8 tips for selling products through live streaming!

1. Four elements of product marketing

In the production of short videos and landing pages, we often mention that the content should revolve around the selling points of the promoted products and the pain points of users. These two elements are also indispensable in live streaming marketing, but selling points and pain points alone are sometimes not enough. Selling points, pain points, pleasure points, and itch points are all important elements in product marketing to attract consumers.

1) Selling point: It can be understood as the attributes that merchants give to products, including explicit attributes, such as the material and style of clothes, and implicit attributes, such as brand culture.

2) Pain points: These can be understood as the troubles that users encounter in their daily lives. If they are not resolved, they will cause physical and psychological distress. Regarding how to find user pain points, the anchor can look for similar products on e-commerce platforms such as Taobao and JD.com after confirming the source of the product. In the "Ask Everyone" section, you can see the issues that people are most concerned about when buying this product, and you can focus on these issues during the live broadcast.

3) Pleasure point: The pleasure point is that the pain point is solved immediately, which is instant satisfaction. For example, in a live broadcast before 520, the host said when introducing a necklace: 520 is coming soon, is your gift ready? If you place an order for this necklace now, it will be shipped by SF Express in the afternoon and delivered to you before May 20th.

4) Itch point: The pain point is to solve the user's problem, while the itch point is to satisfy the user's desire. This is particularly common in the luxury goods industry. When you carry a bag worth hundreds of thousands of dollars, you can instantly become a socialite. This satisfies the user's virtual self.

Selling points, pain points, pleasure points, and itch points are all entry points for product promotion. Integrating these four elements into product promotion as much as possible will make the product more attractive.

2. Steps to explain the product

Take a certain brand of oatmeal as an example.

1) Find out the pain points and guide the demand

Lenovo products are used in daily life to find pain points.

Office workers who don’t have time to make breakfast; people who want to lose weight or keep fit;

2) Magnify pain points and stimulate demand

Upgrade pain points and interact with fans.

"Skipping breakfast can easily lead to stomach problems. Breakfast is the most important meal of the day for me. If I don't have breakfast, I won't be able to work well in the morning. I'll always be wondering why I haven't gotten off work yet!"

"The breakfast sold on the street seems not very clean. I easily get diarrhea after eating it."

3) Combine pain point scenarios to introduce products

"When I wake up in the morning, I can prepare a healthy breakfast in 2 minutes. After eating, I am a vibrant worker again."

"I go to the gym every night after get off work. I eat this oatmeal mixed with yogurt at around 4 or 5 in the afternoon. Otherwise, I will not have enough energy to get to the gym at night."

4) Introduce products and brands

Display and interpret product packaging, specifications, content, ingredients; taste and describe product taste; introduce brand and demonstrate qualifications

5) Shaping product value

Explain the benefits of oatmeal to the human body; explain that the product is packaged separately, and eating a small package a day is enough, and it is also convenient to carry when traveling...

6) After-sales service issues

Seven days of unconditional return and exchange, free tasting, free shipping insurance...

7) User reviews

Show buyers' shows and lots of positive reviews

8) Limited time and limited quantity promotions

Use firm language to make users feel high cost performance

"The original price is 59.9 per pack, but today's live broadcast room offers a rush price of 29.0 per pack, and you'll also get a bowl of oatmeal for free"

"Limited to 100 pieces, once sold out they will be taken off the shelves"

A complete product script can be developed around the above 8 steps. Products can also be sold in conjunction with each other. For example, if you are currently promoting a product called oatmeal, you can also associate it with low-sugar yogurt or other healthy snacks to achieve combination sales. You can also use discount activities to stimulate users to buy multiple products at a time and achieve higher sales.

Author: Ai Qi bacteria

Source: Aichisem