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Writing a Quality Chatbot Script: Detailed Guide


Writing a Quality Chatbot Script: Detailed Guide

To automate communication with website visitors, you need to create a script for the chatbot that accepts appeals. The quality of the dialogs affects the success of the business – positive impressions increase conversion, while negative ones can discourage potential customers. This ultimate guide will tell you how to write a perfect chatbot script.

How to begin work on a script for a chatbot

The first step is to set a goal. It depends on the characteristics of your company and its product. For an online store, the target action will be a completed purchase, for services – an appointment, for a news website – a subscription to a newsletter.

However, not all chatbots are for commercial purposes. Technologies changed commerce and dictated its rules. Today, chatbots can provide reference information on request, assist in navigating the website, tell you about the terms of service, help new employees get accustomed to their jobs, and perform other tasks.

It is crucial to choose a platform for creating the bot at this stage – the chatbot’s capabilities will depend on it. Or you can hire a front-end development team, and they will help you with creating more detailed chatbot software if you’re not interested in platforms. Some platforms have ready-made templates for dialogs that can be assembled according to the constructor principle and adjusted to the needs of your business.

Choosing a tone of voice for a chatbot

A chatbot needs a personality corresponding to the company’s field of activity and target audience. In a cosmetics store, the tone of voice should be friendly and recommendatory. In a video game catalog – lively and direct. If you are responding to personal trainers, be energetic and enthusiastic. And in a car dealership – emphatically businesslike and neutral. If the chatbot’s personality is rather friendly, nonverbal means of communication (emojis, stickers, pictures, and even memes) may appear in the responses.

Understanding whether a chatbot can be integrated with your CRM or Zapier is crucial. If this is feasible, the dialogs should be personalized by adding a personal appeal to the user and recommendations based on browsing history.

Careful handling of erroneous messages should be provided. In many ways, this is where the chatbot’s personality comes into play. Not recognizing the other person’s message, may apologize, make a joke, or suggest that the request be phrased more accurately. Consider which response would be more appropriate. And also, localize your chatbot.

5 steps to write a script for chatbots

A chatbot responds to a client according to the script. It doesn’t know how to improvise and rearrange communication if something doesn’t go according to plan. That’s why it’s essential to think out a clear, consistent, and logical communication script for the chatbot:

  • Define your tasks and goals. What do you need the chatbot for? For example, this escape room in SF uses a chatbot to help their visitors make a choice, consult on questions, place an order, or handle customer service requests. Write a greeting. Offer help and ask specific questions. For example: “Hello! What kind of coffee do you like?” And add the answer options: “Grain” or “Ground”. This way, the customer will understand that the chatbot understands the parameters of the product and will reduce the search time.
  • Make a structure for the chatbot. To make a structure, detail the user’s journey from the first visit to your website and analyze what information they will need. For example, they can need an assortment of products with prices and descriptions, help and advice on choosing products, or information on payment and delivery. Be sure to include the ability to quickly contact the manager in case the chatbot can not help.
  • Create the tone of voice of the chatbot—for example, friendly format, humor, compliments, and mood emoji. Make communication easy and natural based on the characteristics of the target audience. This builds trust and sympathy and draws people in.
  • Write parting phrases. End any conversation in such a way that the user is left with a pleasant experience with the chatbot. For example, “Congratulations on your purchase,” “Thank you for your choice,” “I was happy to chat,” “Thank you for your time,” and “Have a great day”.

Following these 5 steps, you will quickly write a job aid for a chatbot.

Tips on how to write scripts for a chatbot

First, make a list of frequently asked questions. If you have already worked with a call center, you can use its reports as a basis. If not, search for the FAQs of businesses that work in the same field. Run a series of website tests – you can even ask a few people you know to place a test order.

The dialogs for the chatbot should be structured. Combine them by topic. Then enlarge the list again, forming 2 to 5 sections for the main menu. Now you have everything you need to write a script. It should be written as a flowchart, which can be made in your chosen service or even in a text editor.

