GT TARTD WRITING CRIPT XAMPL HOW TO

Chatot cripts: A tep  tep Guide (With xamples &

Templates)
Chatots aren’t going anwhere. In fact, if ou haven’t had an encounter with a chatot in our own online user
experience, ou’re in the minorit.

More than a quarter of the world will use messaging apps  the end of 2019 (eMarketer)
15 percent of American adults have used a chatot. 16 percent own a smart speaker. (tate of Chatots Report)
People are most interested in using chatots to answer simple questions, resolve a prolem, make a reservation, or pa
a ill.
UT …. 43 percent of adult Americans sa the prefer to deal with a real-life assistant, rather than a chatot. (Convince &
Convert)

That last statistic is ke.

People like the quick response time and 24/7 access to chatots, ut at the end of the da, the want a human making
the final sale.

Get to know more aout chatots elow and learn how to get started with scripting our first ot.

What is a Chatot?

A ot is a computer program that automates selected tasks  chatting with a user through a conversational
interface.

Highl advanced ots are powered  artificial intelligence, constantl learning from user requests and improving its
knowledge ase with each interaction.

However, the majorit of ots in use toda follow a simple phone-tree like simulation: A+ = C, ased on if/then logic, or
 offering selections from which to choose.
Does our rand need a chatot?

Hmm, good question. Do ou have a simple task or a common inquir ou get asked repeatedl on our wesite? If the
answer is es, then ou need a chatot. An eas to write, eas to install chatot could save ou valuale time and mone
 helping ou with a repetitive, time-draining task.

eond managing simple, repetitive requests, ou can also uild in logic that can help ou acquire qualit leads and pass
them directl to a salesperson in live chat, to close the deal.

o the real question is, wh DON’T ou need a chatot?

How to Get tarted with Chatots

First, ou’ll need to select a chatot platform. With so man third-part plugins, ou have a plethora of options to help ou
get started, here are a few we’re familiar with:

Huspot conversations
Drift
Chatfuel
Pandoraots
Agentot
ManChat

In addition to the platform ou’ll use to implement our ot, ou’ll need a method to write, edit and share our ot scripts
efore implementation. Here are a few programs to consider:

Microsoft xcel
Lucidchart
Draw.IO
Google Drawings
Google heets
ArcTouch

Did ou ever read a pick our own adventure ook when ou were
ounger? If so, ou can uild a chatot inside Hupot Conversations. As a
non-technical marketer, it's so eas to uild useful chatots that leverage
data in m CRM.
-Connor Cirillo, Huspot
 What is a Chatot cript?

A chatot script is an original document which outlines sequences of conversational messages ased on
user intention and selections.

What To Consider efore You tart Writing

The script writing process starts with an understanding of the usiness process.

Where is additional support required?

What questions can a ot or artificial intelligence answer to support user experience?
How can a ot filter MQLs towards QLs?

Chatot execution starts with:

Finding the logical question and answer needs within the uer journe.
Crafting the narrative first.
uilding the ot second.

Crafting the narrative first is perhaps the most important chatot consideration. Tring to fiddle in our ot platform
adding and editing questions will just lead to frustration. Write the script for our uer journe, leading MQLs to QLs,
and uild the ot sequences second.

How to Write Chatot cripts

Here are our top tips on how to write our first chatot script.

Rememer our goals

As ou write chatot dialogue, alwas keep in mind the goals of our chatot -- what is the purpose it serves for user
experience?

e clear on the context

Copwriters often follow this advice: imagine ou are writing for a specific person, not for a vague target audience. This is
where existing uer personas can come into pla: who are ou talking to and more importantl, how do the want to
talk to ou?

ta consistent

ta focused on our message, stick to our rand. Once ou’ve created a unique personalit for our ot, make sure
ou sta in character. This means ou’ll need to remain consistent in our speaking stle, vocaular, and tone of voice.
 Photo Courtes: Riple's Aquarium of Canada

e concise

ach message should not exceed three lines of text on moile devices (60 to 90 characters). Much like an content
these das, users don’t like to read long locks of text and ever additional line ou add has the potential to tank
engagement. Tip: reak up our messages into a numer of responses, mimicking a real conversation.

Photo Courtes: collect.chat

Var responses

Consider adding a numer of answers to a singular question in our script. Identical answers are sure to cause a poor
user experience. Tip: this is onl needed with AI ots, where users tpe in questions.

