A complete set of live streaming script templates

First put the gains of reading this article in front:

1) A model tells you why you can’t speak well in live broadcasts if you don’t know how to explore demand scenarios

2) Demonstration of speech skills

3) Give you a universal live broadcast script template, follow it to improve your professionalism by at least 50%

4) You can recognize what a good anchor is

5) Cultivating anchors with direction and grasp

6) Product reverse method + 6 major elements, learn how to create demand scenarios

7) 7 key points + comparison of sales pitches, learn how to highlight product selling points and impress the audience

8) How can a single product shape multiple demand scenarios?

Bosses don’t necessarily need to write scripts and lines themselves, but you must understand the principles behind them. Because the rhetoric is just a carrier, behind it are the brand positioning, user needs, product selling points, etc.

Note: Part of the content of this article is quoted from Li Jiaoshou’s course "Cracking the Code of Consumer Demand", the article "Growth is Obstructed because You Don’t Understand Scenario Development" on the public account "General Liang", and teacher Lin Guizhi’s book "Like in Seconds".

1. The development history of Douyin live streaming in the past year

Compete for goods, strategies, people, venue, and refinement. In fact, people, goods and places are very important at each stage. Here we just emphasize that the dominant factors in different stages are different.

①, [Group buying]

Since the beginning of 2020, Douyin's live streaming sales have become unstoppable with the help of the epidemic. The women's clothing brand I know, "Tao Ni Su Ai", started from this time. It is no exaggeration to say that in December and March last year, whoever had the goods to ship out had the first-mover advantage and could pocket the money without almost any skills.

In addition, if a merchant's supply chain has some leftover goods and wants to clear the inventory, the price can be much lower than usual, so they can sell them at a discount or make a small profit. Because everyone is a novice at this stage, they just sell the goods as soon as they have them, and there are not so many tricks, so what they compete on is the goods.

②【Pairing routines】

In the second stage, we started to compete with each other in routines. I believe everyone can remember that there was a period of time last year when the live broadcast room was full of drama. It was almost all brand-specific live broadcasts by experts.

Here are some of the routines:

1) Bargaining, bargaining layer by layer, not all at once;

2) When asking for gifts, start with the lowest value and end with the highest value;

3) Control inventory, limit time and quantity;

4) Reporting the wrong low price or giving the wrong low price, pretending to blame the operation, and establishing a generous image for the anchor;

5) Arguing with the brand manager, creating the impression that the brand bullied the anchor, and that the anchor stood up to seek benefits for fans at a loss today;

6) It could be even more exaggerated and could even escalate to a fight.

③. [People]

The competition is no longer about big anchors or masters, but about amateur anchors. Because a large number of businesses have entered the self-broadcasting market at this stage, and the supply of anchors is in short supply, whoever has experience in card squares, who can stimulate audience interaction, and whoever has experience in quickly setting up an account will be popular.

For businesses that can succeed in self-broadcasting at this time, basically 80% of the ability lies in the hands of experienced anchors. Otherwise, these bosses simply don’t know what to do to make it work.

④. [Play the game]

I believe that in the past two months, everyone has seen live broadcasts of beautiful girls and boys singing and dancing and selling snacks, witches fortune-telling, and sweet potatoes being sold in the creek. The live broadcast rooms of big anchors are all made to look like show stages. The so-called immersive live broadcasts are actually all about competing for the stage!

⑤. [Refinement of spelling]

The early dividends of any new trend are information gap dividends. To put it bluntly, as long as you react fast enough and have strong learning ability, it will be easy to succeed with the single-point first-mover advantage.

There were mainly four groups of people entering the market in the early stage: those from traditional e-commerce; those from the Internet industry; those from offline physical stores; and those from new media. Some are good at traffic, some are good at products, and some are good at content. Relatively speaking, traditional e-commerce and offline physical stores are more likely to succeed in the early stages because they understand the products, and this starting point is very critical.

But after a period of time, most of the players will catch up in a short period of time and reach this basic understanding, and then they will compete with their own advantages + refined operations. The data granularity of all sections is very fine.

Whether it is algorithms or playing methods, we are always embracing changes. But are there some underlying essential things that can remain unchanged in the face of ever-changing circumstances?

2. The essence of live streaming is marketing and solving user needs

How is demand formed?

Lack of feeling + goal = motivation

Motivation alone is not enough. If the ability is insufficient, the cost will be too high and demand cannot be generated. Costs include: monetary cost, time cost, learning cost, health cost, decision-making cost, action cost, image cost, etc.

Motivation + Ability = Need

Without any one of these elements, demand cannot be formed, therefore:

Need = lack of feeling + target + ability

For example: At lunchtime on a weekday, you are hungry (sense of lack) and see an advertisement for a buffet (target object). However, the price is 299 per person, which is far beyond your budget for work meals (ability), so no real demand is formed. I saw Lanzhou Ramen (target item) next to it, and the price was below 30 (ability), so I went there to eat it directly.

