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5 Essential Rules to Writing Non-Sucky Chatbot Conversations


Angela Allan
Photo by Nirzar Pangarkar on Unsplash

So, do YOU know how to give good copy?

It’s OK… I meant to do that 😉

Copywriting isn’t natural to everyone, but it IS essential to growing a business and generating sales…

Good copywriting can generate thousands of dollars of new business.

I know because…

I’ve created an email for a SaaS startup that generated a 10% open rate in 2 hours (higher than industry average).

I also created a Messenger bot and two-email sequence for the same SaaS startup that made $3,000 in sales in 24 hours,and had a 68.2% open rate, a 36.5% CTR and 71.5% CTR to sales page.

I’m also a former journalist for Rolling Stone, FHM, Australian Penthouse and a host of Fairfax publications. So when I say writing is my life, I mean it! 😉

This year, my agency created a Facebook Messenger campaign using Facebook Messenger for a Melbourne education institute that brought them 530 leads in just 60 days, with 40 leads indicating they were ready to enrol in the next 6–12 months, giving them 25% ROI each quarter.

(And my agency was honoured by ManyChat as Emerging Agency Winner 2019 for the results we achieved with Messenger. You can read more about that here.)

In fact, serial entrepreneur Ramit Sethi, was quoted in an interview with The Hustle as saying, “Copywriting is the most underrated skill. I spent years studying it; we’ve generated millions of dollars using copywriting, and I’m still amazed by the masters.”

Let me break it down for you…

  • Content marketing gets 3X more leads than paid search advertising.
  • Direct response copywriting gets 48X more conversions
  • Over 47% of buyers view 3–5 pieces of content before purchasing.

So it goes without saying that good copy can help you increase sales and customer retention, persuade your readers to take action, and increase the quality and quantity of your leads.

Now here are the 5 Essential Rules to Writing Non-Sucky Chatbot Conversations, which was part of my presentation at the first-ever ManyChat Australia meetup.

Yes, it’s a conversation. It’s friendly but it’s structured.

Think back to when you were writing stories in English class and your teacher would tell you when two characters are talking, it’s a conversation, but it’s not like a conversation in real life; it’s structured, it has flow, pace and momentum.

This rule now applies to your Messenger bot conversations.

Remember to also follow best practice rules and in some cases, legal requirements (for example, the state of California legally requires companies to declare when customers are talking to a chatbot).

Your welcome message should say something like, “Hi <first name>. I’m a chatbot and digital assistant for <page name>. Here’s how I work.”

Make sure you set up expectations for your subscribers, too. For example, tell them when someone will be getting back to them: “Our team is online from 9am-5pm. You’ll get a notification when the respond. Feel free to close this chat now.”

Don’t forget to use personalisation. (You can also use smart videos that insert your subscriber’s name into videos).

Be sure to include your subscribers name, and make sure you engage with them as your brand would.

Personal brand example: My Hot Dog Cart Store client calls himself “Hot Dog Professor” so he sounds like a southern dude with “howdy.”

To create this, I had some of his videos transcribed so I could understand the nuances of language. Here’s what it looks like:

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