Planning Four Chat Blast Ideas - Part 2
how do you chat about fans? And welcome back continuing along this last lecture of planning our chatbots. I also wanted to point out that when you're doing this sort of draft and you're doing this diagram and you take a few minutes to do it. You also have a much easier time creating and organizing your pages when you go and actually when you go into mobile monkey to start building out these bots. So now I know just for example, for this one, I need a quick question um I need a text widget, I'm gonna have to type in widget and this is my structure. I don't need to sit and think and and just sort of stressed out about building it right when I go into my monkey, I'm gonna be building it right from the from the get go, a new product line. Um now here's another good example of why it's good to draft this out because if I was writing, if I was doing a new product line and I just went straight into the monkey and I started designing a chap last for a new line of sofas that we have on our webs...
ite, I'd probably just go and add a gallery widget. I would say here's um here's a text, here's a text widget that says, hey, first name hope you're doing Well, here's a brand new line on our website, check it out. But now that I'm thinking about things in a more sophisticated way. I don't want to do that. I want to do it better. I don't want to just have a link of gallery of items. I want to use the psychological principles that I know I want to sell this. Well, I want to be a salesperson. Um And how am I gonna sell this? Well, I'm gonna do this by understanding obviously my business and understanding the selling propositions of the business. And I know for let's say this client um sofa, its price, its price and it's free shipping. Right? So goal here is to get um visits and sales of new products. Okay, um and what are the principles I want to use here? Again? We want to use some of these psychological principles. So maybe we'll do something like commitment and consistency, right? We haven't spoke about that in a while and we will speak about um We'll do we'll do let's say urgency again because it works, urgency, scarcity, maybe a sale. Okay, again, the same goal if we think about the Fox behavioral model is you want to um we want to increase motivation because perceived ability to buy a relatively affordable sectional or sofa online is high. So we want to increase motivation. So what does our baby gonna look like here? So now with my goal in mind and what and commitment consistency, I'm gonna ask a person, I might start off with a quick question. How are you feeling, right? How are you feeling? How's your day going? Okay, Then I'm gonna ask a person to choose a favorite. Right? So I'm gonna use a gallery or use three images, let's say three images and choose a favorite. Okay. With a text with a ah a quick question, would you? Right I ask them to choose a favorite of the three images. That's going to help me with consistency. I want them to choose one of the new products that they like and just that taking a stand psychologically primes them to comply with the future request to actually go and check it out online. I'm not gonna ask them to buy it. That's too much of a request, right? We're not obviously we're like we're not manipulating their minds in some very deep way by asking to choose a favorite but it's a subtle thing and it will make them more likely to click a link and check it out because remember we spoke about that idea of cognitive dissonance, if if if I tell you that I do like this one and I like this one the best. And then you say, well here's a link to go check it out. And I don't check it out. My my previous behaviors and actions seems a little bit not in line, a little bit discordant with my current decisions and where we as humans, we have a very powerful drive to rationalize current behavior to keep them in line with previous decisions and previous behaviors and previous attitudes, which is why printing them with some commitment and consistency is very powerful. We probably would not have figured this out had we not been drafting this out so I really urge you to do that. Um So we have a quick question we have. Okay great this is the one that we are going to say something in a text widget. Well this is a brand new text widget is a brand new line of product and I'm going to use some urgency saying quantities quantity is limited. Okay um by the way we'll take a screenshot of this uh this board and put it as a slide in case anybody wants it because in previous courses a lot of students have asked me for these slides. Okay now the competitive advantage let's take a look at how well do this and you know maybe we'll actually do a multi page over here. So this is what I like doing and we'll do this again with we'll do this with I. V. Hydration right? Because we all love I dehydration especially when we're hungover. So the goal of this blast is to educate and increase in awareness right? I don't expect somebody or anybody to go and book a $200 I. V. Hydration therapy in las Vegas from the blast. What I want people to do is start becoming very familiar with this sort of product line, become more aware of it and just remember it more when it comes time to um search for a hangover cure or other reasons or other um potential benefits that people have been getting from these I. V. Hydration therapies. So the goal is for awareness. Um I'm gonna establish likeability because I know that's the voice of the branding of the client. So I haven't I'm gonna have an easy time likability. I'm gonna have an easy time establishing establishing likability and let's try to use something. Remember we talked about social proof right? That's a big one and this is a good client for it and we haven't spoken about it yet in great detail. Um This is interesting. I