How to optimize the live broadcast room's speech and improve the conversion and retention of the live broadcast room? Let's take a look at the live broadcast speech methods and strategies of the top accounts of Italian noodles.
1. Account IntroductionFirst of all, we still need to have a general understanding of the account we want to disassemble. Fengweipai Pasta and AIRMETER Official Flagship Store are both businesses in the food and beverage industry. Fengweipai Pasta is the authorized account of Fengweipai Official Flagship Store and is the main sales account responsible for the pasta segment under Fengweipai Company. Each food under Fengweipai Company has a dedicated account for targeted sales and is very professional. They are leading businesses in each food field. AIRMETER Pasta is also a leading pasta brand, and it is the No. 1 pasta, so the author chose to put them together for analysis, disassembly and comparison. The average customer spending of Feng Wei Pai pasta is about 100-500, and the average customer spending of AIRMETER official flagship store is also about 100-500. The main selling point of Feng Wei Pai pasta is the cumulative sales of more than 34 million boxes, which shows that the product is hot-selling. Western restaurants and Italian pasta rich sauce packets increase the quantity without increasing the price. Of course, the author looked at the details page and found that this sentence "you can enjoy restaurant-level pasta at home" is the real selling point of the product . Another brand selling point of Feng Wei Pai is that the founder of Feng Wei Pai is Nicholas Tse , so Feng Wei Pai has its own celebrity traffic, and the selling point of the product is secondary. The main selling point of Kongke pasta is that its cumulative sales have exceeded 100 million boxes, and it has ranked first in national pasta retail sales for two consecutive years, which shows that the product is very popular. Of course, looking at the details page, you will find that the main selling point is that it tastes good no matter how it is made. Star-rated pasta can be made at home. Kongke has jointly developed and produced it with the three-star chef of the original Italian Michelin restaurant, providing an authentic pasta experience. Approximate average order value of Fengweipai pasta Estimated average order value of empty noodles The customer profile of Fengwei Pasta is women aged 31-40 living in new first-tier cities. The customer portrait corresponding to the empty face is women aged 31-40 living in new first-tier cities. We can find that Fengweipai Pasta and Kongke Instant Noodles are obviously direct competitors, and even the selling points and product endorsements of the products themselves are comparable. In order to further combine with third-party tools to determine the customer portrait, the author also went to Juliang Suansu to search for the crowd portrait of pasta. It can be clearly seen that the highest attention is paid to women, and the age group of 31-40 years old accounts for the highest proportion. Here is the TGI index of Juliang Suansu, which indicates the preference of a certain group for the keyword/video and other content. TGI100 is the market level. The higher the TGI index, the more users pay attention to this part of the content. If you want to make pasta, you already know the customer group for this food, and the customers for precise targeting have also been identified. Then the precise targeting areas are also clear, that is, targeting women aged 18-23, 24-30, and 31-40, who are the most precise groups. In terms of regions, you can prioritize targeting where the TGI index exceeds 100, such as Beijing, Shanxi, Shanghai, etc. in the figure. Finally, you need to optimize the targeting based on actual orders. Age distribution of pasta Regional distribution map 2. Deconstruction of the TalkFor colleagues with excellent accounts, don’t just focus on the data in the live broadcast room, but pay more attention to what the live broadcast room does. The data is just a reference. The behavior in the live broadcast room can really tell you what to do. Pay special attention to the behavior in the live broadcast room, what links are posted, what products are arranged, what words the anchor said, and what activities were done in the live broadcast room. Here the author chose the live broadcast on January 23, let’s take a look at the words used by Fengwei Pasta. We need to first determine the rhythm of the explanation cycle of a model and combine it with the online situation to analyze the logic of the speech structure and determine its explanation rhythm. Here the author only recorded for 13 minutes and 53 seconds. Generally, a slow-paced speech will be repeated about once every 5-7 minutes, and a fast-paced speech will be repeated about once every 3-5 minutes. Therefore, 13 minutes is enough to break down the structural logic of the speech arrangement. Let's take a look. 13 minutes and 53 seconds of online conversation 57-online peak 104 people The anchor takes over the speech: Understand that you don’t feel guilty when eating it. During the Chinese New Year, they stock up on New Year’s goods. Think about it, if someone who is visiting relatives and friends comes to your home as a guest, right? Friends, you should at least send two boxes when you see the pasta, right? Friends, stock up some goods. And like many of you, you also have relatives and friends to pay New Year’s greetings. For example, when you go to a relative’s house for dinner, they will definitely pick up some dishes for you. Friends, pick up some dishes for you, and you should eat them. Don’t regret stocking up on this pasta after eating. Friends, try it. And let me tell you, the key is to have meat and vegetables, and to have a nutritious combination of meat and vegetables, just like the meat sauce packet. You brought 150 grams before, and we will send 160 grams today. There is more meat and more ingredients than before, and the taste is richer. The cost will be higher, friends. The upgrade will increase the quantity without increasing the price. Friends, let me tell you, this price is the last wave this year, friends. I’m sorry that this price will no longer be available in the spring of next year. Friends—— 35 seconds The prices are high now, vegetables and rice are rising in price, and our raw materials are also rising in price. Let's go to the site to check out the prices first. If you are still confused about the first time, I recommend the full flavor. The full flavor covers three pork, one beef, and one chicken. You can change them to make the nutrition more balanced. You can't eat spicy food. Baby tomatoes, cream and curry, these three are not spicy at all. Classic tomatoes are from Inner Mongolia and Xinjiang. Shanghai tomatoes are organic tomatoes. 