Over the last two or three weeks I’ve been spending a lot of time working on chatbots.
I’ve co-founded a chatbot agency, and I’ve written a number of chatbot scripts.
The more time I spend writing these scripts, the more I see shifts in how I write conversational copy for longer-form channels, like email and web pages.
It’s like the lessons I learn from writing for bots are flowing into everything else I do.
Here are three of the ways chatbot copywriting is shifting the way I write.
I’m not saying those are the only choices.
But these are the choices I face. Pretty much.
An event like the spread of Covid-19 has the capacity to beat me into a major depression.
Which is why, when bad things happen, I look for ways to step up and get creative.
Preferably at speed.
Think of yourself as a performer.
You’re performing your craft… writing for yourself or for a client.
You’re a virtuoso with words.
And in common with every other performer, you need to rehearse your work.
Think about it…
“Oh my goodness, the web changed everything!”
“Oh wow, social media changed everything!”
“Yikes, text messaging changed everything!”
All true.
But it’s not just new services that change everything. It’s not just about the software.
It’s also about the devices we use.
Take your pick. I cover the same ground in both the video and the text on this page.
Some people prefer video. Others prefer reading.
Still reading?
OK then. Let’s start with a real-life conversation.
One reason is to place emphasis on what we just said.
The second reason, and the most common one, is that we pause as a signal that it’s the other person’s turn to start talking.
Well, that sounds crazy.
Ads on TV are honest? Junk mail? Popups on my computer screen?
Pretty much.
That’s one of the roles of the Federal Trade Commission in the USA. To make sure advertisers don’t lie about their products or services. And they’re pretty strict about it too.
Most western countries have equivalent organizations.
As marketers we’re not allowed to spread lies.