The essence of live streaming sales is to manage the demand triangle. The demand triangle is 1, and the marketing methods (methods and techniques in the live streaming room) are the 0s behind it.

Then, combining the logic of interest-based e-commerce goods finding people proposed by Douyin, we need to use interest-based content to stimulate a sense of lack, and even magnify the gap between ideals and reality. In the following script template, two directions will be given on how to stimulate this sense of lack.

3. The anchor is not good at speaking because he does not know how to explore demand scenarios

According to the demand triangle, the language used in most live broadcast rooms currently only emphasizes targets and capabilities, that is, talking about how good the product is and how cost-effective the price is, while ignoring the sense of lack.

Learn the techniques of using the live broadcast square, using welfare benefits to promote sales, and forcing sales at the last minute, etc. Yes, these are indeed the basic skills, and they can all arouse the fans' mentality of getting an advantage. But if you think about it, this is more of an impulse purchase simply based on price, right? It is unstable and has not really hit the pain point.

I think no matter what new method or new marketing method is used, the underlying unchanging things are the demands and pain points. The so-called "scene" is a concrete demand, that is, something happening to someone at a certain time and place. A scene not only includes users, products, and consumption behaviors, but also the two coordinate axes of time and space.

The following well-known advertising slogans are all trying to restore consumers' purchasing scenarios and occupy the first entrance to mental traffic.

• If you are afraid of getting angry, drink Wanglaoji
• I won't accept any gifts this year, the only gift I will accept is Melatonin
• Love cleanliness, stay at Hanting
• If you have any questions, go to Zhihu

Here is another example from General Liang:

[Scene 1] One day I didn't have breakfast and I had two meetings in the morning. When I finished, it was already 12:30 pm and I was starving. I opened the food delivery app and immediately placed an order for McDonald's.

In the past, when ordering lunch, I would look through and hesitate for a long time before choosing a restaurant, but that day I was particularly "decisive" in ordering. Afterwards I thought: Why did I decide to order McDonald's so quickly? You may think it’s because McDonald’s delivery is fast enough, but it’s not.

Because 12:30 noon is the peak time for takeout delivery, the delivery time cannot be guaranteed if you order at this time. But McDonald's stipulates that delivery must be made within 30 minutes, so I choose McDonald's because of its "certainty" and I know exactly what time I can eat.

[Scene 2] One day, we had to work overtime on a project at night, and more than a dozen team members were working at their desks in the company. As a "leader", I consciously order overtime meals for everyone. The order was also McDonald's at that time, why? Because more than a dozen people were "busy", I didn't want to count everyone's tastes one by one, so if we ordered McDonald's, everyone was generally willing to accept it.

In this scenario, the reason I chose McDonald's is that it is convenient enough to eat at and its taste is universal enough. Everyone can finish eating and start working right away.

[Scene 3] Sometimes I miss my life in middle school. As a child born in a county-level city, McDonald's and KFC were not fast food at that time, but luxury goods. If a child can go to McDonald's with his parents on the weekend, he will brag about it among his friends for a long time. At that time, McDonald's to me was a kind of yearning for a county kid for life in the big city.

In the above three scenarios, I am the one who consumes McDonald’s, but my purchasing motivations are completely different in different scenarios. Different scenarios shape different "selves" and trigger different needs.

In the past, we believed that people’s needs were relatively fixed. We have counted age, region, occupation, gender, income, and interests, and we think we know the needs of this type of people. But what we overlook is that people are multifaceted, and their needs will change in different times and spaces and in different situations.

Therefore, have you bosses conducted in-depth research on the specific demand scenarios for your products?

4. Follow the universal live script template to improve your professionalism by at least 50%

Below I will first give you a paragraph of speech, and then we will summarize the abstract template from the specific speech, which will make it easier for everyone to understand.

I would like to emphasize here that live streaming requires product organization and arrangement. Not every SKU on the shelves needs to be described in detail. This template is more for your hot-selling or profitable products. Only those that generate high GMV are worth allocating more time to explain in order to maximize the value of the traffic.

What is the logic and key points behind the rhetoric? This picture runs throughout.

The five steps are not carried out in a step-by-step and sequential order, but require improvisation in the live broadcast room, and some steps even need to be repeated and emphasized.

Ask questions – create demand scenarios

Key points: specific, detailed, life-like, and sensible

[Reverse method] Make up a story based on the product's own associated scenarios

Six elements:

• Who will use my product? Age, gender, role, interest tags...
• Where will it be used? At home, in the office, in the car, on the street...
• In what occasions will it be used? Class reunions, weddings, meeting clients to explain plans, job interviews, blind dates, children’s graduation…
• What relationships are involved in using the product? Children, parents, couples, mother-in-law and daughter-in-law, superiors and subordinates, friends...
• When will it be used? 24 hours, seasons, stages...
• In what mood would you use it? Joy, anger, sorrow, and happiness...