Creating a structure for chatbots is a complicated and responsible job that requires knowledge of psychology, basic programming principles, and sales techniques. It is desirable to involve a professional who knows how to build the right algorithms. But if your business is gaining momentum, you can start independently. The following tips will help you:

  • Choose a discreet and friendly way to start a dialogue. You usually see a help button when you open the website. A separate chat window opens if the user browses many web pages or takes a long time to take targeted action.
  • Use quick action buttons where possible. Make it easier for the user to type responses. But don’t forbid typing the request in the text – some people find it easier to communicate this way.
  • Put closed questions, which imply a limited number of answers. For example, in the store – “What kind of case do you want: black, white, gray, or a bright shade?” In a beauty salon – “What service are you interested in: a haircut, manicure, or depilation?”
  • Try not to build flowcharts deeper than five levels. If a person has to perform more actions, he or she begins to get tired of the endless clicks and distracted from the dialogue.
  • Be sure to think about the possibility of returning to one level and instantly returning to the main menu. Make sure that any parts of the flowchart coordinate with each other in both directions.
  • Make an algorithm for closing the session. In addition to performing the targeted action, the client can close the window, leave the message unattended, or confirm that the chatbot has answered all his questions.

As for the text content of the dialog, it should be composed using simple words. Do not try to sugarcoat the terms, trying to emphasize your professionalism – such a tone of communication may seem contrived and arrogant. After writing the script, you should reread it several times. Consider whether you can simplify things for the client. Check the length of each message. Ideally, it ranges from 50 to 150 characters without spaces.

How to debug a chatbot on your website

Even a perfectly scripted dialog can leave a negative impression because of annoying mistakes. Therefore, it is essential to think through “escape routes” for the chatbot. Alternative scripts are needed in the following cases:

  • Suppose the user’s requests go beyond the authority of the chatbot. You can offer him or her to contact an operator or leave a phone number for customer feedback.
  • Suppose the selected action does not work. For example, the data from the CRM won’t load. It is better to see a neutral reference than %USERNAME%.
  • Suppose the operator is unavailable. Instead of keeping the customer in suspense, offer him or her to leave contacts. He or she will be contacted as soon as the service starts working.
  • Suppose the user can’t decide which option is right for him for a long time. After a certain amount of time, the chatbot may provide help or recommendations.
  • Suppose the customer does not respond in a structured manner, e.g., writing every word in a separate message. You can automatically return it to the previous level of dialogue or ask it to clarify the request.

To improve the chatbot, look for successful examples of chatbot dialogs, set up analytics on your website, and test regularly. Once you discover typical errors, don’t leave them in your reports, but adjust the script, keeping the visitor’s attention and improving conversion rates. But if you need a full-scale chatbot, it is better to use an AI chatbot.


Writing scripts for chatbots is complicated and responsible work at the intersection of several professions. If you are just starting in this industry, you should

  • Define your tasks and goals
  • Write a greeting
  • Make a structure for the chatbot
  • Create the tone of voice of the chatbot
  • Write parting phrases

Adhering to our tips, you will write a powerful chatbot script.


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The Ultimate Guide to Product Marketing in 2023


The Ultimate Guide to Product Marketing in 2023

Product marketing is essential, even if you only sell one or two products at your organization.

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3 email marketing shifts to make in 2023


3 email marketing shifts to make in 2023

Whew! We made it to 2023! As we closed in on the end of the year in December, the finish line seemed awfully far away. Many marketers told me they were busier than ever. 

I myself was fielding calls for strategy help, working on business deals and managing the chaos all the way to the eve of Christmas Eve, something that rarely happens in my 20-plus-year career. 

Look back and celebrate, then move on

The first business for 2023 will be to step back, clear your head and take stock of all the great things you accomplished in 2022 despite the odds (i.e., coming out of COVID, going into a rebound and COVID round 2, moving into supply-chain shortages and other hiccups, facing down a potential recession) and how they affected the work you did to succeed.

And now it’s 2023. I hope you got your budget request approved and you’re ready to move ahead with a clean slate and new KPIs to hit. You’re probably wondering, “What can I do now to grow my program?

3 directional changes to grow your email program

Naturally, every marketer’s goals will be unique. We have different audiences, challenges, resources and goals. But I’m focusing on three major directional changes with my clients this year. Which of these could help you succeed this year?

