Live broadcast can be said to be the hottest track in recent years. The words during the live broadcast are the most important of them. In this article, the author shares six ways to prepare for words, hoping to help you.
The current live broadcast track has long been a red ocean, and users' attention has been divided into countless fragments. According to the latest data survey, the average time users stay on Douyin is only 2.8 seconds!
The first step will not retain people, and naturally there will be no follow-up attention and conversion data.
To do a good live broadcast, multiple elements need to cooperate with each other.
This article will dismantle the most basic element of [live talk].
Solve two problems:
- What are the sections of the live broadcast room?
- How to quickly produce the required speech through the speech template, which helps you break through the bottleneck of live broadcasting.
From the perspective of the entire live broadcast process, there are six key links: retention, interaction, retention (increasing followers), product introduction, transaction, and preview
01 Retention skills: Create a magnet to attract the audience
As mentioned above, the average time users spend in the live broadcast room is only 2.8 seconds. This means that you have 3 seconds to give the user a reason to stay. There are three common reasons:
You can refine the corresponding type of speech according to the speech template in the picture below.
In addition, if your live broadcast room itself is in its infancy, its popularity is weak. Be sure to pay attention to every user who walks into the live broadcast room, and remember to send a warm welcome when a new person comes in.
For example: "Welcome XXX (user nickname), we are currently introducing XX products, click on the upper right corner to pay attention to the live broadcast room, good things are waiting for you to choose." ”
02 Interactive Conversation: Enhance consumer engagement
The essence of designing interactive links is to enhance user participation, and the purpose is also to extend the user's stay time.
Through the words of retention and interaction, we can establish an initial connection with users and lay the foundation for subsequent conversions.
Common interactive speech can be divided into the following four categories:
03 Tips for increasing followers: tips for increasing repurchases
In the streaming mechanism of major platforms, the number of followers is a very important assessment indicator. The platform will push the live broadcast room to fans, and some platforms can also set reminders.
Doing a good job of paying attention to the words is equivalent to allowing users to stay here and increase the repurchase rate.
You need to introduce the exclusive benefits and features of the live broadcast room, give users a reason to follow, and remind them a few more times.
04 Product recommendation language: the core part
In order to close a deal, the product must be attractive enough, and the product introduction is the most important and core of the six sectors. Everyone must carefully polish the introduction technique for each single item.
Normally, we have to introduce the product first, fully demonstrate the characteristics and advantages of the product, and finally quote the price.
There's only one way to make a bid: the product is extremely common and the brand is extremely well-known. The public already has an absolutely deep understanding of it and does not need to be educated. Moreover, you have an absolute price advantage~
05 Transaction Talk: The climax of the live broadcast
When it comes to the transaction, how to get the user to press the payment button?
There are usually three things that need to be done in the closing process:
1. Enhance trust
The biggest problem for consumers in online shopping is that they can't touch the real thing, and there is no intuitive physical touch. Therefore, making decisions will naturally be more tangled than offline.
You can use your own usage experience, sales data, authoritative certification and other information to give users a reassurance.
You can even place your own order on the spot.
Li Jiaqi, a well-known anchor, often uses "self-use" and "on-the-spot orders" to guarantee products.
For example, he once recommended a cool quilt, introducing that "this is what Jiaqi himself is using, and he first bought one to put on the car and cover it when he was resting and napping." Later, I felt that the summer was too comfortable, so I bought two more. One is sent to the mother, and the other is placed in the live broadcast room. “
This kind of detailed description with usage scenarios greatly enhances the credibility of his recommendations.
He also often places orders to buy the products he is recommending in the live broadcast room, and shows his payment page in front of the camera. Evidence of his own recognition of this product.
2. Don't let consumers get bogged down in multiple-choice questions
In addition, for example, clothes, lipsticks, there are different shades, you need to give the consumer a clear advice.
Because the screen will produce color difference, and consumers can't try it on their own, your suggestion is particularly important.
For example, "The yellow color of this dress is suitable for white-skinned sisters and will make you white to the point of glowing." ”
"MM with darker skin recommends a No. 109 lipstick, which will have a strong exotic flavor when applied, and can be paired with ethnic clothes. ”
The core essence is not to let consumers get entangled in the question of choosing A or B. Otherwise, after a long period of entanglement, the enthusiasm for shopping will fade.
3. Price anchors
The things that are directly priced at 88 yuan are not as fragrant as the things that are discounted from the original price of 188 yuan to 88 yuan. Giving an original price and then giving a preferential price will make consumers feel that they have taken advantage, which is the "anchor effect".
Reference: The price of Tmall's flagship store is 79.9 yuan a bottle, in the live broadcast room tonight, buy 2 bottles and directly reduce 80, which is equivalent to the first bottle of 79, the second bottle does not need money, I will send you a bottle of snowflake spray!
4. Create a sense of scarcity + reminders
We can strengthen the scarcity of products from two aspects: price and inventory.
From the delivery time and service guarantee to give consumers the final blow, in the case of enough retreat, the average person will at least hold the attitude of "buy and try".
06 Teaser words: Use a sense of anticipation to enhance repurchase
It's like leaving a hook at the end of every TV episode. At the end of the live broadcast, we can preview the highlights of the next live broadcast, so that the audience can keep looking forward to it, pave the way for the next live broadcast, and not waste the existing traffic.
You need to highlight the theme and featured products of the next live stream, and you can also reward fans who are squatting in the live broadcast room from time to time and give back some small gifts.
References:
"Next Friday at 8 p.m., we will bring the first launch of XX's new product! This new product has XX characteristics, especially suitable for XX people.
What's more, the first 100 friends who enter the live broadcast room will have the opportunity to receive a limited edition gift that we have carefully prepared!
Don't forget to set a reminder and we'll see you next Friday at 8pm!"
Epilogue:
The success of a sales stream doesn't happen overnight, but with a well-crafted message, it can help increase the engagement and conversion rate of your livestream. Do a good job of reviewing each live broadcast, and constantly optimize the speech, so that each live broadcast is more improved than the last one.
This article was published by Everyone is a Product Manager Author【Creator Consulting】, WeChat public account: [Creator Consulting], original/authorized Published in Everyone is a Product Manager, without permission, it is forbidden to reprint.
Image from Unsplash, based on the CC0 license.