* Copy homework: Taobao Tmall detail page, Douyin, Xiaohongshu

Amplify the problem — hit the user's pain point

Key points: Positive → amplify beauty/gains/value; Negative → amplify anxiety/fear/harm.

It stimulates a sense of lack and magnifies the gap between ideal and reality.

Liang Ning mentioned in "30 Lectures on Product Thinking" that there are three key points in product development.

The pain point is fear, and the subtext is "if I don't do this, it will lead to such and such";

The cool thing is that the needs can be satisfied instantly, and the subtext is "I didn't expect that the thing I've been dreaming of would come true so soon";

The itch point is to satisfy a person's virtual self, the ideal self in his imagination. The subtext is "If I do this, I can become a better self."

So, which point is the most appropriate for your product to enter? First of all, you have to find the right one.

Solve the problem - introduce the product

Key Points: Why buy? Solution to fill the gap with a target

Seven major elements of product selling points + comparison of sales pitch:

【Facing one person accurately】

Product: Colorful children's lights

Original words: Colorful color change, warm companionship

What to say when facing parents: Green is used to play the devil, red is used as the stove, tell your child a story about exorcising demons before tax, 7 kinds of lights can be changed as you like, little baby loves it!

[Don’t talk about functions in general, talk about benefits precisely]

Product: Curved Brush Mascara

Original words: 2.5mm slim curved brush head

Precisely speak the benefits: take care of every eyelash, the eyes are super curled

[Don’t just say it’s good, say it precisely how it’s good]

Product: Electric Blanket

Original words: Rapidly heating up

How to say it accurately: 60 seconds to instantly heat up, the bed is instantly warm

[Accurately express the sense of ownership]

Product: Insulated mug

Original words: Add sugar on three layers to take good care of your hands

Ownership speech: It’s already afternoon after the meeting, but the cup of coffee I brewed this morning is still the same temperature and as fragrant as ever

【Precise Storytelling】

Product: Chocolate Chip Cookies

Original words: I tried a lot of chocolate powders and finally chose this one from 34 to make cookies

Accurate storytelling: I tried a lot of chocolate powder, some were too strong, some were too weak. I tried again and again, and after 34 attempts I was finally satisfied. This cookie is called Chocolate 34. What do you think?

【Use sensory words accurately】

Products: Cabinets

Original words: Carefully selected solid wood, stable and durable

Sensory word skills: Guaranteed to be 10 years without any creaking, quietly accompany you for the rest of your life

【Precise Features】

Product: Health pot

Original words: My father loves to drink tea, so I give him

Precise and unique words: Thank you dad for raising me, please take good care of yourself

Alleviate user concerns - improve height

Key points: Why buy from me?

Show product endorsement: brand/product/ingredients/celebrity recommendation/patented technology/user reviews/quality/quantity/after-sales guarantee, etc.

Forcing an order - the finishing touch

Key Points: Why buy now?

Benefits and welfare activities; give reasonable reasons (new account increase in followers, holiday activities, seasonal clearance, new product launch, etc.)

5. How can a single product shape multiple demand scenarios?

I once saw a sharing from the China general agent of a certain brand of thermos. This thermos is comparable to traditional thermos, and its biggest selling point is that the lid has no threads, so it can be opened with one hand in one second. It has extremely strong thermal insulation performance and can keep things warm for 18 hours and cold for 36 hours.

So, how to create multiple demand scenarios for a single product? They did user research. Insight into the differences in needs between male and female users:

Male users:

Pursuit of convenience → Scenario: Open the hood of a car with one hand in 1 second.

Pursuing performance → Scenario: The cup is bumped while playing ball without affecting its thermal insulation performance.

Pursuing performance → Scenario: Keep warm whether hot or cold, and enjoy iced drinks anytime in summer.

…..

Female users:

Pursuit of convenience → Scenario: No need to spend a lot of effort to unscrew the cup lid.

Pursuit of performance → Scenario: Give it to your family for durability and long-lasting heat preservation.

Pursuing health → Scenario: The cup lid has no threads and is easier to clean.

Pursuing appearance → Scenario: More color combinations, more personalized for giving as gifts or for personal use.

…

Therefore, when we plan live broadcast scripts and write short video scripts, we can cue different users according to different scenarios.

Finally, let’s review the full article and take stock of the practical information that will be useful to you:

1) The demand triangle model is useful for life.

2) Make good use of demonstration words and live broadcast script templates for optimization and improvement.

3) Use the product reverse method + 6 major elements to learn to create demand scenarios.

4) Use the 7 key points + sales talk comparison to learn how to highlight the product selling points and impress the audience.

Author: Lin Yi's Boss Circle

Source: Lin Yi's Boss Circle