Detailed process of live broadcast script design!

With the advent of the 5G era, live streaming has brought about earth-shaking changes in our lives and the world. Its popularity has undoubtedly given great confidence to many domestic companies. Businesses from all walks of life have begun the road to self-rescue and sought opportunities to make a living online.

I believe that everyone has watched some excellent live broadcasts by internet celebrities. You will often feel that their live broadcasts are particularly passionate, interesting to watch, and have a sense of rhythm and immersion, which will make you want to buy them crazily. But will this effect be achieved if they don’t plan ahead?

A good live broadcast can sometimes exceed the monthly income of an average business. Well, next we will share with you the live broadcast planning scripts used by some internet celebrities who have sold goods worth over 100 million yuan!

Let’s first look at a genius live broadcast script template process:

1. Purpose of the activity

1. Through live broadcasts by internet celebrities/stars, you can directly reach consumers, quickly increase store traffic, and directly drive store product sales conversions.

2. Examine the advantages of the live streaming sales model and the traditional marketing model in converting store/product audiences.

3. Increase the sales of store merchandise, thereby promoting the company's in-depth exploration of the live streaming sales model.

2. Live broadcast method

1. Live broadcast format: XX special live broadcast

2. Live broadcast sessions: Merchants arrange by themselves

3. Live broadcast time: arranged by the merchant

4. Live broadcast theme: name the event theme in the form of brand + product + selling point + price/discount

3. Live broadcast preparation

4. Live broadcast selection

1. Impression style:

The product that facilitated the first transaction in the live broadcast room. Only after the first transaction will fans have an impression of the anchor or the live broadcast room, and the probability of entering the live broadcast room again next time will increase. Therefore, the importance of impression style is self-evident. What kind of product is suitable as an impression model? We recommend choosing regular products with high cost-effectiveness and low average order value in the live broadcast room. For example, in a live broadcast room that sells bags, you can choose coin purses and key bags; in a live broadcast room that sells beautiful outfits, you can choose belts and base shirts. The product you choose must be practical and cover a wide range of people.

2. Drainage model:

As the name suggests, the style used to attract traffic must be the one with the most unique advantages and selling points in your product. It would be best if we had this product that others did not, or if we had it better than others. When will the traffic-generating funds be launched? Based on the real-time data of the live broadcast room, we can push for sales when the viewing volume reaches a peak; we can also cooperate with the live broadcast room activities and require that a hot -selling product be promoted after a certain number of followers have been reached, so as to increase users' online viewing time and attract new users.

3. Running volume:

When we set up the drainage model, in order to increase competitiveness, we usually set a very low price, which makes us not profitable or even lose money. Therefore, the high-volume products are actually the products that support the sales of the entire live broadcast room. A live broadcast room can have multiple high-volume models, which are released in batches in a rhythmic manner. When selling in large quantities, you must ensure that there is sufficient supply.

In addition, the live broadcast room can also have temperament models to improve the grade, evaluation models to facilitate setting price gradients, etc. It requires everyone to explore the product planning that best suits their live broadcast activities and fan attributes through continuous practice.

4. Product selection form

Select products based on the data analysis results of the store's current products. The table can add relevant functional options based on the store/product attributes.

5. Live Talk Script

There may be various problems during the live broadcast connection process, so we need to connect via scripts.

Scripts can be divided into product scripts, activity scripts, sales routine scripts, attention scripts, comment compilation, comment control scripts, etc.

In fact, there are two major categories, one is the single product script, and the other is the entire script.

1. Single product script

It is recommended that you write down the single product script in the form of a table, so that our selling points and interest points can be clearly reflected in the table, so that there will be no doubts or unclear points in the docking process. Brand introduction, emphasis on benefits, conversion guidance, and live broadcast room points of attention should all be included in the form.

2. The entire script

The entire script is the script written for the entire live broadcast. During the live broadcast process, the most important thing is to plan and arrange our live broadcast routine, with the focus on the writing of logic and gameplay as well as the control of the live broadcast rhythm.

The entire live broadcast will last about 4 to 6 hours, with no breaks in between.

Next we will explain the script of the entire live broadcast:

① Enter the live broadcast state immediately within the first minute of the broadcast, sign in, and greet the first fans who arrive.

