The live broadcast script is so awesome!

For a long time, I have been envious of my fellow live streamers who work on the front line.

Different from the new media editing job I am engaged in, live streaming is a game of eloquence. Although it contains many sales skills, it is not as nominal as usual sales.

So I compiled some useful tips for live streaming , hoping it will be of some help to you. Even if you can't become Li Jiaqi or Viya, you won't be so confused when entering this industry.

(The following content is too long, please save it)

1. Gathering People

【Mind Map】

Purpose: This stage is the opening stage of the live broadcast, which is to warm up the audience, get closer to users, and attract attention.

Key points: When you are a newbie, you should learn to talk to yourself. Don’t be afraid of embarrassment. Keep your eyes on the buyer’s comments on the phone screen. Respond enthusiastically and promptly, which can leave a good impression on everyone in the live broadcast room.

The content usually includes three aspects:

1. Greet

2. Storytelling

3. Benefits Notice/Goods Notice

1) Welcome users to the site and bring them closer:

Keywords : Interpreting the audience account name + finding common topics + introducing the welfare preview into the live broadcast theme

Interpreting the audience’s account name: Welcome XX to enter the live broadcast room. Hey~ this name is so meaningful, is there any story behind it? /New baby, I see you, welcome to our live broadcast room. If you like the host, please follow us! (Simple type)

Find a common topic: Welcome XX to join us. If you want XX, don’t leave us and we will provide it to you right away. “Are you allergic to seasonal products like me? You try several products but none of them work for you? Then continue to talk about what I usually use in this situation.”

The welfare preview is brought into the live broadcast theme: Deduct a 1 for the new baby, and I will give you a lucky bag/Everyone is welcome to our live broadcast room, and we will give you welfare later. "Hey guys, today is a pure benefit. This XX I have today is only two digits. Just two digits. Factory direct. Pure benefit!"

Promotional words: inform the live broadcast time + content to increase familiarity

Publicizing the live broadcast time: "Thank you very much to all the sisters who are still in my live broadcast room. My live broadcast time is XX o'clock to XX o'clock every day, rain or shine. If you haven't followed me yet, remember to follow me. If you have followed me, remember to watch me on time every day."

Promotional live broadcast content: I am XXX. Today I will share with you some beauty makeup tips. Once you learn them, you can also be a beauty expert. Remember to follow me to learn more simple and easy-to-learn beauty makeup skills.

If it is the first live broadcast: Welcome to XX live broadcast room, I am a new anchor, today is the Xth live broadcast, thank you for your support! Welcome everyone to my live broadcast room. I am a new anchor. I hope you can be more tolerant if there is anything I do not do well.

2) The packaging should present the product’s origin, history, reputation, sales and other data to arouse users’ curiosity.

Today, this product has been a time-honored brand that has been selling well for XX years and is basically owned by every household.

2. Retain Customers

【Mind Map】

During the live broadcast, through real-time interaction between the host and the audience, the audience can feel the personal service, and user demands can be responded to quickly; the host can also quickly learn about the audience's feedback.

Keywords: Questioning + Choice + Rhythm

(1) Questioning-style interactive speech

Answering fans' questions about product usage/materials/delivery, etc., will help solve fans' questions in a timely manner and build trust.

example:

"Have you learned the little tricks I just shared with you?"

"If you don't know what to shoot, you can type your questions."

"Have you used this lipstick before? If you don't know how to match it with your skin tone, you can deduct 1. I will explain it to you."

For this type of question-style Douyin live broadcast script, the answer can only be yes or no. The audience can speak by typing one or two words, and the host can also quickly get the answer from fans, so there will be no dull silence while waiting for the reply.

(2) Selective speech

Give the audience a multiple-choice question, all answers are ABCD. The cost of speaking is very low, and it can quickly get the audience involved in the live interaction.

"I want to listen to "XXX" brush 1, I want to listen to "XXX" brush 2." / "Change the left hand set of clothes to brush 1, and the right hand set to brush 2."

(3) Rhythm-based speech

This type of Douyin live broadcast script is mainly used to get the audience to speak nonsense, so that new visitors can see that the live broadcast room is very active, and be curious about why so many people are brushing 666. What exactly is the anchor performing? This is what sets the pace.

example:

"Those who think the host dances beautifully/sings well, give her 666."

"For those who want xxxxxx baby, let's fill the screen with swipes, and for those who want welfare, swipe xx."