think we're gonna need our calls to action to both do two things increase motivation because it's a new product and people don't really know as much about the benefits. Um And we're also gonna need to increase perceived ability because I think a lot of the fears of I. V. Hydration therapy is whether or not it's safe. And that's if if a person feels that this is dangerous that's going to be the type of thing which perceived ability. Well it's sort of overlaps. It's like I'm not really motivated and I don't really want to do something that I might think it's I think it's safe. I think it's complex. I'm not sure how it works. So they perceived ability as people probably don't really know the process of how this works. Um So we're going to teach them that as well. So let's go ahead and build our bodies. So I want to start off with a question. I'm gonna start off with a quick question and that question is gonna be I think and this can always be changed later. Have you used this before? Have you have you done I. V. Before? Okay. And then we'll have a branch so we'll have to. Mhm. Yes over here. No over here. Okay we'll have a branch and we're gonna send these different pages. So we're gonna have an associated page. So I call that a P. And ap an associated page in my branch. Now if somebody has done I. V. Hydration therapy before I'm gonna ask them what they used it for. Okay for what? And I'm gonna offer some options like hangover um Skin flu um headache. Okay maybe I'll just let this be a free form text also. I'm not sure. Jet lag. Right these are all the different uses and then after they answer that I'll be like well we have this educational content on our website that talks about all these different use cases and what they're used for. You'd be surprised to know how many people use I. V. Hydration therapy for jet lag and headache. Most people think that it's only for hangovers. And a link to the site. Okay and that's a good funnel for people who already have tried I. V. Therapy and I'm also gonna be saving this as a custom attribute. Right So I could use this in future campaigns. This is really powerful stuff. Now, if somebody answers no, I've never done I. V. Hydration therapy before. I'm gonna say like, I'm gonna ask him a question, what's holding you back? Okay, what's holding you back? And this is actually getting out of the, this is getting out of the, your typical structure of a blast and we're getting more into a complex bot, but what the hell? Who cares? This is going to be great. Um what's holding you back and then we'll give them some options like safety um needles, I don't like needles, I don't like strangers with needles. Um the cost time or like, you know what the hell is ivy? Anyway, maybe they should know what it is, right? So I happen to know and we happen to know that from our clients that your typical um reason for people being hesitant to try, I'd be hydrogen therapy is safety. Um but if we didn't know that this would be a great way. This is, this is like, this is like a survey or a poll embedded inside a chat blast. And this would actually be, again, we could save this as a custom attribute. We could save this as a custom attribute. Then we can start building audiences around people who have tried hangovers. People who have tried I. V. Therapy for skin problems. People who have tried I. V therapy for flu. People who have not tried I. V. Therapy out of fear of safety, people who have not tried that HIV therapy because it's too expensive. We could actually have all these audiences segment out and use these audiences and buckets of like people in future campaigns and give them very specific content. But anyway, back to the main programming down here, we'll have something like once they tell us what's holding them back will be like, well um here's a link to our what's in the bag, what's in the bag piece of content on our website that talks in details about that talks in detail about the safety, why it costs, what it costs, what the um what the precautions are, how you go and get a physician's review very different than this content, right? It's different. But because my goal from the get go was to educate right and give awareness. The goal was to give was to educate and give awareness. I want to be able to segment out properly. So these people see this content. These people end up seeing this content that's more particular to them. Like ability is going to be addressed throughout the bot as we as we build it and as you write it, like ability is really about the tone and personality of the voice, social proof um is going to come in, I didn't really put it in but it's going to be in here because I'm gonna put I'm gonna explain how people who haven't, who have tried, don't realize that you know, we we've served so many people like you have tried it for this and social proof will also come in at this stage. Okay, so I need to remind myself about that social proof. Social proof. So I don't forget because without social proof, without tribal identity, without likability, all the drafting and all the planning in the world is not gonna work. So here we have four in my opinion, seriously solid chat blast drafts that we're going to build. These are gonna be real. This is the stuff we built for our clients. These are not so complex. The last one's a little bit complex, but these are templates that you could use and I'm sure that you have tons and tons of ideas that will be effective for your own businesses. So in the next lecture we're gonna go into mobile monkey, we're gonna start organizing our pages for each one of these blasts and we're gonna start putting them together, building them, really giving them all the detail and color and we'll send one out and we'll see what happens. So I'm really excited. I look forward to seeing you guys soon in the very next lecture