High-conversion live broadcast script design!

Recently, many anchors have been asking me what to do if someone enters the live broadcast room and leaves within half a minute? What to do if the audience interaction rate is very low? What to do if users don’t place orders or convert? What abilities should an excellent anchor possess?

01. Three essential abilities for an excellent anchor

1. Strong expressiveness

Mature anchors have a strong appeal. As soon as we enter their live broadcast room, we can’t stop watching. Once the anchor says “Buy it!”, we will obediently open our wallets and place an order.

2. Strong grasp of rhythm

A live broadcast lasts at least 2 hours, which is a very long time. It is very important for the anchor to be able to grasp the rhythm of the live broadcast room and control the whole scene.

3. Excellent speech design

The sales talk is how we explain the detailed selling points of each product, but it is not a direct copy of the details page. Instead, it should carry the host's personal personality. After the host has explained the main selling points of the product, he or she should appropriately add his or her own personal characteristics.

Among them, 1 requires hundreds or thousands of live broadcast experiences to accumulate and cannot be solved in the short term; 2 and 3 can be solved through early live broadcast planning and speech design. Today we will mainly talk about the solutions to 2 and 3.

02. Live broadcast process design

An excellent live broadcast process can ensure the host's stable output throughout the live broadcast and control the rhythm; an excellent live broadcast process can drive an interactive atmosphere among fans and accumulate momentum for flash sales and rush purchases; an excellent live broadcast process can help novice anchors grow quickly and shorten the training cycle.

For example, we often see some anchors "holding back orders" in the live broadcast room. They keep introducing a product but delay putting the product on the shelves. They wait until users' purchasing desire is overwhelming, and then put the product on the shelves. At this time, they can achieve explosive orders for the product and also increase the user's online stay time.

The following are two different live broadcast process designs.

1. Design of the payment process

We have prepared many products for this live broadcast. We will introduce them one by one. A product will only be introduced once in today's live broadcast room. This is the product-passing process, which is suitable for live broadcast rooms with many products. All the big anchors use this process to introduce their products.

2. Cyclic process design

Some live broadcast rooms do not have many products, for example, there are only 3 products. In this case, we do not recommend that you do a live broadcast of this type of product, because the time for each product will be particularly long, causing users to lose patience and leave the live broadcast room.

We can cycle all the products 3 or 4 times in a live broadcast, each time taking about 30 minutes. This is called a cyclic process design.

A perfect live broadcast room process design can greatly enhance the sense of rhythm of the live broadcast room, which not only makes it easier for the host to control the whole scene, but also prevents users from losing interest.

The process design of the normal live broadcast room has been completed, but what is the process of live broadcasting of a single product?

3. Single product live streaming process

For novice anchors, we recommend that the explanation of each product last about 10 minutes.

2 minutes: Selling point introduction

Usually, users are encouraged to participate through interactive means. For example, when introducing a facial cleanser for oily skin, you can say, "Are there any babies with oily faces? Leave a comment in the comment section." This is also a little trick to increase the interaction rate.

3 minutes: Hand-held introduction

Mainly introduce the product's selling points. You can refer to the product's Taobao details page, but don't copy it word for word. You must add your own wording. For example, when Li Jiaqi was introducing lipstick, he would say "like elves dancing on your mouth."

3 minutes: User reviews

We can find very detailed user reviews in Taobao comment sections, Xiaohongshu notes, official account soft articles, etc.

2 minutes: Promote sales

The time it takes for people to place an order should not be too long. We can directly tell people what the flash sale price is, what discounts there are for the first three orders, what discounts there are for joining the fan group, etc., to encourage buyers to place orders.

The specific anchor's words will be introduced in detail below.

03. Anchor’s speech design

The art of speech is the strongest aid for new anchors to grow quickly, the key to attracting fans to stay, and the key to anchors to make deals.

First of all, everyone should understand that the script is not to read directly from the product manual or details page, but to add colloquial and personalized expressions of the host while ensuring that the product features and functions are fully conveyed.