② In the 1st to 5th minute, live broadcast with close-up, arrange 1 to 2 hot items for this live broadcast while interacting, suggest signing in and punching in for a prize draw, and constantly emphasize that the live broadcast will start at a fixed time every day, waiting for the large number of fans to arrive.

③ From the 5th to the 10th minute, spoilers for today’s new and recommended models.

④ In the 10th to 20th minute, take a quick look at all the models today without lingering on them for too long, but potential hot models can be recommended. The entire spoiler lasts 10 minutes, with assistants following up. Clothing, daily chemicals, food and other products can be displayed in conjunction. During the entire process, I didn’t read any fan comments, didn’t follow the fans, and revealed the spoilers one by one at my own pace.

⑤ Half an hour after the broadcast begins, we will officially start recommending products one by one. Focus on introducing the product based on fans' demand for spoilers, and refer to the product structure before the live broadcast. For the five-minute live broadcast script for each product, please refer to the single product script above.

⑥ During the live broadcast, the venue controller guides the anchor to adjust the key points of the performance based on the number of people online at the same time and the click-through conversion sales data of each product.

⑦ In the last hour, make an encore performance of the most popular products.

⑧ In the last ten minutes, the host talked about the new models of the day, and the assistant took every opportunity to answer questions about today’s products.

⑨ In the last minute, emphasize to pay attention to the anchor, what time the broadcast will start tomorrow, and tomorrow’s benefits.

A suitable live broadcast script is a necessary condition for a live broadcast room to get on the right track. It can make your live broadcast more interesting and sell products better. If you don’t have a live broadcast script yet, you can refer to it and optimize it in combination with your own store products.

6. Live broadcast environment construction

Fixed camera position live broadcast: prepare a tripod or bracket. If there are products that need to be displayed, just bring them in front of the camera and display them.

Live broadcast from a mobile camera: This may involve broadcasting while walking through a store or broadcasting outdoors. Try not to shake the camera. If the anchor needs to live broadcast on the move, use a gimbal for live broadcast.

More products can be placed within the range of the shelves visible in the live broadcast room (be careful not to make them cluttered) or in front of the camera. The anchor should occupy no more than 1/2 of the entire screen.

VII. Live Streaming Implementation Plan

Phase 1: Warm-up

1. Practice: You must browse the detail pages of the main products and save related links to facilitate sending links during live broadcasts. Understand the basic information about the product, such as its material and style, and practice the live broadcast script. Avoid reading from a piece of paper during the live broadcast.

2. Preheating: Post previews in advance on e-commerce platforms, Weibo, WeChat, Zhihu, Douban, Tieba, short video platforms and other social platforms. Fans who follow and subscribe to reminders will receive live broadcast preview reminders.

2. Live broadcast warm-up: Live broadcast title, live broadcast pictures should be beautiful pictures, and after the live broadcast starts, talents that fans like (including but not limited to singing, dancing, telling jokes , etc.) should be used to quickly attract people to watch.

4. Game interaction: #Guess the product#, #Guess the price#, guide fans to guess what the product is and how much it costs in today's live broadcast. As a reward, if they guess correctly, they can order a song, dance, or tell a joke, etc. After popularity accumulates, benefits will be announced.

Every live broadcast should revolve around your own positioning, and then break it down into a subcategory. You must carefully prepare the content and at least have a content outline. During the live broadcast, you should work around the outline. Of course, you must also follow the general rules of live broadcasting. For example, if a fan comes in, you have to welcome him and call his name. If a fan interacts, you have to respond immediately. There are three main skills in live broadcasting: content + interaction + gifts . Content provides value, interaction increases emotions, and gifts trigger transactions.

Phase 2: Diversion

The key is to get more customers into the store for consultation, and the merchant’s customer service must keep up.