1. Stop sending so many emails

Yeah, I know. That sounds strange coming from somebody who believes wholeheartedly in email and its power to build your business. But even I have my limits!

Email during this last holiday shopping season was insane. In my 20+ years in the email industry, I cannot remember a time, even during the lockdown days of COVID-19, when my inbox was so full. 

I’m not the only one who noticed. Your customers also perceived that their inboxes were getting blasted to the North Pole. And they complained about it, as the Washington Post reported (“Retailers fire off more emails than ever trying to get you to shop“).

I didn’t run any numbers to measure volume, isolate cadences or track frequency curves. But every time I turned around, I saw emails pouring into my inbox. 

My advice for everyone on frequency: If you throttled up during the holiday, now it’s time to throttle back.

This should be a regularly scheduled move. But it’s important to make sure your executives understand that higher email frequency, volume and cadence aren’t the new email norm. 

If you commit to this heavier schedule, you’ll drive yourself crazy and push your audience away, to other brands or social media.

If you did increase cadence, what did it do for you? You might have hit your numbers, but consider the long-term costs: 

  • More unsubscribes.
  • More spam complaints.
  • Deliverability problems.
  • Lower revenue per email. 

Take what you learned from your holiday cadence as an opportunity to discover whether it’s a workable strategy or only as a “break glass in case of emergency” move.

My advice? Slow down. Return to your regular volume, frequency and cadence. Think of your customers and their reactions to being inundated with emails over 60 days.

2. Stop spamming

In that Washington Post article I mentioned earlier, I was encouraged that it cited one of my email gripes — visiting websites and then getting emails without granting permission first. 

I could have given the Post a salty quote about my experiences with SafeOpt and predatory email experiences (“Business stress is no excuse to spam“) for visitors to its clients’ websites. 

Successful email marketers believe in the sanctity of permission. That permission-based practice is what you want to be involved in. Buying a list means you don’t hire a company to sell you one, whether it’s a data broker or a tech provider like SafeOpt. 

Spamming people doesn’t work in the long term. Sure, I’ve heard stories from people who say they use purchased lists or companies like SafeOpt and it makes them money. But that’s a singular view of the impact. 

Email is the only marketing channel where you can do it wrong but still make money. But does that make it right? 

The problem with the “it made us money” argument is that there’s nowhere to go after that. Are you measuring how many customers you lost because you spammed them or the hits your sender reputation took? 

You might hit a short-term goal but lose the long-term battle. When you become known as an unreliable sender, you risk losing access to your customers’ inboxes.

Aside from the permission violation, emailing visitors after they leave your site is a wasted effort for three reasons:

  • A visit is not the same as intent. You don’t know why they landed on your site. Maybe they typed your URL as a mistake or discovered immediately that your brand wasn’t what they wanted. Chasing them with emails won’t bring them back.
  • You aren’t measuring interest. Did they visit multiple pages or check out your “About” or FAQ pages? As with intent, just landing on a page doesn’t signal interest.
  • They didn’t give you their email address. If they had interest or intent, they would want to connect with your brand. No email address, no permission.

Good email practice holds that email performs best when it’s permission-based. Most ESPs and ISPs operate on that principle, as do many email laws and regulations.

But even in the U.S., where opt-out email is still legal, that doesn’t mean you should send an email without permission just because somebody landed on your website.

3. Do one new thing

Many email marketers will start the year with a list of 15 things they want to do over the next two months. I try to temper those exuberant visions by focusing on achievable goals with this question: 

“What one thing could you do this year that could make a great difference in your email program’s success?”

When I started a job as head of strategy for Acxiom, I wanted to come up with a long list of goals to impress my new boss. I showed it to my mentor, the great David Baker and he said, “Can you guarantee that you can do all of these things and not just do them but hit them out of the park?”


“That’s why you don’t put down that many goals,” he said. “Go in with just one. When that one is done, come up with the next one. Then do another. If you propose five projects, your boss will assume you will do five projects. If you don’t, it just means you didn’t get it done.”

