Lesson 2


Copywriting techniques:
How to write a chatbot script?


The Conversational Marketing Masterclass

Copywriting is a key element and often underestimated when creating a chatbot script. Thankfully there are often many pre-designed templates you can choose that will help you get started. However, in this masterclass, we want to go a bit in-depth on what copywriting techniques you can apply when building a chatbot script. In Lesson 1 we touched upon creating a conversational marketing diagram and the steps necessary to build an effective website chatbot. In this lesson we will go look at communication psychology and look at a few key copywriting elements of creating chatbots scripts like simplicity, being user-centric (not bot centric), writing introductions.

What we will cover in Lesson 2

Communication psychology - the fundament of your chatbot script.

We humans have been developing our communication skills for millions of years. Most of us are not aware of all the techniques we use to communicate as effectively as we do today.

Cooperative principle

Let’s take a look at the science behind effective communication by focussing on the cooperative principle. Therefore we need to look at a conversation analysis by Paul Grice.

The cooperative principle describes how we achieve effective conversational communication, this means that listeners and speakers act cooperatively and mutually accept one another to be understood in a particular way. When creating live chats or chatbots 

When we look at conversation analysis, the cooperative principle is the assumption that participants in a conversation attempt to be informative, truthful, relevant, and clear.

Grice expanded his cooperative principle with four conversational maxims, which he believed anyone wishing to engage in meaningful, cogent conversation must follow.

The 4 conversational maxims

1. The Maxim of Quantity

The maxim of quantity, where one tries to be as informative as one possibly can, and gives as much information as needed, and no more.

When writing for chatbots this means to be both very effective and efficient in your communication. Say no less , and no more than the conversation requires. 


Question Human
Do you know what the temperature is?

Wrong answer 1: Yes
(Less than the conversation requires)

Wrong answer 2: In New York, it’s 30  degrees, in Tokyo it’s 25 degrees and in Amsterdam, it’s 20 degrees.  
(More than the conversation requires)

How should a bot answer this question?
32 degrees

Not more, and not less than the conversation requires.

2. The Maxim of Quality

The maxim of quality, where one tries to be truthful, and does not give information that is false or that is not supported by evidence.

Say what you believe to be false. Don’t say things for which you lack evidence.

For all conversational marketing experiences this means that all your conversations should be based on truth. This will help you build trust with your users.









3. The Maxim of Manner

The maxim of manner, one tries to be as clear, as brief, and as orderly as one can in what one says, and where one avoids obscurity and ambiguity.

For chatbots, this means don’t be too ambiguous. Be brief. Be orderly. Be natural.

Wrong response: 
Thank you for this conversation.

Right response:
Thanks for your time.

Wrong question:
Are you located in Amsterdam, the Netherlands?

Right question:
Are you living in Amsterdam?


4. The Maxim of Relevance

The maxim of relevance, where one tries to be relevant and says things that are pertinent to the discussion.


Human: When will my order be delivered?

Wrong answer:
Bot: Did you order something?

Right answer:
When will my order be delivered?

Bot: Today between 14 and 17 pm

Copywriting tips for your chatbot script

Tip 1 – Keep it super simple

Limit your messages

Try not to send more than 3 messages at a time, as too many notifications can be frustrating, causing a user to exit the conversation. 

Multiple choice max 4 options:

When offering a multiple-choice option give the user a maximum of three options to answer and add the word ‘other’.

Keep it simple


Tip 2 – Be User-Centric

When we start out writing for chatbots we often automatically think from a bot-centered perspective. This is normal as we tend to be are very focused on giving the bot the right personality. We want to let the user know everything about the bot and share everything it can do.

However, it’s more important to be focused on the user in your communication. It helps building rapport, especially when you just start out. When we talk a lot about ourselves people dislike that as it comes across as very self-centered and arrogant. The human mind doesn’t always consciously know it’s interacting with a chatbot and is very unforgiving as right communication is what makes relationships work.

User-centric vs bot centric

Use the word I, me, or my 2 or 3x more than and you the words you and you’re more.

I, me my = bot-centric
You your = user-centric

Bot centric

Hi, I’m the smart bot of company X. I want to help you with the things I’m good at? What would you like me to do?

3 x I = bot centric.

2 x you = user centric

Don’t be arrogant.

Last but not least, don’t tell people your smart. and don’t be dominant in your interaction.


Tip 3 – Don’t pretend to be a real human.

Use an avatar that is not human because a user will 

Make sure you show you let the user know that you’re a bot.

Business conversations should be casual and spontaneous, using language similar to that you’re using when talking to friends.

Keep your tone and voice conversational. It’s fine to relax, but avoid colloquial terms or too complex language that would harm the overall readability of your chatbot messages. 

When a user wants a real human. Offer the possibility to switch to a human chat. 


Example - dont do this unless your Messi

Tip 4 – Add engaging elements

Gifs and emoji’s

GIFs can help you improve your chatbot’s performance by enhancing the user experience and improving engagement. Using Gifs will help you connect with your chatbot users because they add a positive emotion through humor, color, and movement. They are a great contrast to the ‘more boring’ texts.

Emoji’s also help improve your chatbots user experience and engagement. They will help break up blocks of text, making your chatbot’s messages easier to read through.

How to using engaging elements:

  • Match your brand’s tone of voice
  • Don’t over do it. Keep it simple.


Tip 5 – Avoid using jargon or terminology that might be unclear to your audience

This is important because often within companies we have our own jargon and language rituals. However, for our audience, these words are often meaningless.

Tip 6 – do a back to back communication test

One of the best ways to test your chatbot is by sitting back to back and testing your conversation. You will leave ou the non-verbal communication. Record the conversation that you have.

Test a chatbot script by sitting back to back

Chatbot Script - First impressions:
How to write welcome messages and opening lines?

Most of the time you only get one chance to make a great first impression with your chatbot. This is why your welcome and opening messages are so important. Below you’ll find proven tips in creating stellar conversation starters.

Tip 1 – create synergy between your welcome and opening message.

When creating chatbot widgets your welcome message and avatar are the elements that need to grab the users attention and create engagement (click to open). Your opening is the follow up to that click. Therefor be creative and think of ways to create syngery between these important conversation starters.

Welcome message:
Are you really going to press my buttons?

Opening message:
Auw!.. you just dit? 


Tip 2 – Use humor

Humor is a great way to create an initial spike of interest. Guide your users through a limerick or joke using different conversation elements. Humor creates something unexpected. A chatbot is an ideal way to create humor.

Welcome message:
Do you know what’s green and ski’s down a mountain?

Opening message:
User: Tell me?

Humor is subjective. So have a good understanding of your audience and the humor they will appreciate.

Tip 3 – Use gifs and emoji’s

Embed a giphy link in your product and you’re done. It’s free, easy, and will enrich the customer experience.


Tip 4 – Be seasonal

Use events and seasonality?

Happy new year

Do you want to be my valentine?


Tip 5 – Set the right expecations

Your opening messages can outline what your chatbot can do for the customer. 

Setting the right expectations from the start will reduce the chances of potential disappointment from your customers. 

People won’t expect your chatbot to do everything a live agent can do, and it shows customers how to use the bot to their advantage.


Tip 6 – Personalize 

Returning customer: 
Match IP Address with customer id for customer insights. Integrate with your data management platform.

Use cases:
– Product Returns
– Complaints
– Showcase new products or features 

New customer:
You can use the IP address for location data.

Use cases:
Personalize the location and weather.


Helpful tools for copywriting 

Writing headlines:

Finding gifs:

Finding Emoji’s”