Super practical! How to write a live broadcast script that can sell tens of millions of goods? (Template attached)

In a live broadcast, the importance of the anchor and product selection is self-evident, but a successful live broadcast is absolutely inseparable from a live broadcast script with strict logic and systematic analysis.

Many people often have no idea where to start when preparing to write a live broadcast script and do not know how to grasp the key points. Today I will share some practical tips on writing live broadcast scripts, I hope it will be helpful to you.

1. The overall script outline of the live broadcast needs to keep in mind the key points of the three stages

When writing the live broadcast script, we need to grasp some writing points from the live broadcast link.

▲The writing logic of the overall live broadcast outline

▲Outline template format reference

▲DW live broadcast outline overview

1. Opening

The live broadcast has just begun, and the most important goal is to warm up the audience and increase the popularity of the live broadcast room. The warm-up time can be controlled within 5 to 15 minutes. During this stage, the host needs to greet the fans. Hold raffles and give out benefits, interact in a friendly manner with fans, and briefly talk about the highlights of today's live broadcast products in advance.

The ability to warm up the audience is also a major criterion for testing the host's ability. Many live broadcast teams do not pay attention to warm-up, but this concept is actually wrong. Generally, if the warm-up is done well and the initial traffic is obtained, it can pave the way for the subsequent live broadcast to sell potential hot-selling products and high-priced goods.

During the warm-up period, you need to prepare warm-up scripts, opening lottery rules, a general introduction to the entire products being sold in the live broadcast room, an introduction to the grand prizes and benefits of this live broadcast room, etc.

2. Formal sales phase

The formal sales stage can be divided into: the initial sales period, the climax sales period, and the end of sales period. The length of each part can be allocated according to the situation of your own live broadcast room.

In the early stages of sales, the main focus is to gradually raise the selling atmosphere in the live broadcast room and allow users to participate in the interaction in the live broadcast room. Therefore, at this stage, many live broadcast rooms will offer low-priced products to attract fans, allowing them to post comments and create an atmosphere of hundreds of people rushing to buy in the live broadcast room.

Doing this will allow people who have just entered the live broadcast room to immediately feel the hot atmosphere of the room. Everyone has a herd mentality and a desire to watch the fun. By allowing new users to stay first, opportunities for explosive sales can be created.

When the sales enter the climax period, the selling atmosphere and popularity of the live broadcast room will increase.

The peak sales period in the live broadcast room is comparable to the golden time for selling goods, so you must seize the opportunity. At this time, it is generally recommended to choose products with high cost performance and very advantageous prices. Secondly, combine products with high and low average order value.

Chan Mama discovered that if the price of the goods sold by the anchor has an absolute advantage, many anchors will directly print out screenshots of the product prices on other platforms and display them in the live broadcast room to dispel consumers' concerns about prices. This trick is very useful for many price-sensitive users.

At the same time, during the peak sales period, it is important to pay attention to selling products at a combination of high and low prices to meet the needs of users with different consumption abilities and retain customers.

When creating high sales, don’t forget to give out big prizes to stimulate fans to continue placing orders, increase the momentum of the entire live broadcast room, and allow more people to enter the live broadcast room to increase traffic and sales.

It is normal for traffic to vary during a live broadcast. When the sales reach the later stage, the traffic in the live broadcast room begins to decline, and the sales enter the final stage.

At the end of the sales period, when users begin to feel a little tired, you can use flash sales and free orders to attract users' attention and increase their order rate. At the same time, this stage can also be used to bring back potential blockbuster products.

3. Ending

When the live broadcast is about to end, start preparing for the finishing work, which usually lasts 15 minutes. At this stage, you can give out some small gifts to give back to fans who have already placed orders. You can also make a simple preview for the next live broadcast, and for products that are highly requested by fans, inform fans whether they can be arranged to return next time.

In addition, don’t forget to guide fans to pay attention to the anchor’s live broadcast room at the end, emphasize the daily live broadcast time, and guide fans to enter the live broadcast room on time. Finally, I would like to thank the fans again for their support and say goodbye to them before going offline.

The above is the approximate execution process of a live broadcast. If you write the outline script in stages according to this process, the entire live broadcast will appear much more organized.

2. Live broadcast script for single product, extracting the core selling points of the product

When writing a single product script, the content to be written should include:

Product link number, product name and brand information, product original price, live broadcast room benefit price, discount strength, gift status, inventory status and product selling points, etc.

It is best to write down the single product script in the form of a table, so that the selling points and specific information of the product can be well presented, avoiding the host's rush and confusion when introducing the product, and improving the cooperation efficiency between the operation team.

▲Pandora product script writing case

▲Chuyu product script writing case

In addition, the sales situation in the live broadcast room is dynamic. If the sales of a certain product are good, we must discuss in time whether it is necessary to temporarily add more inventory. The script is just an outline, and specific details need to be coordinated flexibly with the operations staff on that day.

Conclusion

Whether a live broadcast script is of high quality needs to be tested through real live broadcast, so each live broadcast needs to be reviewed in a timely manner to identify data and problems at different stages. Analyze the advantages and disadvantages of the live broadcast room during different node processes, and then improve and optimize the script.

Through the practice of multiple live broadcasts, you can form a script-making strategy that suits your own live broadcast room, allowing the script to serve the live broadcast more efficiently and help sales continue to grow.

Author: Hefan Finance

Source: Hefan Finance (daxiongfan)