Most marketers use SMS to convince the receivers of an idea and have them take a certain action. For example, to buy a new dryer, sign up for an event or donate money to their charity. But how do you write a persuasive message that leads to the desired action when you are limited to 160 characters?
The benefit of SMS is its high open rate of 98%, with most messages read within in just a few minutes after sending. However, you only have limited space to share your message. This means the reader won’t process your message as thoroughly as, for example, a long article or an interview. Therefore, a little creativity is essential to get your message across. Moreover, you need to be aware of the consumer’s decision making process and how you can influence this using just a few words.
1. Don’t use unnecessary words or passive language: you can save costs vs. save costs.
2. Address your reader personally so he is more motivated to read the message.
3. Be concrete in your language, so avoid words like ‘try’, ‘soon’ and ‘good’.
4. If you mention arguments, consider that those containing the word ‘because’ are typically found more convincing.
5. Use a URL-shortener so you don’t waste unnecessary characters for your message.
Once you’ve convinced the recipient that your product meets his values, it is just as important to make it easy to perform the desired action. So, explain what they need to do and make sure they have all necessary resources at his disposal. So, provide a clear and working URL or explain the following process. As you’ve seen in the examples above, in spite of its 160-character limit, SMS still offers enough space to add this to your message.
Just like with all marketing tools, it holds true for SMS that you must have the courage to experiment. By analysing the data of your SMS campaigns, you will get to know your audience better and find out what messages are most effective in influencing behaviour. CM’s Marketing Campaigns with built in analytics now makes it easier than ever before to target, reach and convert your audience. Curious? Give it a try!
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