So you know what a soft ask is and why you should use it. Now let's talk about how it fits into your business model.
As we mentioned in the previous lesson, you'll want to put yourself in the end user's shoes in order to find the value prop. Here are some good questions to ask about your app:
- How does the app fit into the customer journey?
- What kind of messages do we send? Can/do we categorize them?
- What are the top two types of messages we send?
- What's the elevator pitch for opt-in?
- Do we have a distinct Voice and Tone?
- What time of day do we send messages? How often?
Need a springboard to figure out how your messages should be categorized? Or just need some good, old-fashioned, inspiration? Check out the chart below for some of our categorizations. Keep in mind, this isn't an exhaustive list. Your app marketing might include different types of messages.
Now that you've categorized your messages, it's time to think about how you can present opting in to your end user.
Below we've listed a few sample types of messages. By looking at all of the classifications in the chart (frequency, urgency, message type), you can better build your value prop.
|Type of Message||Frequency||Urgency||End User Value Prop||Soft Ask Copy|
|Flash sale announcement||daily/weekly||Medium||Exclusive deals and sales||"Sign up for exclusive access to daily flash sales!"|
|Shipping updates||n/a - ad hoc||High||Pertinent, immediate shipping info||"We'll notify you when your package is packed, shipped, and at your door."|
|General marketing/greeting messages||weekly||Low||Entertainment||"Let us entertain you! We'll send you some daily jokes."|
|Breaking news||n/a - ad hoc||High||Keeping up with news||"Stay up-to-date with breaking news notifications when they happen."|
|Content highlighting||weekly||Low - Medium||Relevant to their interests||"Stay on top of your favorite topics with weekly content roundups!"|
The above chart can be used for inspiration—but it's also great for mapping your own messaging value prop and "soft ask" copy. Defining the type of message, the frequency, and urgency all help you unlock the value prop and the copy. Try it out for yourself!
To really create a curated experience for your end users, categorizing your message types helps you better target your messages. Check out this example from the New York Times:
This soft ask allows users to select which type of news they'd like to be notified about. Apply these preferences to an end user's Profile within your app—and then build the Audience for that message with only those users selected. Read more about building an Audience with profile conditions here.
Next, we'll talk about actually building the creative for your in-app message—and uploading it to Localytics. But first—another pop quiz to test your skills.