4 major live broadcast scripts, just apply them and you will be a hit!

With the popularity of live streaming e-commerce during the Double Eleven shopping festival, live streaming sales ushered in a period of explosive growth in 2020. However, there are still many novice live streaming sales hosts who do not know how to speak the correct and effective live streaming sales scripts.

You are not Li Jiaqi. Keeping saying "buy it, buy it, buy it" will not only fail to make a deal, but may even backfire.

You are not Wei Ya, you cannot afford to give expensive mobile phones, cash, or various brand products as gifts;

As an ordinary live streaming host, how can you use clear and organized speech to get fans in the live streaming room to place orders quickly?

Spend 5 minutes reading this and then implement it vigorously. Believe me, the number of people in your live broadcast room and the conversion rate will see a qualitative leap.

▲The picture comes from the Internet

In the process of live streaming, making people hear and making people understand are two different things. Let's first compare different anchors explaining the same product to feel the difference in speech skills:

Anchor A: "This bag is made of fetal cowhide. It feels great and the fabric is very comfortable. The size is 2*11*13, and it can hold a mobile phone and many other things."

Host B: "This bag is made of fetal cowhide. What is fetal cowhide? Fetal cowhide is the leather of a young cow. It feels softer than ordinary cowhide and will not wrinkle when folded. By the way, let me show you the card slots of this bag. There are three slots in total. In addition to money, you can also put mobile phones. No matter how big the phone is, it can be put in."

Obviously, the latter's introduction is more exciting and logical, allowing consumers to quickly understand what fetal cowhide is and how large the volume of the handbag is.

The logic of product explanation

How can we introduce the products to fans in a detailed and clear manner within a short period of time? The following is a reference to the formula:

Simple version (suitable for 2-3 minutes of product promotion): product introduction + price comparison + usage scenarios

For example:

This rice paste is made from rice ground into powder, which is very good for the stomach, even better than white rice porridge because it becomes a sticky paste after brewing. So it is easier to digest and it is very simple to brew. Just fill a cup of hot water and stir it. It has a very smooth taste and is very comfortable to drink. One cup contains 40g. (Product introduction) The regular price in the store is 9.9 yuan per cup, and today in my live broadcast room it is 3.9 yuan per cup, so you can buy it with confidence. (Price comparison) This is very suitable for office workers. Buy a box and stock up in the office. When you don’t have time to eat breakfast in the morning, you can have a cup and you won’t feel hungry. In addition, when I have a stomachache, I don’t eat anything but drink this. (Usage scenario)

Detailed version (suitable for main products, 5-8 minutes): store name + product introduction + original price + current price + discount + offline price + usage scenario + purchase method + express delivery + after-sales service

For example:

The next product is rice paste from XX flagship store (store name) . This rice paste is made from rice ground into powder. It is very good for the stomach and better than white rice porridge because it becomes a sticky paste after brewing. So it is easier to digest, and it is very simple to make. Just fill a cup of hot water and stir it. The taste is very dense and very comfortable to drink. One cup is 40g. (Product introduction) The daily price in the store is 9.9 yuan per cup. Today in my live broadcast room it is 3.9 yuan per cup. This supermarket also sells it for 12.9 yuan per cup, so today in my live broadcast room it is really 40% off, which is very cost-effective. (Original price + current price + discount + offline price) This is very suitable for office workers. Buy a box and stock it in the office. When you don’t have time to eat breakfast in the morning, you can have a cup without getting hungry. In addition, when I have a stomachache, I don’t eat anything, just drink it; (Usage scenario) We only have 5,000 orders of this rice porridge in stock. They will be gone after they are grabbed. It has been put on the shelves. Hurry up and grab it. There is a 5 yuan coupon when you enter the store. Place an order directly. (How to buy) Moreover, this rice porridge has free shipping nationwide, (express delivery) supports 7 days of no-reason return and exchange, (after-sales) so you can buy it with confidence.

▲Cicada mother data

Key points of product introductions for common categories

Food:

This type of product needs to be tasted on site. The host can actually demonstrate the eating process and show the taste of the food, so that fans can understand the color, aroma and taste of the food. At the same time, the recipe of the food must be clearly introduced. Food that needs to be processed must be prepared in advance, and the host can also demonstrate the operation methods.

Food product users are most concerned about: shelf life, ingredients, taste, specifications, price

▲The picture comes from the Internet

Beauty and skin care:

Typical experimental introduction: if it is a facial mask, the essence must be squeezed out on the spot to show the content; if it is a lipstick or eye shadow, the color must be tested on the spot (without filter)

Beauty and skin care products user focus: experience (texture, texture), efficacy (moisturizing or anti-aging), ingredients (what are the main ingredients added, what is the efficacy, what is the proportion), applicable population (skin type is dry skin or oily skin, what age is suitable), price

Shoes and clothing:

It needs to be demonstrated and introduced. The display of such products needs to be actually worn and presented to users intuitively through explaining dressing tips, showing dressing shows, etc.

Shoes and clothing users focus on: what style is suitable, whether the fabric is comfortable, actual wear effect, whether there is color difference, size (revealing the model's body information, convenient for fans to compare), price

How to compare prices

1. Compare the store’s daily prices

2. Compare supermarket/offline prices to highlight the benefits

3. Compare with the biggest discounts in the past (such as the discounts on Singles’ Day)

4. Emphasize the discount

For example:

This face cream usually costs 499 when you buy it in its platform flagship store, and it is even more expensive when you buy it in an offline counter, usually 539. But today it is only 399 in my live broadcast room, which is 30 yuan cheaper than during Double Eleven. Overall, it is equivalent to more than 20% off, and they have almost never sold it at this price before.

Notice:

If it is not the historical lowest price, do not blindly compare it with the historical lowest price, and the price comparison must be true to avoid defrauding consumers.

Marketing use cases

Creating usage scenarios has a very obvious effect on promoting sales. It can let fans know "why to buy", resonate with pain points, and stimulate fans' desire to buy, such as:

Bucket hat: "The item I will definitely buy in summer is the bucket hat, which is really convenient. Girls must wear sunscreen when going out, right? But it is inconvenient to bring a sun umbrella with me. The small bags we carry with us are not big enough to carry an umbrella. At this time, the bucket hat is very convenient. Its wide brim can help me block the sun. Moreover, there are many styles of bucket hats now, and there are also fairy styles. You can wear it with a ladylike skirt."

Mosquito repellent: "In the summer evening, when the baby goes out to play in the park, there are the most mosquitoes. You have to spray your whole body with ordinary mosquito repellent to protect it. Then your body will smell like mosquito repellent, which the baby doesn't like. What should I do at this time? I will spray this mosquito repellent on the baby's calves when I go out to play, and the baby can play without worrying about being bitten by insects."

Summarize

Nowadays, live streaming has gradually become one of the hottest sales models nowadays. In addition to working hard on traffic, live streaming scenes and supply chains, businesses and institutions also need to study and polish the sales anchor's speech skills. It is necessary to start from the perspective of customers and products. During the live broadcast, it is not just about introducing products. Instead, it is necessary to combine products and customers and express them in reasonable and logical terms to achieve rapid sales.