7 pounds of tomatoes can make one pound of sauce - 1 minute It is fried with 20% fat and 80% lean pork tenderloin oil, and the taste is full of lingering fragrance in the mouth. If you are still hesitant about it for the first time, Baby Tomato will not be a disappointment. No one will refuse its sour and sweet taste. The second flavor is milk bacon, which feels high-end when you put it in your mouth. The animal cream with rich milk flavor will not make you feel sick. Add big pieces of smoked bacon, big pieces of organic mushrooms, and organic vegetables. There are many flavors. Some mothers have reported that children like it more. If you have children in your family, you must not miss it. The third pot of curry. In order to restore the taste of curry, our family uses 8 kinds of spices imported from Southeast Asia to make chicken thigh meat. This flavor is not only loved by children, but also by many fitness sisters and babies. If you are a fitness person and are still buying bacteria and protein powder like me, don't waste your money, sisters. For example, meal replacement shakes are not cheap either. How much is a cup? A small bottle costs more than ten yuan. Friends are still very hungry after drinking it. Friends, let's eat well. A proper meal is a hard truth. Friends, this is a proper meal for everyone. For example, you can try five-color rice, buckwheat noodles, pasta, corn or whole grains, etc. Friends, let me tell you, the calories are relatively low, it is about three or four hundred calories, you can try it - 2 minutes This is a chicken leg. If you want to eat spicy black pepper and spicy bamboo shoots, both of which are medium spicy. The black pepper beef is imported from Argentina. If you are like me, you have often encountered synthetic steaks when ordering takeout before, cut it open and try our imported beef. Isn’t it delicious? It goes through 6 steps to remove the tendons and membranes, and you get a tender steak with one bite. If you want to eat a lot and take it back, you can have spicy fresh bamboo shoots. If you like spicy food, or fresh bamboo shoots from the mountains, you can have fat and lean fresh bamboo shoots and sausages. It is not a Guangsha, but a Sichuan-style Lanzhi. Please listen to each flavor. Link No. 1 will emphasize to you again, friends, please take a look at the daily price [take out the daily price display board]. A box of baby is 29 yuan, 5 boxes are 150 yuan, 6 boxes are 180 yuan, and 10 boxes are 290 yuan. The current promotional price is 109 meters for link No. 1. The price is 6 boxes when you take it back, and the price of a single box is 18.1 yuan. I will also arrange a kitchen wipe baby for you. We will have dinner during the Chinese New Year. Friends, wipe the table after dinner. Friends, it is better to remove the mother bacteria. 50 pieces are given to you. Link No. 1 is for everyone. If you take a picture, it may be link No. 2. The moisturizing box is packed. I will give you two gifts, friends. We have always given one gift before. Today we have two gifts for double happiness, good things come in pairs, a noodle spoon and a fork. Take whichever one you like. Friends, it is Chinese New Year. If there are more people in the family, let's have a hot pot—— 54 people online in 3 minutes Friends, the noodle spoon is very useful for scooping glutinous rice balls, dumplings and hot pot. Friends, the fork is for friends who eat pasta, first come first served. Friends, let me tell you, let me emphasize again, there are only 300 orders of this product, and the promotion is only today and tomorrow. You can definitely come back at this price. If you want to choose link No. 2 through the product, link No. 2 is not only cost-effective, but also two gifts for everyone. Friends, you can get 12 things, which is really a good deal. The unit price is 17.9 yuan. Friends, don’t worry, I will send you the freshness date, and the shelf life is 11 months. You can at least keep it until November next year. So friends who want to stock up, hurry up and click to follow and then click to join the fan group to get a coupon. The rest is a very cost-effective price. Friends must remember to follow and ask me if you have any questions. For example, you call sisters, our after-sales service is worry-free, for example, you received the goods, right? If anyone has any after-sales questions, it doesn’t matter. You can still find our friends. The express delivery will be suspended soon. If you come later, friends, if the express delivery is suspended, I’m sorry that friends cannot solve the problem. Friends, please order earlier and receive the goods earlier to stock up some New Year goods. New Year goods should be stocked up for the New Year. For example, there are many babies in our family. You may have many elderly people who are not very agile in their legs and feet. Indeed, many elderly people may say that they don’t want to cook, but they still have to buy vegetables, wash vegetables, and cook. For the babies who are not around, eating is indeed a problem. Friends—— 4 minutes Let me tell you about this pasta. In fact, children, the elderly, and pregnant women can all eat it with their eyes closed. It is a full meal in itself. Your foreign friends eat bread, but our steak pasta is made of imported raw materials, which can restore its authentic taste for you. Let me tell you, ordinary rice and noodles are sugar, and pasta is protein. If we may think that the nutritional value may not be high enough, the quality of pasta is higher after eating it. No matter if the elderly at home may not have very agile legs and feet, for example, my grandparents are in their seventies and eighties. They do buy vegetables, wash vegetables and cook every day, and usually they just have two bites of food. I want to stock up some for the elderly, give them to relatives, friends, parents, and girlfriends, it can be all right. There are meat, vegetables, and the same combination of meat and vegetables. It's Fengwei Pie, with noodles and fillings. How much is the daily price? The unified price is 29 yuan per box. Today's price is 109 yuan. If you take 6 boxes back, I will buy you a kitchen wipe, right? For Chinese New Year gifts to relatives and friends, you can give 6 boxes or more to friends. If you want to give people an even number, not an odd number, 6 boxes are for everyone. If your children may think that 6 boxes are a bit too few, take a look at the link of 10 boxes No. 2. There is a 17% discount on 10 boxes. Arrange two gifts, a fork and a noodle spoon. Friends, hurry up and stock up, sisters - 5 minutes Are there any of the kids here who don’t want to go home? Are there any babies who may have a shorter holiday during the Chinese New Year? If we return to work, what will we face? Friends, some supermarkets and restaurants will only open in March. Friends, we can't order takeout. If you can't order takeout, you can't eat instant noodles every day, right? - 66 people online We should eat and drink, so stock up on pasta. It is a full meal. Many sisters may have eaten too much during the Chinese New Year, and may feel guilty after eating. We can usually order takeout and light meals. They not only sell salads but also pasta. This pasta is just plain water, which gives you a high-protein feeling of fullness, and the calories are relatively low. You can even eat it as a midnight snack. For example, during the Chinese New Year, you play mahjong with a few good friends for entertainment. It doesn’t matter if you get hungry after playing until midnight. Everyone can have a serving of pasta. There are meat, vegetables, and ingredients, and the combination of meat and vegetables is nutritionally balanced. Friends, we can’t not eat it, right? You still have to eat it, so you can stock up on this pasta. If you can't order takeout during the Chinese New Year, if you go back to work early and can't order takeout, you can cook and mix the pasta, right? We put it in a lunch box and bring it to the company. At noon, your colleagues haven't ordered takeout yet. You have to pay extra for ordering takeout. It's true that prices are higher during the Chinese New Year, and they will definitely go up. —— 6 minutes The delivery fee for ordering takeout is quite high, so the price for that portion of pasta we cooked is 17 yuan, right? You eat, mix, and cook, and you don't feel guilty about it. You feel full and the calories are relatively low. Your colleagues are still hesitating about