With the evolution of chatbots, businesses began to integrate them to improve customer
experience, service, and more.
The chatbots were built to have conversations with their customers whenever they visited the
website or required assistance.
For any chatbot to have a meaningful conversation with the customer, conversational copywriting is necessary.
To achieve this, you require conversational designers.
Now you may be wondering what the terms conversational copywriting and conversational
design mean. Don’t worry, we will talk about these topics in this article.
What is Conversational Copywriting?
Conversational copywriting is the art of making copywriting seem more like a conversation
between two real people. It may not be exactly similar to a conversation, but it contains the
intimacy and rhythm of a real conversation.
When the writing is similar to talking to someone, it may be read just like a normal conversation. This helps chatbots connect with the customers and increase engagement, leading to better conversion rates.
Conversational copywriting is just a niche style of copywriting, but it has proved to be quite
useful in the internet world. To attract more customers, you need to communicate with them and value them.
The important thing about writing a conversational copy is to ensure -
● The tone of the conversation suits your business brand.
● The conversation is not so long and boring that no one listens.
If your marketing skills do not include a conversational tone, the customers might feel it is too long and boring. Some businesses lack this tone thinking it is not professional, but if the
customers are not engaged, you are doing it right.
Conversational copywriting comes with immense practice, and not everyone can do it. The
copywriters are often referred to as Conversational Designers. They are mainly responsible for building a highly interactive and efficient chatbot.
To become a conversational designer or copywriter, you must possess the conversational skills to train the chatbot.
You must be able to recognize an ideal conversation and help the chatbot develop a conversational tone.
To develop a chatbot for your company, you must find a balance between conversational
copywriting, technology, and psychology.
How a Conversational Copywriter/Designer Trains a Chatbot?
The Conversational Designer has to make sure that the chatbot is valuable to the customer. The chatbot has to help the customer with their problems, and this can be done by training it to work with various scenarios.
These scenarios can be from web traffic, virtual assistants, or even live chat history. Once the
chatbot has all these data, the scenarios have to be prioritized based on their impact.
Designers can also roleplay conversations and record them. Later, these recordings can be
analyzed for tone, use of words, and this data can be then fed to the chatbot.
Finally, when the chatbot starts coming up with dialogues, the designer or copywriter has to
optimize it. The dialogues are analyzed for words, emotions, use of pictures, triggering a
proactive dialogue, and much more.
The more engaging and interactive the dialogues are, the better the customers will respond.
The chatbot can also be trained to provide quick replies so that customers only need to click on responses and not type them.
There can be multiple quick responses, and they can be highly positive so that the customer
responds positively.
The entire process is a series of experiments and test runs to ensure that the chatbot responds correctly and engages with the customer.
3 Mistakes made in Conversational Copywriting
According to Hans, the three mistakes made in conversational copywriting are -
1. Start with technology
2. Focus on knowledge management
3. Start with business process
Once you avoid these mistakes, you are already doing better than most companies. Building a conversation is more than just these three things. You need the chatbot to work with emotions and maintain a conversational tone.
You should not just train the chatbot with a few queries and scenarios and expect it to work. In reality, you need to focus on multiple scenarios and keep the conversation engaging enough for the customer.
Final Thoughts
Robocopy helps recognize, develop, and promote the role of the conversational designer
through training, consultancy, and copywriting. They can help you identify conversational
designers within your company by various assessments, and they have the curriculum to
provide the required training.
So if you need to work with conversational design, you know whom to approach!