Video Live E-commerce: How to design the logic framework of the anchor's speech

This article discusses in detail the design method of the logic framework of the anchor's speech in the video account live e-commerce, from the importance of live broadcast sales speech to specific design strategies, providing practical guidance for merchants and anchors who want to improve the conversion rate of live broadcasts. After reading this article, you will learn how to increase user stay time, interaction rate and transaction rate through precise speech, which I hope will help you grow in the field of video account live e-commerce.

1. Why does the logic of live streaming sales need to be designed?

Video live streaming is very popular now, and more and more companies and individuals have joined the video account and started live streaming to sell goods. But few can really do it well. Most of the people who teach you how to do live streaming always emphasize that you must stay in the live broadcast room, interact, pay attention, convert, and increase transaction density. You must pay attention to various popularity data, conversion data...

In fact, most of the current teaching methods for video live streaming, whether it is people or related series of courses, cannot be said to be bad, but it can only be said that they have not explained the specific landing points. What is a landing point? It is something that can be executed.

Whether it is to make people stay, interact, increase conversion, or increase transaction density, the final landing point is actually the anchor's speech. This is why the first reaction of many poorly done live broadcast rooms is that the anchor is not good! The anchor's speech is not good! To be honest, the anchor is really the position that is most likely to be blamed in the field of live broadcast sales.

Secondly, in the video account live broadcast, if you are playing the natural flow, then you must know that for this type of live broadcast room, its recommendation mechanism can be roughly divided into two types:

1. Pre-allocate traffic based on historical data of the live broadcast room
2. Carry out horse racing mechanism based on the real-time data of the live broadcast room (for the specific assessment dimensions of the horse racing mechanism, you can watch a video I released before, which has a detailed explanation)

As for the pre-allocated traffic, for most ordinary people, you can ignore it for now. Because generally speaking, except for new accounts or account violations that lead to an increase in data for 3-7-10 days. Normally, for a stable account, as long as the real-time data of each game is done well, your historical data will naturally stabilize at a better level. Pre-allocated traffic can also be done better. Therefore, our focus needs to be on real-time data, that is, to do a good job of horse racing mechanism.

So what does this have to do with the reason why we need to carefully design our words?

Let’s not talk about the horse racing mechanism for now. Let’s jump out and see that no matter which platform you live broadcast on, no matter how the platform changes, now is the time for attention. The core purpose of any platform is to allow users to stay on the APP for a longer time. This is the most essential point.

In a previous article, I said that the logic of our overall live broadcast grouping and product arrangement is different for live broadcast rooms with different traffic structures, so we need to design different words to match them. The core purpose of all this is to ensure that users can stay in our live broadcast room for a longer time. Only in this way can you cultivate user conditions, shape product value, use words to force orders, make conversions, etc. At the same time, all of the above can also help the platform to achieve the user attention it wants.

This is the most fundamental reason why our live broadcast script must be designed.

2. How to design the logic of live streaming sales?

What is the key to the logic of the live broadcast anchor's speech? How to design it specifically? Before talking about it in detail, there are three points that you need to pay special attention to:

1. A live broadcast room with natural traffic also needs a hit! In fact, no matter what type of traffic the live broadcast room has, a hit is a must. No matter how well you design your words, if there is no hit, everything will be in vain.
2. Secondly, not all categories are suitable for natural flow. Some categories are naturally not recommended for natural flow.
3. Finally, almost all those who do live broadcast operations will talk about the "people, goods, and venue" theory. For the natural flow live broadcast room, the construction of your people, goods, and venue is not about pursuing how good it is, the key is to achieve differentiation. There is a difference between the two.

OK, next, let’s talk about the core key of the speech logic in the natural flow live broadcast room.

When we do live streaming, no matter what category you are in or what style of live streaming room you are in, when designing the specific words, we actually do two things well:

1. Write specific content
2. Design the logic framework of the speech based on different speech contents, combined with the traffic structure and product arrangement strategy of the live broadcast room

01Core Talk Classification

Let's look at the first thing: the writing of specific words. No matter what type of live broadcast room, when designing specific words, we can classify all words into the following five categories:

1. How to attract people

As the name suggests, the core purpose of this type of rhetoric is to keep people in the live broadcast room. We can retain users through benefits, value, strength, instant feedback and other means.

For example, you can see the case shown in the figure below:

The overall framework of the sales pitch can be summarized as: benefits + value + strength + feedback + reverse. The output of these contents is to give users a perception that your product is very good and the price is very affordable. If you miss it, it will be a loss. At the same time, the live broadcast room is very fast, and it seems that the order will be released in the next second. It is worth it for users to spend a little more time in your live broadcast room to grab this benefit.

2. Product sales pitch

If the product is not in place, the customer will run away when you offer a price! The core of product is not to talk about what it is? ? It is to talk about what the customer is interested in. Why buy it? Product is not about what your product is. You should know that the anchor is not the product manual. Don't always talk about the information points on the product. This is meaningless. Product function is not equal to product value.

In other words, at least the value of the product should be perceived by users. Many live broadcast rooms have very good products, but if users cannot perceive them, they are worthless.

The basic principle of value creation is to uncover needs by shaping crowd scenarios + pain points + eliciting pain points by comparing value, and finally to provide proof through emotional sublimation.

For example, the case shown in the figure below:

3. Interactive speech

The interaction between the live broadcast host and the user is a very critical part. We must know that the most fundamental purpose of all interactions is to build user trust. Without trust, there is nothing else. Therefore, when the anchor is interacting, you must realize that your interaction is not about user activation, but about cultivating user feelings.

