Chatbot Copywriting Magic: Best way to Write Copy
One of the most critical elements to creating a great bot is copywriting. The right words can keep your users engaged for hours while the wrong ones will leave them running for the hills.
Tip 1: Be Simple in a Complex World
No one will Read what your bot has to say! At best, they will skim it and move on…
You challenge is to take something complex and boil it down to a few impactful words and to make those words so powerful so that their message sticks like glue.
How the Military Simplifies Complex War Strategies
How does the Military prepare for war and get each of their soldiers to execute the plan? Afterall, it is impossible to tell a soldier exactly what to do on an ever changing battlefield.
The Military solves this problem of complexity by focusing in on their Core Objective. The most fundamental question they ask is: “If we can only accomplish one goal what would it be?”
This focus on the core allows Generals to strip out anything that is not essential and have a single minded focus. The Generals determine what the Goal is and the soldiers figure out how to accomplish the goal.
Your chatbot should have a single minded focus and anything that does not adhere to this focus should be stripped away.
TIP 2: Being Concrete & Why Donald Trump Speaks at a 4th Grade Reading Level
Have you ever wondered why, Donald Trump won the Republican Primary? There are many reasons, but one of the big ones is Word Choice and Concreteness.
If you examine Trump’s word choice and speaking style you will notice a few things almost right away.
- He speaks at a 4th grade level and this is crucial!
- He focuses on very concrete words. He uses words that you can instantly visualize and which are 1–2 syllables long. For longer words, he actually swallows them!
- Ending Strong: Often times he will land on a word that he repeats a number of times and wants to impress upon you.
- Short and Sweet: Almost all of his words and sentences are very short.
Why Does it Work?
It works mostly due to the Low Cognitive Load it requires to understand Trump. Even if you are trying to tune him out, you can not help but to understand his message.
Conversely, compare this to Elon Musk talking about energy, where you have to give him your undivided attention just to get some understanding.
Do’s and Don’ts
- Use Concrete Words that you can visualize like ‘wall’
- Use Short Sentence and a lot of white space.
- Use Short, 1 Syllable, Words.
- Try to keep your character count low. User should be able to read the entire message effortlessly.
- Don’t use jargon
- Don’t use concept words like ‘personality’.
- Don’t send multiple messages, with multiple button options.
TIP 3: Getting & Keeping Their Attention
Your Brain’s guessing machine, is constantly trying to predict what will happen next.
The best way to get someone’s attention is by breaking their guessing machine. As soon as your user’s guessing machine is broken, you will have their undivided attention!
In this moment, the brain is sending a ‘Pay Attention’ signal. This signal is very powerful as the brain is looking for an answer!
The brain‘s model of reality was broken and shown to be incorrect. This offers you the great opportunity of fixing their model and imprinting a new model in their mind. When done properly, the person will learn something and you will have ‘mind estate’.
Don’t let this opportunity slip by or solve the problem via gimmickry.
To keep an audience engaged, you have to continuously open new knowledge gaps and close old ones. This will keep your audience glued simply to find out what happens next.
Using Comedy:
All comedy essentially breaks your guessing machine and helps you see the world from a different perspective.
- Comebacks: A comeback is when a comedian tells you something unusual and later in the show ties his story back to this ‘unusual phenomena’.
- Missdirections: Comedians will often mislead an audience into making the wrong assumptions and they show them the right ones.
- Yes And: Watch any Improv and you will see that the comedians agree to what is said of them -no matter how ridiculous- and add to it.
TIP 4: Credibility : The One Thing Everyone Thinks they have it but Most Don’t
Ironically, it is the one thing that everyone thinks they have, but most do not! Most messages fail due to lack of credibility.
The best way to address the issue, is via a ‘Try Before you Buy’ approach.
TIP 5: Emotional Connections
We live in a relationship focused work and connecting on a deep level is key.
Even in marketing, relationships are taking center stage and bots offer a great opportunity for very personalized relationship marketing.
How to Connect on a Deeper Level:
- Benefit of the Benefit: Don’t sell features but instead focus on the true benefit.
- Focus on the Emotions: Your bot should make your audience feel certain target emotions.
- Your Mission & The WHY? There must be a bigger reason why you are doing ‘x’. What is your mission, your why?
What is the One thing People Want that they Rarely Get?
People like to show smart and value they are. They want to be seen as knowledgable and how do most people respond? They knock them back down, they correct them, they compete with them.
Validation is almost always conditional, which leaves us wanting it even more!
One of the best things you can do, is validate people and give them unconditional positive regard. This will, in turn, foster a very strong connections and relationship.
Unconditional Positive Regard: Like psychologist, bots can give unconditional positive regard to people using them which in many cases will foster a very strong emotional connection and feelings of love.
Appealing to the Ideal Self Image:
We all have an ‘Ideal Self Image’… you know the person we really want to be like one day.. a more perfect version of us.
We actually try to live up to this image and often times judge our own behavior based on it.
When Crafting the Perfect Message it is important to:
- Consider Who the Audience Is
- Consider Who the Audience Wants to Be
You can use the “Why” to connect your core mission, values, and message to your audience’s Ideal Self Image.
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