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How to write for Justin Bieber / UX Writing Summarized #14/2020


UX Writing Summarized

January 21 · Issue #14 · View online

Every busy UX writer can save time reading this.

Hi there, 👋👋
Remember who was hot in 2016? 🤔
Justin Bieber. 🔥
And also … the chatbot. 🤖
Then what happened? Well, not as much as predicted.
So, how come chatbots haven’t become a massive hit? 🤔
I believe that words are the number ONE reason.
See, words are tricky, words take time, and too few writers are given the responsibility to write jargon-free, personalized and conversational dialogues for chatbots. This need to change! 💯
And that’s why this issue of UXWS has kind of a special theme:
🔥 How to write for chatbots. 🔥
Not into chatbots? Read previous issues of the newsletter instead (diving into microcopy, frustration, testing, teamwork and translation). 
And if you are into chatbots? Keep reading.
You’ll get these 3 articles super-summarized:
  • 5 benefits of using a chatbot 💪
  • 4 steps to writing engaging chatbot dialogue ✍️
  • Should your brand’s chatbot have a character? 🤔

First, just to make sure we’re all on the same page: 
A chatbot is software that can have one-on-one conversations with people in a pretty natural way. The chatbot can help and guide visitors on websites or online shops. ↘️↖️➡️
Dialogflow, Manychat, Chatfuel and MobileMonkey are a few of the many platforms for creating a bot that chats. And if you’re eager to “get it”, read the book Conversational Marketing (2019) by David Cancel and Dave Gerhardt.
5 Benefits of using a Chatbot - Chatbots Life
Here’s the thing:
How come chatbots are popular? Well, because they bring a new way for businesses to communicate with their customers. There are plenty of reasons to use this technology. Wasulu Habib Olawale, Marketing Communications Lead at Ingressive in Nigeria, lists 5 great things.
The take-aways:
  1. 8 of 10 customers need support during shopping. An interactive chatbot assists them in real time, like a sales person in a real store, only this is 24/7. 🛒💁
  2. WhatsApp, WeChat and Messenger are already people’s favorites apps, and 65% of smartphone users see no reason to download any new apps (they haven’t for a month or more). That’s why it’s wise to integrate your chatbot into one of those popular platforms; your customers are there already, which saves you time and money. 🤑
  3. Every brand wants to engage their customers. Social media might do the trick. Olawale claims that your chatbot will engage even more and increase sales, because it’s a “character-driven experience”. 🤴
The quote:
“Adopting the chatbot technology will give you a major advantage as a marketer over competitors. With a chatbot you’re able to reach a broad audience on messenger apps, and to automate personalized messages.”
4 steps to writing engaging chatbot dialogue 💥 - Chatbots Magazine
Here’s the thing:
Writing dialogues for Conversational UI requires a Conversational UX Copywriter — or Superman. Hans van Dam at Robocopy shows how to combine a ton of fun with “get things done” (hey, that rhymes!). 😝
The take-aways:
  1. Figure out what to write before you write. Don’t be creative, smart or funny (yet). Also, don’t be dull. Let your chatbot be a trustworthy character with its own voice, since it’s an extension of your brand.
  2. Help people not to get lost, or to wander off in the middle of the conversation. Look for the highest drop-offs, and improve right there.
  3. Write to solve a problem. That’s how a chatbot succeeds and brings value. 💰
The quote:
“Writing chatbot dialogue is not easy. There are thousands of interactions and an infinite number of variations. Luckily, there’s a method to this madness: Know what to write, how to write it, how to measure it, and how to improve it.”
Should Your Brand’s Chatbot Have A Character? - Chatbots Magazine
Here’s the thing:
To have or not to have … a chatbot character? TO HAVE, shouts Dariusz Zabrzenski, product owner at Why? Because a character with personality makes everything more human. Make your chatbot more than a 🤖! 
The take-aways:
  1. The first step, before you start designing your bot, is to go through all conversations you’ve had with customers. What do you know about them? What’s their language like? What do they ask you again and again? What features do they like the most? This will help you to be helpful. 
  2. Next, take the things people ask about and like the most, and do more of that. This will make your chatbot as good as your customer service employees. 
  3. Then, check, check and check again that the conversation runs correctly before you make it public. Become a human brand! 💃
The quote:
“We’re living in a screen-obsessed world. But even if we’re tech-savvy people, we’re still looking for more human interaction.”
More and more and more
Want to be up to date with chatbots? Follow people like Rob Lubow, Dustin Dye, Vittorio Banfi, Yoav Barel and Hans van Dam on Linkedin and Medium. 
Tomorrow, I’ll be meeting a team of 15 from one of the biggest banks in Northern Europe. We’ll spend the day together talking about and working to get even better at writing for chatbots. Exciting to say the least! 🕺🇺🇸🏴󠁧󠁢󠁥󠁮󠁧󠁿
It’s started, it’s on:
The first online education UX writing program in Swedish! 🇸🇪
I’ve spent many hours (and a lot of blood, sweat and tears) putting together a 6-week experience with live lectures, one-on-one feedback sessions, and 3 great UX writing books included.
Now, 10 dedicated and lucky people will be turned into masters of microcopy, user research, and voice and tone guides. The next program, starting on April 9 in 2020, already has a long waiting list.
I’m so happy to help people become better at words that help, guide and make things happen.
Steve Howe is a funny guy. He is also the UX writer of Typeform. Over at Medium, he’s put together a list of “15 failed attempts at describing UX writing at parties”. I 😂😂😂 at 6, 8 and 13. How about you?
How many emojis is enough in a newsletter like this? 🤷‍♂️
Well, it depends, on who you ask. The satisfied-with-everything-else follower Julia told me that she had a problem with my “exaggerated rush of emojis”.
Is she wrong? What do you find to be the appropriate amount of emojis?
Reply to this newsletter, and tell me: 1) Too many, 2) Sweet spot found, or 3) Give me more. 🙏
One of you (maybe you!) will win the brand new book “Writing is designing” (one of the books everyone gets in the Swedish UX writing program). 
The great team at UX Writers Collective will shortly launch a course in “Writing for Chatbots“, for writers who want to craft wonderful chatbot conversations that sound more like a human, and less like a robot. Can’t wait!
However, the Robocopy team in Amsterdam already has a “Conversation Design Online Course“ with 40 video lectures and lots of copywriting techniques at 949 USD.  
About me … ttias
Right now, I’m trying my best to keep my head above water (sooo many fun things to do). 🏊
And I’m counting down the days until mid-February (18th to be precise) when we pack the family together, and head off to 8 weeks of workation in Spain. Back to La Cala de Mijas! 🌴🍻🏊🌴
It’s gonna be awesome. Most of the time … after all, we do have two kids, aged 2 and 5, who get all our time, love and energy. 💕 
Now, take good care of each other.
The next issue will be out on March 24, 2020.  👋👋
Can’t get enough? You can always read all issues of UX Writing Summarized.
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