After watching tens of thousands of videos, I summarized the 7 elements, 3 structures, and 5 steps of short video sales.

This article deeply analyzes the secrets of selling products through short videos, from the seven elements to the copywriting structure, and then to the five-word formula, providing a practical guide for your Douyin sales journey. I hope it will be helpful to you.

If you want to sell products through short videos on Douyin, it depends on many factors, such as products, merchants, prices, etc.

In addition, copywriting also has an important impact on sales conversion.

Many people’s videos have no copy or poor copy, which will have a great impact on the conversion rate.

So today, the village chief will tell you what elements a good video for selling products needs and how to make it.

1. Seven elements of short video sales

The village chief has watched at least tens of thousands of short videos selling goods, and concluded that these short videos are able to sell goods if they meet the following seven factors.

1. Products

The main purpose of making short videos is to sell products, so don’t put the cart before the horse, products always come first.

A good product is one that users demand and is competitive compared to its peers.

2. Merchants

In comparison, if someone appears on camera, even if only a sound or a part of the body is shown, the effect of selling goods is better than that of a purely physical object.

If the merchant has a good figure, can perform, and has good oral expression skills, then such a merchant has a greater advantage.

3. Scenario

The village chief once wrote an article emphasizing that product introductions with scenarios and product displays without scenarios have completely different effects in attracting users.

For example, if you are selling garbage bags, it is better to take pictures of them being used in the living room, kitchen, or office than to just hold them and introduce them directly.

For example, if you are selling fruits, such as oranges, mangoes, and watermelons, you can go directly to the orchard and take photos or live broadcast them from the trees, the melons, or the purchasing site. The effect will be better.

4. Reasons

Why should users buy your product? How is your product better than others? What honors have you received? What are the reviews from customers? What are the differences in origin and manufacturing?

What pain points do users encounter? Your product just happens to meet their needs.

5. Price

Price is a very important means of screening users. Some people are willing to spend 20 yuan to buy a mango, while others are willing to spend 20 yuan to buy 5 kilograms of mangoes.

For the same 20 yuan, some merchants sell 5 kilograms, while others sell 7 or 8 kilograms.

6. Benefits

In a sense, short videos have eliminated the middlemen in promoting products, but ultimately what is being competed on is price wars and welfare stations.

In addition to the price, what other benefits and packages do you offer?

7. Results

No matter you are selling clothes, shoes, snacks, fruits, general merchandise, or small appliances on Douyin, the essence of user consumption is to solve their own needs.

So you need to deeply understand the needs of users and then show your results.

For example, garbage bags for holding things, paper towels with high water absorption, detergents that can remove stains very well, etc.

2. The copywriting structure of short videos with products

The seven factors shared above are the most common ones in many popular videos, of course there are other contents.

Combine these elements with your own products and incorporate them into short videos. Here I would like to provide you with the structures of several popular short video copywriting.

1. Price method

Copy structure: price breakthrough + product display + purchase guidance

Not 100, not 50, just 29.9; 19.9 yuan for 10 jin, only 9.9 yuan for 100 pieces. Copywriting openings like this are particularly attractive to price-sensitive customers.

After talking about the price, quickly show the selling points of your product. For example, when selling mangoes, directly cut the mangoes and show them to the users, and then guide the users to the shared bikes.

2. Effect method

Copywriting structure: effect display + pain point introduction + benefits to force sales

For example, if you are selling a garbage bag, you should first show that you have filled the garbage bag with a lot of things. If you are selling a fishing rod, you should first stand on it and step on it hard a few times. If you are selling a helmet, you should first hit it with a hammer.

After attracting users' attention, we then introduce some of the problems that users encounter in daily life into actual scenarios, and finally explain the price and welfare mechanism to effectively force them to buy.

3. Pain Point Method

Copywriting structure: Pain point + solution + purchase guidance

Many users have problems with mopping the floor at home, removing oil stains from clothes, and using bottles for oil, salt, sauce and vinegar that are inconvenient.

First, intuitively display the problems encountered by users, and even magnify them a little bit. Then provide your product solutions to solve the users' problems. Finally, provide guidance on benefits, prices, and packages.

I will give you these three examples here. If you are interested, you can watch more videos and analyze each shot word by word, you can find many common techniques.

3. Five tips for selling products through short videos

Finally, let’s talk about how we can better showcase our products to users when shooting short videos.

Many people who make Douyin videos do mention the selling points of their products, but their descriptions are either rambling or just boring instructions.

For users, the purpose of selling products through short videos is to stimulate their interest and hit their pain points, while at the same time the duration must be short enough.

Therefore, a set of smooth product copywriting or product description is very important. Generally speaking, we have the following actions

1. Shout

That is, attract the user's attention and call the user, such as don't swipe away, stop, dear brother and sister, uncle and aunt, etc.

2. Bright

That is, to state your identity or display your products and present your products directly.

3. Dismantle

For example, if you sell socks, you can remove the boxes and bags; if you sell fruits, you can peel them or cut them in half, etc.

4. Test

Socks are sold by pulling them by hand, cutting them with knives, and burning them.

When selling phone cases, they just throw the phones away; when selling tempered glass, they just fold it; when selling food, they just cut the inside open, etc.

5. Sell

Directly explain your benefits, prices, stack up and count the quantity of products, etc., and then guide users to place an order.

This is the basic copywriting process for selling products through short videos. Of course, a core point is continuity. Each link must be linked to the next. Do not procrastinate and pay attention to time control.

In this way, users can be successfully converted through a short-term sales process of benefits, pain points, and guidance.

Author: Shili Village

Source: Shili Village