This is part of the 15-day UX Writing Challenge presented by Daily UX Writing.
Scenario: The user is a casual music fan and (on occasion) goes to live concerts. They have a music player app on their phone.
Challenge: Tell the user that one of their favorite bands is playing live in their town. How would you compel them to want to go?
Headline: 30 characters max
Body: 45 characters max
Button: 25 characters
Task & Goals
For those of you that use music apps such as Spotify or Apple Music, you’ve probably seen notifications whenever your favorite artist drops a new single or album.
For this challenge, we’re asked to do something similar but for concerts in our local area.
Now, when it comes to event promotions, I doubt we should expect to just get alerts from notifications that we’ll likely only see once. There are other forms of notifications that we can send such as:
- SMS messaging
- social media posts (e.g Twitter, Facebook)*
- pop-up notifications
*Note: This one doesn’t seem reasonable because with so many artists, our social media accounts will begin to look more like an event promoter brand than a music app brand.
For the sake of simplicity and the constraints we’re given, let’s suppose that we give our user a notification similar to the Spotify example above. Our goal is write a solid copy that will compel the user to attend the concert.
Concepts & Ideas
Since musical taste is subjective and personal, we should try to make our copy as personal as possible. Not in the sense that each user gets a different message, but we should strive to make the message personal to the user and align with the band’s brand voice.
For example, if we were promoting a pop artist, we should use language that pop listeners normally use. This will require a lot of research and familiarity with the band that’s being promoted.
Let’s just pick a band or artist for our example. I’ve been listening to a lot of Post Malone lately, so we’ll use him.
For those unfamiliar with Post Malone, he’s a singer and rapper that makes music in the genre of hip-hop. If you haven’t listened to him before, I highly recommend you do.
Here’s my copy:
Headline: Post Malone is coming to you!
Body: Party with Post Malone at a concert near you!
Button: Find Tickets Now
By applying some of the concepts that I’ve learn from copywriting, we want to engage with the user to convince them to buy tickets. Using words like “you” creates a personal connection and makes them feel like we’re speaking directly to them.
Our headline gives the impression that Post Malone will be doing most of the work by coming to them. All the user has to do is simply find tickets to meet him.
The body uses language that the user may also use. Post Malone is known to party a lot and make music for people that love to have fun so using “Party with Post Malone” creates a connection with our ideal user. It’s almost like a fan is inviting them to the invite.
And the button is just an invitation for users to find concert tickets. The button makes it explicit that this event is a concert and users will know what to expect when clicking the button.
Here’s an idea on how this would look:
Conclusion
When it comes to personalized notifications, we need to make our copy as personal as possible. This means connecting with our users using their language and create the impression that another fan is inviting them to an event.
This challenge was fun because it was another great opportunity to play with Figma and bring my copy to life. Let me know how you’d tackle this challenge and what you think I can improve on. Looking forward to seeing your awesome ideas!