ordering takeout, but you have already eaten it, and your colleagues' takeout has not arrived yet. You can take a nap after you finish eating. You are full of energy during the afternoon work, and they occasionally work overtime. Sisters have a lot of work to do after returning to work. It's already 9 or 10 o'clock after get off work, and takeout can't be ordered. Baby, come and cook and mix a portion of pasta, it's very convenient and easy. Light a scented candle and watch a movie. Friends, it's full of ritual and atmosphere, let me emphasize, sisters, my event has 5 minutes left, babies, the last 5 minutes, let me tell you, if you want to stock up by 11 o'clock, hurry up and place the order and follow me. There will be a new expectation probably this afternoon or tomorrow afternoon. Many sisters will receive the goods the day after tomorrow or the day after tomorrow. Friends, if you have any quality problems after receiving the goods, you can solve it within 7 days without any reason. But baby, if you come late, your courier will stop sending. For example, if you receive any quality problems, the baby can't find our friends and can't solve it. Friends, the courier is stopped and there is no way to solve it for you, right? And friends, the customer service also has to go home for the New Year, dear children, during the New Year, no one will handle it. Friends, you can check the goods you receive now, and you can prepare them if you want to send them to relatives or friends, and you can prepare a gift box and pack them, right? It's very convenient and easy to use, friends who are looking for Feng Wei food with noodles. The daily price is 29 yuan a box, an open and transparent price. You can pick up 5 boxes for 150, 6 boxes for 180, or 10 boxes for 290. Friends, I want to emphasize again that this is the price only for today's product. Our promotion will only last for 3 days. The day before yesterday, yesterday, and today are the last days. You can seize the opportunity to place two orders instead of just one. Let me tell you again, you will definitely not have the product at this price after the New Year, because prices are relatively high now, and vegetables, rice, porridge, and fruits will all increase in price. Friends, it is impossible for vegetables to increase in price, rice can increase in price and not sell, but Feng Wei pasta cannot increase in price. Even instant noodles have increased in price. Let me tell you the price today, 17.1 yuan. Normally, when we go to Lanzhou ramen or Shaxian ramen, for example, Shaxian Lanzhou ramen costs 17 or 18 yuan now. My pasta is a coarse grain, and pasta itself is not cheap. For example, a serving of pasta from Bigo costs 39 yuan. The taste is different and the price is different. It is more expensive at 49 yuan. Sisters, if our children are on winter vacation, and you want to take the two children to Bigo, let's go to fewer crowded places because there are more bacteria in the air. For example, I haven't recovered from a cold yet. I've had a cold for two weeks. Friends, let's not go out before the New Year except for the New Year's greetings. The children like to eat it and everyone can cook and mix it at home, right? You may not like to eat breakfast like a child on winter vacation, baby, breakfast is eaten like this, if you don’t know what to eat, have a bowl of pasta, cook and mix it, there are meat and vegetables, the same combination of meat and vegetables, let me emphasize again that it is a full meal, not a meal replacement friends, if the meal replacement is right or not, it doesn’t matter whether you buy it or not, but for a full meal, if I don’t want to cook today, I can’t cook, the children don’t like to eat, you are a fitness person, you can rest assured to close your eyes and eat meat and vegetables, this combination of meat and vegetables is nutritionally balanced, I still have 4 minutes, so take pictures early and receive the goods early, ask me if you have any questions, don’t worry if you can’t cook. There is a tutorial at the bottom of each box when you open it, and it is written very clearly and clearly—— 8 minutes and 30 seconds 1. Dismantle the structure and logic of the speechGeneral types of speech + refined speech formula Reminder【1】： Friends, let me tell you, this is the last wave of this price this year. Sorry, this price will no longer be available in the spring of next year. Formula for refining speech: Price is the last of this year + next spring Talk about the style [1] flavor + tomato flavor value shaping order [1]: Prices are relatively high now, vegetables and rice are rising in price, and our raw materials are also rising in price. Let's go to the site to check out the prices first. If you are still hesitant about the taste for the first time, I recommend the full flavor. The full flavor covers three porks, one beef, and one chicken. You can replace them with more balanced nutrition. If you can't eat spicy food, baby tomatoes, cream, and curry, these three are not spicy at all. Classic tomatoes are organic tomatoes from Inner Mongolia and Xinjiang Shanghai tomatoes. 7 pounds of tomatoes are boiled into one pound of sauce for 1 minute, and 2 parts fat and 8 parts lean pork tenderloin oil are added to stir-fry. The taste is full of fragrance and lingering fragrance. If you are still hesitant about the first time, the baby tomatoes will not be a thunder. No one will refuse their sour and sweet taste. Formula for refining speech: For those who cannot eat spicy food: Recommended flavors + covering pork, beef and chicken + recommendations for those who cannot eat spicy food + tomato flavor value shaping + no pitfalls when buying tomatoes Talk about the style [2] flavor milk bacon shaping order: The second flavor, milk bacon, has a luxurious feel in your mouth, and the animal cream with rich milk flavor will not make you feel sick. It is added with large pieces of smoked bacon, large pieces of organic mushrooms, and organic vegetables. There are many flavors. Some mothers have reported that children like it more. If you have children in your family, you must not miss it. Formula for refining speech: It is mainly aimed at children and mothers who like to eat it. Introduce the flavor + give a visual representation of the taste + add side dishes + if the kids like it, it’s ok. Talk about the style【3】Curry flavor shaping order: The third pot of curry. In order to restore the taste of curry, our family compounded 8 kinds of spices imported from Southeast Asia and filled it with chicken thigh meat. This flavor is loved not only by children but also by many fitness sisters and babies. If you are a fitness enthusiast and are still buying bacteria and protein powder like me, please don't spend money indiscriminately, sisters. For example, meal replacement shakes are not cheap either. How much does a cup cost? A small bottle costs more than ten yuan. Friends will still be hungry after drinking it. Friends, let's eat well. A regular meal is the most important thing. Friends, this is a regular meal for everyone. For example, you can try multi-color rice, buckwheat noodles, pasta, corn or whole grains, etc. Friends, let me tell you, the calorie content is relatively low, it is about three or four hundred calories, you can try it. This is a chicken leg. Formula for refining speech: Mainly for fitness enthusiasts First, shape the value of curry + point out the fitness enthusiasts + point out the shortcomings of protein powder as a meal replacement + if we want to eat a full meal, we are + other types of full meals can be tried + my low-calorie chicken thigh. Talk about 【4】Eating spicy food: If you want