Category Marketing Script Framework for Live Broadcast Rooms

1. The core logic of marketing tactics

The core logic of marketing language mainly includes five levels.

1. Early preparation

Whether we are introducing products or benefits, we need to prepare and lay the groundwork in advance. If you use a big move to offer welfare money right at the beginning, the whole live broadcast process will appear very hasty. Therefore, warm-up, business brand introduction, and content introduction are all part of the preliminary preparation.

2. Product Introduction

Preheat the main products and star products first. If there are many categories, you can quickly display them as a whole, and then announce the time of release. Those who want them can wait for them at the corresponding time.

3. Cooperate with the display

Live streaming itself cannot be explained simply through speaking. The appearance and efficacy of the product must also be demonstrated so that it no longer looks monotonous. Especially food, clothing, etc. must be evaluated in real time to make them more attractive.

4. Pain points

Reaching consumers with content that directly hits their pain points, while introducing products and coordinating displays, implanting sections related to the pain points can attract consumers most quickly and ultimately promote sales.

5. Promote transactions

The above features are all designed to promote transactions. Only by doing each of the above links well can transactions be completed faster and the entire rhythm will be more comfortable.

• Analysis of common category cases

Source: ByteDance official website

Source: TikTok APP

Case 1: Display category - shoes and clothing,

What is the biggest feature of shoes and apparel? To sum it up, it may be beautiful and comfortable. Then the design of the speech should revolve around these.

1. Dressing

Show how the outfit looks when worn, and take a look at the overall matching, the feeling when worn, etc. It can be paired with wording that carries group suggestions such as "office workers", "students", "very formal", "very casual", "green makes the skin look whiter", etc., to make a group of hesitant users want to try it.

2. Detailed display

Highlight the characteristics of the fabric, the craftsmanship, and the exquisite design of details. For example, in summer people pay more attention to light and breathable clothes, while in winter people pay more attention to keeping warm. For some cotton clothes, people will pay attention to whether they have pilling, whether the embroidery with special craftsmanship is exquisite, whether there is color difference in the clothes, etc. It can be shown through some details.

3. Basic Information

Such as size, price, etc. The sizes can be made into a table and displayed at the back of the screen. In addition, we continue to guide people through price guidance to make them accept it. For example, if you look at this product, it fits your body shape, meets your actual needs, and the price is very cheap. So do you want to choose to buy it?

For display products, our way of introduction should attract users' attention by making it very intuitive so that people can see the effect of wearing it, or we should let them see the overall material clearly. After he accepts it, we will introduce it to him through price.

Source: ByteDance official website

Source: TikTok APP

Case 2: Experimental Type - Skin Care and Makeup

The most common experimental products we see are makeup, skin care, etc.

For example, there are two main points of concern in beauty and skin care:

1. Usage effect. Such as: Is the texture good? Isn’t it very thin? Is it very breathable? Is it that I easily spread the BB cream? These are the effects of use.

2. Efficacy. Is it a moisturizing type? Anti-aging? Antioxidant? Dark circles? Remove blackheads?

We hope to introduce our products based on what consumers like and what they want most. But be careful not to over-exaggerate experiments.

Therefore, we should not only design based on basic words, but also make some adjustments to the illegal words. For example, if "remove blackheads" is suspected of being an illegal word, then we will consider adjusting it to "Can I remove the small strawberries on your nose? ”.

3. Ingredients. What kind of ingredients do we contain, what are their main functions and what is their proportion. Many people who love beauty, skincare, and personal care pay a lot of attention to ingredients. Please note here that the ingredients must be based on the information you submitted when uploading to Doudian. After having the corresponding ingredients, we need to set them based on the group of people, is it dry skin, oily skin, or combination skin? The most suitable age group is 25-30 years old. In order to increase the sense of immersion, our anchor is suitable for this product. He will introduce it and share his experience of using it. It can be used on the hands or arms so that everyone can see the intuitive effects.

For example, when making a facial mask, in addition to applying it on the face, you can also squeeze out the essence oil of the mask to show everyone how high the essence content is, which will actually have a better effect.

For example, for lipstick and eye shadow, you must try the color on the spot, apply it on your face or hands, and determine its color and makeup effect by your skin tone. Here I would like to remind everyone to try not to use filters, because filters are not realistic enough. Since our display is an experimental one, we must present it to consumers in the most realistic way so that they can truly feel involved.

Source: ByteDance official website

Source: TikTok APP

Case 3: Experiment Type - Food

Food users are mostly concerned about taste and health, especially now that the requirements for health and safety are higher. Regarding health and safety, if you have relevant qualifications for the corresponding products, you can give a verbal explanation.

In addition, shelf life, ingredients, taste, specifications and price are all very important.

Why do we classify food as an experimental item? The most important point of an experimental item is that you have to eat it on the spot. When the host shows the process of eating, he or she can give users a general understanding of the taste through facial expressions and descriptions after tasting. If you don’t know how, you can watch some food programs and learn from their presentation methods.

We recommend that you must first demonstrate how to eat it, from unpacking the package to every ingredient in the final food, its color, taste, and texture, we want to describe it in great detail. Here is a reminder. In order to ensure the rhythm of the live broadcast and quickly display the product, you can open one and eat it first, describe the taste, and then open another one on the spot. Then introduce what ingredients are included and what processes these ingredients go through to make them. This will make it more vivid and interesting.

The above is a simple sharing of presentation techniques for common categories. I hope it can help you.