Finish strong

After the conversation is over, take advantage of our visitors’ attention  adding in a personal touch. A simple “thank
ou” or wishing them well, will onl add to their positive experience.

ound natural

Make ever effort to talk like a real person, representing our rand voice, and how ou’d imagine our rand might e
personified. However, never pretend our ot is a real person.

Pace it out

Intentionall pace how fast a user receives our messages to make the experience feel more natural. Adding a slight
dela, like a real texting conversation, helps with engagement. Consider a 0.2 or 0.5-second dela etween messages.

Chatot cript xamples

It’s easier than ou think to get started with a chatot script. The most important thing ou need to rememer is that
chatots are for filtering, not for closing sales.

In 3-5 questions, ou should e ale to take an MQL through our chatot messaging and (hopefull) pass them over to a
real human to close the deal.

Here are some good places to start (with examples):

Awareness Phase

Your Launch Message

Your chatot launch message needs to jump out at visitors and make them want to respond. With that in mind, don’t sa
“Hi, do ou want to chat toda?” ecause the answer will e no.

Instead, understand what wesite page the are on, understand where the are in the uer journe and ask them a
question that makes sense to encourage a response. Check out this awesome tool that shows ou all sorts of launch
message examples: collect.chat.

Rememer, our goal is to qualif these leads in just 3-5 questions and pass them off to a live agent. Or, for folks who
just aren't read to commit, our goal is to get them to the right source of information to learn more aout their inquir.

He, there. Can I help point ou in the right direction? (list 2-4 options to click)
It’s getting cold out there. Does our draft house need new windows? (Y or NO)
Are ou interested in sales or support? (ales or upport)

Photo Courtes: collect.chat

Knowing what to sa first can e awkward when ou meet someone new in
our personal life -- and usinesses, too. Use quick replies to remove the
friction from what a visitor should sa first. On Hupot.com ... it increased
the engagement rates  over 40% compared to live chat alone. - Connor
Cirillo, Huspot

You might e familiar with those pop-ups that tr to make ou feel reall ad for not accepting an offer, that might e the
right option for our rand.

Do ou want to save mone on our monthl ills? (Y or No, I like paing more than I should)
He, it looks like ou need a software update, do ou want some help with that? (Y or No, I like eing ehind the times)

Consideration Phase

Your next task is to reak down conversations ased on the selections chosen aove. You’ll need to create an individual
chat tree for each option listed, and tr to delve a little it deeper into the intent of our visitor. Rememer, our goal is to
qualif them further with each question.

Let’s use an example from aove:

It’s getting cold out there. Does our draft house need new windows? (Y or NO)
Y - ounds good! What tpe of window strikes our fanc? (Vinl. Wood. Replacement.)
WOOD - Great! When are ou hoping to replace our windows? (Right Now. ix Months. Next Year.)
RIGHT NOW - Would ou like some help getting started? (Y or NO)
Y - Perfect. I’ll pass ou along to someone who can help, right now!
 Handoff to live agent

Now, had the visitor mentioned that the aren’t hoping to replace their windows right awa, here’s what our script could
look like:

WOOD - Great! When are ou hoping to replace our windows? (Right Now. ix Months. Next Year.)
IX MONTH - ounds great! Would ou like some information on how to prolong the life of our current windows? (Y
or NO)
Y - Great! Here’s a link to get more information [add link]. If ou need an additional help, just fill out the form on the
page and we’ll get ack to ou.
Is there anthing else I can help ou with toda?

Decision Phase

As ou can see, the last phase of our chatot script could go one of two was: the want to talk to someone right awa,
or the want more information.

Creating a chat tree diagram can help ou develop exactl how users might navigate through oth options. In some
instances, ou ma need to create a custom landing page with a free download, or an offer with a form, so ou can
otain leads and nurture via email.

In the example aove, having a landing page aout wood windows with a free download and ‘Contact Us’ form could
help educate our uers and uild trust with our rand.

Here’s another ver simple example of how to drill down on the visitor needs and otain contact information:

He, there. I'm here to make sure ou get the information ou need toda. Can I help point ou in the right direction?
(ales, Marketing, ervice)
AL - We can certainl help with that!
How would ou prefer to proceed? (Online Resources. mail Me. Call Me. I’d like to Keep Chatting)

ONLIN ROURC - Great, thanks! Here's what I'd suggest for ou ... (LANDING PAG / CTA / DOWNLOAD ased on
the area of interest)
MAIL M - Perfect! Kindl tell me our email address so that we can get in touch. (Please enter a valid email address (if
an invalid email address is entered)) Thank ou, we'll e in touch soon!
CALL M - You et! Please tell me our phone numer and we'll give ou a call shortl :) (Please enter a valid phone
numer (if an invalid phone numer is entered)) Thank ou, we'll e in touch soon!
KP CHATTING - That's great! I'll connect ou with someone now. (Oops. Looks like the are tied up at the moment.
Kindl tell me our email address so that we can get in touch.)