to eat spicy black pepper and spicy bamboo shoots, both of which are medium spicy, the black pepper beef is made with imported milk from Argentina. If you are like me, you have often encountered synthetic steaks when ordering takeout before, don’t you cut it and try our imported beef? After 6 steps of removing tendons and membranes, you can get a tender steak with one bite. If you want to eat a lot and take it back, you can try spicy fresh bamboo shoots. If you like spicy food, or fresh bamboo shoots from the mountains, you can try fat and lean fresh bamboo shoots sausage. It is not a Guangsha, but a Sichuan-style Lanzhi. Please try every flavor. Formula for refining speech: For people who can eat spicy food Spicy choice + steak value shaping + synthetic comparison + spicy recommendation. Activity【1】Order: Link No. 1, let me emphasize it again for you friends, please take a look at the daily price [take out the daily price display board]. The price of a box of baby is 29 yuan, 5 boxes are 150 yuan, 6 boxes are 180 yuan, and 10 boxes are 290 yuan. The current promotional price is 109 meters for link No. 1. The price is 6 boxes when you take it back, and the price of a single box is 18.1 yuan. You will also be given a kitchen wipe baby. During the Chinese New Year, you will have dinner. After dinner, friends, wipe the table with friends. Friends who are better at removing the mother bacteria will get 50 pieces for you. Link No. 1 is for everyone. Formula for refining speech: Daily price + current promotional price comparison + gifts + gift purpose + gift quantity Place order【1】+【1】transfer and introduce link No.2: Well, if you take a picture of the No. 2 link moisturizing box package, I will give you two gifts. Friends, we always gave one gift before, but today we will give you two gifts for double happiness, good things come in pairs. A noodle spoon and a fork. Take the one you like and spend the New Year with your friend. If there are more people in your family, we can have a hot pot. Friends, the noodle spoon is very useful for glutinous rice balls, dumplings and hot pot. Friends, the fork is for friends who eat pasta, first come first served. Formula for refining speech: Buy link No. 2 + get 2 gifts + got 1 before and get 2 today + gift purpose Urge orders and force orders【2】: Friends, let me tell you, and I emphasize again, there are only 300 orders of this product, and the promotion is only available today or tomorrow. If you come back, you will definitely not be able to get this price. Formula for refining speech: Emphasize + limited + the event will be gone tomorrow + the price is not Reasons for purchase [1]: If you want to choose link No. 2 through the product selection link, link No. 2 is not only cost-effective, but also gives friends two gifts. Friends can get 12 things, which is really cost-effective. The unit price is 17.9 yuan. Friends, don’t worry, I will send it to you before the freshness date. The shelf life is 11 months, so you can at least keep it until around November next year. Formula for refining speech: Link No. 2 is a good deal with gifts + quantity + unit price + fresh date + shelf life Order【2】+Interaction【1】: So friends who want to stock up, hurry up and click to follow, then click to join the fan group to get a coupon, and the rest are very cost-effective prices. Friends must remember to follow, and ask me friends if you have any questions, for example, you can tell sisters that our after-sales service is worry-free, for example, you received the goods, right? Formula for refining speech: Stock up quickly + click to follow and add the fan group to get coupons + be sure to follow + ask the anchor if you have any questions + after-sales questions Building Trust [1]: For example, if you have received the goods, or if anyone has any after-sales questions, it doesn’t matter. You can still find our friends. The express delivery has been suspended immediately. If you come later, friends, if the express delivery is suspended, I’m sorry that we can’t solve the problem. Formula for refining speech: After-sales problems can be handled now + express delivery has stopped + it can't be solved if it comes later Order【3】: Friends, please buy early, receive the goods early and stock up on New Year's goods. You need to stock up on New Year's goods. Formula for refining speech: Shoot early + receive early to stock up on New Year goods Reason for purchase【2】: For example, there are many babies in our family. Some elderly people may say that their legs and feet are not very flexible. Indeed, many elderly people may say that they don’t want to cook. They have to buy vegetables, wash vegetables and cook. For babies whose children are not around, eating is indeed a problem. Friends, let me tell you about this pasta. In fact, small balls can be eaten with eyes closed. The elderly, children and pregnant mothers can eat it with eyes closed. It is a full meal in itself. Formula for refining speech: Mainly for the elderly at home Elderly people have difficulty walking + don’t want to cook + children are not around + eating is a problem + pasta dinner is safe to eat Value creation [1]: For example, your friends abroad eat bread, but we import the raw materials for steak and pasta to give you the authentic taste. And let me tell you, ordinary rice and noodles are sugar, and pasta is protein. So if you think the nutritional value may not be high enough, pasta is of higher quality, no matter if there are elderly people at home who may not have very agile legs and feet. Formula for refining speech: Eating bread + pasta abroad Imported raw materials + ordinary rice noodles Different from pasta + pasta has high nutritional value Building Trust [2]: For example, my grandparents are in their seventies and eighties. They buy groceries, wash vegetables and cook every day. They usually just feed the two of them. I want to stock up some food for the elderly and give it to relatives, friends, parents or girlfriends. There are meat, vegetables, and both vegetarian and non-vegetarian options. It's the Fengwei style for my friends, with both substance and appearance. Formula for refining speech: The anchor's grandparents + the elderly wash vegetables, buy groceries and cook to cope with the meal + stock up for family and friends, there are meat and vegetables + Fengwei Pie has noodles Activity【2】Order: What is the daily price? Friends, the unified price is 29 yuan per box. Today's price is 109 meters. If you take 6 boxes back, I will also buy you a kitchen wipe, right? Formula for refining speech: Daily price today price comparison + free gifts Reasons for purchase [3]: For Chinese New Year gifts to relatives and friends, you can give them 6 boxes or more. If you want to give them an even number, you are not allowed to give them an odd number, so just give them 6 boxes. Formula for refining speech: Chinese New Year gift 6 boxes + even number gift Transfer【1】Introduce link No. 2 to place an order: Well, if your children may think that 6 boxes are a little too little, take a look at the link for the 10-box No. 2 package. With a 17% discount, the 10-box package includes two gifts, a dinner fork and a noodle spoon. Friends, hurry up and stock up. Formula for refining speech: 6 boxes less + 2nd link 10 boxes + 17% off + quantity + two gifts Click people to stay【1】Not going home: Sisters, are there any babies here who don’t want to go home? Are there any babies who may have a shorter holiday during the Chinese New Year? What will we face if we return to work? Friends, some supermarkets and restaurants will not open until March, and we can’t order takeout. If you can’t order