That was some of the best advice I’ve ever received and I pass it on to you. 

Come up with one goal, project or change that will drive your program forward. Take it to your boss and say, “Here’s what I’m going to do this year.”

To find that one project, look at your martech and then review MarTech’s six most popular articles from 2022 for expert advice.

You’ll find plenty of ideas and tips to help you nail down your one big idea to drive growth and bring success. But be realistic. You don’t know what events could affect your operations. 

Drive your email program forward in 2023

The new year has barely begun, but I had a little trouble getting motivated to take on what’s shaping up to be a beast of a year. You, too?

I enjoyed my time off over the holidays. Got in some golf with my dad and his buddies, ate great food and took time to step back and appreciate the phenomenal people I work with and our amazing industry. 

What gets me going at last? Reaching out to my team, friends and you. Much of my motivation comes from fellow marketers — what you need, what you worry about and what I can do to help you succeed. 

If you’re on the struggle bus with me, borrow some motivation from your coworkers and teammates, so we can gather together 12 months from now and toast each other for making it through another year. 

It’s time to strap on your marketer helmet and hit the starter. Here’s to another great year together. Let’s get the job done!

Get MarTech! Daily. Free. In your inbox.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

Om författaren

Ryan Phelan

As the co-founder of RPEOrigin.com, Ryan Phelan’s two decades of global marketing leadership has resulted in innovative strategies for high-growth SaaS and Fortune 250 companies. His experience and history in digital marketing have shaped his perspective on creating innovative orchestrations of data, technology and customer activation for Adestra, Acxiom, Responsys, Sears & Kmart, BlueHornet and infoUSA. Working with peers to advance digital marketing and mentoring young marketers and entrepreneurs are two of Ryan’s passions. Ryan is the Chairman Emeritus of the Email Experience Council Advisory Board and a member of numerous business community groups. He is also an in-demand keynote speaker and thought leader on digital marketing.


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Promote | DigitalMarketer


Promote | DigitalMarketer

Up until now, any “promotion” your customers have done has been passive. But in the promotion stage, your customers actively spread the word about your brands, products, and services. They tell stories, make recommendations, and share your offers because they truly believe in them.

Active promotion may be an affiliate or commission relationship—or just a free offer for sending some new customers your way. The point is, it’s a win-win for both of you.

One thing worth mentioning before we dive in; Happy customers don’t promote, SUCCESSFUL customers do. 

Our biggest question in the Promote stage is: How are you going to turn your BEST customers into your marketing partners? 

If you don’t have a referral program, an affiliate program, or a valued reseller program … who is willing to drive your message to the organization you need to build out these programs? This is word of mouth marketing, and it is very important so start thinking about how you want to build this. 

Look to your most successful customers, they’re going to be the people who actively promote for you. But then, let’s think about our customers who already have our prospects but are offering a different product or service. 

At DigitalMarketer we are a training and certification company, we are not a services based company. What that means is we don’t compete with agencies or consultants. This also means that there is an opportunity for us to work with agencies and consultants. 

When we realized this we decided to launch our Certified Partner Program, which you can learn more about at DigitalMarketer.Com/Partner. This program lets us work with the largest segments of our customer base, who have customers that we want but they’re providing a solution that we’re not providing. 

When we train our customers, they are able to use our company frameworks to work with their clients. If their clients want to learn to do their marketing themselves? We’re the first education company they see.

So who is that for you? Remember, it’s not the happy clients that refer, it’s the successful clients. If you want to create more promoters, make sure that you’re doing everything that you can as a marketer to ensure that you’re marketing great products so you can see great results. 

How can our example companies accomplish this?

For Hazel & Hems, they can add an ambassador program to grow their instagram following and increase credibility with viral posts. 

Ambassadors can earn affiliate commissions, additional boutique reward points, and get the chance to build a greater following by leveraging the Hazel & Hems brand.

For Cyrus & Clark, they can offer discounted rates to their existing clients if those clients are willing to refer them to their strategic partners. 

For construction companies, this could be a home builder recommending Cyrus & Clark services to the landscapers, real estate developers, and interior designers that they work with to serve their customers.


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