Editorial Article as Soft Selling

Editorial Article as Soft Selling is a powerful strategy in advertising that Ogilvy do. People come to the internet not to look for ads. They are looking for information. If on facebook, they want to make friends and seek information. If possible, they reject information distorted for commercial and political reasons.

Why Editorial Article is soft selling

When they want to buy something, they want to seek information, not looking for ads that claim to be the number one ketchup. They seek information about objective products. Not one-sided. The presumption that the internet is a giant promotional channel is not entirely true, as visitors seek information, not to read information.

Therefore, in order for the desire to sell on the Internet to be channeled, they need to hide behind factual information that is objective or objective. For example information such as articles in newspapers and magazines, with the aim of finding the best information with maximum benefits.

They are informed about the product, not in the ad format, but rather in editorial formats such as articles, testimonials, case studies.

The theme of the article can be related to the benefits of your product. Eg your product of peanut sauce spices with health benefits and additional income. Articles may be related to health and additional income. Spice peanut sauce became one of the health contributors and additional income. The formula of the articles charged with the soft selling method is. The benefits of what the product. Talk about anything that supports the benefits. Talk about anything that supports health and additional income, if the customer segment wants that. Not just peanut sauce , but all the factors. Seasoning peanut sauce is only one factor.

According to Ogilvy in Ogilvy on Advertising, “there is no rule that ads should be like ads. If you can make it like an editorial page, you will attract more readers. The average person reads the article 6 times more than reading the ad. Rarely have ads read more than one person in every 20 people. “So, inserting ads in articles will increase the number of people to read.

Here are Roll Rolls Roll ads. The maker David Ogilvy. According to research, ads with style like articles will increase the number of people who read up to 80%.

That is power of Editorial Article as Soft Selling.

Daily Story as Soft Selling in Media Social

Daily Story as Soft Selling will solve difficulty to deliver ads to the audience who didn’t want to read ads is need tactical approach. Usually, people come to social media and surf the internet, not to read ads. They open social media to make friends. They share useful and impartial information. The audience doesn’t want a bias information like an advertisement. Here I show you how to soft selling in social media, for example facebook.

A story about Daily Life

Our personal stories make people closer to advertisements like newspaper and television ads. Tell us about how the situation in which products and services are useful. The story shows that it is not about the product but about other situations and stories. We conditioned their mood to listen to the story.
Selling peanut sauce spice could be linked to a horror movie. For example:

“Last night went to the horror movie DrakuDraculas a voice that makes your heart pounding. Not to mention the surprises. The heartfelt almost dislodged. Do not feel it’s 1 o’clock. Sleeping too late makes me wake up late. And do not be late for work. Good thing to have breakfast. It only takes 2 minutes to prepare the vegetable food. ”

Stories are preferred throughout human history. We are happy with the story. In the era of social media, stories are also still favored. That’s why stories are a great power to attract viewers to watch, including where there are hidden messages.

Stories are usually about feelings. Of the top 10 thousand of the most popular and emoticon-like posters like sad, angry, happy, laughing and others, the most popular are the ones that show admiration or amazing things (25%), then the funny thing (17%) , fun (15%), happy (14%). Sadness is least shared.

What’s the point for sales, if not related to merchandise? If related, there are benefits to arouse curiosity. If it’s not related and only evokes responses and comments, it’s still beneficial to increase the reach   status in their newsfeed. That is Daily Story as Soft Selling in social media.

 

Soft Selling in Social Media

Soft selling in social media is more suitable approach because social media is more interactive communication. In the beginning, the market segment did not know us. Do not know our reputation. Do not know what we offer. Do not know if our product is good or not. Do not know if our products match or not to their needs. Do not know if our products can relieve their pain or not. Do not know if our product makes its tasks helped.

Mengerkenal something that is not related to their problem of course they reject. Introducing something they need is not necessarily acceptable because they are not yet clear our reputation. If they have to choose the same item from two people, one with a clear reputation, another with a vague reputation, of course, they choose a better repute.
Viewers do not buy merchandise just because of our offer. They receive an offer when they are comforted and understand that by owning your product, their tasks are solved, suffering is reduced and life becomes more comfortable.
If a firm is using a hard selling approach that unambiguously introduces the product, it shows that this product is remarkable and brilliant, how hard it is to make the product without taking into account what it is about the life of the customer segment, they will be wasting their time with you and feel disturbed.

Generally, people like it if they are deciding independently without being dribbled, let alone a tilt with misleading information.
This is called the cold market phase. The market does not yet know which product we are much less interested in. To them, we introduce reputations and introduce products without pressuring them to buy. In this phase, the right approach is advertising with a smooth sales approach or softselling. The purpose of advertising with a softselling approach is to build a branding statement about you, the company and the product.

Usually branding statements lead people to conclude that you are trustworthy and competent. Ads that blatantly sell with pressure often disrupt and run away. In print media, hard selling ads will not be challenged, just ignored. While advertising hardselling in social media can be challenged and blocked. Facebook itself has a reporting facility for the audience if you feel disturbed in an ad. The hard selling ad is disturbing to people, if not relevant to her situation.

That is soft selling in social media.

Liking Principle Persuasion

Liking principle persuasion is a very effective technique you should know to persuade, even in advertising, face to face communication and social media. If you didn’t know this technique, you exhaust your energy, time and money for using a job that not sell.

Liking Principle Persuasion Definition

Liking Principle Persuasion means that we tend to agree and follow people who are similar to us. Recommendations from friends with the same identity as us can be as effective as the recommendations of famous artists. We tend to believe and follow in people of the same tribe, same religion, same area, same organization, same struggle. People tend to say “yes” to individuals and organizations they know more and like.

If in social media, people will be affected by just people like us, both commoners, not company representatives, not an artist. Act as a friend, not a product representative, a product defender. But as an objective and impartial evaluator.

The attractive appearance makes people more welcome, but not an attractive appearance that is too far away from the general appearance used by them.
Its application to the ads on Facebook is to match the language and outlook of the market segment. How is their language? Do they tend to use formal language or informal language and young people speak?

Liking Principle in Action

The “Liking Rule” is the reason why sales representative of Yakult is not from a country where Yakult come from (Japanese), but from a similar person as the customer, women as wife in the house. They also not attractive women, because attractive women are an offense for women who have a husband.

When Cialdini wrote book title Influence, there are famous marketing event, Tupperware parties.  In the parties, hostees that promote Tupperware is not very famous people, not very expert, but people as usual and have many similarities with a customer in the term, gender,  ethnic, religion, and so on. Tupperware seller is commoners, where people would collect a monetary reward from trading to their friends.

In the parties, they give door prizes, present, music and fun things, …and then the Tupperware seller tells about the benefit of her Tupperware. The customer would usually buy  Tupperware at the party, and seller or he who promote get a commission.

That is one of 6 technique persuasion. Check another technique: reciprocityConsistencysocial proof, scarcity,  and authority.  Which the sixth? liking. It is this article. He..heheh…