takeout, you can’t eat instant noodles every day, right? Formula for refining speech: Point out the pain points of those who don’t go home for the Chinese New Year and have a short holiday The holiday is too short to go home to work + the store will open in March + I can't go out Reasons for purchase [4]: We should eat and drink, so stock up on pasta. It is a full meal. Many sisters may have eaten too much during the Chinese New Year, and may feel guilty after eating. We can usually order takeout and light meals. They not only sell salads but also pasta. This pasta is just plain water, which gives you a high-protein feeling of fullness, and the calories are relatively low. You can even eat it as a midnight snack. For example, during the Chinese New Year, you play mahjong with a few good friends for entertainment. It doesn’t matter if you get hungry after playing until midnight. Everyone can have a serving of pasta. There are meat, vegetables, and ingredients, and the combination of meat and vegetables is nutritionally balanced. Friends, we can’t not eat it, right? You still have to eat it, so you can stock up on this pasta. Formula for refining speech: Eat and drink + stock up on pasta + it’s a main meal + eat too much during Chinese New Year + pasta is low in calories + eat as a midnight snack + introduce mahjong + eat in the middle of the night + have meat and vegetables + stock up on pasta Reasons to buy【5】: If you can't order takeout during the Chinese New Year, if you go back to work early and can't order takeout, you can cook and mix the pasta, right? We put it in a lunch box and bring it to the company. At noon, your colleagues haven't ordered takeout yet. You have to pay extra for ordering takeout. It's true that prices are higher during the Chinese New Year, and they will definitely increase. The delivery fee for your takeout is also higher. So we cook that pasta for 17 yuan, right? You eat it, mix it, and cook it, and you don't feel guilty about it. It's full and low in calories. Your colleagues are still struggling to order takeout, but you have eaten it, and your colleagues' takeout hasn't arrived yet. After you finish eating, you can take a nap, and you will be full of energy during the afternoon work. Formula for refining speech: Don't order takeout when you get back to work early + choose pasta + bring it to the company + save time and money compared to colleagues ordering takeout + you won't gain weight by eating + you can take a nap if you finish eating early Reasons to buy【6】: And they occasionally work overtime, and the sisters have a lot of work to do after returning to work. It's already 9 or 10 o'clock when they get off work, and they can't order takeout, so it's very convenient and easy to cook and mix a portion of pasta like this, light a scented candle, and go watch a movie. It's full of ritual and atmosphere for friends. Formula for refining speech: Working overtime after returning to work + too much work + can't order takeout + pasta is convenient + can create a sense of atmosphere Activity【3】Order: I want to emphasize, sisters, that my event will last for 5 minutes only, my dears, these are the last 5 minutes. Let me tell you, if you want to stock up before 11 o'clock, hurry up and place your order and follow me. There will be a new expectation probably this afternoon or tomorrow during the day. Many sisters will receive the goods the day after tomorrow or the day after tomorrow. Friends, if there are any quality problems with the goods you receive, you can resolve them within 7 days without any reasons. Formula for refining speech: Remaining activity time + 11 o'clock to stock up and buy quickly + you can receive it the next day + if there is a problem + it can be handled Urge orders and force orders【3】: But baby, if you come late, your express delivery will be stopped. For example, if you receive any quality problems, the baby can't find our friends and can't solve it. Friends, the express delivery is stopped and there is no way to solve it for you, right? And friends, the customer service also has to go home for the Chinese New Year, dear children, during the Chinese New Year, no one will handle it. Friends, you can check the goods you receive now, and you can prepare them if you want to send them to relatives and friends, and you can prepare a gift box and pack them, right? Formula for refining speech: If it's too late, the courier will stop sending + the goods have quality problems and can't be found + the courier customer service is on holiday and can't solve the problem + no one will handle it during the Chinese New Year + now you can check the goods you receive + you can prepare gift boxes for relatives and friends Activity【4】Order: It's very convenient and easy to use, friends who are looking for Fengwei food with both substance and appearance. The daily price is 29 yuan a box, an open and transparent price. You can take 5 boxes for 150, 6 boxes for 180, or 10 boxes for 290. I'd like to emphasize again that this price is only for today's product. Our promotion will last for 3 days, with the day before yesterday, yesterday, and today being the last day. You can seize the opportunity and place two orders instead of just one. Formula for refining speech: Daily price and event price comparison + available today + limited time last day + take more photos if you can Urge orders and force orders【4】: Let me tell you again, you will definitely not be able to buy the product at this price after the New Year, because prices are relatively high now, vegetables, rice, porridge and fruits will all increase in price. Friends cannot say that vegetables can increase in price, rice can increase in price but not sell, but Fengwei Pai pasta cannot increase in price, and even instant noodles have increased in price. Formula for refining speech: After the New Year, the prices will not be the same as now + prices are expensive now + we will also raise the prices back Value Creation【2】： Let me tell you the price today, 17.1 yuan. Normally, when we go to Lanzhou ramen or Shaxian ramen, for example, Shaxian Lanzhou ramen costs 17 or 18 yuan now. My pasta is a coarse grain, and pasta itself is not cheap. For example, a serving of pasta from Bigo costs 39 yuan. The taste is different and the price is different. It is more expensive at 49 yuan. Sisters, if our children are on winter vacation, and you want to take the two children to Bigo, let's go to fewer crowded places because there are more bacteria in the air. For example, I haven't recovered from a cold yet. I've had a cold for two weeks. Friends, let's not go out before the New Year except for the New Year's greetings. The children like to eat it and everyone can cook and mix it at home, right? Formula for refining speech: Compare the value of Lanzhou Ramen Shaxian + the value of pasta + other brands + take the children to less crowded places + the anchors all have colds + go out less during the Chinese New Year + the children eat pasta at home Reasons for purchase [7]: You may not like to eat breakfast on winter vacation, baby. Breakfast is eaten like this. If you don't know what to eat, you can have a bowl of pasta, cook and mix it. There are meat and vegetables. The combination of meat and vegetables is the same. I emphasize again that it is a full meal, not a meal replacement. Friends, if it is a meal replacement, it doesn't matter whether you buy it or not, but for a full meal, if I don't want to cook today, I can't cook, and the children don't like to eat. If you are a fitness person, you can rest assured to close your eyes and eat meat and vegetables. This combination of meat and