Lamskin - Lamprobe
Content as Conversation
Content as conversation is a powerful way to create more friendly content for the user. We do this by role playing a conversation you would have with your typical customer/user regarding a specific journey (i.e. ordering a product).
Scenario: Lamprobe offers training workshops for customers who have purchased the skincare machine. Information regarding training workshops and how to purchase a training workshop are not expressed online. However, the training workshop is a great way to keep existing customers and create a Lamskin/Lamprobe community. Therefore, we created a Content as Conversation plan that highlights and promotes the importance of purchasing a workshop/ training session to users buying the Lamprobe skincare equipment.
State clearly what the service entails
Cost of training sessions
Summary of what will be covered during the training sessions
A reminder of Lamskin's reputation to support the importance of the product and service
Location and accessibility to the training sessions
Prerequisites or requirements for training sessions
How to purchase a training session
Contact details for specific training session inquiries
Confirmation of user's purchase
Scenario: Lamprobe offers training workshops for customers who have purchased the skincare machine. Information regarding training workshops and how to purchase a training workshop are not expressed online. However, the training workshop is a great way to keep existing customers and create a Lamskin/Lamprobe community. Therefore, we created a Content as Conversation plan that highlights and promotes the importance of purchasing a workshop/ training session to users buying the Lamprobe skincare equipment.
State clearly what the service entails
- “Lamprobe now offers workshops and training sessions to make it easy for you to know how to use the skincare equipment safely and efficiently.” Users want to know exactly what the service is and what it is offering before knowing any other pieces of information about the company.
Cost of training sessions
- “The price of the training session depends on the piece of equipment you are training for. The training sessions range from $xxx - $zzz including taxes.” Since the Lamprobe skincare equipment is slightly pricey, users are already conscious about their overall bill. Placing the price as the second piece of information immediately takes away the mystery and anxiety the user may have about their final bill. If there is no one price point, providing an honest range is also valid.
Summary of what will be covered during the training sessions
- “Safety, Efficiency, Clean-up, and Transporting the Equipment are few of the topics covered in our training sessions. Go to our *Training Sessions* page to know more about what each session covers.” This piece of information does not have to be content heavy: it does not have to include the training session’s entire curriculum. It does, however, have to give the user a brief impression of what the training sessions provide and where the user can go to learn more about it
A reminder of Lamskin's reputation to support the importance of the product and service
- “Lamskin has over 40 years of experience in the beauty industry and has provided equipment for x amount of skin care professionals. Our training sessions are our commitment to making the beauty industry a more educated community.” Reminding the user of the brand’s reputation will reinstate the importance of this added service, and will assure the user’s confidence in purchasing a training session. It is a piece of information that is fact based.
Location and accessibility to the training sessions
- “All training sessions are held at Lamskin’s office at [room 123, address]. The offices are fully accessible to all persons.” Since this is a service that the user will have to accept physically, the user would want to know where the training session is located before deciding to purchase it. Also, mentioning accessibility accommodations is a duty required by every company.
Prerequisites or requirements for training sessions
- “All you will need is a valid skin care license to attend the training session. You do not need to bring any additional items to successfully complete a session.” User will want to know if they are even eligible to attend the training sessions.
How to purchase a training session
- “You do not need to create an account to purchase a training session. You will only need your full name, contact details and payment information to sign up for a session. The link below will take you directly to the purchase page.” If a registered account is not necessary for the purchase of a training session, it should be stated as such so that the user will know how easy it is to purchase a session.
Contact details for specific training session inquiries
- “If you have questions about your specific training session, call +123-456-7890 or go to our chat screen feature on the bottom right of this page.” For services or products that are as unique as this, it is always useful to provide a source of contact to the user. Even if the user may not need it, it represents a potential direct relationship from the user to the company.
Confirmation of user's purchase
- “Once you have successfully purchased a training session, you will receive an email or text that confirms your order and summarizes your training session date, time and location.” Providing the user with a way of knowing that their task has been completed is always reassuring to the user. If appropriate, providing the details of their purchase (i.e. date, time and location of their session) will also be convenient for them.