Here are some tips on how to speak in live broadcast rooms. Use them!

Why is it that no one wants to buy the benefits when you offer them for 1.9 yuan?

Because you will only emphasize the price.

Let’s take a look at the words used in most live broadcast rooms to sell welfare products: “It only costs 1.9 yuan and you can get it in seconds. What can you do with 1.9 yuan? It’s less than a cup of milk tea, right? Hurry up and grab it!”

In fact, the more you say this, the more others will think you are begging them for benefits. Doing this kind of live broadcast will not only lose money but also fail to gain popularity, and you will get a lot of bad reviews.

In this article, Cicada Mama will teach you how to speak in a welfare-oriented manner in the live broadcast room.

Welfare Fund Talk

Usually the release of welfare funds will be accompanied by an increase in traffic, but it also needs to be accompanied by the host's speech skills. If you find that the audience loss rate in the live broadcast room increases when the welfare funds are released, you need to review the live broadcast room scene at that time.

The "automatic playback of screen recording" function of Chan Mama's field control allows you to directly find loopholes in the host's speech. And now there is no need to make an appointment, the broadcast will be automatically recorded and saved on the Chan Mama field control.

If you want to know what the anchor said when the data declined, you can click on the place where the data fluctuated abnormally, and then directly view the specific events in the live broadcast room at that time and check the anchor's words.

The "Automatic Screen Recording and Playback" function of Chan Mama Field Control can also customize the download of live clips. You can choose which one you want to download and how long you want to download!

▲The picture comes from Chan Mama Field Control

So, how should we explain the product benefits so that we can efficiently absorb the traffic of the live broadcast room and increase the popularity of the live broadcast?

Be sure to remember the following process.

The first step is to talk about the value of the product.

Chan Mama Field Control has summarized eight aspects to refine the value of the product.

01 Appearance is the selling point.

Appearance is the biggest advertisement of a product, and differentiated appearance is the most direct selling point.

We can consider the following aspects when writing scripts: Is the outer packaging creative? Does the color of the product have a meaning? Is the image creative? Is the style unique?

02 The material is the selling point.

Through the differentiation of materials and their packaging, customers can have more confidence in the quality and value of the products. Is the material particular, such as ice silk cotton; is the material creative, such as wooden lamps; is the material unique, such as raw iron; what grade the material is, such as medical non-allergenic cotton.

03 Craftsmanship is the selling point

Craftsmanship is a point of reality and illusion. Adding your own elements and endorsement can make the craftsmanship exclusive. For example, the exclusive process of "ancient roasting", the principle process of "high-temperature distillation", the formula process of "plant extract synthesis", and the master craftsmanship of "intangible cultural heritage inheritors".

04 Function and efficacy are the selling points

Functionality and efficacy are the most intuitive selling points that are recognized by consumers and make customers pay.

For example, are there any functions that you have but others do not? Are there any functions that are upgraded compared to others? What is the principle of the function? What pain points of users can this function solve?

05 Time is the selling point

Time can make a product more emotional. For example:

Fast – Is it faster than the competition (drying in one second)

Slow – Is the product a time-consuming and fine product (manually made slowly)?

New – Is the product fresh (3 days expiry)

Old – Does this product have an ancient history?

Long – whether it satisfies customers for a long time (can be used for second child)

Time – Is it for a special time (staying up late, night)?

06 Numbers are selling points

Numbers are more specific and real, giving customers a sense of clarity and endowing products with unique attributes.

For example:

Times – First milk source

Quantity – Multi-function pot

Hours – 24-hour try-on

Ordinal – 6 processes, 5 layers of filtration

07 Crowd is the selling point

The population is segmented, with different needs and differentiation.

Organize the speech according to the gender, age, occupation, relationship, special periods (pregnancy, birthdays, weddings), etc. of the crowd.

08 Feelings are selling points

The lasting emotional selling point is based on the brand's long-lasting pursuit of quality and continuously upgraded customer experience. If a product has an emotional selling point, it will greatly enhance consumers' loyalty to the brand. For example, the Hammer phone disrupted the industry.

The second step is to emphasize the scarcity of welfare products during the live broadcast.

The anchor should tell the audience that only those who support can get it, instead of begging everyone to rush to grab it. Welfare products must be set in a certain quantity and in multiple batches.

Common methods include flash sales through the shopping cart link, setting up lucky bags, taking screenshots to draw fans to give away benefits, etc.

For example: Darlings, please click on the yellow cart below to see if you have chosen the color. We will be competing in hand speed soon!

The third step is to set instructions for obtaining welfare products.

The host gives the action instructions, such as "what actions need to be completed to achieve what you want". However, when setting actions, it should not be too complicated and the threshold should not be too high.

The more commonly used operations include adding fan light boards, joining fan groups, guiding likes, leaving comments with keywords, etc.

For example:

1. Babies, if you are a new fan, please deduct 1. We will arrange a wave of welcome gifts for our new fans first!

2. Do you like 1 or 2? We will give you whatever you like!

3. Are there any babies who want this shower gel? If there are, we will continue to give it away!

Joining a fan group has a higher weight than following it, and it can also increase the interaction rate of the live broadcast room and optimize the conversion funnel. Therefore, we try our best to guide users to join fan groups.

How to use welfare funds to attract audiences to join fan clubs?

1. This product is prepared for my loyal fans. Those who click on the fan group in the upper left corner are all my loyal fans.

2. Babies who want to participate in the event, can you please click the follow button in the upper left corner to support the anchor? We are a new account and we have activities waiting for everyone every day!

3. My babies who support me, the anchor must pamper you today. My fan club will give ×× to those who reach level ×!

At the same time, make good use of the explanation button: during live broadcast operations, make sure the explanation button always appears in the lower right corner, giving users a greater chance of clicking on it. And have an assistant demonstrate the process.

"Discover the highlights of the product, emphasize scarcity and set actions to obtain it." Only by following these three steps can your welfare product gain popularity!

Author: Cicada Mom Data

Source: Cicada Mama Data