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5 Chatbot Copywriting Strategies That Drive Conversions and Sales

Writing chatbot copywriting strategies
Refine your conversational chatbot messaging and lift conversions with these five chatbot copywriting strategies.

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Conversational marketing chatbots are one of the best channels for brands to increase revenue, lift conversions, and build loyalty.  However, It’s not just having the chatbot that matters. The messages and sales copy used are extremely important. It shapes the experience customers will have with your brand. That experience defines whether they choose to buy from you and how long the relationship lasts.

Chatbot sales copy must be optimized, personalized, and continually improved for the best performance. Consumers want tailored experiences. Engagements with their favourite brands that are casual, fun, and rewarding. 

Conversational marketing chatbots built with Spectrm help businesses personalize every message on a one-to-one basis. At scale. This personalized one to one communication is highly effective for driving action at every stage of your marketing funnel. The right copy can be a game changer. The wrong copy can add more friction that necessary. 

Personalized experiences increase sales by 19% and increase marketing ROI by 20%.

Personalization ROI

This type of personalization can only be achieved with a conversational marketing platform like Spectrm. Marketing chatbots use declared data from customers to tailor each conversation and product suggestion directly to them. Not everybody. They receive an experience that’s difficult to find elsewhere.

These are five strategies your brand can use to write better chatbot sales copy that lifts conversions and engagement.

Define your bot personality and tone of voice

Chatbots should be an embodiment of your brand. It needs to represent your values and identity. That’s why every conversational marketing chatbot needs a clearly defined personality. This makes it more fun, engaging, and memorable for customers.

The first step is to choose the tone of voice. These are the traits that define how it speaks to customers. For example, a chatbot’s tone of voice can be defined along a spectrum from:

  • Fun to serious.
  • Formal to casual.
  • Respectful to irreverent.
  • Enthusiastic to matter-of-fact.

This is a chatbot the American automotive company Ford built with Spectrm’s conversational marketing platform. 

Ford Adlingo

Ford used it as a way to boost favorability and purchase intent for their Ford Ranger model with increased competition in Thailand.

It uses a personality named “Henry” along with helpful, friendly, and simple sales copy. The assistant engages prospects and informs them of Ranger benefits in a personalized way at scale. Ford was the first advertiser in Thailand to create an AdLingo conversational campaign. It generated a 54% lift in consideration, 38% lift in purchase intent, and reduced cost per micro-conversion versus Ford’s benchmark by 40%.

Learn how Ford achieved these results in their customer success story.

Other attributes you might include are wittiness, professionalism, or authoritativeness. All of these make a conversational chatbot stand out, accurately represent a brand, and create a better shopping experience. Questions to consider when creating a chatbot personality are:

  1. How will brand attributes affect the greeting?
  2. How should the bot introduce itself to customers?
  3. What words represent your brand and could make conversations outstanding?
  4. Does the bot use emojis?

Offer a compelling and relevant hook

Chatbots need to grab attention fast. This hooks customers in to have a conversation and ultimately helps guide them towards conversion. The first message should instantly let people know that they are talking with a virtual assistant, not a human. It’s important to manage their expectations and be honest.

The value of the experience should be communicated from the start as well. This could be helping customers find a product, the right information they need to make a decision, or how to take  advantage of a promotion. Encourage customers to stay and have a conversation by making it clear what the benefits are to them. 

Renault and Purple used Spectrm’s platform to create chatbots that clearly mention customers are speaking to a bot. Contextual imagery and short messages support the start of the conversation.

Renault Purple

How can brands create better chatbot hooks? Think of users first and begin with a simple message and actionable call. This gets them engaged immediately. Use quick replies that are clear about what happens next and nudge users to take action in very few words. Allow customers to scroll or type secondary messages to prioritize the path you want them to take through your chatbot.

Always be conversational and don’t shy away from speaking casually

Messages that are written at a third-grade reading level receive 36% more responses. Talking to customers in a casual and friendly manner is the quickest way to reach a large audience. It should feel like a friend speaking to a friend. Customers will feel comfortable and more likely to engage. 

Chatbot templates should be written in a way that matches the language of your brand’s audience. Use emojis and gifs. This adds personality to the chatbot and makes the conversation fun.

Acknowledge the response you’ve been given before prompting the next question or step. Even if the response is the same for all choices in a step, acknowledging a response makes a customer feel heard.

Purple chatbot

Simple things like, “Great choice!”, “Good call!”, “Got it!” are easy ways to make a customer feel like you understand their needs and are responding accordingly.

The D2C comfort technology brand Purple wanted to find efficient ways to prospect new mattress customers online. Purple created a “Mattress Finder” chatbot using Spectrm’s conversational marketing platform. In a single ad, prospects discover mattresses adapted to their sleep preferences while learning more about the brand.

The conversation begins with an engaging prompt and uses emojis to make it unique. Responses from customers are directly acknowledged and then personalized recommendations are presented. The campaign generated 1.03 million one-to-one brand engagements with 80% of revenue from ad touch point closed in 7 days and 4x return on ad spend. 

Learn how Purple generated these results in their customer success story.

Happy Socks, a Swedish retailer of socks, uses emojis in both responses and buttons through its guided selling Facebook Messenger bot. The chatbot helps customers find the perfect gift for a loved one on Valentine’s Day while using emojis to emphasize certain words and phases.

