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What can and should not be communicated in a push message? A copywriter’s guide

The content of push messages should not only be persuasive and attractive to a recipient. There are several other guidelines that will help you succeed when creating campaigns. What to include in a notification?

Words have a huge potential, but how to convey all the meaning of the message and benefits in 150 characters? Creating a good notification doesn’t have to be difficult provided that we stick to certain rules known to copywriters. How to create persuasive content and encourage a recipient to click on the link? Check out our suggestions!

Simplicity is powerful

Push advertising recipients are not interested in masterful writing skills and beautiful vocabulary. They do not care about constant references to a product either. In order to reach a user with the message, it is worth communicating advantages of the products sold, but not only. A target recipient must know what benefits they will receive by interacting. Sophisticated phrases should not be used, it is better to replace them with structures that will encourage users to click on the link. Of course, this does not mean that it is not worth stimulating one’s creativity – in 150 characters it is possible to include all the key information, to present an advantage, and encourage to take action.

It should be borne in mind that push messages have a limited number of characters, so the content should be simple and straightforward. A recipient does not like reading into the text – the less effort he or she has to put into understanding, the better. Push messages should be concise and at the same time exposing what is really important to the recipient. Instead of writing “Beautiful dresses especially for you”, it is better to put it this way: “All dresses 15% off!” or “Do not miss free delivery”.

High customisation potential

Message customisation is crucial not only in the domain of copywriting, but virtually in all advertising activities. When using a push notification tool, it is worth assigning tags to recipients and then send messages to the created group. Users can be grouped based on geolocation, interests, products most frequently viewed in a store, shopping history or it is possible to track their behaviour on the site and create tags based on the categories of articles read. With a strictly defined group, one can easily customise a message and respond greatly to the needs of an individual user. If we intend to send a push message to young audience who are looking for a foreign trip, there is nothing stopping us from conveying emotions using emoticons. Of course, one should not exaggerate with them, 1 or 2 per message is perfectly enough.

Encouraging CTA

Perhaps most often we are dealing with CTAs like “Check” and “Learn more”. These are, of course, good messages that users are accustomed to, but depending on the target group or message, it is worth igniting creativity. Displaying push messages to people looking for cheap flights with a CTA “I’m flying!” can be a hit. It is also worth asking a question to users who are looking, let’s say, for a dress for a party: “What style will you choose?” with two CTAs: “Extravagant” and “Minimalist”. With this simple procedure, we can even double a chance of having the message clicked on.

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