How to create a strong live streaming personality that can sell products?

In the field of live streaming sales on Douyin, it is generally easier for celebrities to sell goods than merchants. Because they have a wide fan base and there is a sense of trust between the anchors and their fans.

Putting aside celebrities and influencers, let’s only look at the durability and conversion rate of the merchant account. There is one type of account that is the most popular, and that is: a personal account

In 2020, the first batch of clothing accounts I set up were personal accounts.

Of course, the so-called personality setting does not mean creating an IP like an internet celebrity in the live broadcast room. Instead, it focuses on the characteristics of the product and presents it in every aspect of the live broadcast in a rational way, thereby solving the user's trust in the product.

After all, what trust represents is conversion rate and repurchase rate. At the same time, it can also reduce return costs and enhance the diversion effect of private domains.

Next, let me use a case that I personally handled recently: Mengdu Live Broadcast Room, to break down for you the all-round process of shaping an account’s personality.

Mengdu is the account I took over in July this year. For the overall review of the live broadcast room,

Today I will only give a detailed explanation of Mengdu’s account personality.

Determining your identity is the first step in creating a good persona.

So first of all, you need to find out what kind of identity is most appropriate for facing users in the category you are working on.

Manufacturers, boss ladies, bloggers, founders, brand owners... these are the common characters we see in live broadcasts.

Of course, there are other particularly popular social characters, such as Sister Taozi from Shu, fan circle characters, and the beautiful girl and boy series.

The main body of Mengdu is a well-known local beef jerky company, and it has several factories and can provide a large amount of factory materials and topics.

So when it comes to identity selection, we chose the identity of a factory.

The factory identity has two obvious advantages: cost-effectiveness + authoritative endorsement.

These two characteristics will greatly affect the conversion of live broadcast products.

Identity determination is the first step, and how to display it is the second step.

For a live broadcast account, there are four main channels to display the identity:

1. Account side: the account's profile picture, description, etc.

2. Video: the works released every day can create a three-dimensional image of the user;

3. Live broadcast end: that is, live broadcast scene and anchor's speech;

4. After-sales service: customer service maintenance, after-sales related processing, etc.

How to output perceptible content around these four channels?

1. Account side

Since it is a factory character, let’s first explore the characteristics of the factory. Where is the factory, how long has it been in business, what it produces, what honors it has received, what are its past sales…

After extraction, we determined the following information as the description of the account side.

"Focusing only on beef jerky for 22 years" represents the factory's vertical positioning in beef jerky, and vertical means professionalism.

"The drafting unit of the air-dried meat industry standard and the leading brand of the China Beef and Mutton Conference" outputs brand honors and represents the high recognition of the product among consumers and the industry.

"To eat beef jerky, look at Mengdu" is to shape the consumer perception of beef jerky through product recommendations, and plant the seeds of interest in users first.

Finally, with the help of the header image, cover and Blue V certification, the corporate image of a company specializing in beef jerky is presented to users in a three-dimensional manner.

2. Video terminal

If you want to build a well-rounded personality, simple text information is not enough, you need a more comprehensive way of presentation, and the most appropriate tool is video promotion.

The pain point is the explosion point.

Regarding the character setting, what we need to do is to find ways to explore the pain points of users' daily consumption scenarios, that is, what are the pain points of buying beef jerky.

Are the raw materials genuine? Is the production process up to standard? Does the beef contain fascia? Does the beef jerky taste good? How to choose the air-dried product?

We listed the user pain points, ranked them according to their level of concern, and finally identified three core ideas.

First, the shooting scene must be a factory, so that it can meet the identity and have credibility;

Second, the topic should revolve around the user's strongest pain points, and it is best if the staff "auditions themselves";

Third, avoid shooting boring materials and give priority to using language that users can understand.

Starting from July 1, this account began to publish works, and a large number of highly-played works emerged.

Afterwards, we summarized the rules of explosion points and mastered the form of work that can be industrially replicated.

Most importantly, this series of videos successfully demonstrated the professional and trustworthy side of Mondo as a beef jerky company through multiple angles such as production process, quality presentation, and product tasting.

3. Live broadcast

The character creation in the live broadcast room is more dynamic and three-dimensional compared to the video.

The first step in shaping the character of the live broadcast room : the live broadcast scene.

Due to the safety of the production process, we cannot enter the factory for the live broadcast, but green screen live broadcast perfectly solves this problem.

By building a green screen live broadcast scene and using the factory's original production materials, it is possible to "move" the factory to the live broadcast room. From the scene perspective, a sense of trust is created around the character.

The second is the handling of the host's speech.

Since it is a factory character, the anchor is the spokesperson of the factory. What the anchor needs to do is to fully reflect the characteristics of the character in terms of dress and speech.

First of all, the clothing.

Since the green screen is used to create a factory background, the clothing and makeup must be in line with the characteristics of the factory environment.

Secondly, it’s the art of speaking.

The purpose of the rhetoric is to allow users to feel the character through hearing.

【Speech 1】

"We are the original factory and have been making beef jerky for 20 years. Three out of 10 pieces of beef jerky are made by us."

Purpose: To reflect the market size of the source factory.

【Speech 2】

"We are the drafting unit of the air-dried meat industry standard and the leading brand of China's beef and mutton conference. We are deeply recognized by the majority of users. If they don't recognize us, we will not recommend it."

Purpose: To reflect the brand’s position in the industry.

【Talking Skill 3】

"We sell directly from the factory, without middlemen making a difference in price, so for the same price you spend, not only can you enjoy the same taste, but you can also get more quantity than others."

Purpose: To reflect the advantages of the source factory at the place of origin.

【Talk 4】

"We have more than 100 offline stores. We are not a small factory. In addition to the two packs you bought, I will give you a sample pack. You can try the sample pack first. If you don't like it, you can return it without paying a penny. If you have any questions, you can contact us directly."

Purpose: It reflects the brand’s commitment to consumers.

What is high-closing sales talk?

The sales pitch that can combine personal character with product selling points to create a sense of value and trust is the sales pitch that generates high transaction volume.

4. After-sales service.

It includes daily store operations, delivery, backend order processing, etc.

When it comes to product after-sales service, the core must be to achieve three points: professional sales talk, timely response, and humane handling.

Since they are official from the factory, the response to any question, both in tone and content, must be professional and should not give people the impression of being a small workshop.

During working hours, customer service must respond promptly.

No matter how big a company is, problems with goods and logistics are inevitable.

For example, one time a user purchased three packages of 70% beef jerky, but he actually received two packages of 70% beef jerky and one package of 50% beef jerky.

After the user gave feedback, the warehouse reissued the product and wrote a small note to apologize.

There is no doubt that these humanized details will earn users' trust in the live broadcast room.

In the early days of Douyin live streaming, many accounts gained temporary dividends through wild growth methods such as 0 works, 0 personal settings, and stuck in live streaming squares.

But today in 2021, the Douyin live streaming e-commerce track is becoming increasingly crowded.

The era of relying on unconventional methods, outrageous operations and gray means is over.

Refined operations will be the core theme of the next stage of Douyin live streaming.

Personal setting is the core part of refined operations, and it is worth every live broadcast team's careful planning.