Universal tips for short video live streaming!

We all know that when live streaming sells goods , the anchor acts as a salesperson. There is still a certain difference between the anchor's online sales talk and the offline sales talk of the salesperson. What kind of words will excellent anchors use in normal live broadcasts? What kind of language charm do the anchors rely on to impress consumers to place orders? The author of this article has analyzed this and shared it with you.

01 The role of rhetoric

Sales talk is a weapon, and the three most important functions of sales talk are to build relationships, generate lasting trust, and create a high-spending community.

1. Closer relationships

From the first time a user comes in, if the host’s words can change the relationship between the live broadcast room and the user from unfamiliar to familiar, and create a favorable impression, and extend the user’s stay time, after a period of time, the user will follow the live broadcast room, join the fan group, and finally make a purchase.

2. Generate lasting trust

The start of a transaction is the beginning of the first trust. When the user enters the live broadcast room multiple times, the host’s words must also change accordingly to enable the user to have continuous trust, with the goal of generating continuous repurchases.

3. Create a community with high spending power

When users’ trust reaches a certain level, they will be transformed into core fans. These fans often have high spending power. At this time, the host’s rhetoric can be used to gather them together, because a herd mentality will be generated in the community. By using community management methods, old fans can bring in new ones and create consumption points, thereby continuously creating high GMV.

02 Disassembly of the rhetoric

When the anchor introduces a product, it usually takes about 10 minutes to fully explain the product. This process is basically divided into the following steps. Product introduction & preheating, product explanation, product evaluation comparison & experience sharing, fan Q&A, coupon distribution (optional), listing and price change to promote sales.

Each link has different core points of the speech, so the live broadcast speech can also be classified into welcome speech, promotional speech, sales speech, interactive speech and order urging speech. Let me explain them one by one.

1. Welcome words

Don't be too mechanical and just say welcome XX to the live broadcast room. You can bring some topics, such as "Welcome traffic brother to the live broadcast room. Brother, are you selling traffic? How much is one GB?" Sometimes you can also promote the content of the live broadcast room, such as "Welcome the child in the wind to the live broadcast room. Now I will introduce a motorcycle hat to everyone. I believe the brother in the wind needs it very much."

The purpose of welcome words is to keep users in the live broadcast room, so the best way is to use humorous sentences to attract users and make them curious.

2. Promotional words

Three main promotional points:

1. To promote the live broadcast time, "Thank you very much to the family members who are still in the live broadcast room. My live broadcast time is X o'clock every morning. Unless it rains money from Tianshan Mountain, I will not delay it. See you at X o'clock every morning!"
2. To promote the live broadcast content, "Family members, today I will share with you some tips on how to save fuel while driving. If you learn this, you can save money on a meal every week. Remember to follow the anchor and join the fan group. I will help you solve all your car problems in the future!"
3. To promote the store, "Hello everyone, our store has been operating offline for more than ten years. We have our own production factory, and the quality can be guaranteed. If you have any questions, you can always contact me and I will definitely help you solve them. If you want to eat pastry snacks, just look for my store!"

3. Selling skills

There are three types of sales talk:

• Demonstration-type speech: When promoting products, the anchor can demonstrate the characteristics of the products very well and conveniently, such as appearance, weight, details, etc.
• Trust-based rhetoric: The anchor places great emphasis on his or her own personality, portraying himself or herself as a veteran in the industry with a good source of goods, good production technology, and good after-sales service. He or she has also been using this product to gain the trust of users and dispel their concerns.
• Professional speech: Professionals sell products and have a very clear understanding of the product production process. They use some professional terms to introduce the products and guide users on how to use them from a professional perspective. They can help users choose products that are suitable for them. This is common in live broadcasts of highly professional industries, such as knowledge, law, medicine, etc.

There are also models that can be used for selling products, which can be used for live broadcast explanations in five steps: setting topics, amplifying topics, introducing products, strengthening added value, and enhancing cost-effectiveness .

