Writing Zendesk's 3-Step Plan and CTA Pair for an AI Feature Launch
Objective: Write Part 4 (a 3-step Plan) and Part 5 (a Direct + Transitional CTA pair) of a StoryBrand BrandScript for a new feature launch page.
Zendesk is launching an AI agent feature for support teams. The current draft launch page lists 9 technical capabilities and has one CTA: 'Request a demo.' Leadership wants it StoryBranded before it ships.
Turn the 9-capability spec sheet into a 3-step plan a buyer can follow, and add a low-commitment transitional CTA for the 70-80% of visitors not ready to book a demo yet.
Before you start
What you'll need
Free path (everything below is enough to finish)
Free, fast to draft and hand off to design/dev
The process
2 steps
Step 01 of 02
The Plan is a clear 3-step process. Three steps is not arbitrary, more steps create hesitation through decision fatigue.
The 9 capabilities cluster into: (1) connect existing ticket data, (2) configure response rules, (3) go live with a support queue. Turn that cluster into a numbered 3-step plan a buyer could read in 10 seconds.
Procedure
- Group the 9 capabilities into 3 logical stages, not 9 separate steps
- Write each stage as an action the customer takes, not a feature the product has
- Keep each line under 12 words
1. Connect your existing help desk data. 2. Set the rules your AI agent should follow. 3. Go live and watch resolution time drop.
Healthy
Exactly 3 steps, each phrased as something the customer does, in a logical sequence a stranger could follow without asking a question.
Unhealthy
More than 3 steps, or steps phrased as product features ('AI-powered intent detection') rather than customer actions.
What this means
A spec sheet with 9 bullet points feels like work. A 3-step plan feels like a next action, that shift alone is most of what StoryBrand's Plan step is doing.
So what do I do about it?
| Symptom | Action | Effort |
|---|---|---|
| Plan has more than 3 steps | Merge related capabilities into a single stage until only 3 remain | 5 min |
Step 02 of 02
Every BrandScript needs two CTAs: a direct CTA (the primary ask) and a transitional CTA (a lower-commitment option) for visitors not ready to buy.
The current page has only 'Request a demo.' Write a transitional CTA that captures research-mode visitors without asking for a sales call.
Procedure
- Keep or sharpen the direct CTA
- Write a transitional CTA offering something lower-commitment (a guide, a recorded demo, a calculator)
- Make sure the transitional CTA still relates to the AI feature, not a generic newsletter signup
Direct CTA: 'Book a live demo.' Transitional CTA: 'Watch the 4-minute AI agent walkthrough.'
Healthy
The transitional CTA offers real value with zero sales pressure and takes under 5 minutes to consume.
Unhealthy
Only one CTA remains, or the transitional CTA is a generic 'Subscribe to our newsletter' unrelated to the feature.
What this means
Only 20-30% of visitors are ready to buy on a first visit. Without a transitional CTA, the page has no way to keep the other 70-80% in the funnel.
So what do I do about it?
| Symptom | Action | Effort |
|---|---|---|
| Page has only a direct CTA | Add a transitional CTA tied specifically to the feature being launched | 5 min |
Final deliverable
A one-page Plan + CTA block (3-step numbered plan, direct CTA, transitional CTA) ready to drop into the AI feature launch page.
See a reference example
Nubank, sample-only reference Plan: 1. Open your account in the app. 2. Get your card instantly, no branch visit. 3. Track every transaction in real time. Direct CTA: 'Open your free account.' Transitional CTA: 'See how the app works in 90 seconds.'
Success criteria
You're done when you can:
- Plan has exactly 3 steps, each a customer action, not a feature list
- Both a direct and a transitional CTA are present and distinct
- Transitional CTA is specific to the AI feature, not a generic newsletter signup