The best relationship can definitely be established under the condition of altruism! After all, making friends in a live broadcast room is different from making friends in other ways. In such a short time, if you want users to have feelings for you and then trust you, you must first give them some benefits.

In terms of specific techniques, there are actually quite a lot of methods! One of the tips is to start with "I know" to explain something, a point of view, or even a certain emotional expression... This kind of explanation from one's own first-person perspective is easier to put into the role and resonate with, and at the same time, it can help to narrow the distance between the anchor and the user.

4. Offer Talk

Remember, in live e-commerce, the prices of all products need to be compared! In the comparison, highlight the value of the product or the strength of the welfare discount. The public actually has a psychological price anchor for a certain product. If you simply make an offer, then the user will only compare your price with his psychological price, and in this comparison, believe me, you will not have an advantage in most cases.

Therefore, we must compare with other products, such as how much a product sells on Taobao, how much it sells in specialty stores, etc. You must reflect this comparison directly in your words. You can even use some props, such as KT version, price tag, etc.

In addition, before you officially make an offer, you need to first answer questions such as why users want to buy, why they want to buy right now, and what risks they will face if they don’t buy. The core of these questions is actually to highlight the value of the product.

5. The art of forcing sales

When designing a sales pitch, you need to differentiate between different groups of people. You need to have different focuses for different groups of people. For example, for users who have just entered the live broadcast room, you need to highlight the core selling points (at this time, because the order has been placed, your selling point introduction cannot be like before, you need to refine the essence, or use props to show it in the live broadcast room)

Or for those users who have been in the live broadcast room for a while but have not placed an order, the core purpose of your sales pitch is to dispel their doubts.

For users who have already placed an order, you need to prevent them from refunding.

OK, the above are the five most common types of sales pitches in live streaming. In fact, these sales pitches basically cover most of the sales pitches that may be encountered during the entire live streaming process. Next, let’s look at the second thing: how to design the sales pitch logic framework based on different sales pitch contents, combined with the traffic structure and product placement strategy of the live streaming room.

2. Design of the logical framework of the live broadcast room

Because the specific situations of live broadcast rooms with different traffic structures are different, today we mainly analyze the natural flow live broadcast room. In fact, for other types of live broadcast rooms, the underlying logic in the specific logic framework design is the same, and can also be used as a reference.

This is the complete logic framework of the anchor's speech. For any live broadcast, we can roughly divide the speech framework into 5 parts: opening → shaping → interaction → quotation → forcing orders. And each part needs to have corresponding speech content and the core purpose of your design of this speech. They are progressive to each other.

Next, I will take the design of the logic framework of the natural flow live broadcast room as an example to briefly talk to you. First of all, we can roughly divide the natural flow live broadcast room into three stages:

1. Design of the logical framework of the natural flow of the account

First of all, when starting an account, you should be careful not to imitate the words of those big live broadcast rooms. Because it is not of reference value. You should know that for those live broadcast rooms with a large number of online users, the core of all its words is mainly based on shaping products + controlling the scene. Therefore, from the perspective of word design, you have nothing to learn from, and you should not learn from them. After all, their methods are not suitable for you.

If you want to learn to imitate, the best way is to go to live broadcast rooms with 500-2000 people online from 12 am to 6 am. These live broadcast rooms are your benchmarks, and you can learn from their speech framework.

Secondly, in the account creation stage, the traffic of the account is bound to be unstable. For the platform, it has no idea what kind of people you need, and the labels of the live broadcast room are not very accurate. In addition, in most cases, users enter and exit in seconds. At this time, if we want to further filter accurate traffic, we must first learn how to circle people. The purpose is to allow accurate consumers to provide data feedback in our live broadcast room. The specific method is point-to-point and stacking.

One thing to note here is that many live broadcast rooms in the initial stage will first release benefits in order to attract traffic and popularity, mainly welfare products. But you have to know that welfare products may indeed increase the popularity of our live broadcast room for a short period of time, but our ultimate goal is to attract a precise group of people. At this time, the label of the anchor room is actually more important than your conversion. Therefore, we still need to label with hot products to get retention data.

Therefore, we can summarize the logical framework of the natural flow of the account creation stage as follows: stacking people + 5 + point-to-point + getting on the bus immediately

2. Design of the logical framework of natural flow speech in the stable number stage

At this stage, the data of the live broadcast room has reached a certain level. Therefore, our core goal is to achieve conversion. Because only with more conversions can our audience be more accurate, and the platform will push more accurate traffic to us.

For details, you can refer to this formula: three-stage + price comparison + forced order + kicked order

That is, first use the words of attracting people to ensure that users can stay. Then, use the words of shaping products + interactive words to cultivate user trust and enhance product value. At this stage, you can cycle multiple times according to the real-time traffic of the live broadcast room. Then use the words of opening prices to force orders. Of course, you can also choose to hold back orders first and then release them. Or control a certain number and make micro payments to ensure the transaction density of the live broadcast room.

For details, please look at the following figure:

3. Design of the logical framework of strong, slight and flat speech

This type of speech framework design is different for different live broadcast rooms, categories, styles, etc. It is quite complicated to explain, so I made a picture of its overall logic for your reference.

Well, the above is the content of the design of the logic framework for the live broadcast room. In fact, to put it simply, you need to build the framework of the entire speech first according to the traffic situation of your live broadcast room and the product arrangement strategy, and then fill in the specific speech content in each step.

Of course, we also need to realize that the words are not static. They need to be adjusted according to different categories and even different anchors. Even for the same anchor, the content and logic framework of your words need to be fine-tuned in different states. If the anchor is not in good condition, the same words and logic framework will have different effects.

Author: Pai Ye Operation