High-transaction live broadcasting skills = spoken product introduction + body language

Below we will take the fan-favored model at the opening of the live broadcast room as an example for a detailed introduction. Suppose today’s fan-favored model is an eyebrow pencil that costs 29.9 yuan.

Live broadcast opening

Eyebrow Pencil

Babies, the babies in my live broadcast room! You all paid attention! The live broadcast has just started today, so let’s give you some benefits first!

First of all, let me do a survey. If you have heard of the first-line cosmetics brand XXX, please give me a 1 in the live broadcast room.

Let me ask the question in a different way! , is it true that basically everyone, whether you are a boy or a girl, an aunt or an uncle, has heard of this brand? A household name in cosmetics, isn’t it! How many fairies have been touched by this advertisement called XXXXXXX!

I tell you! (Speaking and clapping) You have definitely made a profit by coming into my live broadcast room today! Look into my eyes (pointing to his own eyes) and I tell you, babies, you really made a fortune by coming here!

This eyebrow pencil has three ways of use, and I can handle them all with one. Doesn't it make putting on makeup faster and easier? (Points, lines, and surfaces are drawn on the back of the hand to let everyone feel the difference in lines and thickness)

This is not important, babies, do you know what is important? The important thing is that it is waterproof and sweat-proof, and the makeup-proofing effect is really excellent. Let me demonstrate it to you on the spot. (Take out the watering can filled with water)

Baby, I won’t say much, I’ll just spray it up for you. Come and take a look at our XXX eyebrow pencil. How good is its waterproof, sweat-proof and smudge-proof effect? It’s hot in the summer and you sweat a lot and are worried about your makeup coming off, but these are not a problem at all! How can you have so much no matter how much you sweat? (Spray the spray bottle onto the back of your hand)

I know my front camera has a built-in beauty filter. In order to let you see more clearly, I will switch to the rear camera (switch to the rear camera) and you can take a good look for yourself. I just went through such a baptism of storm. I rubbed it and wiped it again. Can you see if our eyebrow pencil is still intact in my hand?

Today, I told you all at the beginning that you will definitely make a profit if you enter my live broadcast room! I said I would give benefits to everyone, so I will definitely not go back on my word. I will definitely do what I say. If we are going to give away benefits today, we will give it thoroughly. If we are going to do something, we will do the biggest one!

I won’t say much, the original price of this eyebrow pencil is 89 yuan, and it’s not cheaper in our store. Today I’ll give you a 50% discount! I'm half price! I'll sell it for 45 yuan, do you want it? If you want it, give me a call! (Paving the way for 29.9 sales)

Sisters! ! Babies! Don't be anxious or excited, this is just the beginning.

Let me tell you, today XXX is such a good eyebrow pencil, it’s selling for 89 yuan in our store! You can use an eyebrow pencil and eyebrow powder two in one, one pen can create three kinds of eyebrow makeup effects! Waterproof, sweat-proof and won’t remove makeup! I don’t want 89 yuan in the live broadcast room today, and I won’t talk to you about 49 yuan, 39 yuan, or 29 yuan. Our store is having an event today, and in order to give back to our new and old customers for their support and help over the years, we are giving you a big payout today. We would be sorry to give you a 50% discount, so today we will give you discounts until your bones break!

An eyebrow pencil that costs 89 yuan in the physical store can be grabbed for 29.9 in my live broadcast room today! two! Not one, but two! right! You heard it right! Such a good eyebrow pencil, 29.9! two! I'll give you a replacement refill, which is equivalent to you buying two XXX eyebrow pencils for 29.9. (Take up the replacement core and show it to everyone)

I don't have many eyebrow pencils at this price, only 100 pieces! Only 100 babies available! 29.9! 2 sticks!

Without further ado, let’s get to the link!

It can be seen that an excellent anchor's script design is determined by spoken expression, the assistance of props, and flexible body language.