"Swipe 520 to let me feel your enthusiasm."

And promptly announce favorable promotional activities, including draws for big prizes, draws for big red envelopes, limited 9.9 yuan flash sales, free limited edition lipsticks, big profits or discounts, and call on users to interact and swipe the screen to retain users.

example:

"For the newcomers, we are now offering a flash sale for you. Click 10 likes and follow the host to receive a coupon."

"New baby, please follow us first, you can get a special fan price"

"Don't place the order now, guys. Place the order after you get the coupon."

"The guys in our live broadcast room have increased XXX and are giving out coupons to everyone."

3. Locking customers

【Mind Map】

(1) Say:

1) Demonstration-type speech

Keywords: object + adjective + mood

When the anchor is live streaming and selling goods, he can let fans intuitively see the effect by demonstrating the product's quality, user experience, and price advantages compared to other channels.

example:

When Li Jiaqi was trying out lipsticks, he was able to give a detailed expression to the color of each lipstick: "It's a color that gives people a very gentle, very spring, and very new feeling." Such words make people unconsciously moved when they hear them.

2) Trust-based speech

Introduce yourself: "I also...", express your feelings in words

When promoting sales in the live broadcast room, you can emphasize more that "I" have used it and liked it, and emphasize "I"'s feelings when using the product. This can not only make the product explanation appear sincere, but also set off the product and dispel the audience's concerns about the product. Only by establishing a certain sense of trust can we encourage fans to place orders.

example:

“I’ve been using it every day recently.”

"I also bought XX. I personally like these two more."

“I bought it for my parents too, and they also found it very useful.”

"XX I only recommend this brand, I won't recommend other brands no matter how much money you pay me"

3) Professional speech skills

When recommending products, we provide detailed explanations of the materials of a product and other similar products from a professional perspective to increase fans' trust and guide fans to choose products based on their own circumstances.

For example, in live streaming of clothing products, the host can attract fans to place orders by professionally matching a certain piece of clothing and professionally explaining the quality of the clothing.

example:

"This all-cotton sweatshirt is suitable for autumn. It has a contrasting pattern on the front and geometric quilting lines on the neckline. The mid-length version is fashionable and versatile. It can be paired with tight black pants to look young and energetic."

“Even a professional white shirt and a traditional blue suit can be instantly brightened up with a plain gray and white printed scarf, making the overall outfit stand out from the crowd.”

"The contrasting colors make you look slimmer. The pleated design at the waist can cover a girl's belly. Folding the trouser legs up will give you a light and casual look."

(2) Do:

Try out products on site, share usage experience and results, and verify product functions.

When it comes to prices, get out your calculator when showing off your deep discounts:

example:

"Our original price is XX yuan, but it's only XX yuan in the live broadcast room. We only have 20 pieces left for everyone to buy in seconds, so it depends on your hand speed."

"Our original price is XX yuan, and the store price and official website price are also XX yuan. But today, when you come to our live broadcast room, you don't want this price, just XX, plus the exclusive fan price for following us, how much is it? Countdown, 54321, offer! Only XXX yuan."

When talking about the product being the same model as a certain celebrity, I took out the large photo I prepared:

example:

"I want the same style as XX, and this year's new product is sold out in seconds. Those who want the same style as XX, please type "1"."

4. Persuasion

【Mind Map】

By comparing the product’s efficacy, price, ingredients, packaging design, promotional efforts, and on-site usage results with competing products, users can further eliminate their choices. (key)

(1) Low price

Live broadcast promotions are the most direct factor influencing fans to purchase products during live broadcasts.

Heavily discounted merchandise means that fans will follow more wholeheartedly, and with the fans’ trust, sales will continue to rise.

Commonly used phrases:

“Buy X, Get X Free”

"Our live broadcast room is cheaper than the duty-free shop!"

"Can you get XX seconds to click XX million likes? If you can get XX million likes in XX seconds, I will give you a hot-selling benefit. Today, this set of XXX is the store price. Newcomers to my live broadcast room, listen carefully. If you can get XX million likes from newcomers in my live broadcast room today, I will give you hot benefits directly. The lowest price on the entire network!"