Daniel Wellington, a Swedish watch brand, inspired customers on a personal level with a shopping chatbot on Messenger that recommended relevant products to customers. The customer’s name and input were used to create natural responses. Fun and relevant emojis enhanced its messaging.

Happy Socks chatbot
Daniel Wellington chatbot

Leverage declared data on how your customers speak to optimize your copy

Your chatbot copywriting scripts will seldom be one and done. They need updating. Refining. That comes from collecting declared data from customers. This is information they declare directly to you. It’s the most accurate and deepest source of customer information. It is not based on hunches. Just direct input.

What is declared data?

Declared data is information that is explicitly offered by consumers that enables marketers to better identify their needs, wants, and desires. These traits can only be assumed until a marketer explicitly collects it from a consumer.

This data be difficult and time-consuming to collect manually. Spectrm conversational chatbots leverage conversational AI to respond to customer’s unique intents and get smarter with each message using our proprietary natural language processing (NLP). Customers are segmented in real time to deliver the most relevant messaging and offers.

What is NLP?

Natural language processing is a subset of machine learning which makes sense of human language. General natural language processing is useful for identifying generic customer intents such as telling them the weather or helping them find a city. Spectrm’s domain-specific NLP for conversational chatbot learns how your specific customers speak. This is critical to provide the most tailored suggestions, content, and experiences related to your brand.


Declared data collected with Spectrm’s conversational marketing platform can be leveraged to continually improve chatbot copywriting templates. Understanding how customers speak and what they desire helps shape your creative and strategic approach to writing chatbot sales copy.

recommend products nlp

Offer the most relevant product suggestions, answers, and content. Lift conversions and brand loyalty by creating a natural conversation that’s sensitive to each person’s preferences. Tailor chatbot copywriting to words, language, and emojis customers use in their daily life or while communicating with friends.

Increase engagement with direct response calls to action at every step

Calls to action are words or phrases that tell the customer what to do next. Sometimes they need a push in the right direction. This increases engagement and conversions.

Social chatbot

CTAs in chatbots should always be linked to a next step in the conversation or click out to your website. They are what keep people flowing through your marketing funnel. HubSpot discovered that anchor text CTAs increase conversion rates by 121%.

Conversational marketing chatbots should use calls to action for answering questions to guide experiences, learning more about services, clicking to product pages, sharing content, and generally guiding the customer from discovery to conversion. This maximizes the actions they take during every conversation.

Browns, an iconic British fashion boutique, wanted to make it easy for customers to find gifts during the high volume holiday period. 

Browns chatbot

They needed personalization at scale, a quick return on investment, and convenient shopping experience.

A conversational gift finder that personalized product recommendations based on preferences powered by Spectrm generated conversion rates 5x the normal on-site conversion rate with a 45% increase in average cart value.

Wrapping up chatbot copywriting strategies

A critical part of conversational marketing chatbot success is in the chatbot copy. This is the combination of words, phrases, and messaging you use to connect with customers and drive conversions with your marketing bot.

Effective chatbot sales copy begins with crafting a personality. It should be based on your brand’s values and image. For example it can be fun and witty or professional and matter-of-fact. 

Hook customers in with the first sentence. It should be compelling and relevant to their needs. It should be sensitive to the context in which you engage them. Explain that they are speaking with a bot, not a human. Communicate the value they will get from the experience, like finding a product or receiving tailored information.

Speak in the customer’s language. This means using emojis, gifs, and phrases they are accustomed to. Always be relevant and speak like their friend. Acknowledge the customer’s responses to make conversations more engaging and rewarding.

Spectrm’s conversational marketing makes it easy to design conversations your customers love that drive the engagement you want. It’s easy to update copy on the fly as you learn more about how your customers engage. You can even leverage declared data to better understand how your customers speak. Use this information to form the creative and strategic direction of chatbot sales copy. Tailor response templates to how customers speak and what they normally ask for.

Use strong calls to action at the end of each interaction to drive them through your funnel. Guide customers to discover the most relevant products for them. Give them detailed information on your brand’s value props based on the things they care about. Prompt them to learn more about why your brand or offer is unique. This increases engagement and conversions.

Speak with one of Spectrm’s conversational experts today to learn more about how our conversational marketing chatbots can help your brand drive revenue with personalized one to one experiences.

Chatbots can help grow your business in many ways and there are many different chatbot applications when it comes to marketing. Below are some examples of the most popular marketing chatbot uses cases.

Businesses that grow fastest with conversational marketing often combine more than one of the approaches below. They create chatbots that drive multiple outcomes depending on their business need and their customers’ preferences.

Guided shopping eCommerce bots offer customers seamless shopping experiences that improve conversion rates and help optimize eCommerce marketing funnels. They can recommend products to customers in real-time based on their preferences.

Lead generation bots prospect, qualify and acquire customers by personalizing every buyer journey. They can build value, simplify product discovery and qualify your leads instantly without forms.

Chatbots can automate your social inbox with chat funnels that convert customers and respond to their needs 24/7.

Brand loyalty bots build brand loyalty by increasing awareness, offering samples and collecting reviews. App install chatbots increase click to install and retention rates with product education journeys and automated re-engagement messages. Content discovery bots drive higher value qualified traffic by guiding customers to the most relevant content based on their needs.

Chatbot copywriting is a form of designing a conversation for chatbot interactions. Chatbot conversations need to be educative, short, and entertaining, but still human-like in nature. 

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