A guide to e-commerce live streaming sales talk!

I used to say that the soul of an anchor does not lie in how skilled he is in his words, but in whether the emotional interpretation behind the words is contagious enough. The words can only convey 30% of the information, only emotional interpretation can truly express the remaining 70%; many anchors only memorize the words, but it is difficult for them to grasp the emotional essence behind the words.

The interpretation of emotions includes the full release of all elements such as timbre, tone, rhythm, intonation, and body language.

I also went to watch the live broadcast room of [Huili National Trend Selection]. Today, I will take it as an example to analyze it from the two dimensions of emotional interpretation and highlights of the speech.

I hope this can bring some inspiration to everyone in the matter of training anchors.

1. Coordinated and high-density body language is the best "instant attack power" in the live broadcast room

What instant attack power? That is, when any user slides into your live broadcast room at any time, you have the ability to attract his attention.

The best instant attack power is body language, because human eyes naturally like "dynamic" things.

This is why video shooters usually use camera movements or make objects in the shot move in order to make the footage more attractive. In this way, the picture will look dynamic, have a sense of story, and attract people's attention.

And the Huili female anchor really did it throughout the performance: her gestures, body, and facial expressions all moved naturally with the rhythm of every word.

Talking skills:

"Today's 299, 199, I don't want yours. Can the brothers and sisters in the live broadcast room help me to click on the follow button, click on the follow button to show that you are my fan, I don't even want the factory price of 139, is it great? Is it enough?

Brothers and sisters in the live broadcast room, those who play big and make explosions, you are my fans today, I will spoil you to the end, those who click to follow are my fans, listen carefully ~ I don’t even want 99 meters, aren’t you moved? ”

I counted and found that the Huili female anchor used a total of 83 gestures throughout the whole process. Every sentence is accompanied by at least 2-3 gestures that sometimes go up and sometimes go down; every 2-3 sentences are accompanied by body movements that sometimes go forward and sometimes go backward.

This series of natural rhythms has firmly caught the attention of consumers.

In the live broadcast room, rhythmic dynamic objects must be more attractive. You may want to give it a try and let your anchor move rhythmically. The length of time you stay in the live broadcast room will definitely give you positive feedback.

2. A 200% firm tone is the most basic element in persuading consumers

The host’s 200% conviction can only win the audience’s 100% conviction. The tone and attitude of the anchor directly determine the efficiency of information transmission in the live broadcast room.

In today’s live broadcast rooms, everyone is saying that they are the source factory, but consumers are no longer interested in this kind of rhetoric. So how can you make the “source factory” you mention authentic?

Talking skills:

Brother~ If you get 88, I will also give you freight insurance. Do you want to go? All brothers, just go ahead, you won’t find this price anywhere else. Now that prices and labor costs are so high, the price of raw materials is rising. For leather mesh splicing like this, if you leave my live broadcast room and find a lower price than mine, I will give them to you to wear, and I will compensate you with ten pairs!

Today you are in my live broadcast room, and I will tell you with confidence that this is the lowest price, because today the price given to you by the source factory of Huili headquarters is lower than the cost, so you can go and experience it. Outside of my live broadcast room, you will not find a second one cheaper than mine!

When the Huili female anchor expressed that she was the source factory, she used an unwavering look and a 200% absolutely confident tone to deeply imprint the message of "the lowest price on the entire network" in the minds of the users on the scene; every sentence she spoke was infused with full confidence energy, and every word she uttered was burning with full passion.

The confidence to speak must come from one's true belief; therefore, if the anchor wants to convince users, he must first make sure that he believes in the product and let the awareness of the product be engraved in his bones.

3. Appropriate expression of negative emotions is the panacea for building a full-bodied personality

The female anchor used an angry and blaming attitude to cover up the fact of "inducing interaction" and also established the persona of a "generous, logical, and reasonable soft girl."

Everyone still remembers the new rules of TikTok in July last year, right? Since then, Douyin has been trying its best to suppress profit-induced interactions. Friends who have done low-price flash sales should know that as soon as a colleague reports, the report will be confirmed. Now, if you dare to induce interaction in the live broadcast room, your live broadcast room will be quickly blocked due to reports from peers.

But the female anchor of Huili Guochao was able to mislead people with full confidence.

The words are as follows:

"Today, I will give you a chance to make an offer. These shoes are for you as a gift. You decide how much you want to spend to take them back.

If you want to spend 88, you float 88;

If you want to spend 77, you float 77;

If you want to spend 66, you float 66;

As long as my brother offers the right price and reasonable price

As long as it's not too much, as long as it's not too outrageous,

Can I just get on the bus at your price? ”

As soon as this sentence was thrown out, the entire screen was clicked, and the interaction rate indicator was directly raised to the maximum. Everyone in the public screen area had "9.9" floating on the screen.