(2) Discourse Scenario

There are two benefits for users when they buy products in the live broadcast room. On the one hand, there is the economic benefit, which means your products are better and cheaper than others. But economic benefits are not your own ability, but the advantages of sources of goods and supply chains. On the other hand, it is to use rhetoric to construct a beautiful scene, bring benefits to users, and satisfy their imagination and vanity.

example:

“Rooftop garden, man-killing fragrance, perfect for summer”

"This lipstick gives people the feeling of Zhen Huan turning around and smiling after she ascended to the throne, saying to those people, 'I won.' Nowadays, people in cities are under great pressure at work, and who doesn't need to relieve stress? This lipstick gives people the feeling of turning around and saying to those people, 'I won.'"

"That very sweet feeling, you are the peach on earth"

“It’s like walking in a forest after a light rain.”

5. Reminder

【Mind Map】

(1) After the users have been intrigued by the product, the price is officially announced, which makes the users feel that the product is worth the money.

Time quantifier

The priority of "fear of losing" and "fear of missing out" is far higher than rational thinking such as "how useful is this thing to me" and "is this thing cost-effective". Therefore, hunger marketing is always effective for this reason.

The key to the Douyin live broadcast language of urging orders is to mobilize users' desire to "grab". For example, words like "rush to buy", "no waiting after the deadline", "limited quantity"... these words are all designed to awaken the safety instinct in people's brains.

example:

"When we tested it before, this product was sold out in seconds after it was put on the shelves. It is extremely popular, so don't hesitate to come in and place your order."

"This product is limited in quantity. If you like it, you must place an order in time, otherwise you will miss it later."

"For coats originally priced at XXX, listen up to all those who discounted by '1'. Our discount package is XX off, XX off, XX off, a total of XX off. The countdown is now 54321, and the price has changed! Prepare 321, open the link and add stock!"

"You'll earn money if you grab it, limited quantities of flash sale items" / "First come, first served, last 2 minutes! Last 2 minutes"

"This promotion is really great. You can buy another set. It's a good deal. It's a pity to miss it. There are only two left of this product."

(2) Re-emphasize the promotion policy, including limited-time discounts, gifts of equal value for the first XX people to place an order, cash rebates, random free orders, free orders through lottery, and other promotional activities, so as to bring users' enthusiasm to a climax and urge them to place orders in batches.

"There are 5,000 people in the live broadcast room now. Today we will give out gifts of equivalent value to the first 600 people. Count down by 5: 5 (ask the assistant to say, there are 200 orders left) , 4 (ask the assistant to say, there are 100 orders left) , 3 (ask the assistant to say, there are no more) ."

"If you have any concerns about your favorite baby, please contact customer service and leave your contact information. I will contact you as soon as possible after the show ends."

Selling goods in a live broadcast room requires a shopping atmosphere, which is different from shopping. Live streaming e-commerce needs to make users feel like they are having a carnival, increase their shopping desire, boost their adrenaline, and create predictable surprises.

Exceed users' psychological expectations.

6. Pay attention to the order process

【Mind Map】

(1) Guiding words

The language used to guide customers to place orders plays a role of "pushing" when they do not have much resistance to the product, prompting them to complete the final step of purchasing.

1) Guide order placement

Explanation of the order process + demonstration of order operation

Purpose: To guide the ordering process and eliminate the hidden dangers of customers being unfamiliar with the operations during the ordering process.

Click on the product link, click on the coupon, click on buy now, fill in the quantity, click on confirm...

Order operation demonstration:

The assistant uses a mobile phone or pad to show: where to get the coupon, what the ordering interface looks like...

2) Thank you words

Start from the real situation and express your true feelings.

example:

"Thank you for watching my live broadcast, thank you for your gifts, companionship is the most lasting confession, I have received your love" (Thank you for your companionship)

"The last song is "XXXX". Thank you for your company. I will end the show after singing. I hope everyone can sleep well and have sweet dreams. Work hard in the new day tomorrow. We will meet again in the evening." (End blessing)

"Today's live broadcast is coming to an end. It will start at the same time tomorrow night from XX to XX. / It will start a little earlier tomorrow, at XX, so please spread the word! / Tomorrow is a day off, everyone! The day after tomorrow will start as normal." (Preview of the next live broadcast)

This not only continues the fans' reluctance to part, but also allows me to make a simple summary for myself.

Although the flow of sales talk is important, daily accumulation of professional knowledge, understanding buyers’ pain points and making corresponding plans are also very important. So, that’s all for today’s sharing.

PS: Because the live broadcast script is updated very quickly, this article is only for reference by novices. This article is long, so it is recommended to bookmark it for easy opening.

Author: Advertising Circle Headlines

Source: Advertising Headlines