Compared with hard advertisements, ePR is the “text advertisement” written by the marketing copywriter of the enterprise or the advertising company. Compared with hard advertisements, soft texts are called soft texts because of their “soft” characters.
When the homogeneity of ePR content becomes more and more serious, the value that ePR can bring gradually decreases. The ePR must have its own style and create a distinctive content that can be clearly distinguished from others.
This is an indispensable factor for obtaining expected or even more than expected results. To achieve this, cultural concepts and value output are naturally indispensable. In addition, you also need to make good use of these 4 skills.
1. Create a scene that triggers desire
Desire is universal in people’s hearts, but without reasonable guidance, it will not emerge.
For ePR to be different, the most important thing is to arouse users’ desires through the creation of scenes. For example, if you want to promote a golf course, simply list the advantages of the course, and it is estimated that not many people can persist in reading it; but if it says “I was preparing to swing on the golf course, they all laughed at me, but When I hit the ball…” Then people who have been undervalued, seeing this kind of copy, the desire for success in their hearts will be mobilized.
2. Fill the curiosity gap
It is not enough to just mobilize their desires, because just arousing them is not enough to turn the audience into users. It also needs to make the audience curious, that is, “how to satisfy my desires.”
When a person is attracted by the headline of the advertisment and starts to think about “why”, “how”, “what is different”, etc., it means that he has developed curiosity. What ePR has to do at this time is to fill this curiosity and lead consumers to accept brand information in the pleasure of solving the mystery.
How to fill the curiosity gap? One method that must be mastered is to “create suspense.” When the user is eager to know the answer to the question, the solution, the useful help, etc., first do not rush to publish all the content, but step by step, divide it into several points, and then propose a new one after talking about one point. Until all the points are finished.
In this way, users will always be guided to look back and receive all the information that ePR wants to convey.
3, contact users with existing concepts
To fill the curiosity gap, the “materials” used are important. Because if users don’t understand, no matter how curious they are, no matter how much they want to know the answer, they will lose interest in reading.
Contact the user’s existing concepts, so that the content of the soft text is connected with the things that the user is familiar with. It’s as if I want to introduce the “thin” characteristics of a notebook, which is easier to understand, “ultra-thin body” or “thin and thin like a magazine”? Obviously it is the latter, because the non-professionals are almost vague about the concept of the body, and they are almost the same as if they are not. However, there are basically very few people who don’t know what a magazine is like.
4, intentionally cause accidents
When the user understands the concept conveyed by the ePR content, the next step is to make the user remember the concept. How to do this? The key is to deliberately control “accidents.”
The accidents made are not necessarily unprecedented or unbelievable, but as long as they can break people’s expectations, even small ones are enough.
As more marketers take up ePR, a low-cost marketing method, the phenomenon of content homogeneity is bound to go further. If you don’t want to be a homogenous member, you must master these skills to create a distinctive ePR.