Positive Persuasion

Kalann Washington

Email Marketer

Copywriter

Content Creator

Grammarly

Zoom

"Our goal is to provide people with powerful resources...that they can use to transform their world by manifesting their potential and changing how they view themselves." - Selfpause

The Affirmation App || A Summary

Selfpause is a mobile app created to connect technology with positive psychology and mindfulness.

For this project, I copywrote a series of onboarding emails to welcome new users and redirect them to the app, increasing engagement and boosting retention.

Researching the niche (data mining), creating consumer persona (segmetation), and storyboarding to create a template for future communications (brand voice) were other skills used to complete.

🔻 Here's how it happened🔻

Project Narrative

📧 Email Content Campaign for Ambitious Movers

We start with research.

Deep diving into the Client's most active users' profiles revealed the data needed to inform our search:

We found their users segments were most interested in the same things.

They specifically wanted to use the app to boost their motivation to reach their business, health, and life goals.

Many were also interested in using Selfpause to combat negative thoughts, so speaking to that need was our new priority.

Once we had a good idea of who we were serving, the next step was... 👇

📅 Planning.

Our Goals were clear:

1. Welcome them.

2. Build their knowledge.

3. Set (behavioral) goals for themselves to maximize their in-app experience.

Most inactive users did not have a problem with the app, but instead had an issue with knowing how to use it.

Cool Fact:

Did you know that affirmations repeated up to three to five times daily are believed to reinforce a positive belief?

A few key words or phrases — usually in first-person ("I am" statements) — are all it takes, and they are repeated like meditation or mantra.

Something like, "I am powerful, I am strong; I am wise, I belong" or "In Brightest Day, In Darkest Night..." (you get the idea).

Pretty cool, right?

As simple as it might seem, 'self-affirmations have been shown to help us stick to goals, decrease health-deteriorating stress, and create lasting changes in our lives' (Sherman et al., 2009; Critcher & Dunning, 2015).

But that's not all.

Writing down and practicing affirmations is a good method for making them "more powerful" and "effective," according to psychotherapist Ronald Alexander of the Open Mind Training Institute.

The thing is, that's just information, not a process.

Facts without a way to use them is just noise.

🔑 The Key.

We needed the benefits to be clear.

With the understanding of our tribe's needs on one hand and the latest in Applied Positive Psychology, creating content was simply bringing the two together.

🏹 The aim: make the Selfpause App the bow to hit their target goals. 🎯

The content focused on making a clear connection with the goals and app, directing readers to maximize their own efforts by visiting the app several times a day and integrating it into their schedule.

Creating lasting goals takes 4-steps:

Creating a Plan

Chronicling Resources

Having Accountability

and using Rewards or Feedback.

Concluding this project, they were able to help grow their app and inspire an ongoing newsletter-like series to continue growing their base from "users" to "Loyal."

If you have a project in mind, or questions about this one let’s talk! Or you can check out other projects like this one ⬇️

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Selfpause needed better onboarding, so we created an email series packed with Psych. research and fun doables to boost app redirection (via email) by 20%⚡️

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Selfpause