1. Setting a topic means how to introduce the product, propose consumption scenarios, and arouse resonance among the right people. For example, "Xiao Wang (name of the deputy anchor), I see that you have a lot of meat and fish for lunch recently, but why don't you seem to be fat? Do you have any magic formula for losing weight?" This is a very good topic to arouse everyone's curiosity.
2. Amplify the topic and release as many potential risks as possible. "I also want to eat more delicious food like you, but I'm worried that I'll get fat right away. What can I do?"
3. Introducing products, starting from solving problems, naturally leads to the product to be recommended today, "In fact, I just use a product called XXX, which can ensure that I will not gain weight while enjoying delicious food."
4. Enhance added value and provide detailed introduction from the dimensions of industry, brand, raw materials, user experience, etc. "This is the latest technological product developed by XX company for X years, with cumulative sales of XX million units. It uses imported main parts, is very safe, has no side effects, and will not rebound."
5. To enhance the cost-effectiveness, we offer preferential prices for live broadcasts. "The market price of this product is XXXX, but today in our live broadcast room, it only costs XXXX, which is equivalent to a discount of X. It is really a great deal!"

4. Interactive speech

Interactive language is mainly used through interaction between the anchor and fans, so that fans can feel the practical service attitude and their questions can be solved at any time. The anchor can also give feedback immediately when seeing the fans' questions and arrange for someone to solve the problems.

There are three main types of speech:

• Multiple-choice talk: Ask fans a multiple-choice question with a simple answer to get everyone involved. For example: This is an old product in the live broadcast room. If you have bought it, you will get 1 point, and if you haven’t bought it, you will get 2 points. Family members, please tell me whether it is 1 or 2!
• Questioning-type speech: Let everyone express their opinions to avoid dull conversation, for example: How much do you hope this product will sell for? Type the price you want on the screen and let the host see what everyone’s psychological price is.
• Rhythmic speech: By leaving messages on the same screen, the popularity of the live broadcast room will increase, which will help retain new fans. For example: If this product with a market price of XX yuan only costs X yuan in the live broadcast room today, isn’t that super awesome? Dear friends who want it, please mark “want” for me and let me see your enthusiasm.

5. How to prompt orders

The urging sales pitch is actually another way of saying hunger marketing, which makes users feel "fear of missing out" and makes them place orders and pay immediately.

Commonly used sales pitches include: rush buy, limited quantity, no waiting after the deadline, taking it off the shelves in the last 30 seconds, etc. For example: There are only 10 orders left. Once all 10 orders are sold out, it may take several months for the product to be available. You really need to place an order and pay immediately. Don't miss it. It's really a good product.

03 Secondary broadcasting skills

The speech skills of the assistant anchor are relatively simple and are briefly introduced here. The speech skills of the assistant anchor mainly consist of four aspects.

1. Make up your own questions: Cooperate with the host to ask questions so that the host can naturally take up the topic and guide the product or a certain advantage.
2. Refute the anchor: By singing a different tune, highlight the certainty of the anchor's words, let users perceive the advantages and functions of the product, and enhance their sense of trust.
3. Amplify features: Tell the anchor the problems that products from other companies often encounter, so that the anchor can better introduce the differences from other products and show their advantages.
4. Interactive comments: Always pay attention to public screen comments, help fans ask questions, and allow the anchor to take fans' feelings into consideration even when he is busy. Black fans also need to be maintained and resolved in a timely manner, and they should not be allowed to set the tone.

04 The forbidden area of ​​​​speech

Here is a brief introduction to the words that should not be used during live broadcasts: politics, religion, pornography, illegal and unlawful content, offline traffic diversion, insults and verbal abuse of others, calls for cash back for positive reviews, nonsense about product efficacy, low-price traffic diversion activities but not executing them, denigrating other products and businesses, using promotional language that violates the Advertising Law, etc. In addition, please use professional language related to medical care, beauty, weight loss, and health with caution.

05 Conclusion

In fact, the purpose of live streaming scripts can be summarized very simply: first, it is to increase fans' desire to buy and tell them why they should buy; then it is to increase trust and tell them why they should buy in my live streaming room; finally, it is to shorten users' thinking time and tell them why they should buy now. This is actually the "three whys" rule of sales.

Author: Traffic Brother

Source: Things about Internet Traffic (ID: xzhbdgs)