After a period of confusion, the soft text marketing model has risen to the realm of "win-win", and the vital interests of consumers have been put in the first place.
The sale of this kind of soft text will no longer be a dream, but an ideal state that can be achieved. Words may not be gorgeous and need not be shocking, but they must be confided in household words, because the most touching thing is household words; Every word is for the benefit of consumers.
There is a famous DIY home improvement chain store abroad, and the secret of its success is to save money for consumers. The first duty of every employee is to tell consumers which decoration materials and tools can meet their requirements and save the most money. In order to solve a difficult problem, a consumer wants to buy a set of tools worth 5000 dollars. An employee of the chain store provided him with a simple solution, which only cost $5. Can consumers not be moved? Can you not come when you need it next time?
Many people will say that such a store is stupid, and consumers should be allowed to spend as much money as possible, which is the foundation of getting rich quickly. However, stupid people have their own stupid blessings. This store is too considerate of consumers, and consumers who get benefits are scrambling to tell each other. Advertising costs are not spent, and there are often too many visitors every day. Business is very good. With popularity, financial resources naturally roll in.
There are many similarities between the "win-win-win-win-win-win-win" model and Tai Ji Chuan in China. Seemingly weak, in fact, the internal force is deep, and it is difficult not to sell goods.
The most widely used field of "column" is to promote various consumer goods such as health care and beauty. This kind of product is characterized by less connotation, and consumers seldom take the initiative to pay attention to it, so the effect of simple print advertising is very limited. On the contrary, psychological attacks on consumers with beautiful pictures or more eye-catching pictures can make them have a strong desire to buy. It is worth noting that mobile phones, digital cameras, MP3, flash memory and other electronic consumer products are basically illustrated in the media, but these products are products that the public is more concerned about, and the media itself is willing to publish them. Therefore, their meaning is different from that of "column". This is why the media public relations cost of being an IT customer is much lower than that of consumer products, and responsible public relations companies will also make the most reasonable quotation according to the actual situation of customer products.
The operation method of "column" is similar to that of advertisement. In operation, evening newspapers with large circulation are generally selected, and the price of "column" is relatively high, ranging from 5 yuan/word to 15 yuan/word. If you choose less county-level media or non-mainstream media, the price can be as low as 2 yuan/word. The price of heavyweight central media such as People's Daily needs 30 yuan/word, and it will be subject to many restrictions.
Thus, a column with 1/3 pages, if it is about 2,000 words, and if it is an excellent media, its price may even reach 20,000-30,000, which is quite high. The marketing expenses of many small and medium-sized enterprises are very limited, and the choice of columns is either aggressive or forced.
For the column, there is an unwritten saying in the industry that any kind of article can be published in the newspaper as long as there is money. In other words, there is really nothing I can do. I can always send articles to people through columns. Because of this, the column is an indispensable supplement in daily communication, such as articles on corporate culture, in-depth introduction of products, simulation of consumption environment, trial notes and so on. Often need to cooperate with columns.