Rather read than watch?
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 Chatbot fans, welcome back. Let’s start planning four different chat blasts. One of which will send out this morning, maybe two, I’ll see what happens.
I like to plan my Chatbots whether they would be blast drips or more complex Chatbots especially the more complex Chatbots that I’ll use like in Messenger ads or full blown-out funnels.
I like to plan those in advance using just a diagram or using like a Google drawing or just an iPad or something like that because it gives me a sense of– it gets me thinking about better ideas, and it also gives me a sense of the pages in the organization that I’m gonna need inside my Chatbot.
So we’re gonna do a quick plan of four different Chatbots.
So we’re gonna build a coupon/sale. That’s the first Chatbot that we’ll build. Then, we’re gonna build a lead-gen call CTA, so call to action is I want people to call a company to generate leads to the sales force.
The third Chatbot we’re going to build is a new product line. And the fourth Chatbot we’re gonna build is a competitive advantage. So let’s say competitive this is a fun one; I love doing this one.
Now, each one of these blasts could be complex multi-page, multi group funnels will build most of them simple funnels to start because we’ll do a lot of more complex things later on.
but maybe we’ll do let’s say the competitive advantage one I’ll make a multi-page, but let’s just say the coupon on the sale.
what do I want to think about what do I want to accomplish, that’s the first thing that I think about when I plan any sort of chat blast or drip or that goes out.
Goal is basically to get people to use the coupon, use coupon. And this is easy but like as you write these out like you’ll see that it’s helpful to plan it this way. What sort of techniques do I want to use?
Remember we spoke about all the different principles of persuasion. We want to use scarcity. Remember to contrast with abundance. Remember that concept we spoke about contrasts with abundance.
We want to use urgency which is sort of part of– it’s sort of part of scarcity. and remember we spoke about the fog behavioral model, what type of trigger we need, are these people high in motivation, or are they high in perceived ability, where do we need to move the trigger, where do we move– where do we need to move the needle for this audience.
For a coupon sale, let’s say this is a furniture company. I think there’s high in perceived ability like they have no one has any problem with checking out online, so I think we need to our goal here is to increase motivation.
We need to think about like how good of a sale we’re gonna actually run, and how we’re going to phrase it. if I just start planning out my bots a little bit I’m not gonna do– it doesn’t need to be fully planned out or fully drafted I just want to get a basic idea, so we’re gonna start off with, let’s say, start off with a quick question just to get some initial engagement.
We’ll use an emoji or whatever maybe. That’ll be the first step of this chat blast, and we’ll have a single answer. I write SA for Single Answer.
Then, we’re gonna have some PT, stands for Personalized Text using the text widget, and I’ll say something like, how you feeling today what about a coupon, something like that we’ll figure it out as the time comes, and then we’re gonna have, okay thanks first name, that sounds awesome.
We want to let you know that there’s a limited time sale running, and then maybe I’ll do a typing widget, and then maybe I’ll put something here that gives that urgency, another text widget that gives urgency.
I’ll give the coupon code that they could use. I’ll do something with scarcity where they don’t have their– maybe the coupon code is going to expire soon something like that.
Then, maybe we’ll do like a gallery with some products and links to best-selling products. Gallery links.
Now, this looks like a pretty good chat blast. I understand my goal. Understanding the goal of the chat blast helps me understand which psychological principles I want to implement, scarcity urgency, contrasting with abundance.
Thinking about the audience here is helping me understand that these are people who are already high in perceived ability, this is not an overly complex task. They just need an additional, they need a little bit of additional motivation, and now I can go and actually build out this this bot in a rough-draft, and I can get a really good sense of how I wanted to look on the inside.
Let’s take a look at the lead gen call to action. Again, what’s my goal the goal is to get phone calls? Now, we’re gonna pretend this is our client that sells medical equipment the portable oxygen concentrators.
This is a real client. Now, they sell all their products over the phone. They don’t sell online. These are expensive units. There’s a lot of– it’s a complicated purchase order, it’s all done on the phone.
I want to establish a likability right because I want people to be comfortable calling our sales team.
Likability is important because no one wants to speak to likability. Nobody wants to speak to somebody who’s not likable, so I want to establish that sort of sense of friendship. I want to establish reciprocity.
I want to do something. I want to establish a feeling of indebtedness where we’re—again, like I spoke about in the last lecture, we’re taking a gamble on you take a gamble on us, we’re here for you, don’t just buy from us for our sake.
Now, think about the fogg behavioral model. What do we need to do in terms of our calls to action? Again, I think this one’s a little bit trickier. I think this one’s actually where we need to increase perceived value. I think in this chat blast it’s very similar where these users are very highly motivated to buy, but they have low perceived ability, meaning it’s expensive. an expensive product creates a low perceived ability because I don’t matter if I can afford this I’m not sure if it’s worth it, so we need to increase a sense of value which will increase that sense of ability.
Notice that over here, in some cases, where you have low perceived ability, you need to simplify something because that low perceived ability could be a result of somebody assuming that this is too complicated, but often times, you could have a low perceived ability because it’s too expensive. That’s another function of low proceeds ability.
Again, I’m going to start off with a quick question, and I think it’s going to be something that’s nice and light something to establish our brand voice to tie into this idea of likability here.
I’m going to ask them to engage. I’m gonna ask them– then I’m gonna send out news. I’m gonna send out news in the form of what I know about our product, so I know that we’re gonna send out a text widget, and it’s going to be about battery power and weight of the units because I know that those things are very important to people.
Then, I want to do something that shows that like we are doing something on their behalf. I’ll say something like, our call center is very busy, but if you call us now, we could prioritize you, or I’ll say something that, give me a second I’ll check with my supervisor, if we could get a certain discount for you today, something like that.
We’re gonna put in– but we have the text widget battery wait, maybe I’ll do a little bit of a typing thing here, and then I’ll be here, we could put something like reciprocity favor.
I don’t need to know exactly what I’m there right now, I just like to know my structure because when I know my structure, I get a good sense, and then planning it out this way, gives me a good sense of putting the right psychological components in there at the right times.
Then, I’m gonna do the finally right after that. We’re gonna have a– I’m gonna do a product that’s on sale, so we’ll do let’s say an image or a gallery. You’ll see a gallery link probably an image, and then we’ll have the call to action to call the call center, and then this will be a text widget with a button, a button to call.