vegetables is nutritionally balanced. I still have 4 minutes. Take it early and receive the goods early. If you have any questions, ask me. Don't worry if you don't know how to cook. When you open each box, there is a tutorial at the bottom, and it is written very clearly. Formula for refining speech: The kids don't know what to eat in the morning on holiday + eat pasta dinner + don't want to cook + fitness + have meat and vegetables + shoot early + collect early + don't know how to cook, there are clear tutorials Divide the speech by time Let's take a look at the rhythm and structure script of Fengwei Pasta's speech. The author divides the script into about 8 minutes according to the time dimension based on the previous and subsequent speeches. It includes two times of introducing link No. 2 to place orders. Moreover, because Fengwei Pasta also has a high proportion of traffic, the entire live broadcast is in a flat broadcast mode, focusing on persuading the target group. Let's take a look at the logic of the script structure of Fengwei Pasta's speech. By observing the overall style of Fengwei Pasta Pasta, we are actually designing the techniques of retaining people and transforming people for different customer groups. The author thinks that the speech should be layered according to the techniques for customer groups. Speech stratification based on customer groups In fact, it can be seen that basically everyone is placing orders for each customer group they want to target, and they will placing orders intentionally or unintentionally in the explanation within one minute. From the perspective of algorithm traffic, let’s take a look at the speech arrangement Fengweipai pasta is mainly paid traffic, so it is likely to be the Qianchuan traffic. The audience coming to the live broadcast room is highly likely to be filtered through short videos and have an intention to buy it. Therefore, Fengweipai pasta adopts the method of layered design of the product's customer base to explain and order orders to obtain transactions. However, as a top merchant, Douyin's assessment of it should also be conducted simultaneously with interaction and transactions. We can find that there is no interactive speech, but Fengweipai pasta has dozens to hundreds of people online. The author believes that one is the traffic filtered by paid traffic short videos, and the other is because Fengweipai itself has its own celebrity traffic and is a well-known brand in the market. Those who have bought it think that Fengweipai will turn back with good quality, so you only need to keep ordering and trading. 2. Live broadcast room speech in time blockRegarding Kong Jingyimen, the author chose the live broadcast of the episodes on January 25, and let’s take a look at the techniques of Kong Jingyimen. First of all, we need to determine the explanation cycle rhythm of a piece combined with the online situation, analyze the logic of the speech structure, and determine the explanation rhythm. For the idle cinema, the author only recorded a video of 13 minutes and 37 seconds. 13 minutes is enough to disassemble the logic of its speech arrangement structure. The explanation of the speech cycle is only within 10 minutes. Let’s take a look together. 13 minutes and 37 seconds of speech online 120 people - 186 people online peak The anchor takes on the speech: The New Year’s Day is coming to an end, and the New Year’s Day event is over. When February 3rd is already the Little New Year, everyone is already preparing New Year’s dumplings at home. The dumplings are stuffed and ready to stock up on meat and vegetables, right? Then if we say that the baby who just came in today picked out such a meal during the New Year, and when I don’t want to cook, it is definitely everyone’s best choice. Then we talk about the panoramic splash. Why don’t you click in the shopping cart and take a look at it yourself, click on the shopping cart to find out yourself, and he will talk more and more of the 10 things he says. If you don’t pay for a while, it will be 119, because this is the price given to everyone by the platform. You said that the anchor I bought 109 last time, but you sold 119 this time. I dare not change the price for you to change it. Even the boss dares not touch the price of the empty cart, because I not only do this channel for our price control, but each channel has a deliberate short selling. The price of its single box is 29.9 yuan. Its combination set is to buy a single box of 19 20, but today the 1st single box of 18 yuan is 18 yuan, because when you come to the Douyin platform, it has to follow the platform to do activities. If you follow the platform to do activities, then we will click into the shopping cart today, link 1 6 boxes. During the Chinese New Year, it is important to stock up more and not less. If you can eat 12 boxes in 9 months, you will buy 2 orders. The next time you do the event, 618 is a big event of the year. In fact, those who often buy things online know about 618, Double 11, Double 12, and New Year’s Goods Festival, and you find that the New Year’s Goods Festival is actually right? : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : That's not the case. What do people think? You really think that you are really mean and you think you are really mean and you think so, so I still recommend everyone. We should be prepared for everything, be more prepared, don't complain, right? You said that we were hungry at home during the Chinese New Year, and I cooked you with deliberate pasta. Wow, your home is really a refined life, everything is comprehensive, I will come to your house next time to assist [You see, it's like a good friend named Tingting. Every time I cook at home, I hear that eating cocoa is full and fragrant, right], because when you think about it, when people go to your house, they feel that this is really different, and they are willing to go again. Don't give people a feeling, I don't want to go after it comes, right, go, right? So we also pick out a meal of how to prepare the pasta at home. You know, for many mothers, my mother will say every year when she cooks the New Year’s Eve dinner, and this is not the New Year. This is mine, this is mine, this is mine, make a New Year's Eve dinner for 3 hours, tidy up that table, and finish those, right? How troublesome, can we give my mother a few meals at home? It's really good to eat it alone and burp it, so we can choose to eat until 8 am today, which is really awesome. 3 minutes is when friends click on the shopping cart, and they must not be paid. There are 10 babies to be paid. Our activity is only 12:00. You can pack it with our morning orders. You pay before 12:00, and you place an order within 12:00. You don't need to worry about your logistics. If you take a slower shot or later, you can't catch up with this logistics speed, right? —— 3 minutes and 15 seconds The New Year’s Day has entered the countdown, and the New Year’s Day has entered the countdown, and it will be officially concluded on the 28th, which means whether the express delivery should be stopped. Check the page to see if you have enough stocks. If you buy a order, you will be fine. Because we give everyone enough time, you can consider staying or not, staying or not, we respect everyone’s choices, but you didn’t say that you used this coupon. You are like sending plates and links. There is an old fan in our live broadcast room who loves to eat puffed fried. Our Xiaozuo is an old fan in our family. He wants to buy pasta today. Why do he want to have a perfect life at home during the New Year? Usually he can say that he can eat a soak and deal with