Write engaging dialogues that help your customers and brand
Apr 01 • 4 min read
If you are an organization that understands the importance of implementing AI solutions for your business, you must have integrated a chatbot for your website. Now, are you dealing with an issue that seems to be more challenging than integrating a chatbot - writing engaging dialogues for conversational UI?
Chatbots are taking over human executives to share information, deliver support, solve issues, be it any time of the day or night, as chatbots are accessible 24x7. Dialogues play a crucial role in making these chatbots interactive, giving a human-in-the-room experience so they can converse with a customer to keep them engaged.
Dialogues help customers get the job done faster while also helping build a brand presence. But writing dialogue is not as simple as it sounds, and writing dialogues for a chatbot are tricky. You would think that it is a simple conversation we do all day long, but we're not talking about our regular conversation. We are talking about purpose-driven dialogues crafted to pursue users to engage, converse and complete the purpose assigned to the chatbot.
Every sentence you write for a chatbot should take the conversation forward, the ultimate aim, helping the user get closer to their goal.
So Can You Write Dialogue For A Chatbot?
Well, if you take a data-driven approach to things and engagingly present them, you could be a contender. You'll need to have a combined skill set of a creative writer who also understands UX. Tada! You have a new designation - Conversational UX Copywriter.
Now that you know what skills you require and the role, let's focus on why you started reading this article - to understand how to write winning dialogues.
What Does It Take To Write A Great Winning Dialogue?
So, in our everyday life, we talk about so many things - chit-chat, talk silly stuff, even interrupt each other mid-way while having a conversation. Most of the time, the conversations flow naturally; it just doesn't feel made up. But this is not how it goes with a chatbot.
The conversation, as mentioned earlier, is purpose-driven and should enhance the customer experience. Craft dialogues in a way that unfolds a story, guiding the user towards an end-goal.
The human brain is hard-wired to hold onto stories. We don't retain facts and figures for a long time, but a well-crafted story stays with us for long.
A marketing professor at Stanford's Graduate School of Business had every one of her students allow a 1-minute pitch. 1 in 10 students used a story within their pitch, while others used traditional elements like facts and figures.
1. 5% of the respondents cited a statistic extracted from the presentation
2. A whopping 63% of remembered the story
How Screenwriters Use Dialogues?
Dialogues have three main functions:
1. Tell us about the character
2. Tell us about the purpose
3. Advance the story
And a good writer always makes sure a dialogue completes at least two of the three functions.
Genie: Hi Zara, where are you planning to fly today?
Zara: Dubai, but not now, next week
Genie: Let me check if I can find a deal for you
So this conversation tells us that Zara wishes to travel to Dubai next week. And, how did we find it out? One winning dialogue that Genie asked, "Hi Zara, where are you planning to fly today?"
What do we need when looking for a flight ticket - source city, destination, and date. The source city is easier to track from the location. So, the AI needs the destination and date, and the dialogue prompted Zara to share both.
The dialogue you write should be multipurpose- useful and engaging at the same time.
Now that we know the purpose of writing dialogue. Let's get to work.
1. Create a character
Your chatbot needs a persona with a defined character and a brand tone. Why? Well, you can read all about why your chatbot needs a persona here.
2. Define the goals
Each dialogue created should serve a purpose. Your prospects come to your online store to complete a job, and the conversation should help them get the job done faster.
Customers generally want a chatbot to
1. Answer a query
2. Solve an issue
3. Make a purchase
3. Create a dialogue flowchart
You're getting closer to creating engaging dialogues, but before you begin to pen down, you should sketch a flowchart. To get an overview of the directions your conversations can go.
4. Write for a use case
Each use case, like each customer, is unique and should be treated uniquely. Your flowchart might contain multiple scenarios, but your user would experience one or two only.
Makes Your Bot Come To Life With These Simple Tips And Tricks To Write A Dialogue
1. Speak in your brand's voice
2. Make it a one-on-one conversation
3. Keep it short and step-driven, so it's easy to understand
4. Keep character reaction, but don't go overboard with humour
Don't Go Away Just Yet! There's Still More Coming Your Way.
1. Read what you've written out loud and if it sounds mechanical, rewrite it.
2. Analyze journeys and interactions.
3. AB-testing is the way to success.
4. Keep testing and tweaking. It can always get better.
If you have learned a thing or two from this piece, share your take in the comments, and if you're already pro at designing conversations and are looking to create an engaging chatbot, join us!