Surely you receive push notifications every day, reading which you go to certain online resources. Why does this happen? Because push notifications capture our attention and we click on the link. This method of advertising uses certain triggers that attract the attention of those who see them. Growing competition forces companies to use triggers in online promotion methods at full capacity, and those companies that know how to stand out with creative techniques succeed. Let’s find out how it works.
Businesses buy advertising every day, but many do it ineffectively, often wasting their budget. In order for a business to benefit from launching push advertising, it is necessary to entrust such work to real professionals. If clients contact large companies like https://fatads.co/ they receive a full range of services at different rates. This is convenient and helps the company spend money wisely. To stand out from competitors, you need to be not only creative but also a competent manager.
What triggers are used in push notifications
If service notifications are designed in a restrained form, then with marketing pushes everything is different. Simple wording about promotions or reminders no longer works, as it did several years ago. Companies that understand this, resort to push creativity. The main thing is not to overdo it.
Joke
The strategy is designed to charge the user with positive emotions. A short message causes a smile and an instant rush of endorphins. For example, a chain of alcoholic beverage stores decided to assign certain levels to users of its application, but not in a completely usual way, but like in a computer game.
An application with children’s games came up with an original mailing list that is perceived differently by the audience. They had an innocent childish phrase like “Remember what I look like?” and at the end, there was the name of some animal. And it turns out something like “Remember what I look like? A rooster.” Children see the names of animals, and adults see rather ambiguous expressions on the verge of a foul. Perhaps someone will think that this looks offensive, but such advertising definitely attracts attention. You will definitely be different from your competitors.
Paradox
Designed for surprise. Our thinking automatically pays attention to what differs from the usual picture of the world. That is, the client reads the message, stops and rereads it again to understand what is wrong. The effect is achieved, you have surpassed your competitors. For example, some companies attract customers before their promotions with the help of supposedly accidentally sent notifications, where the title may be missing, for example, “TEXT OF THE HEADLINE. Our company has discounts from February 2 to 5, {add conclusion}” – any user who receives such a notification will decide that the company accidentally sent an unfinished notification. However, the purpose of such a push notification is to grab your attention and it copes with this goal. A good marketing move, disguised as an accidental sending.
Other businesses, in order to stand out from competitors, in contrast to the usual complimentary messages, on the contrary, begin to scold the user if he has not visited their site for a long time. It may sound dubious, but it works great. Imagine you opened your eyes, and on your phone, there is a notification “Well, how much longer are you going to miss training? Come on, run to the gym!”
Intrigue
The next category of triggers is intrigue. The highlight is that they leave uncertainty, which is resolved very simply – open the notification. The effect of expectation comes into play here. The dating app Tinder decided to use exactly this strategy since the fear of missing out is especially acute when it comes to feelings. They wrote something like “The love of your life is waiting for a message from you! Don’t miss it!”.
Fear
Another effective trigger to stand out from the competition is fear. Such pushes do not contain a direct threat or negative connotation but still touch the right strings of the soul. As it did an ambiguous notification from a soundproofing installation company: “Get rid of noisy neighbors in three hours.”
The advantage of a creative push is that it can bring an additional wave of popularity to the company and make it more noticeable among competitors. For users, a screenshot with a funny message is a great news item to share a meme with friends. A small screenshot can go viral on Telegram channels and Twitter in a couple of days. Thus, a push will increase the recognition of the company.
However, one should be careful in the race for creativity. After all, if you use such advertising methods, you need to consider all the details, so as not to repeat the mistake of KFC in Germany, when they sent out an innocuous notification to app users in early November 2022: “Treat yourself to extra tender cheese on crispy chicken…”. And this happened around the next tragic anniversary of Kristallnacht (large-scale Jewish pogroms throughout the country). Given the historical context, KFC was hated and forced to apologize for the notifications.
Conclusion
It is best to set up push notifications together with professionals. They will help you come up with creative text, and launch advertising so that competitors are left behind, and your business gets more and more users.