When selling goods through live streaming, you need to know these practical skills!

Today, let’s talk about some specific tips for live streaming sales . Today, we will first analyze the positive impact of live streaming sales from three dimensions: the creation of the anchor’s personality, the live broadcast cover image, and the live broadcast title.

1. Host personality

The determination of the anchor's style will greatly affect future live streaming sales, because it is most basic for an anchor to have his own unique advantages, because he is like a label, which allows people who come to your live broadcast room and your fans to recognize you and remember you better.

1. The anchor must have his or her own personalized charm to bring fans closer, so as to bring a sense of intimacy to the audience, and the anchor must dare to make fun of himself or herself, dare to be self-deprecating, and dare to be narcissistic. This will make fans or viewers entering the live broadcast room feel that the host is very interesting, which can not only increase user viewing retention and order rate, but also enable the host and fans to have a stronger social relationship.

2. Because each anchor has three aspects: appearance, personality, and characteristics. The appearance is basically fixed unless plastic surgery is performed later. For example, a beautiful young lady is suitable to be a clothing and beauty anchor, a mature young woman is suitable to be a maternal and child anchor, etc. Therefore, we consider the appearance factor to a certain extent.

3. According to personality, some people are optimistic and cheerful, some are serious and calm, some are quiet and elegant, and some are witty and humorous. So we must have an intuitive definition in advance before letting the anchor start the broadcast. Although many live broadcast rooms will use cross-dressing to create momentum, if the anchor is matched with a live broadcast format that does not match his personal personality, it will only be sensational because it cannot give users a natural experience.

So how do you create an excellent anchor? Here are a few personalities for your reference:

1) Shopping guide and promotion anchor personality

This type of personality is to provide users with consumption advice, because everyone knows that live streaming of goods arrival is ultimately a transaction. If there is a transaction, there must be promotions and feedback. Only in this way can we directly hit the real needs of users and match them with precise consumer groups.

For example, if a user needs a pair of cosmetics, the anchor can quickly provide the user with comprehensive professional guidance and suggestions on the price, efficacy, characteristics, activities, brand, and positive reviews of the cosmetics, thereby quickly accumulating trust between the anchor and the user. Once a certain scale is formed, it will have a strong ability to bring goods. Just like Simba on Kuaishou, his traffic was restricted for more than a month, but on the day he returned to the stage, he actually achieved a transaction volume of more than 400 million yuan. This is the powerful ability to bring goods under the viscosity of trust.

2) Opinion leader anchor

As the name suggests, it means empowering users with professional skills and relying on professionalism to make users feel that you are professional. Then you will become their opinion leader, and they will be very enthusiastic about the products you recommend to them, thus forming your strong ability to bring goods.

3) Internet celebrities and anchors with unique personalities

Because in real life, girls like handsome guys and boys like beautiful girls. This is a natural attribute of human beings. Moreover, many users need not only material needs, they also have certain spiritual needs. For example, when buying cosmetics, consumers themselves have corresponding yearning and expectations for a better life. So when they see a beautiful woman with good skin and good looks, it will motivate them to place an order to a great extent. This is the resonance reached between the anchor and the user.

Note: Every live broadcast with goods is actually like performing a play. At this time, the live broadcast team and the anchor must clearly define the roles they play in the play, what kind of things to do and how to do them well. For example, if an anchor is asked to recommend a piece of clothing, then the live broadcast room must have various effects of trying on this clothing, and interact and answer questions from users in the live broadcast room to finally reach a deal.

Of course, all excellent anchors are not achieved overnight. They are cultivated through a lot of learning and practice. Continuous live broadcasting is actually a process of continuously outputting the anchor's personality, strengthening the user's recognition, and slowly you will have a label of the anchor, and he will be recognizable. But you must pay attention here, that is, to prevent the anchors who have been cultivated with great difficulty from jumping ship before giving back to the team (that would be tragic, so there must be certain considerations in the selection of anchors)

2. Live Cover

For live broadcasts, a good live cover can, to a large extent, bring a lot of natural traffic to the live broadcast room, because the first thing users see is not the anchor or the product but the cover image, so the cover image is like the first facade of a live broadcast.

The cover picture is equivalent to a detail part of live streaming. Some friends who are new to live streaming will not pay much attention to it. Shortly before the live streaming starts, they just find a picture and put it up. This is not conducive to attracting natural traffic to the live streaming room. So what are the requirements and skills for the live streaming cover picture:

1. The recommended size of the cover image is 750*750, and the minimum should not be less than 500*500. Why do I say that? Because each platform has corresponding requirements for the size, file size, and resolution of the cover image. It is recommended that you preview the effect on the platform after uploading.

If you don’t know how to make a cover picture and how to attract users’ attention at the beginning, you can refer to the covers of successful live broadcast rooms, but you must not copy them, because now all platforms have strict protection for originality.

2. A good cover picture includes the following standards. First, the picture must be clear. There should be no noise after being compressed and uploaded to the platform. Secondly, the light should be bright and not too dim. Brighter pictures are always eye-catching. Then, the subject of the photo should be prominent and the theme should be clear. Psoriasis of any kind must not occur.

