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Below is a transcript of the Chatbot Marketing Training Course by Customers.ai and Isaac Rudansky, of Adventure Media. Get the full course here and become a messenger marketing master.
Howdy chat by fans and welcome back. continuing along this last lecture of planning our Chatbots, I also wanted to point out that when you’re doing this sort of draft and you’re doing this diagram and you take a few minutes to do it, you also have a much easier time creating and organizing your pages when you go and actually– when you go into Mobile Monkey to start building out these BOTS.
Now I know just a for example for this one. I need a quick question I need a text widget. I’m gonna have a typing widget I know and this is my structure. I don’t need to sit and think and just sort of stress out about building it right.
When I go into Mobile Monkey I’m gonna be building it right from the get-go. A new product line. now here’s another good example of why it’s good to track this out because if I was writing it if I was doing a new product line and I just went straight into Move Monkey, and I started designing a chat blast for a new line of sofas that we have on our website, I’d probably just go and add a gallery widget. I would say here’s a text here’s a text widget that says, her first name, hope you’re doing well, here’s a brand new line on our website check it out.
Now that I’m thinking about things in a more sophisticated way, I don’t want to do that, I want to do it better. I don’t want to just have a link of gala of items. I want to use the psychological principles that I know I want to sell this way, I want to be a sales person. How am I gonna sell this?
Well, I’m gonna do this by understanding obviously my business and understanding the selling propositions of the business. Let’s say this client sofa its price and it’s free shipping. so goal here is to get visits and sales of new product. What are the principles I want to use here? Again, we want to use some of these psychological principles.
Maybe we’ll do something like commitment and consistency. We haven’t spoken about that in a while, and we will speak about– we’ll do let’s say urgency again because it works.
Urgency scarcity maybe a sale. Again, the same goal would if we think about the fog behavioral model is we want to increase motivation because perceived ability to buy a relatively affordable sectional or sofa online is high, so we want to increase motivation.
What does our pocket look like here? So now with my goal in mind and what and could have been a consistency I’m gonna ask a person I might start off with a quick question, how are you feeling? How are you feeling? How’s your day going? Then I’m gonna ask a person to choose a favorite.
So I’m gonna use a gallery or use three images let’s say, three images and choose a favorite with a text with a quick question widget. I’m gonna ask them to choose a favorite of the three images.
That’s gonna help me with consistency.
I want them to choose one of the new products that they like and just that taking a stand psychologically primes them to comply with a future request to actually go and check it out online.
I’m not gonna ask them to buy it; that’s too much of a request. Obviously, we’re like we’re not manipulating their minds in some very deep way by asking them to choose a favorite, but it’s a subtle thing and it will make them more likely to click a link and check it out because remember we spoke about that idea of cognitive dissonance.
if I tell you that I do like this one and I like this one the best, and then you say, well, here’s a link to go check it out and I don’t check it out my, my previous behaviors in action seems a little bit not in line a little bit, discordant with my current decisions and work. s humans, we have a very powerful drive to rationalize current behavior to keep them in line with previous decisions and previous behaviors and previous attitudes, which is why priming them with some commitment and consistency is very powerful.
We probably would not have figured this out. Had we not been drafting this out? So I really urge you to do that. So we have a quick question we have, okay, great this is– and then we say something in a text widget well this is a brand new text widget. It’s a brand new line of product. I’m going to use some urgency saying, quantity is limited.
Well, they will take a screenshot of this board and put it as a slide in case anybody wants it because in previous courses, a lot of students have asked me for these slides.
Now, the competitive advantage. Let’s take a look at how we’ll do this. Maybe we’ll actually do a multi-page over here.
This is what I like doing and we’ll do this again with IV hydration because we all love IV hydration especially when we’re hungover. The goal of this blast is to educate and increase an awareness I don’t expect somebody or anybody to go and book a $200 IV hydration therapy in Las Vegas from the blast.
What I want people to do is start becoming very familiar with this sort of product line, become more aware of it and just remember it more when it comes time to search for a hangover cure. Or other reasons or other potential benefits that people have been getting from these IV hydration therapies.
