Do you want to write copywriting for chatbots? If so, this blog post is for you.
We will be discussing 11 secret tips that will help you write killer chatbot copywriting so that you can get more clicks and sales by up-level your chatbot conversion using these simple tips.
This article discusses how to strategically use the right power words and phrases in your copywriting text and why it matters.
You will be able to instantly create killer copywriting after reading this article.
Secret #1: Write like an attractive human
A chatbot’s likeability is your secret weapon to successful chatbot marketing.
Write in a conversational and friendly tone. Start with a welcome message to say hello to the audience in your chatbot copywriting.
Write in as simple as you can to make it easy to understand. Add a little humour and personality that matches the brand identity to the chatbot if you find it suitable. Who does not like a charming attractive person?
The chatbot’s content should be written like you are asking someone to chat with you on the phone or messaging them through chatting platforms.
The truth is we prefer to say yes to the requests of those we like more than requests from people we don’t.
For example, here is our welcome message:
Hello, welcome to The Crunch.
Hello, welcome to The Crunch. We are a bunch of chatbot builders that are passionate about creating amazing chatbots that not only give excellent experience but deliver great results.
Click the button below let’s chat!
The second message is more fun to read. It tells you about what we do best and what you can do next.
In the book To Sell is Human by Daniel Pink, he said use your head as much as your heart. This applies to chatbot copywriting, write like a human with empathy and try to see things from your audience’s view and try to make your chatbot as smooth as possible.
Double-check your chatbot copy word choice. Avoid using unfamiliar terms that the reader may not understand. Make sure your words show how you feel or think about them and the value you bring to the table.
Secret #2: Add emoji when it’s appropriate
Emoji is a great way to create bonding with the audience. Make it easy to read with the emoji, and create a personality for your chatbot with emoji.
Good emoji can help to arrange the content in an organised method which give higher readability to increase the conversion rate.
Check the message below and you will find the difference.
Hello, welcome to The Crunch.
Hello [First Name]👋🏻🤗, welcome to The Crunch!
We are a bunch of chatbot builders that are passionate about creating amazing chatbots that not only give excellent experience but deliver great results. 😎
Click the button below let’s chat! 👇🏻
Right emoji help to communicate better and it helps to connect with the audience easily.
Secret #3: Personalised your message in your chatbot copywriting
Setup a trigger and a personalised message to be sent out in the event that a customer expresses interest. For example, if the audience clicked the ads about an ebook, send them the promotion message about the ebook, nothing else. Don’t send them the webinar you have, don’t ask them to read your blog, focus on that ebook.
Write in a personalised message that connects back to customer behaviours.
A good example is when someone comments on your post and expresses interest in your book. You can set up an automated reply with the following message:
Hey [First Name], I saw you like to download the book about High Converting Chatbot, here is the download URL. Let us know if you have any more questions. 😊
If the audience has given their name, then we capture their detail and start the conversation when they engage with us again like this:
Hey [First Name]👋🏻, thanks for coming back! How can we help you today?
If the audience comes to your website and is looking for help, offer them 3 common questions to start with. For example:
Hey [First Name]👋🏻, how can we help you today?
You can click the button below to find what might be relevant to you.
Capture and track everything we can so that we can make the message as personalised as possible.
Like an old friend with a good memory of all about you. The chatbot has the ability to tell you everything they know about you instantly.
Here is another bad example with an irrelevant message
Ad: Get 50% off a Sony Headphone
Chatbot message: Welcome to Lim’s Computer Store
Good chatbot message match:
Ad: Get 50% off a Sony Headphone
Chatbot message: Get 50% off for Sony Headphone if you purchase today! Limited 24 hours sales will end by [23 hours 59 mins later]
You are more likely to convert visitors when you use chatbot copywriting matching with your ad angle.
Most web users are very impatient and will leave your site if you do not give them a reason to stay. You need to make sure that you give them what they want quickly, or they will go.