it. But you said that we must live a delicate life during the New Year. , Children's pasta can be eaten when you are two years old, Children's pasta can be eaten when you are two years old, buy the No. 1 link to summarize the activities, can you? First of all, we have a fast hand speed today. The No. 1 link to give you a plate, and the No. 1 link to everyone is sent 290 yuan to everyone, which meets the above 3 points. Today, you click in the shopping cart and go to take a photo and buy it. Children who are three years old can eat candlelight pasta. Two-year-old children go to buy candlelight pasta. Because you must bring candlelight pasta and children's pasta, children can eat it, you can also eat it, and guests from home can eat it. I hope all mothers can really do it during the New Year period to be just a mother and not cook, so that you can eat it yourself to save time, effort and worry. All fast food can appear on our New Year's Eve dinner table, right? You must be more refined. You can't say that you can deal with it. There is no separate child pasta. This year, we combine it during the Chinese New Year, both children and candlelight, because during the Chinese New Year, they must eat both adults and children. If you give that adult to eat children's pasta, they won't have enough food, so you have to cook two boxes, right? It’s not to buy our No. 3 link. All friends who are on the live broadcast, we won’t wait for the No. 1 link today. Let’s give you a wave of inventory countdown. Another anchor will follow [54321, No. 1 link. Which link did you buy? Are there any gifts? You have a gift? Link 1. We have a gift. Link 1 is the official subsidy. First, we save you 10 yuan. The daily price is 119. On the one hand, there are discounts. On the other hand, there are gifts. I’ll give you genuine authorized gifts. Metamine meal plates. Disney’s genuine authorized, resistant to falling, wear, bumps, and more solid and durable. A small gift is small. On the one hand, the number one link is given to our fans. Is it good? The reason why Link 1 can give you such a double subsidy today is that it will be a subsidy for the price, and the second is a subsidy for the gift. Because today we are called the New Year’s Festival in the event. If it is not the New Year’s Festival, if it is not the event like today, we will come to 6 boxes for 119 every day. Today’s No. 1 link is just a simple sentence, which makes you spend less money, but you also bought more things than others. The gifts are definitely for free. So if you can buy them, you should hurry up and go for it. There is no need to worry about it. What you bought today is definitely cost-effective and suitable. If you don’t reply to any question you have, please ask more, because the barrage scrolling just now, I may have had several questions that have not been replied to. If you haven’t replied to everyone, you can ask more questions you have. Link 1 has no fork, link 1 has no fork, link 1 has no fork, link 1 has only one plate, but in other words, hasn’t the money for link 1 saved you? How much does it cost to link No. 1? 119. Does link No. 1 save you 10 yuan today? I have this 10 yuan, and I bought two forks, right? So one of the link No. 1 is very cost-effective. Compared with other links, old fans of our links are very clear about our price. You can check out other links No. 2, No. 3, No. 4, and No. 5, right? The prices of other links have changed, and the prices of other links have not changed. It just gives you an extra gift - 6 minutes and 30 seconds So today's link No. 1 has a discount and a gift. Children's pasta does not have black pepper butter. I tell you that the children's pasta does not have black pepper butter because its dough shape is not suitable. The dough shape is not suitable. Is it not suitable for this? Can I just photographed No. 3? Can I give tableware to others? Link No. 3 is a new model. I will show you this fruit mommy. This is a gift box limited to the Year of the Dragon. This is a new gift box. If you think I have too many, I think I may not want the gift. It doesn’t matter. It can be given to friends. There is no need to worry about not being able to make this link No. 3. How long does it take to cook? When you get home, you have to open it so that you can see that you don’t open it. You won’t see any noodles cooking tutorials and noodles cooking tutorials. One boil, two fried, and three packs. The bottom of the disc will be explained in a simple way. We will explain it while talking, everyone will place an order while watching, and you will cut a video for you? Let’s cut a video for you to briefly understand how to make it well when buying empty pasta home. Let’s cut it. [Put the finished pasta video] How to make such a pasta like what you see? Everyone must remember to boil the water and boil it into the water and put it in the pasta with herbs and olive oil and sea salt. It will be more vigorous and softer in 15 minutes. The noodles are cooked for 10 to 15 minutes. It takes about two minutes to do it yourself. After cooking, take it out and stir-fry the noodles and sauce packs. After stir-frying, sprinkle with small ingredients and seasoning. This is enough to make this color, aroma and flavor upgraded pasta. You can do it within 15 minutes. Ok, let’s cut it back [End of playback video]. Simply put, cook the noodles and stir-fry the noodles and sauce. It is very simple to make the noodles free and the fried noodles are very simple. It is only used as a mother, not a hunched back. Occasionally, I want to change my ways to make breakfast today. I occasionally want to say that I want to eat pasta today, but I don’t want to go out. When the child comes home, he tells you that he wants to eat pasta. When he is tired of work, he will have hard work. There are times when he doesn’t want to cook. I can eat it immediately, right? : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : Because today is the New Year’s Festival, now it’s an event, so let’s go and rush for those who like it. You don’t have to worry about new fans. You will worry about sending lunch boxes to buy link No. 2. If you want a lunch box, you can just buy link No. 2. There is also a sticker for the second link. Many new fans are still worried, that is, I have never eaten it and have not bought it. In fact, if we talk to you more, the language is really pale. You might as well be moved. You just bought a order of many unknown factors, right? : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : If you really wait for the event to end and the price of no gifts has changed, then you can only listen to it. The baby who is waiting to be paid on Link 1 will hurry up and pay quickly. The baby who is not paid will listen to us for 4 minutes. 