The goal is for awareness. I’m going to establish likeability because I know that’s the voice of the brand and of the client. I’m gonna have an easy time likeability. I’m gonna have an easy time establishing likeability, and let’s try to use something remember we talked about social proof.
That’s a big one and this is a good client for it, and we haven’t spoken about it yet in great detail.
This is interesting I think we’re gonna need our calls to action to both do two things, increase motivation because it’s a new product people don’t really know as much about the benefits, and we’re also going to need to increase perceived ability because I think a lot of the fears of IV hydration therapy is whether or not it’s safe, and that’s if a person feels that this is dangerous, that’s gonna be the type of thing which perceived ability– it’s sort of overlaps.
it’s like I’m not really motivated and I don’t really want to do something that I might think it’s safe. I think its complex I’m not sure how it works, so the perceived ability as people probably don’t really know the process of how this works, so we need to teach them that as well.
So let’s go ahead and build our bot so. I want to start off with a question.
I’m gonna start off with a quick question and that question is gonna be, I think, and this go always be change later, have you used this before? Have you have you done IV before?
then we’ll have a branch so we’ll have two, yes over here no over here, we’ll have a branch and we’re gonna send these different pages.
We’re gonna have an Associated page so I call that AP and AP and associated page in my branch.
Now if somebody has done IV hydration therapy before, I’m gonna ask them what they used it for, for what and I’m gonna offer some options like hangover skin flu headache.
Maybe I’ll just let this be a freeform text also. I’m not sure jetlag, these all the different uses.
Then after they answered that, I’ll be like, well we had this educational content on our website that talks about all these different use cases, and what they’re used for, you’d be surprised to know how many people use IV hydration therapy for jetlag and headache. Most people think that only for hangovers and a link to the site, and that’s a good funnel for people who already have tried IV therapy.
I’m also going to be saving this as a custom attribute, so I could use this in future campaigns. This is really powerful stuff.
Now, if somebody answers no I’ve never done IV hydration therapy before, I’m going to say I’m gonna as a question, what’s holding you back?
this is actually getting out of your typical structure of a blast and we’re getting more into a complex bot, but what the hell who cares, this is gonna be great. What’s holding you back and then we’ll give them some options like safety, needles. I don’t like needles. I don’t like strangers with needles. Cost, time, or like you know, what the hell is IV anyway. Maybe they don’t know what it is. I happen to know and we happen to know that from our clients that your typical reason for people being hesitant to try IV hydration therapy is safety.
if we didn’t know that this would be a great way this is this is like a this is like a survey or a poll embedded inside a chat last and this would actually be and again we could save this as a custom attribute we could say this is a custom attribute.
Then we can start building audiences around people who have tried hangovers, people who have tried IV therapy for skin problems, people who have tried IV therapy for a flu, people who have not tried IV therapy out of fear of safety, people who have not tried at IV therapy because it’s too expensive.
We can actually have all these audiences segment out and use these audiences and buckets of like people in future campaigns and give them very specific content, but anyway back to the main programming.
down here we’ll have something like once they tell us what’s holding them back, we’ll be like well, here’s a link to our what’s in the bag, what’s in the bag a piece of content on our website that talks in details about– that talks in detail about the safety, why it costs what it costs, what the precautions are, how you go and get a physician’s review, very different than this content.
It’s different. Because my goal from the get-go was to educate write and give awareness, the goal was to educate and give awareness, I want to be able to segment out properly. These people see this content these people end up seeing this content that’s more particular to them.
Likability is going to be addressed throughout the bots as we build it and as we write it, likability is really about the tone and personality of the voice.
Social proof is going to come in. I didn’t really put it in, but it’s gonna be in here because I’m gonna put explain how people who have tried don’t realize it.
We leave service so many people like you who’ve tried it for this and so the proof will also come in at this stage.
I need to remind myself about that social proof social proof so I don’t forget because without social proof, without tribal identity, without likeability, all the drafting and all the planning in the world is not going to work.
So here we have four in my opinion seriously solid chat blast drafts that we’re going to build. These are going to be real. This is the stuff we built for our clients. These are not so complex, the last ones a little bit complex. These are templates that you could use, and I’m sure that you have tons and tons of ideas that will be effective for your own businesses.