Secret #4: Explain the benefits before telling the price in your chatbot copy
It’s very common that people will come into the chatbot and ask about price directly.
As the seller might feel pressure and give in.
The rule of thumb is to explain the benefits (your product value) before telling the price.
Offer specific details and examples wherever possible. For example:
- Generic copy: Excellent service
- Specific and persuasive copy: 24/7 responsive customer support
Let the audience understand your unique selling points about your product first before the price.
The benefits here must be something relevant and easy to understand for the audience.
To make a persuasive copy, get inside your buyer personas mind to understand what they want, fear, and struggle with. This will connect you to them on an emotional level which can convince them to buy.
In copywriting, features are aspects of your product or service that describe the quality while benefits refer to how a buyer will benefit from it.
Features are appealing to logic, while benefits appeal to emotions.
For marketing messages, benefits work best because people “buy” products due to their emotional response to benefits.
To translate features into benefits, use the So what? question.
- Our doors have strong hinges. So what? They won’t bend when the door is slammed shut a thousand times.
- We monitor your servers. So what? Your servers won’t go down, so you and your staff can continue working.
- I teach you how to write high converting copies. So what? You get more clicks and more business.
- Tesla is fast & powerful. So what? You will look cool and outstanding among your friends.
Most consumers aren’t dumb. But most consumers are busy and distracted.
Do not assume your customers will get the connection between a list of features and the benefits it provides. Clearly state the benefit in clear language for them.
To make your chatbot copywriting stand out, don’t just tell the reader what you are selling. Tell them why they need it.
Then only you release the price, the offer.
Secret #5: Include a relevant link when they need it
The most successful copywriting for chatbots will include links and CTA’s when it makes sense to do so. This might mean linking the button with products or relevant guides.
Complete the knowledge gap of your audience, guide them to get what they want.
If you are selling a product, guide them to understand more of your product benefits based on their buyer journey. For example, you can share:
- How to easy use
- Relevant case studies or testimonial
- Why it’s safe
- Who are suitable to use it
- What are the before-after result after applying it
All of this message can be sent to the audience with bite-size content that is easy to understand in chatbot copy.
Humans have a limited attention span, the last thing we want is to overwhelm them and stop them from taking action.
Make your sentence short and straight to the key point if possible.
Secret #6: Include a clear call to action in chatbot copywriting
How can we capture their attention and make them take action?
There is something called attention ratio.
Attention ratio is the number of links on the chatbot to the number of campaign conversion goals.
In an optimized chatbot campaign, your attention ratio should be 1:1. Every campaign has one goal, so every corresponding chatbot page should have only one call to action (CTA) – one place to click.
A chatbot msg should always have at least one CTA, but the best ones will include multiple buttons with different CTAs but at the end, all lead to one final CTA.
For example, if you’re selling a book on Amazon and your bot is asking how people would like to buy it, what is the book about, or who is the author, and etc.
Always end the conversation with a clear call to action.
In this case, it’s to push the audience to buy the book, regardless of what they want to know, answer it with the relevant answer and always end it by offering them an option of purchase online or in-store.
If the chatbot is designed to collect leads, always follow up to get the lead details like a phone number or email.
Make it clear what the end goal is. Often we see the most successful chatbot is the one with:
1 ad angel + 1 personalised chatbot flow + 1 strong call to action
The examples of the CTA can be:
- Download my free report
- Start free course
- Start free trial
- Add to cart
- Get a quote
- Get ticket
By simplifying the option, we can increase the conversion rate, because having too many options will lead to no action taken by the audience.
Secret #7: Prove why you can be trusted in your chatbot copy
Why should your visitor believe you? How do you prove that you are a reliable business that will deliver results as your advertisement?
To build trust with users, social proof works well.
You can show posts from other customers who are speaking positively about your brand.
Demonstrate your credibility with facts such as measurable results and independent research, and use testimonials to back up your claims. Testimonials are most persuasive if they highlight the benefits of your product or service and overcome objections.
