How to design marketing language in live broadcast room?

The marketing language in the live broadcast room, as the name suggests, is the language used in the live broadcast room, which has a marketing color and aims to get users to place orders.

A senior once said: If the sales pitch is well designed, doubling the conversion rate is not a dream.

In addition to natural talent, excellent language expression also requires acquired effort. In other words, the ability to speak well can be practiced.

Today I will discuss with you how to design marketing language in the live broadcast room to make users feel "professional" and double the user conversion rate.

We will start from the shallow level to the deep level and describe them one by one:

1. Product introduction skills:

The basic attributes, selling points, advantages of each product, characteristics of the corresponding user groups, and other information are summarized.

Through product introduction language, the distance between the anchor and the consumer can be shortened, a sense of trust can be established to facilitate consumers' purchasing decisions, and tea sales can be boosted to realize the realization of sales.

In addition to the characteristics of the product itself, we can also use data to inform users of the advantages of the product.

2. Shopping cart click words:

The user became interested in the host's introduction, and the host guided the user to click on the shopping cart in real time.

Shopping cart clicks are a very important dimension. We can usually guide users to click before and during sales.

We need to constantly reinforce the idea of ​​clicking on the shopping cart. People have a passive mentality. If you repeat something three times, users will passively accept the fact. Even if they haven't fully accepted it, they will definitely have the urge to learn more and complete the action of clicking on the shopping cart.

3. Guide the sales talk:

Enter the product details page from the shopping cart, and then use sales talk to stimulate users' desire to place an order.

In fact, users consider many risks when they consume. Our sales guidance techniques are to dispel users' worries. The method we use is no longer to impress consumers with product features, but to use interactive methods to divert users' attention.

Tonight, the price of XX is X discount, and we will give you XX benefits.

·7 days free return policy, free shipping insurance for the first XX users.

·If you want a discount, please type it on the public screen.

The above-mentioned words of speech can transform users' concerns or doubts about the product into concerns about limited-time discounts or benefits.

4. Sales promotion techniques:

The finishing touch is to use sales talk to encourage users to submit their orders.

The key to this type of rhetoric is to mobilize the user's "grabbing" mentality and express the truth of "scarcity makes things valuable" to users in one sentence.

Even if this is an ordinary price, users should be made to feel that this is an opportunity that only comes once a year, prompting them to place an order immediately.

·Link No. X, there are only X copies today, they will be gone once they are sold out, so hurry up and grab them!

·We will only sell this limited-time product for 5 minutes today. It’s really only 5 minutes. We will definitely take it down on time when the operation starts. Don’t miss it if you need it!

At this time, users are not considering the necessity of the product, but the psychological loss if they do not buy it. This is the ultimate atmosphere that our sales promotion language needs to create.

5. Promotional words:

Encourage users to complete payment as quickly as possible.

Unpaid orders will affect our payment rate and transaction conversion rate. It would be a pity to lose the order at this time. We need to encourage users to pay as soon as possible.

The buyers guide the non-payers to think that "so many people have already bought it, so I won't lose anything if I buy it. Anyway, I can just return it if I'm not satisfied."

There are many different categories of products, and the marketing language for each product is different. Therefore, we must master the core logic of marketing language. Once we know the key points, we can respond to changes with the same principle. No matter what kind of product comes, we can immediately produce excellent marketing language.

The core logic of marketing rhetoric is mainly divided into five parts: preliminary preparation, product introduction, supporting display, touching pain points, and promoting transactions. Each step has its own content framework. After the five steps are superimposed, the conversion efficiency will definitely be greatly improved compared to casual introduction.

I will use three common categories as cases to share my personal experience in the marketing scripture framework.

01) Shoes and clothing

01) Now many teams are newly established and have little experience. For the new live broadcast team , I provide the most important single product script:

0.5-minute opening, brand introduction and question introduction

·3min products and benefits, focusing on the biggest highlights and preferential benefits of the products

·1 minute of promotion, tell the story with altruistic thinking, then make an offer

0.5-minute special session, focus on interaction and retention

02) If there are co-anchors and central controllers in the live broadcast room, they also need certain marketing skills to cooperate with the anchor to do sales work.

The main job of the assistant anchor is to warm up the audience. When introducing the product, he/she should follow the anchor's troubles to talk about the topic, teach users how to place an order, how to get the most favorable unit price, and cooperate with the anchor to create an atmosphere during the period of promoting orders.

During the price change phase, the central control department will count down the time and loudly announce the remaining quantity. Sometimes, it will even play the role of the brand to bargain.

03 ) Common banned words and sensitive words . These words should be avoided most in marketing language, especially those banned by the Advertising Law and live broadcast platforms. It is best to use the words "秘" and "熊".

In addition, there are emergency preparedness:

· Anti-black talk: When encountering black fans who criticize us for no reason, we need to be prepared in advance. The anchor and the assistant anchor need to control the situation in time and bring the rhythm back to normal live sales.

·Argumentation skills: When encountering users who have questions or after-sales problems, never argue with them in the live broadcast room. Immediately communicate with them on the public screen, arrange for dedicated customer service to contact the user, and quickly resolve the problem.

Adjust the speech: When the anchor is not in good condition, let him/her go off the stage for a few minutes to recover his/her attention. At this time, it is best to have a good speech that can surprise users and turn the bad into good.

Live broadcast teams at different levels must have different understandings of marketing script design. They should do their best at their respective levels, and constantly polish and review.

Remember not to be impatient. Start by explaining the product features well and improve them slowly. One day, you will summarize a set of optimal marketing scripts for this live broadcast room.