会心一笑，欣然接受。<span style="color: black;">因此</span>就回到了上面所说的，“软文，是双向的，即让用户得到了ta<span style="color: black;">必须</span>的内容或乐于接受的内容，<span style="color: black;">亦</span>顺带让ta<span style="color: black;">认识</span>了宣传的内容，并且有可能这宣传的内容恰恰是ta<span style="color: black;">必须</span>的，<span style="color: black;">也</span><span style="color: black;">或</span>软文的触发了ta的需求，恰好宣传的内容又满足了ta的需求。”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;">3、</span>谁<span style="color: black;">爱好</span>软文，谁不<span style="color: black;">爱好</span>软文？</strong></strong></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">用户<span style="color: black;">爱好</span>软文，<span style="color: black;">为何</span><span style="color: black;">爱好</span>，上面<span style="color: black;">已然</span>大致说清楚了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">但同一篇软文，<span style="color: black;">亦</span>不是所有用户都<span style="color: black;">爱好</span>，这就和受众<span style="color: black;">相关</span>系了。受众分<span style="color: black;">区别</span>群体，而软文<span style="color: black;">亦</span>是有<span style="color: black;">区别</span>类型。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">就单单说咪蒙类的<span style="color: black;">文案</span>，<span style="color: black;">针对</span>在一线城市辛苦打拼的职场青年，<span style="color: black;">针对</span><span style="color: black;">夜晚</span>百无聊赖的<span style="color: black;">青年</span>人，<span style="color: black;">常常</span><span style="color: black;">便是</span>非常受欢迎的，但<span style="color: black;">针对</span><span style="color: black;">有些</span>有些许成就的职场骨干中高层，则不<span style="color: black;">必定</span>了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">客户不<span style="color: black;">爱好</span>软文，<span style="color: black;">为何</span>？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">由于</span><span style="color: black;">不足</span>简单粗暴啊，我砸<span style="color: black;">那样</span>多<span style="color: black;">宣传</span>费，结果<span style="color: black;">宣传</span>文案<span style="color: black;">那样</span>绕<span style="color: black;">那样</span>曲折，有<span style="color: black;">功效</span>吗。这<span style="color: black;">常常</span>是客户所想的，当然，毕竟他花了钱，当然<span style="color: black;">期盼</span><span style="color: black;">宣传</span>位越大越好。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;">4、</span>什么时候该用硬广，</strong></strong></strong></strong><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;">什么时候该用软文？</strong></strong></strong></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这个问题我<span style="color: black;">始终</span>在想，但真的很难讲，<span style="color: black;">亦</span><span style="color: black;">无</span>一个绝对。只能说，要看<span style="color: black;">制品</span>定位、看<span style="color: black;">宣传</span>的目的、看受众的接受程度、<span style="color: black;">亦</span>看推广的内容能<span style="color: black;">供给</span>给用户多大的优惠。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>，并不是所有公众号<span style="color: black;">文案</span>都适合或<span style="color: black;">必定</span>要写软文，<span style="color: black;">况且</span>写软文是要有<span style="color: black;">必定</span>功底的，毕竟<span style="color: black;">经过</span>一篇图文发掘<span style="color: black;">或</span>放大用户的需求，继而推广<span style="color: black;">制品</span>，<span style="color: black;">倘若</span>对用户心理<span style="color: black;">无</span><span style="color: black;">必定</span>的把握，对<span style="color: black;">制品</span><span style="color: black;">无</span><span style="color: black;">必定</span>的认识，不是<span style="color: black;">那样</span>容易能够完成的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这里</span>，与文案喵们共勉！</p>
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楼主发的这篇帖子，我觉得非常有道理。 外链发布社区 http://www.fok120.com/ 你的见解独到，让我受益匪浅，期待更多交流。
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