Keep reading if you already have an email sequence that speaks to your target customer and sells your product or service. You can pick up more open rates, click rates, and revenue by adding Messenger to your existing strategy.

Copywriting in Messenger is fundamentally different from email

The same psychological principles apply, but the platform is totally different. With email, long paragraphs are acceptable. With Messenger, you write like you’re texting a friend: 1-2 sentences per bubble, multiple bubbles at a time, with emojis and stickers. It’s simple to learn and extremely difficult to master.

1. Pick your goal

John Lee Dumas (Entrepreneur On Fire) wanted to use Messenger to sell more Freedom Journals. He had an email sequence already but open and click rates weren’t performing. Define your goal before you write a single word.

2. Figure out the message’s core

John sends extremely long emails — several hundred words each. As chatbot copywriters, the job is to get to the message’s core and throw away everything else. Copy the email into a Google doc, highlight the most important parts, and delete the rest.

3. Convert email speak to Messenger speak

Take the long paragraphs and make them into bite-sized bubbles. A good test: “Would I actually text something like this to my friend?” If the answer is no, shorten it. ~200 words in Messenger feels long. ~1,000 words in an email is normal. That’s the difference.

4. Repeat for each message

If you have 10+ emails in a sequence, convert each one. This is a lot of work — but it pays off. Test the sequence with a small group first, monitor where people drop off, and improve those messages before rolling out to your full list. Real user feedback is more valuable than any optimization theory.