1. In addition to introducing the product features according to the information learned from the product link page during the preheating phase, display the product's appearance at 360 degrees, clearly describe the external features, and introduce the product's basic information (including raw materials, origin, etc.);

2. Then try it out and show the specific product details, such as the material, size, feel, etc. (use more adjectives, make comparisons, and introduce it in detail), and infiltrate the product's selling points and features;

3. Introduce the maintenance and cleaning methods;

4. Introduce some simple knowledge;

5. Interact with fans based on their comments, answer their questions, and remind them of benefits.

6. Content and arrangement of the live broadcast:

a. Insert brand announcement once at the beginning of live broadcast, and benefit once:

b. Insert brand announcement for the second time and benefit announcement for the second time during the recommendation of the third product;

c. The brand announcement was inserted for the third time during the recommendation of the sixth product, and the benefits were inserted for the third time;

d. The brand announcement was inserted for the fourth time and the benefit announcement for the fourth time during the recommendation of the 9th product;

f Insert brand announcements for the fifth time and benefits for the fifth time when interacting with fans;

n The brand announcement will be inserted for the sixth time before the end of the live broadcast, and the welfare will be broadcast for the sixth time.

7. Welfare distribution and fan-attracting skills:

I specially made a prop to attract fans, because it is not convenient to put a QR code during your live broadcast, but you can write it on the prop and set up a small game or a small question. If you answer correctly, please add my personal WeChat account to get a red envelope, and if you don’t answer correctly, you will also receive free benefits. The prop can be a whiteboard, on which you can write your WeChat ID so that you can see it clearly during the live broadcast.

Recommend the best form of welfare - red envelope

There are many ways to spread the message via fission during live broadcasts, for example, let the venue control plan well in advance, have some big names forward the message during the live broadcast, send out a certain number of red envelopes during the live broadcast (announce in advance), have a lucky draw at the end of the live broadcast, etc. Finally, the video produced by the live broadcast must be downloaded and post-edited. At this time, you can put the opening and ending credits for advertising. If you want to sell goods, put the content of the event promotion. If you want to sell certain services, such as providing a solution for 10 million boss fans, put the content of the solution. Then upload it to all video platforms on the Internet for promotion and dissemination.

The third stage: customer service acceptance

Live broadcast and adding friends increase customer service communication efficiency, aggregate and manage employee WeChat, and one person can maintain tens of thousands of customers

Aggregate the WeChat accounts of multiple customer service staff to the backend of the customer management system. Managers can see the specific circumstances of communication between employees and customers on the management side. Chat records and amount transactions are backed up in the background and can be checked at any time.

Chat function support: support for graphic messages, text, pictures, voice, video, marketing applications and external links, etc.

All customer information of employees’ WeChat accounts is saved in the background, keeping customer resources firmly in the hands of the company. Even if an employee resigns, he or she will not take a single customer with him or her.

Add multiple customer service representatives as WeChat friends, automatically greet and reply

After a live broadcast, if thousands or even hundreds of people add each other as friends, the workload for customer service will be enormous. How can we allow dozens or hundreds of WeChat accounts to automatically greet and reply to content at the same time?

The answer is yes. You can set the content of automatic greetings/automatic replies through the software background. It supports graphic messages, text, pictures, voice, video, marketing applications and external links, etc.

Phase 4: Closing

At this point the number of viewers is already very high, and the anchor needs to do the final product promotion and traffic diversion.

1. Introduce the product’s additional discounts and selling points again. If time permits, you can select the products that fans like most during the live broadcast and display them again.

2. Continue to repeat the store’s brand story, and constantly encourage fans who have questions about benefits to contact customer service as soon as possible to further divert traffic.

3. Keep repeating the final grand prize to increase likes and comments.

4. Continuously encourage fans to like, share live broadcast links, etc. When a certain number of likes are reached, talent rewards will be given.

Stage 5: Continue to attract fans

Many forms of live streaming sales may be based on platforms such as Taobao, Tmall, JD.com, Pinduoduo, etc., so we provide a function for continuous fan attraction - batch import of friends and automatic addition of order friends.

The purpose of continuously attracting fans is to convert fans who are familiar with the anchor from public platforms into fans from private traffic pools. The private domain traffic fan pool has many functions, which I will not elaborate here. The most direct benefit is the anchor’s broadcast preview and daily interaction with the anchor.

8. Live Event Budget

It is calculated based on the actual execution of the activity.

IX. Activity Summary and Review

Collect all data of the entire event, analyze and compare, make analysis reports, review and summarize experience. The purpose of activity review is not to list what we have done, but to focus more on the stories behind it, why we did it well, and why we didn’t do it well. Through continuous experimentation and iteration of activities, we will gradually form activity operation methods suitable for our own products and provide more reference materials for subsequent operations.

Author: Yiren lYNN

Source: Jianshu