Why chat copy is its own craft
In chat, attention comes in taps. People scan, not read; messages compete with everything else on the phone. The takeaway for chat copywriting: keep it short, front-loaded, and scannable. Usability research on scanning patterns (F-shape, spotted, layer-cake) consistently shows gains from concise, plain language. Nielsen Norman Group
The job of each message
Every message should do one job: advance to the next useful step. If you need two asks, split them into two messages with a beat between them.
Before → After
- Before: “We’re thrilled to share our exciting new service options and hope you’ll consider reviewing them.”
- After: “Looking for prices or next slots?” (two buttons appear)
Tone & trust
A mini style guide for human chat
- Use first names.
- Speak plainly. Avoid jargon and filler.
- Mirror user language (say “appointment” if they do).
- Admit limits: “I’m your assistant — short answers first; a person is one tap away.”
The two-line opener test
Front-load why and what happens next. Your opener must survive a quick glance:
“I can show today’s prices and the next three times. What do you need?” — Buttons: Prices · Book · Talk to a person
Outcome-label CTAs beat “Learn more”
- See 3 best fits (not “Browse”)
- Book Saturday 3:30 (not “Schedule”)
- Get the 1-page guide (not “Download”)
Personalization that helps, not creeps
Use declared preferences (budget, size, style) and recent actions. Reflect them back: “Because you chose hydration, here are three options under $50.” Skip sensitive inferences.
Follow-ups that respect attention
One thoughtful nudge within 24–48 hours is enough. Lead with value (a comparison or a time-boxed slot), not pressure.
The 7-message skeleton you can use
- 1. Greet + set expectations
- 2. Offer 2–3 choices
- 3. Ask one qualifier
- 4. Present short list + reason “because you said X”
- 5. Offer outcome-label CTAs
- 6. Optional: one helpful reminder
- 7. Always: “Talk to a person” + opt-out
Narrative: the opener that doubled clicks
A service brand replaced a paragraph opener with the two-line test plus outcome buttons. Button CTR rose 2.1×, handoffs fell (people found what they needed without asking), and the team got time back for complex cases.
Tip: keep one idea per message; pace multi-message bursts 1–2 seconds apart; always show “Talk to a person”.