Of course, the final asking price was not 9.9 yuan. So how does the anchor use funny words to make his colleagues present not want to report but only want to watch and learn?

The female anchor's persuasive logic is as follows:

(1) Expressing anger

How much do you usually spend on a pair of slippers? How much does a cup of milk tea cost?

Brothers, prices are so high now, stop making fun of the anchors all the time!

(2) Presenting facts and reasoning

It's 2022

Buy a cup of milk tea for 20 yuan!

Just a cup of coffee for 30 bucks!

My sister spends 15 yuan on breakfast this morning!

A cup of soy milk and two buns for 15 yuan is gone!

(3) Expressing disappointment and sadness with a blaming attitude

You told me that the new spring products, high-quality shoes made of leather and mesh, are only 9.9 yuan. Brother, if I touch your conscience, does it really not hurt? Or you have no conscience. Who has eaten up your conscience?

After these words were spoken, all the "brothers" present felt ashamed and soft-hearted emotionally, but were convinced rationally and logically! The brothers in the public screen area quickly began to comfort him; the colleagues present not only did not report him, but also praised him highly: "The anchor is so eloquent" and "I want to dig out this anchor."

Why does the emotional expression of the female anchor not only make users completely forget the fact that she is "inducing interaction through interests", but also make them have an infinite liking for her?

Because the female anchor used tactful words to express her disappointment and sadness about the "brothers' excessive bargaining", and stated her attitude that "there must be a bottom line when giving discounts", she established the personality of a soft girl who speaks reasonably, gives logical examples, and knows when to act nice. The character is three-dimensional and full, and very likable and energetic.

Once a positive character is established, the audience will be more willing to immerse themselves in the interaction with that character.

So, sometimes it’s not that you can’t induce interaction, but it depends on how you use words and emotions to justify yourself.

4. Making good use of parallelism to create a high-energy rhythm is an invisible weapon for high conversion in the live broadcast room

Huili's live broadcast room makes good use of the majestic "parallel sentences" to create a surging momentum, with every sentence in tune with the beat.

People are born to like listening to rhythmic sounds and sentences. This is why when we teach babies to speak, we always teach them nursery rhymes and poems with rhyme and parallelism at the beginning, because they are particularly catchy to read and easier to learn.

More than 80% of the female anchor's speech on Huili is parallelism, and the entire live broadcast room looks like a stand-up comedy performance.

Talking skills:

Others buy cheap, cheap, cheap goods from street stalls, but what did you bring back for that money?

95 years of national brand, Huili's new spring products,

The pair you brought back for 88 is a pair of leather mesh stitching, which is very breathable.

High-quality Martin boots that can be worn all year round, spring, summer, autumn and winter;

The one you bought back at 88 has a solid and soft sole, which is soft and comfortable.

You can wear it for mountain climbing, cycling, running, and fitness.

Martin boots that make you feel more comfortable the more you wear them;

The one you brought back today is skin-friendly and breathable.

Martin boots that don’t make your feet stuffy or smelly;

A pair of shoes that have good looks and good quality.

The Martin boots should have a good feel on the feet and be breathable.

If it's 88 in your hands, who can refuse it?

Brother~Reject 88, you little fool!

Come to my live broadcast room tomorrow and I will tell you that there is no such price.

The high-potential parallel sentences, coupled with the host's hard-working performance, make the users of the live broadcast room unconsciously enter the host's conversion funnel. They are brainwashed by the product talk little by little, persuaded by the powerful selling points again and again, and step by step enter the steps of clicking to place an order and pay.

In front of the screen, the anchor spoke eloquently;

The public screen area was bustling with audience.

What a wonderful experience!

Behind the live broadcast room, there must be an operator with superb word-management skills who carefully designs the script. Rhetoric techniques such as parallelism, escort, and antithesis are incorporated into all product selling point explanations and interactive links, directly raising the ceiling of the industry's script.

To sum up the four main points of soul talk:

1. Coordinated and high-density body language is the best "instant attack power" in the live broadcast room

2. A 200% firm tone is the most basic element in persuading consumers

3. Appropriate expression of negative emotions is the panacea for building a full-bodied personality

4. Making good use of parallelism and creating a high-energy rhythm is an invisible weapon for high conversion in the live broadcast room

Many people can recite the scripts of their peers by heart, and think they can achieve the same sales volume. In fact, the difference in image between different anchors and the difference in the richness of their scripts bring huge sensory differences to consumers. The audience in front of the screen can tell at a glance whether the host is burning himself out with high-energy output or just repeating mechanically.

The rhetoric is just the white rice, and the emotional interpretation beyond the rhetoric is the sauce of the soul. I hope that your live broadcast room is not just about tasteless white rice, but also has soul sauce that stimulates the taste buds.