Another method is to showcase your experience, for example, you can write like this:
We have 9 years of experience in the industry and have served more than 976 customers. We are proud that we get 5 stars from Google reviews from our customers, and because of our work quality, 89% of our customers recommend us to their friends.
Our juice has been tested and proven effective to reduce blood pressure by reputable universities in New Zealand. The researchers are supported by the local government, and 9 scientific articles have been published to study the effects of this juice on human health.
We have sold over 11 years of seafood in the market, over xx million worth of seafood sold. Trust us when we say we can bring the freshest seafood from the sea to your dining table.
Another interesting method is by providing endorsements from well-known people or brands.
From the book Influence by Robert Cialdini, people are more likely to follow the directions of someone they think is an expert. 1 study found that 3 times as many people were willing to follow a man in traffic against the red light when he had a business suit and tie.
One of the examples is below:
Jennifer Anniston has endorsed this aesthetic treatment package to be effective in slowing the ageing process. The treatment has been popular in over 132 countries with more than 3 million people tested and proved effective to help in skin lifting.
Secret #8: Leverage on scarcity to push conversion
Scarcity is the concept of making products more attractive by limiting availability.
We will usually purchase something if we know it is the last one or a special deal will soon expire. The fear of missing out motivates us to act quickly.
For example, Booking.com employs the scarcity principle in many strategies:
- “Sorry, we’re out of rooms at this property. If you still want one, call us to see if any more become available.”
- “Today, get 45% off your purchase.”
- Currently, 5 people are viewing this listing.
- “Our last few rooms are filled quickly, act now to make sure you get one!”
Here are a few ways to use scarcity to make your content irresistible:
Depending on your product, you may want to consider one of four types of offers that tend to work best:
- Limited time offer: This is a persuasion technique that evokes urgency. It’s best used for interactive content, such as webinars and mobile applications.
- Limited units offer: This opportunity is available to a limited number of applicants.
- One time offer: This offer is one-time only.
Finally, make it known that the offer is for a limited time only if you intend to honour your word.
Continuously running offers after deadlines can be tempting, but is not recommended. If you do this, your credibility and long-term goals will suffer.
You’ve probably seen numerous time-limited offers that seem to last forever, but customers may not be so forgiving.
Secret #9: Use you in your sentence in your chatbot copy
Have you ever spoken to someone that only had a one-sided conversation about themselves?
It’s not a good feeling, is it? When you log on to a site and say, “I did this… then I went there… so amazing happened.”
What is your impression after you read this message?
You tune out because you feel like they’re not really interested in anything you have to say.
This is what makes ‘me’ language versus ‘you’ language so important in writing.
Copywriting is the way you communicate with your customers and create a relationship.
When writing copy, take a more conversational tone to promote a personal connection with your readers.
Making sure you don’t focus on yourself is a great tactic for copywriting.
For example, rather than: “We have 20 years experience”
Go with: “You get the benefit of 20 years experience”
“We have hundreds of 5-star reviews” could be “You can book with confidence knowing your workshop has over 100 5-star reviews. And that’s not all, we also offer…
In both cases, when you write for chat flow, put the focus on what it means to your customer.
When you read your copy, everything is about the customer, it is more persuasive when it’s written from your readers’ point of view.
Including more ‘you’ words than ‘I/we/us/our’ helps make your copy more persuasive and targeted to the person reading it.
If you’ve been struggling to generate killer copywriting for your chatbot or want to take it up a notch, this article will help.
Apply these 11 secrets tips immediately and create your chatbot copywriting with your customer in mind. Try to think from their angle, learn to understand their feel and struggle. And offer your solution in the chatbot with a personal touch.
We promise an instant boost in clicks and sales from customers who engage with your chatbot if you follow the 11 secret tips here.
Will you start using your chatbot now? Let us know if you have any questions about implementing these 11 principles on our website comment section below!