How to become a professional live broadcaster?

“Qualified anchors rely on teaching, professional anchors rely on practice, and god-level anchors rely on talent”

In the past two years of live broadcast operations, I regret not having met any god-level anchors, but I was fortunate to have trained more than 100 qualified anchors, and provided effective optimization training for many new anchors in the process of transitioning to professional anchors.

Therefore, I have compiled the relevant practical experience into this article, hoping that it will be helpful to you in building your anchor team.

Current status of the anchor industry——

The live broadcast industry is developing rapidly, and there is an extreme shortage of professional anchors due to supply and demand, so many teams are turning their attention to novice anchors.

As for how to train talent, many people have fallen into misunderstandings. The most common one is that after the anchor comes, no one cares about anything else and just recites the script and starts working.

In this way of corporate management, the anchor is just a tool, and once on the stage, he is just a repeater.

My training of a novice anchor is mainly divided into three stages: the first is the ability to broadcast, the second is the ability to make transactions, and the third is the ability to be independent.

Here comes the point! How to train your anchor to become a capable anchor?

The answer is that it only takes five days at most, just follow the process I describe below.

In daily operations, through a large number of interviews, we find that many novice anchors have two common characteristics.

First, I have never been involved in the live broadcast industry.

Second, I don’t know how to start broadcasting.

The biggest impression that live streaming leaves on them is selling goods in the live streaming rooms. If you ask them what anchors they know, some can give examples from their follow-up lists, but most can only name Wei Ya and Li Jiaqi.

In fact, there are still a large number of anchors who came for the interview who had never been to the live broadcast room to sell goods before. Those who could mention some names sporadically were just catching up on their homework in advance.

As a newcomer who doesn’t even have any knowledge about live streaming sales , what’s the point of teaching him the sales tactics?

1. Faced with such an anchor, I never asked to do anything since the first day of my trial.

Instead, according to my request, I paid attention to the list of 50+ competitors provided by the company, and then watched the live broadcast honestly for a whole day.

When it’s almost time to get off work, call her to the office and ask her some testing questions, such as:

1. How many of the accounts you just looked at can you memorize?

2. What scenes in the live broadcast room impressed you most? What were the scenes?

3. Which anchors do you think are good and why?

4. Talk about the products in the live broadcast room that you can remember.

Don’t underestimate this question-and-answer session. The answers given to you by hosts with different potentials will definitely be stratified.

A smart anchor will take notes before you speak.

Most anchors can roughly answer the questions you ask, but for those who can't even answer the questions, what's the point of keeping them? Are they like Aquaman raising fish?

Even a slightly smart and enterprising anchor would guess why the boss made such arrangements and would take the initiative to be more careful.

After the test, you can explain to the anchor the reason. The reason I asked you to watch the live broadcast is that I hope you can know what this industry is like.

The second is to let you experience the working environment you will face in advance.

Finally, before the anchor left the company, he was given a task, which was to let him have his own mobile phone, or to give him a mobile phone.

Before coming to work tomorrow, make sure that the information flow of short videos is the information flow of your peers' accounts.

There is an unwritten rule in my company that every anchor must ensure that the content they broadcast has information flow of their own category, so as to ensure the anchor's self-learning ability.

2. On the second day of the anchor’s trial period, the first thing you need to teach the anchor is to disassemble the live broadcast room.

Yesterday I only asked some basic questions. Today you need to teach him what to focus on every time you watch a live broadcast room.

Regarding the split of the live broadcast room, I made the above map. The anchor is mainly divided into:

1. Account information, i.e. what kind of account this is;

2. Short video works: what kind of videos and styles the account shoots;

3. Live broadcast scene, what form is the live broadcast room in and how is it set up?

4. What products are being sold in the live broadcast room and at what price?

5. The host’s words and actions.

After teaching the disassembly framework, the host can be arranged to continue the live broadcast for one day. This is actually the process for the host to go from watching to learning to disassemble.

Of course, this process cannot be mastered in one day, but the anchor must have this skill from the very beginning.

Also, before the anchor leaves the company, ask him to state his disassembly information in person. You can also discover the thinking ability of different potential anchors from this process, which provides a reference for whether you should continue to train him in the future.

3. If you pass this stage, you will enter the third day, which is the stage of splitting the speech.

After all, the anchor has watched the live broadcast for two days, so he has a certain understanding of the live broadcast language. It is time to start teaching the anchor how to correctly understand the language.