“Awa” Message Ideas

Your live agent is likel not going to e availale at all times, and it’s good to e prepared. Here are a few sample
messages to start with.

Oops. Looks like the are tied up at the moment. Kindl tell me our email address so that we can get in touch.
We're not currentl online right now ut if ou leave our email, we'll get ack to ou as soon as possile!

If ou ever get a 'No' response

No prolem. Just know we are here if ou need us. Thanks for our time!
No worries. Whenever ou’re read to take the next step, we’ll e read to help ou!

Other Considerations
You might want to consider having some ackup messages in the can, in case users don’t follow directions:
 Please enter a valid email address (if an invalid email address is entered)
Oka, it might e easier if we just take some time to talk. How would ou prefer to proceed? (mail me. Call me.)

How To Use Chatots For ales upport

Chatot development egins with a clear understanding of the need a chatot will fulfill for an organization, product or
service. In the sales process, chatots should e used to qualif leads and pass them along to someone real who can
make the sale. Within the sales ccle, consider these est practices for chatots:

Chatots are for filtering not for closing the sale.

Reserve for pages that need deal-closing conversations.
Trigger chat on or after multiple visits.
Place ots on ke pages, like OFU content, pricing pages, thank ou pages.
Chatots should filter visitors through select criteria, and pass them along to a live person.

How to Use Chatots In mail

If ou have email campaigns tied to lead generation material, ou have a perfect opportunit to uild in a custom chatot.
After a visitor downloads our amazing whitepaper, eook or offer, ou likel send them a sequence of emails.

What if our first email response just said “Are ou still looking for information (or help) on XYZ? We’re read to chat
when ou are.” Wow. eems like a personalized email (thank ou personalization tokens) and our compan reall knows
what prospects want. What next? A link leads users to a landing page with a chatot, read to inquire further aout their
individual needs and after a series of 3-5 qualifing question, it goes right to a live agent. One email can drive MQLs to
QLs and a live person, quickl and easil. etter et, our one line email could include a few options and opportunities
for engagement:

Repl to this email

Give us a call
Or, let’s chat in Faceook

Using a Faceook link, ou can even drive prospects right into Faceook Messenger. Let’s dive into that elow.

Chatots in Faceook Messenger

Do me a favor, test this link out: m.me/streamcreative/

Yeah, right!? Takes ou right to our Faceook messaging account where ou
can ask a question. This is not a ot (ut ou can easil add one) ut it does
allow folks to direct message ou! Now replace our Faceook page name after
the “ / ” with our compan -- it’ll work for ou too. If ou have access to our
Faceook Messenger account and ou want to give prospects a fast and eas
wa to talk to ou, consider adding it to our email campaigns, product pages,
MOFU and OFU offers and even in our lead generation campaigns. The est
news,  using a Chatot program like Chatfuel or ManChat, ou can uild out
Faceook Messenger chatots to help qualif our leads and pass them along
the chatot journe to a live agent. Letting prospects know that ou are
availale and willing to talk directl to them shows that ou reall care.

"We maintain a self-serve platform for uilding Faceook Messenger ots.

It's eas to use and made for people with no experience or coding skills —
so anod can uild a ot! ut we also provide enough flexiilit for
coders to implement integrations and appl complex logic.” - Chatfuel Team

Offering chat solutions in various platforms, especiall in Faceook where the are likel comfortale, means ou offer
increased opportunities to connect with our rand.

Chatot cript IG Takeawas

If ou learn anthing from this post, I hope it’s that chatots don’t have to e overwhelming and with onl 3-5 questions,
ou can help streamline our sales process.

Chatot Quick tart Guide

elect a chatot platform and understand its capailities

 Download our 1-Page Tip heet: How to Write Chat cripts
View our Chat Tree ample now and get started writing!

Good luck with our first chatot script, and reach out (via chat) if ou have an questions :)

mail ourself a FR one-page tip sheet with our helpful tips on writing our first
chatot script.

How to Write Chatot cripts

First Name Last Name

Jo Title mail*

Compan Name* Compan Wesite*

What Industr?*

- Please elect - ▾

UMIT FORM >

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