The Most Effective Words to Use in your Web Push Notifications

Jan 18, 2019 8:07:00 AM / by Pushly Content Writer

Have you ever wondered which words are the most effective to use in your web push notification marketing? Well, wonder no more – we're about to show you which words to use where in order to create more effective push notification messaging. In this article, we'll show you how to combine advertising psychology with power words, as well as, some writing tricks, to get stronger results in your web push notification messaging.


The "Great 8" desires of your consumer

Your consumer has eight desires that drive them to take action. Some of these are biological – they keep us alive. You can't suppress your desire or need to eat. Others speak to our innermost needs, which most everyone can't shrug off.

The most effective marketing considers these eight consumer desires, as these will be the ones that not only fit your consumer's core needs, but will emotionally trigger their strongest desires.

The eight greatest desires of your consumers are:

  •  Food and beverages.
  •  Living comfortably.
  •  Living longer and better.
  •  Eliminating pain, fear and danger.
  •  Companionship and sex.
  •  Protecting and caring for loved ones.
  •  Winning and keeping up with others.
  •  Social approval.


What's your marketing angle?

Savvy marketers have long used specific, proven techniques based on consumer psychology. Some messages play on a consumer's emotions, often employing the fear of missing out. Other messages may promote value, as in savings. Your messages may focus on exclusivity, making the consumer feel special. A common angle for messages is to offer your consumer convenience, something that solves their problems in an easy manner.

Some messages will combine all of these ideas by creating a sense of urgency, which may include convenience, exclusivity, scarcity, the fear of missing out or a last opportunity to acquire something of value.

Depending on which marketing tack you take – you'll need to adjust your marketing vocabulary to fit.

In this article, we are going to focus on a "power vocabulary" you can use for the following five marketing angles: Value, exclusivity, urgency, convenience and emotion.


1. Value-based marketing messages

Value-based marketing messages are those that offer your audience the opportunity to either save money or obtain something of significant value at a low cost, or even free.

Here are some power words to use in your value-based web push notification messages:

Positive emotional power words: Achieve, dream, believe, enjoy, escape, imagine, indulge.

Value-associated words: Deal/deals, bargain, save, offers, slashed, reduced, cut, closeout, steal

Other associated words: sell, buy, money, payday.


2. Exclusivity-based marketing messages

Exclusivity-based marketing messages are those that tell your audience that they are special. These tap into the need to win or keep up with others. These messages tell

consumers they are part of the "in-crowd" and VIPs who are getting an exclusive deal – opportunities that only they – your loyal audience members – have access to.

Here are power words to use in your exclusivity-based web push notification messages:

Identifying words: VIP, member, unique, exclusive, secret, special, limited, invitation, invited, official, member.

Other helpful words: Loyal, opportunity, pass, reward, gift, eligible, activate.

3. Urgency-based marketing messages

Urgency-based marketing messages are those focused on a ticking clock. Your audience has a limited time to act. Your messages are aimed at getting their attention immediately and motivating them to act quickly.

Here are some power words to use in your urgency-based web push notification messages:

Attention-getting words: Alert, urgent, hurry, important, breaking, pending.

Other helpful words: Critical comment deadline, immediate/immediately, imminent, pending, reminder, timely.

4. Convenience-based marketing messages

Convenience-based marketing messages are those that are focused on making life easier for the consumer. Everyone desires to have things happen with less effort. These messages help consumers solve problems, so they can spend more time doing other things that give them pleasure or avoid things that bring them discomfort.

To extract the greatest power in your convenience-based marketing messages, combine them with the "8 greatest desires" of your consumer.

Make it easier to get food, live comfortable, feel protected, find companionship, care for loved ones, win, keep up with others or gain social approval.

Here are some words to use in your convenience-based web push notification messages:

Convenience-associated words: Easy, easier, simple, incident, minutes, now, single, portable, easy-to-use, convenient, perfect, effortless.

Other helpful words: Do-it-yourself, anytime, complete, headache-free, work-saving, beginners, user-friendly, minimal, hands-free, step-by-step.

5. Emotion-based marketing messages

Emotion-based marketing messages are those that psychologically tap into either the emotional state your consumer has now or the emotional state they desire to reach. Emotional messages can run the gamut between positive and negative, depending on the emotion you are trying to evoke.

Emotional messages aim to speak to the pleasure your audience wants to experience or the pain they want to avoid.

Positive emotional power words: Achieve, dream, believe, enjoy, escape, imagine, indulge.

Negative emotional power words: Quit, avoid, stop, pain, trouble, creepy.


Writing tricks: The power of the short sentence

There are many marketers who will tell you that one secret to effective communication is to write at a lower grade level. Keeping it simple ensures the message is clear and makes it more accessible to a wider audience. Plus, shorter syllable words are also easier and faster to read. Further, shorter sentences stand out.

Other marketers will tell you to adjust your language to your audience. That is, speak in the same language as your audience. Try to use terms they use.

Both of these techniques can be boiled down to simplicity.

One trick that uses simplicity is to write messages and headlines with short sentences. This is essential when creating web push notification messages, since the number of characters you can use is limited.

The above noted, the short sentence trick is to use some sentences that are limited between only 2 to 4 words. Here are some examples…

  • This works.
  • It's so easy.
  • Our supply won't last.


Best practices to boost performance

There are other practices or techniques you can employ to improve the effectiveness of your web push notification messaging, a few of which we'll reveal below.

Publisher's Clearinghouse recently undertook some A/B testing to improve its user churn. Here are the results of their experiments, showing what they changed and the percentage of improvement the changes brought.

  • Sending behavior-based messages: 27% improvement.
  • Using shorter copy: 20% improvement.
  • Personalizing messages: 11% improvement.
  • Changing the tone of the messaging: 5% improvement.
  • Using seasonal copy: 5% improvement.
  • Using emojis: 3% improvement.


  • Your consumer has 8 core desires that can be utilized to motivate them to take action. Those desires are: Food and beverages; living comfortably; living longer and better; eliminating pain, fear and danger; companionship and sex; protecting and caring for loved ones; winning and keeping up with others; social approval.
  • There are several different marketing angles you can employ in your web push notification messaging, five of the strongest marketing angles involve: Value-based messages; exclusivity-based messages; urgency-based messages; convenience-based messages; emotion-based messages.
  • Value-based marketing messages offer your audience an opportunity for significant value for a reduced cost or free.
  • Exclusivity-based marketing messages make your audience feel special by offering them something that only a certain group of individuals are being granted access to or the ability to obtain at special pricing.
  • Urgency-based marketing messages are those that tell your audience they have a limited time to act to gain access to or purchase something.
  • Convenience-based marketing messages are those that make life easier for your audience.
  • Emotion-based marketing messages utilize words that invoke either positive or negative emotions to tap into the desires of your audience.
  • Using short sentences in your web push notification marketing messages can have a greater impact on your audience, as they are easier to read and draw more attention to the words through their simplicity.
  • A recent A/B test by Publisher's Clearinghouse revealed messaging practices that yield greater results, especially when trying to retain users. The top three most effective techniques were: Sending behavior-based messages; using shorter copy; personalizing messages.

Topics: digital marketing, Marketing, web push notification