Push But Not Pushy: Planning and Writing the New Push Notifications

“Pushes, yes, but which ones? How to write them? According to Thibaut Desjonquères of Air France the perfect push recipe would be the following, for all industries:

  1. an attractive catchphrase
  2. a personalized text, preferably with the user’s first name
  3. a few words in CAPITAL LETTERS
  4. emoticons – that’s good, Facebook Messenger has new ones
  5. a deadline, a countdown – this is called “marketing stress” – for example “you only have a few hours left to view this program”

However, it is not so simple to serve this recipe at any meal. In communications, catchphrases are rarely “attractive” and emoticons do not lend themselves to all editorial positions.”

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