To understand the art of speech, we should first start with breaking down the art of speech, which is very important.

Many early members of the club also learned the sales pitch blindly. I believe they should now know the importance of splitting the sales pitch.

You can prepare two scripts.

The first script uses examples to tell him which ones are promotional scripts, which ones are money-making scripts, which ones are sales-enhancing scripts, etc.

Secondly, give him a script and ask him to break it down correctly according to the structure of the script.

The above steps can be completed in just one morning, and in the afternoon, the important steps come.

That is, new anchors are required to select five live broadcast rooms of competitors that they think are good, and record the scripts in these live broadcast rooms for at least one hour.

Some new anchors cannot accurately choose the live broadcast room. In this case, the company can provide alternatives.

At the same time, for the screen recording operation, you can use your mobile phone to record the screen, or you can use the screen recording software shown in the screenshot below.

What remains is copying, splitting, fusion and trial broadcast.

Copying means recording the screen while playing it back and writing down the lines. During this process, do not use text conversion software. The host must copy it stroke by stroke. If he cannot copy it all in one go, he should copy it a second time until all the lines are copied down.

After copying down the speeches, execute the second step which is splitting. Split the speeches according to the previously taught ones, and ask them to prepare tables of speeches in different sections, and classify all the copied speeches into tables.

This process can basically be completed in one day based on the workload of 5 accounts.

4. Starting from the fourth day, we will start teaching the anchor another skill, which is the skill of reading products.

What you need to do is to bring the anchor to the live broadcast room of the product in the morning, let him/her become familiar with each product, and ask him/her to write corresponding explanation scripts for each product.

In the afternoon, the anchor is called to the live broadcast room, and the products that he is familiar with in the morning are arranged in front of him. He is asked to try to talk about the products without a script, one minute for each product. If he fails, he will repeat it until all the products have been talked about.

The previous step talked about copying and splitting. What we need to do on the sixth day is integration, that is, combine the previously split section scripts with the third day's presentation scripts to form a complete set of live broadcast scripts.

Of course, during this process, the person in charge of the live broadcast room can make necessary adjustments to the dialogue based on his own playing style to make it conform to the language of the live broadcast script.

5. The last thing left is to let the anchor try broadcasting on the backup account.

During the trial broadcast, the anchor needs to memorize the complete script by heart, and also needs to learn matters such as the live broadcast room settings, body language, daily makeup, and banned word rules.

The standard for whether an anchor can go on the air is that the anchor can easily control the words, behave in a generous manner, not violate any rules, and can interact with users to a certain extent.

Please note that during this process, the operator can use several small accounts to ask questions.

If you have done the above, it means you can officially go on stage!

The anchor training before the broadcast is to hope that the anchor can receive systematic anchor training. In contrast, many live broadcast rooms require anchors to memorize the script right from the start. In comparison, the above model has several obvious advantages:

First, as a new anchor, being able to learn in a section-by-section, step-by-step manner is conducive to building systematic anchor skills from the very beginning.

For example, some live broadcast hosts may have been broadcasting for a month without knowing how to do competitive analysis, let alone break down sales pitches.

Second, being able to master scientific live broadcast methods. Compared with forcing the script on the anchor, the process of the anchor recording, splitting and integrating the script is itself a process of creating the script.

It can not only combine the advantages of peers, but also enable the host to have a deeper understanding of dialogue skills, which will also be easier to remember.

In short, a good live streaming e-commerce company should know that it is better to teach people how to fish than to give them fish.

Third, the current industry has a high attrition rate for anchors. Sometimes, anchors are asked to come on stage as soon as they arrive, and then leave after broadcasting for a few days. This not only causes instability in the team, but also sometimes affects the account. Instead of doing this, it is better to give them a few more days to observe.

The cycle of the above process is from five to seven days, or as short as three days, which is related to the learning ability and foundation of each anchor.

In the actual operation process, the person in charge of each of my live broadcast rooms will also focus on training according to the host’s own situation.

However, if the entire team is a new team and the anchor is a new anchor, it is recommended to train according to the above template throughout the process.

However, the above parts only solve the skill problems before the anchor goes on the broadcast. How to take over the traffic after the anchor goes on the broadcast, how to convert it, how to cooperate in the live broadcast room, the skills of forcing orders, the anchor's mentality management... and so on.

Author: Yin Chen's live streaming

Source: Yin Chen's live streaming