Regarding Push operations, I have summarized 4 copywriting topics and writing skills

The writing of push title copy requires not only mastering the skills of ordinary article titles, but also some unique ideas and methods. The reason why it is not exactly the same as the article title is mainly because the display scenario and operation purpose of the push copy are special:

Display scenario : Push content is displayed in the notification bar of the mobile phone.

On the one hand, it has the attribute of "disturbance". When the text pops up, the user may not have opened the APP. He may be chatting on WeChat , using other APPs, or just leaving the phone there. Pop-up reminders are conspicuous and interrupt the user's current behavior.

On the other hand, it is not purely informational in nature. The push content of all apps on the user’s phone is displayed together in the notification bar, so the copy is competing with all the content types of all apps. These contents include WeChat message reminders, the latest information push, etc. Which one is the most special, the most useful, and has the greatest relevance to me, and the user is most likely to click on it naturally.

Operational purpose: The main purpose of push is to promote activation and attract new users . In addition, periodic and regular push plays a role in brand building. Each APP should push topics and content styles that are in line with its own tone based on product positioning.

These unique attributes of Push determine that the content selection and title writing methods are somewhat different from those of article titles. For the push push of non-pure information apps, the following experiences are summarized, and the examples are mainly for recruitment app copywriting.

1. Topics that can generate emotional resonance

My understanding of emotional resonance is: I am interested in this topic. So what is "interested"? That is, the desire to understand something, which allows people to recall the past, connect with the present, and look forward to the future. One of the three must be present.

Analyze carefully and recall the past . This topic is something the recipient has experienced directly or indirectly in the past, and he must understand what you are talking about. Direct means having had personal experience, and indirect refers to the experience gained through observing others or being taught by others.

In connection with the present, the topic is what he is currently paying attention to and is consistent with his current state. It can be an emotional state or a physical activity state. For example, before going to bed, feeling tired, etc.

Looking into the future, the content is what is expected to happen someday in the future and is related to one's future interests .

Here are a few examples:

If you didn’t pass the interview, can’t you just give me a notification? >>

Are all young people in their 20s as poor as I am? >>

Although both are 30 years old, some people earn tens of thousands of yuan a month, while others only earn 3,000 yuan . What’s the difference? >>

For job seekers , it is not uncommon to receive no further information after an interview. Users can easily associate this with past experiences, which can arouse emotions and curiosity. When it comes to situations of poverty and low wages, people can easily associate this with themselves and hope to find ways to change the status quo.

In addition to the vertical perspective, you can also think horizontally from the perspective of user focus groups . Humans are social animals. During the socialization process, they will unconsciously divide their interpersonal circle into two groups, the in-group and the out-group. The group that you belong to, which is the group with similar economic status, values, personality, and hobbies to you, is the in-group; other groups are the out-group. People are constantly making social comparisons and finding certain reference systems and standards to determine their own values.

For the inner group , users pay more attention to people, things and objects that have the same experience as themselves, and find similarities and familiarity, so as to gain a sense of security in survival;

As for the out-group , it can be divided into two categories: one is the group of people we don’t want to be like; the other is the ideal group of people we desire to be like. In the former case, the attitude tends to be disparaging, while in the latter, the attitude tends to be approving, praising or even jealous. From this point of view, it is not difficult to understand why celebrity gossip and Jack Ma’s speeches attract so much attention.

Before pushing content to target users , you might want to think about whether the content is relevant to their group or to other groups. Approaching topics for different groups from different angles is essentially about satisfying the user’s own values ​​and avoiding cognitive dissonance.

2. Combine products to meet a specific need

If emotional resonance is to tease users emotionally and play psychological warfare with them, then meeting user needs is what operations personnel need to directly consider at the implementation level.

Each product has its own positioning in meeting user needs, and the corresponding functions and content are also operated around this demand point. If a Push that is mixed with other APP push copy wants to capture people's hearts, it should focus on core needs and make the push content relevant to them.

How to create correlation with demand points?

One way is to structure the content by focusing on the process by which users meet their needs.

When it comes to recruitment, the core need of job seekers is to find a job, and what attracts users most is a suitable job invitation. To further enhance the richness of the content, we need to think about what are the specific processes of finding a job? It's nothing more than writing a resume, choosing a company to submit your resume to, interviewing, and signing a contract. Dig deeper and find the topics that users are most concerned about at each node. It is best to have some connection with the core demand - position - as much as possible.

For example, regarding company selection:

"Would you like to work for a company that gives out shopping cards as year-end bonuses?"

Users may wonder, which company issues shopping cards? Although the year-end bonus is not cash, it is not impossible to go... (Just a blind guess, don't you think?)

About the interview:

After the interview, why do you not want to go again?

Another method is to use divergent thinking , assuming a circle with a demand theme as the center. Within a certain radius, try to think of as many words as possible that are related to it. This is easy to be unexpected and novel.

Continuing with the example of recruitment, what can you think of when it comes to recruitment and job hunting?

For example:

I peeked at my boss’s WeChat group and was shocked...

It’s really not your fault if you gain weight, it’s your fault for working too hard!

My colleague handed me a bun. Should I take it?

WeChat, weight gain, work burnout, interpersonal relationships in the workplace, being cheated when looking for a job, etc. These are all within the demand radius, and anything that users care about and is interesting can be discussed.

3. Conversational and Affinity Expression

Push text is displayed in the notification bar of the mobile phone and has the attributes of instant messaging messages. Compared with the articles inside the APP, it is closer to the users psychologically, so the wording and grammar should be as colloquial as possible.

When writing copy, imagine that the user is sitting opposite you and you are communicating with him face to face. Communication between people actually tests one's ability to be empathetic, to be able to think from the other person's perspective, to understand the other person's needs, and to arouse the other person's interest in communication.

Use more rhetorical questions. It is soft yet seductive, like a needle hidden in cotton wool, and it can easily hit the pain point.

Who hasn't said these stupid things when they first started working?

Emotions are shown. Appropriate use of emotional expressions such as loss, surprise, etc. can more easily bring you closer to users.

So what if the salary is high? I’m not happy with my job!

Always want to change jobs? You are actually afraid...

4. Construct specific scenes to increase interest

The truths are dry and have been circulated on the Internet for a long time. Users have become immune to them. How can we add novelty? Give old ideas a new wrapping - create a specific and common scenario to give the theory a new foothold, increase interest and discussion points.

Deconstructing the scene:

Who + where + when + what + what + what the result + how you feel + how others feel

Only one or several of these seven factors can be used at a time. The order needs to be arranged according to user concerns and popularity, and specific issues should be analyzed specifically.

He couldn't find a job for 2 months, and found out that the problem was here >>

My salary is 7,000 and my girlfriend's salary is 4,000 . What should I do if I dislike my girlfriend's low salary? >>

The different elements combined with the scenarios and status of users receiving push will achieve twice the result with half the effort. For example, on the last day of the National Day holiday, push:

I'm about to start work, I don't want to go to work...

After get off work in the evening, push:

Are you free tonight after get off work? >>

Push the right content at the right time, which just happens to match the user's current psychological state and achieve what the user thinks .

If emotional resonance and meeting needs are the guiding principles of push operations, then friendly expression and scenario-based operation are the specific methodologies. The expression can be flexible and the vocabulary organization can be diverse, but the overall direction and service purpose remain unchanged.

Finally, one thing I want to say is that no matter how many tricks you know, the most important thing is sincerity - keep a sincere heart and convey to users the content that you truly think is important and valuable. After all, there is no real objectivity in language expression.

This article was compiled and published by @云清由(Qinggua Media). Please indicate the author information and source when reprinting!

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