Rule #3: Define Your Conversational Purpose
Not every conversation is created equal. Some are meant to inform. Others are meant to convert, support, or retain. Without a clear purpose, even the best-designed dialogue risks becoming noise.
Conversation marketing only works when it’s aligned with what your audience needs — and what your business is trying to achieve.
Why Purpose Matters
A conversation without purpose is like a meeting without an agenda — it wastes time and rarely leads anywhere meaningful.
Defining your conversational purpose helps you:
- Design flows that feel intentional, not random
- Set expectations for users and internal teams
- Align messaging with customer journey stages
- Choose the right KPIs and measure what matters
Purpose isn't always about conversion
Some of your most valuable conversations won't lead to an immediate sale — they’ll build trust, clarify doubts, or offer help. And that’s just as important.
Common Conversational Objectives
Your conversational purpose should map directly to both user intent and business goals. Some examples:
| Purpose | Example Conversation or Flow |
|---|---|
| Educate | Explaining a product feature or industry concept |
| Convert | Guiding a user through product comparison to checkout |
| Support | Answering post-purchase questions via chatbot |
| Qualify | Pre-screening leads with interactive Q&A |
| Retain / Re-engage | Recommending new content or products to existing users |
| Learn | Asking users for feedback or preferences |
Define the Voice That Delivers It
Your purpose influences not just what you say, but how you say it. Each purpose comes with a different tone, format, and flow.
Conversational tone by purpose:
| Purpose | Suggested Tone | Channel Fit |
|---|---|---|
| Educate | Helpful, patient | Chatbot, blog, explainer video |
| Convert | Clear, concise, persuasive | Landing page, live chat, SMS |
| Support | Empathetic, calm | Help desk, WhatsApp, web chat |
| Retain | Warm, friendly | Email, app notifications |
| Qualify | Direct, respectful | Messenger, chatbot, quiz |
Real-World Example: LEGO Gift Finder
LEGO uses a chatbot during peak holiday periods to help shoppers find the perfect gift based on recipient, age, and budget. The purpose? Reduce friction, boost conversion — and make the process fun. The tone is playful but purposeful.
How to Define Your Purpose
Start each conversation design with three simple questions:
-
What is the user trying to do here?
(E.g. learn, buy, decide, get help?) -
What does the business need from this interaction?
(E.g. drive sales, reduce support load, gather data?) -
How should this feel to the customer?
(Tone, pacing, language, expectations)
When your answers align, you’ve found your conversational sweet spot.
What This Rule Really Means
Every conversation should have a reason to exist — and a reason to continue. Purpose brings focus. It turns automation into experience and intent into results.
“Without strategy, content is just stuff. And the world has enough stuff.”
— Arjun Basu