Editor's introduction: We always wake up every morning to receive some pushes, all kinds of pushes, some we will click into it to see, some will not, what is the reason to ask, if we come to set up push, how do we need to push it? This article is for everyone to introduce.
There are always some apps you can't do, so let's make push messages more decent.
1. Push the title
1. Subject
Let's start with push headlines. It is generally used in the form of "content theme", "impact" or "application name". Among them, the content theme is the mainstream, such as information recommendation, operation activities, etc.
Short and concise is more likely to impress people's hearts, the advantage of this approach is that the center is prominent, the purpose is clear, even if you do not look at the main part of the message can hold psychological expectations, convenient for users to index. After all, the information that fills the space after the explosion squeezes every minute and second of the user, highlighting the topic, whether it is the information conversion rate or saving time, it is a small number of kindness to the user, less is more.
2. Impact
The so-called "impact" is to use distinctive language to build interesting, flexible, affectionate and other titles that can evoke empathy, in order to attract users to stop and understand more deeply.
The homogeneous competition in various mobile fields is fierce, the skin bag is easy to copy, but the soul is difficult to capture. The core of the user's experience has also gradually shifted from the app itself to the content. There's nothing a curiosity-provoking headline that users can't attract, and if there is, add another copy. After all, when your content is attractive enough to me, do I still care if the app name is Daddy or Grandpa?
3. Application name
Commonly used does not mean that it must be used, the use of application names is also a "decent" form, occasionally need it to save the field: in the user recall, daily sticky activities and other content is relatively weak and the application name is the first core point, reaching users, causing attention, and promoting regression are common scenarios that highlight application names.
The reasons why the topic name cannot be summarized may be as numerous as cattle feathers, such as complex and multi-core content; or the system plus title is not appropriate; or just the operation colleagues spend 5 minutes more to touch the fish.
In response to the above situation, some companies will swear to pat their chests, "We can do machine push, we have smart AI partners, can split words, can abstract, can ..." and so on, they are either selling you products or want to sell you a piece of cake. Not all companies can't do it, but most of them don't have the ability to be so precise and precise.
When the object is not clear and begins to test the water in a wide range of rough pushes, it may be mostly for program screening, the lack of manual review and tuning of smart AI may show you the mental retardation in minutes, in order to avoid the adverse effects of inductive title errors, and can not always throw the pot to temporary workers, so using a unified title or directly using the application name instead can avoid a lot of risks.
However, in an era where content is king, pushes with app-named titles will eventually drown under custom titles with vivid personalities. And the major mobile phone manufacturers on the message bar tirelessly transformed, the application name has long had the opportunity to appear, so use your smart little brain melon to think of a fun and appropriate activity Slogan bar, winter no matter how cold can also use people's hearts to warm.
2. Push the body text
After talking about push title selection, let's talk about how to build the body content.
Push is mainly used for transaction notifications, increased activity, and silent user recalls.
Transactional notifications are mostly based on the true and accurate delivery of core content. For example, private chat messages with sender names and message content; single notifications with key order information (different types of orders are different, possibly order number, item name, address, etc.); subscription notifications customized in the application.
The content of the main text strives to be promptly and concisely informed, avoiding the use of metaphors, associations and other rhetorical techniques that are not conducive to information conversion. A gentleman's speech should be like a lady's skirt, and the shorter the better.
Pushes that increase activity can be divided into content recommendations and event invitations. Content recommendations are commonly found in apps such as news and social networking. The simple and lazy way is to use the recommended object summary directly to ensure the original taste.
If users are as lazy as you are to write a brief introduction, you need to use some techniques to abstractly combine, manual or intelligent from the title, the beginning and end paragraphs, the most appearing content to combine a complete and smooth core point, and then simplify the expression, but it is a thankless task. Therefore, it is also a shortcut to directly use the first sentence, how can the operator's business be considered stealing!
Occasionally, there will be scenes without a summary and difficult to summarize, such as user-generated videos, social recommendation of new people, etc., which can be replaced by a unified format.
The activity invitation class has a high degree of freedom and has a large space to play, which is the most likely category to be played out. At this time, the content can be sculpted according to the tonality of the application, or literature or unrestrained or market, etc. such as a night store full of flowers. At the same time, it is necessary to pay attention to the user group, use appropriate and description. The use of esoteric vocabulary for young users, the rudeness and contempt for elegant people, and the generalization of business people can only be said to be rich and willful.
For example, art recommendations can be mysterious and elegant; commodity promotions can be lively and preferential; home-cooked dishes can be simple and warm; and clever little brain melons can be immersed in user scenes, and they are happy and sad together.
User recall is mainly to attract user content as the carrier, single knife straight into I am waiting for you, want you to change your mind. Such as giving away coupons, such as shopping full reduction, such as recommending super high-quality content, and even selling feelings according to the use behavior. In short, it is to grab the user's little heart and make them can't wait to look back and take another look.
3. Guiding language
If your push is only to allow the information to reach the user, without logging into the application, adding a guide language is more likely to add snakes, and it is easier to arouse the user's curiosity a little bit.
Guiding words such as "please check", "View details", "See details", etc. can be used at the end of the body, and the directional symbols ">" and "" can be used to strengthen the impression of guiding users to jump.
And when getting the most out of your creativity, you also need to pay attention to the length of the text. After all, the content that can be displayed in the notice bar is limited, and highlighting the key content is still the first priority, and Lu Xun once said that the Easter eggs that cannot be found are not good Easter eggs.
4. Summary
In the generation of information-rich, most users will have hurriedly closed the application message push, for this reason, some applications have increased the push force, and strive to squeeze out every minute and second of the user, leaving no respite.
It's just that what everyone is doing is not the right thing, even if the push is often called the stone sinking to the bottom of the sea, it is still hoped to be kind to users. When you're ready, just wait for the east wind to come. Ding, you have a new visitor.
Author: Cat No; Public Number: Dark Cuisine Restaurant
This article was originally published by @Cat None and everyone is a product manager. Reproduction without permission is prohibited
The title image is from Unsplash, based on the CC0 protocol