Crafting Messages That Convert
Transform your messaging from generic broadcasts to personalized conversations. Learn behavior-first frameworks that drive action and see real-world examples that have delivered results.
Crafting Messages That Convert
Welcome back, messaging maestros! 🚀
Ever noticed how some Netflix recommendations feel like they're reading your mind, while others make you wonder if they've ever met you? That's the difference between messages that connect and ones that just add to the noise, especially when you're delivering those messages at scale. Today, we're learning how to be more Netflix, less spam.
Why Most Messages Fall Flat ✨
Think of user messages like conversations at a party. Nobody likes the person who only talks about themselves and never reads the room. Yet that's exactly what most product messages do:
The Common Culprits:
- "Check out our new feature!" (Without context of user needs)
- "Don't miss out!" (On something they've never shown interest in)
- "Come back and try..." (Something they already use regularly)
"Your best message isn’t about your product — it’s really about your customer and how they could change for the better. If you approach your story from that point of view, you’re winning."
Emma Stratton
Founder, Punchy
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The Behavior-First Framework 🎯
Great messages start with understanding. Here's how to make every message count:
Instead of:
"Try our new template feature!"
Try:
"Need to create that quarterly report again? Our new templates can save you 2 hours."
Instead of:
"Upgrade your plan today!"
Try:
"Looks like you've used 90% of your storage. Ready to level up?"
Instead of:
"Our latest update includes improved collaboration features."
Try:
"Invite your team in one click and start collaborating today."
Real-World Success: How Top Companies Do It Right
ProfitWell’s focus on early value
ProfitWell analyzed retention patterns and found that users who saw value within the first week were significantly more likely to stick around. They reworked onboarding to spotlight key outcomes earlier. Read the full story →
The result:
Accelo’s focus on contextual help
Accelo wanted to scale support without overwhelming their team, so they used behavior-based prompts to guide users at the right moment—like surfacing help docs and walkthroughs when users explored key features. Read the full story →
The result:
Foresyte’s onboarding nudges
Foresyte introduced lightweight guidance during onboarding to explain features at just the right moment, helping new users take meaningful action early. Read the full story →
The result:
Message Writing Pro Tips
*Even at scale, your messages should feel personal and relevant!
QUICK EXERCISE
Adding Message Content to Your Journey Map
Now let's enhance your Journey Map with effective message content:
This message content layer transforms your map from a strategic outline to an actionable communication plan. In the next lesson, we'll connect these messages into cohesive flows.
The Perfect Message Checklist ✅
Before hitting send, ask:
Common Message Mistakes ⚠️
- Focusing on features over benefits
- Ignoring user context
- Being too clever
- Burying the action
- Writing for yourself, not your user
Channel-Specific Tips with Real-World Examples
- Keep it brief
- Use visual hierarchy
- Make actions obvious
- Consider the user's task
Example in action:
To drive feature adoption, Zywave added a contextual nudge with clear instructions to help users connect with their carriers. It achieved an 88% success rate. Read their story →
- Strong subject lines
- Clear preview text
- Scannable content
- Single focus
Example in action:
When composing product launch emails, Grammarly opts to keep it tight (just three sentences!) and showcases the new feature with an informative illustration against a bold background, making it easy for the reader to digest and act. See more examples →
- Front-load important info
- Create urgency (when real)
- Make value clear instantly
- Use social proof wisely
Example in action:
Spotify offers a quintessential push experience. They’ve perfected the art of leveraging user data to provide a hyper-personalized experience that creates urgency and leads users directly to value. See more examples in our Mobile Onboarding 101 course →
Remember ✨
Great messages feel less like broadcasts and more like conversations. They show users you understand their needs and have something valuable to offer.
Key Takeaways
Next up: We'll learn how to string these messages together into powerful flows. See you in Lesson 5! 🎯