For example: the cosmetics you sell are placed in the lower right corner, while the host or beauty model is in the middle. It is easy for people to mistakenly think that you are promoting products through an online celebrity and ignore the cosmetics in the lower right corner. This is a manifestation of unclear subject. Moreover, if the cover picture shows the host holding the product, the product should also be highlighted, and it is clear at a glance that it is cosmetics. This can also match the theme of our live broadcast selling, and it is obvious what you are selling.

When it comes to the theme of the live broadcast, the cover image must correspond to the channel it is in. In addition, it is recommended to display the main information in the center. The main body should not be too large. For example, if you are selling beauty products, a large white face plate occupies two-thirds of the entire picture. There is no need to be so anxious to prove that the product has a good whitening effect. A more detailed display can be made during the live broadcast. Of course, some categories of live broadcasts are excluded, such as food.

3. If there is a play button on the picture, place the photo of the person in the appropriate position and do not let the play button block the person.

4. Comparison skills. The cover picture shows the effect before and after blackhead removal. The difference can be seen at a glance. Now, some platforms do not allow the use of spliced ​​pictures for effect comparison, so if you want to compare the effects, then some effort will be put into the design.

5. Remember not to use the same or similar pictures as covers for all similar live broadcasts. Otherwise, users who have not yet entered the live broadcast room will think that your content is all the same, which will lead to a decrease in the click-through rate of users entering the live broadcast room, and thus a significant decrease in the order rate.

6. Try not to use pictures with white backgrounds, as this will make the cover image not prominent enough and give users a very poor experience.

Above we talked about the importance of live broadcast cover pictures and the techniques for making cover pictures. If the cover is matched with a good title, then the first link of the live broadcast is truly complete. Next, let’s talk about how to write a good live broadcast title when we do a live broadcast.

3. Live title

1. At present, the number of characters in the live broadcast room title is about 9-12 characters, which is more reasonable. First, it takes into account the display effect on major platforms. Second, too long titles are not conducive to being clear at a glance. At the same time, platform rules will also restrict titles.

2. The live broadcast title is like the short video copy. There will be many people live streaming in the same time period, and the live broadcast room with a more attractive title will be more popular.

A good title is half the battle. An unattractive title will invisibly obscure the quality content.

Here are some titles for your reference:

1) Festival/season + customer group + product

This type of writing usually starts with e-commerce or traditional festivals, with the purpose of promotion or activity, and has a certain customer group and products for the customer group, such as a stationery bag that is essential for students during the school season.

2) Take advantage of the hot spots

As we all know, hot news has the largest traffic, so short video copy can take advantage of the popularity, and then the live broadcast room title can also take advantage of the popularity. Hot events, popular festivals, popular movies and TV series, etc. can all be used as a highlight of the live broadcast title, because people generally pay more attention to and are more curious about these hot topics. Even the top sales queen, Viya, uses this kind of technique.

For example: "Would you like to go hiking with Teacher Qin Hao?"

This uses the mountain climbing plot from The Bad Kids. As the lead actor, he is highly watched by the audience, so this is to take advantage of the popularity of the TV series and the actor.

3) Celebrity/Internet celebrity/expert effect + product

A title like "a certain celebrity is also using it", "a certain internet celebrity recommends it", or "a certain expert recommends it" can make people feel familiar with the product. Because they trust the celebrity/internet celebrity/expert before, they will also be interested in the product mentioned in the title and click to enter the live broadcast room to see what it is like.

4) Pure welfare inducement

Enter the live broadcast room to grab 888 red envelopes, enter the live broadcast room to get apples for free, etc. This type of title has a strong lethality, giving users the feeling that it is a waste not to miss out on a bargain. Of course, the effect of attracting traffic is indeed very strong, but after the traffic comes in, some activity rules need to be designed for conversion, because the ability to continuously distribute large benefits is not something that ordinary live broadcast hosts can do.

5) Pure clickbait

For example: Don’t regret it if you don’t come in!

This kind of title is purely for the sake of novelty, and often uses a bluffing tone, a curious tone, a surprised tone, or a questioning tone. It is not recommended to use it frequently.

6) Pain points

Because for a product, as we mentioned before, to make a hit material video, we need to explore the user's pain points, highlight the product's selling points, and have a screaming point, so the title should combine the product selling points that we want to live broadcast and the user pain points that can be solved, and use them in the title.

For example: The nemesis of oily skin is here!

This is a title that directly hits the pain points of people with "oily skin". So when this type of people see products targeting "oily skin", they will click in, which can better promote the conversion rate.

Note: When it comes to user pain points, we need to have a deep understanding of user needs, combine products with solutions, and make titles that will attract users.

7) Create suspense and surprise

For example: "I heard there's a surprise tonight, don't miss it."

This can stimulate people's curiosity. As the saying goes, curiosity kills the cat. This is the reason. Because people are very interested in unknown things, they will enter the live broadcast room, which indirectly attracts more natural traffic into the live broadcast room.

Today, I have provided you with some ideas and techniques from three dimensions: anchor personality, live broadcast cover picture, and live broadcast title. You can refer to them. There are many detailed techniques in every live broadcast. I will share more practical skills and methods with you in the future. I also wish that all our friends who have transformed from second-tier TV to live broadcast can quickly get through the trial and error period and achieve profitability!

Finally, I’ve attached a detailed list of illegal words in Douyin live broadcasts. Friends, please pay attention before you start broadcasting to avoid being restricted or blocked.

Author: Second-class e-commerce operation

Source: Second-class e-commerce operations