Tik Tok live broadcast script strategy

If you are also preparing to start live streaming sales, or have already started, I believe you have discovered that there are already many courses on the market. These courses are similar. Some teach you how to get into the live streaming square, how to play ab chain, how to invest in Qianchuan, how to shoot videos, and so on!

There is nothing wrong with this knowledge itself, and they are all indispensable skills, but what problems will arise if a newbie starts learning technical-level things right from the start?

For example, if we want to build a building, if the foundation is not laid well, then no matter how high the building is built later, it will not be stable. So, the same is true for Douyin live broadcast. You should first understand the script writing of a good live broadcast room .

The 9 major parts of the general live broadcast room are:

1. Opening Talk
2. Activity Talk
3. Product sales talk
4. Opening money talk
5. Force sales talk
6. Transfer Talk
7. Trust Talk
8. Single point speech
9. 5-minute sales pitch
10. Many friends who do live streaming collect live streaming scripts of various celebrities, such as Li Jiaqi, Wei Ya, etc. They have a large collection of various live streaming scripts, but once they are used in their own live streaming room, their scripts will be useless. Others can increase the traffic by using them, but your live streaming room will only have robot big-headed dolls.

Let me help you analyze several reasons:

1. The Douyin live broadcast room is divided into the start-up period, the volume-expanding period, and the mature period. Their sales talk is also different in different stages. The start-up period is about retention, the volume-expanding period is about retention and conversion, and the mature period is about UV value. If you use mature sales talk, it will definitely not work. This is one of the reasons why you buy sales talk scripts on the Internet, but others sell well while you sell poorly after using the sales talk.

2. You see a lot of other people’s rhetoric, which is just cold text and documents. This is because when you explain the product in your live broadcast room, you need to put in emotions, expressions, body movements and teamwork, but in this rhetoric, the status of the host and co-anchor as well as the status of the live broadcast room cannot be presented in the context, so the same rhetoric cannot be used in your live broadcast room.

So we have to find Douyin live broadcast room to find the script to do the disassembly, and then write our own script template

For example, if you are selling women's clothing, which is a large category, including dresses, woolen coats, jeans, etc., you always need a script for women's clothing. You can't use a script for jeans to promote your dresses! Do you think you can use it? That is definitely not going to work.

If you are selling dresses, then you need to find someone in the same business as you in the dress business, break down their sales pitch, and incorporate your own product into it.

Do you think it is as simple as finding a colleague, recording the screen with your mobile phone, and translating their live broadcast dialogue? In fact, it is not easy. There are many details to analyze in the live broadcast room!

I have made mistakes while doing Douyin live streaming. I will summarize how to analyze the words used in live streaming.

On Chanmama, find the industry and vertical category you want to target.

Let’s take the clothing live broadcast room as an example. The first tool we use is: Chanmama Platform!

Link: https://www.chanmama.com/douyin?2004&360PC&PP

Let's go to Chanmama and find the women's clothing category and the category we need.

If you are in the underwear category, choose the underwear category on the category list on Chanmama. If the account you are targeting is a new account, if it is not a purchased account, then look for an account with less than 10,000 followers.

If your category is a very vertical one, the fan base will not be that large.

The first step is to choose around 10,000 to 100,000 yuan, anyway, it depends on your actual situation.

In the second step, we choose sales volume. The sales volume should be greater than 500-1000. Of course, the date should be determined by the date in the most recent month.

Then various types of accounts will appear below. At this time, the peak popularity of a newly established account will not be too high. It is of reference value to find the accounts that have just broadcast less than 10 shows. Don't choose big brands. Even if they are very famous, they are of little reference value because big brands have their own popularity.

Step 3: Choose a stable account with a stable broadcast time

Open the live broadcast room on time. Don't be fooled by those accounts that work for three days and rest for two days. For new accounts and newcomers, the live broadcast time should not be too long, about 2-3 hours. New accounts should not extend the broadcast time, and generally new anchors cannot broadcast for that long.

The fourth step is to look at its sales data, which must show a gradual increase and be of reference significance.

This account has grown from over 3,000 yuan per session to around 120,000 yuan per session now. This shows that the operator is a very mature operator and he is very familiar with the platform's rules and marketing methods.

Once you have successfully found your benchmark account in this way, then start using the rhetoric of this screen recording account to find 5 such accounts to benchmark against, including how the people, goods, and venues are performed.

Step 5: Convert live screen recording to text

There are two types of screen recording: mobile phone recording and computer recording. When recording with a mobile phone, be sure to lower the resolution, otherwise your phone’s memory will be full quickly.

When we record the screen, we can watch and record at the same time, and see other people’s live broadcast rooms, how the atmosphere is created, how the anchor and backstage operations staff cooperate, etc.

Step 6: Convert live video to text

Here I recommend two softwares: Feishu Miji and iFLYTEK Translation. I usually use Feishu Miji.

According to the video you recorded, convert the text content according to the time and find the live broadcast room script you want

These are often not enough. We add more detailed notes to the translated text.

For example, what actions were taken in the first 5 minutes of the broadcast, how many minutes of product explanations were given, and how many minutes of orders were placed.

How long do you stay and interact?

Step 7: More detailed notes on the live broadcast script

Break down the live broadcast scripts , which are the opening scripts and which are the closing scripts, and record the interactive indicators that the anchor performs in the live broadcast room to increase the popularity of the live broadcast room, etc.

Douyin Live is a data dimension platform. Your data can reach Douyin's four major indicators: popularity index, interaction index, product index, and order index. If the data is good, Douyin will give you traffic.

That’s all for today. Follow me for the next article on how to use these four indicators to review Douyin live broadcasts and make adjustments based on the data.