4 minutes will give you the last 4 minutes to consider. At 12:00, I kicked the inventory on time, and I kicked it out for the second time before placing an order. The tomato cannot be upgraded, and the gifts do not have the official subsidy coupons invalid. That is really a waste of money-- 10 points : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : Because everyone knows that it is cost-effective, and everyone is not just saying that it is cost-effective. It is more about quality passing. Is it delicious or is it the same question? Data is supported and sales is supported. For two consecutive years, we have been the top one in pasta retail nationwide. Let’s take one thing as an example. If you are deliberately doing no gifts for daily life, the daily price of 119 is not cheap. For the sales volume of 200,000 orders per month, let’s think about it again. There are 200,000 people who are willing to spend 120 per month and only buy 6 boxes of pasta but have no gifts yet. Why? We are not rich and have no place to spend, but we are just casual, which makes you feel what it means to get what you pay for. Cheap but no good goods. How much does it cost to see the second link? Tell me to see how much the price is the second link? The price of Link 2 189 is 10 boxes. There may be a postage in remote areas. You can achieve this sales volume without any activities. So what do you want to choose Chu Keben? What is the quality of passing, what is it? It tastes delicious, right? We divide the quality into two points. First, our pasta ingredients are clean and there is no pigment preservative. Second, our pasta content is also very high. Take the tomato meat sauce for example. The protein in every 100 grams is as high as 18.3 grams of eggs [Please showcase eggs with nutritional value comparison display brand eggs], 1.39 times, 5.62 times that of milk. The protein in a portion of pasta is higher than that of milk and eggs. Can my whole family eat more than 6 boxes? I will eat 3+1 on the 1st. I can eat three meals a day for my family of three. Which region do you come from? Interaction [Which region do you come from when you start with user 3165?] If you come from a remote area, I hope you can understand this point. There is no way, because the Chinese New Year is approaching, the logistics is becoming more and more crowded. On the other hand, we have always had postage in remote areas. Some time ago, when we were broadcasting live in the morning, a fan from Xinjiang said, "Anchor, please explain to me why I want a shipping fee of 100 yuan." There is no way, the weather is cold and the distance is relatively far, so there is indeed a postage." Another aspect is that it may be said that if the temperature is too low during the transportation process, we also need to provide temperature protection, so the cost of transportation will naturally increase, okay? So if the price is higher, it may be because your area is from a remote area. Yes, okay, you can also ask if it is OK? Link 1 is a minute. 11 babies to be paid, 11 babies to be paid, listen, I will upload the order at 12 o'clock, which means that the order that has not been paid yet will be kicked out of the car and kicked out of the car at 12:00. I will place an order again again. If the tomatoes are not upgraded, and the gifts are not coupons will all be invalid. Today, you will be in vain, so if you are moved, you should take action quickly. After all, the event is not supposed to be done at room temperature and store it in a low temperature for 9 months. 3. Disassembly the logic of the lyricist structureAbsolute speech type + refining speech formula Recruitment order [1]: Friends, if you don’t pay for a while, it will be 119, because this is the price given to everyone by the platform. Refining the rhetoric formula: Missed the original price of recovery + given by the platform Force order [2]: You said that the anchor I bought 109 last time, but you sold 119 this time. I dare not change the price for you. Even the boss dares not touch the price of the short, because I not only do this channel for our price control, but also have a deliberate way to sell shorts in each channel. The price of a single box is 29.9 yuan, and its combination set is to make a single box of 19.20. Refining the rhetoric formula: The price is not dared to move + describes the exaggerated bosses not dare to do it + because the price controls each channel + the original price of the product Activity [1] Order: But today, the single box of 18 yuan is 18 yuan, because when you come to the Douyin platform, you have to follow the platform to do activities. If you follow the platform to do activities, then we will click into the shopping cart today. Link 1 is 6 boxes. During the Chinese New Year, it is important to stock up more and not less. If you can eat 12 boxes in 9 months, you will buy 2 orders. The next time you do the event, 618 is a big event of the year. Refining the rhetoric formula: Today's price + follow Douyin to do activities + point shopping cart + stock up more during the Chinese New Year + be able to eat and buy 2 orders during the shelf life + next time there will be an event Activity [2] Order: In fact, those who often buy things online know about 618, Double 11, Double 12, New Year’s Festival, and you find that the New Year’s Festival is actually right? It’s a scene that is now in the live broadcast room of the blogger expert, Xingbo, is very prosperous. You have a big scene in the live broadcast room of the New Year’s Festival. That’s because everyone knows what stocking up during the New Year, and the New Year is about reunion. There will be more people in the family. You have bought the drinks and the wine. When you buy melon seeds, peanuts, and nuts, you have considered forgetting a little bit of staple food and not preparing it. Then we will talk about what staple food is prepared, so you can choose to take it home deliberately today. Refining the rhetoric formula: Everyone knows about the big events + stocking up during the New Year's Festival + buying others + considering staple food + choosing empty deliberate noodles Reason for purchase [1]: Because it is not like saying that you cook this meal, it is difficult to adjust. Some people like to eat it, while others don’t like to eat it. Everyone can accept the tastes that everyone can eat when they can eat it. It doesn’t mean that pregnant mothers cannot eat it, and children cannot eat it. There are so many things you choose to eat. Refining the rhetoric formula: Unlike cooking, it is difficult to mix the flavors + pasta can be accepted from both north and south + pregnant mothers and children can eat it Reasons for purchase [2]: After you finish, you don’t have enough food. You will find that your family has prepared these boxes to make people very stingy. You only give half a portion to others, and you give half a portion to others. Is that the case? That's not the case. What do people think? Everyone will think that you are really stingy. You think you are really stingy. So I would recommend everyone. We should be prepared for everything, be more prepared, don't complain, right? You said we were hungry at home during the Chinese New Year, so I cooked you a casual pasta. Wow, your family is really a refined life, everything is intact, I will come to your house next time. Refining the rhetoric formula: By introducing others to come and go during the New Year + cooking pasta for empty time + exquisite life + come again next time Assistant broadcasting cooperation to build trust: Assistant broadcast [You see, it’s like a good friend of us, Tingting. Every time I cook at home, I hear that eating cocoa is full and fragrant, and it’s fragrant], because when you think about it, I feel that this is really different when I go to your house. I’m willing to go again. Don’t give people the feeling that I don’t want to go later after I come. I’m right. If I don’t go again, right? Refining the rhetoric formula: A friend + is full when he comes to eat + makes people willing to come + don't give it to others and don't want to go Pain point speech [1] + Solve pain points: So we also pick out a meal at home. You know, for many mothers, my mother will make New Year’s Eve dinner every year. This is not the New Year. This is my life, this is my life, this is my life, this is my life, that’s it, that’s it, that’s it, that’s it, that’s it, that’s it, that’s it, that’s it, that’s it, that’s it, that’s it, that’s it, that’s it, that’s it, that’s right? How troublesome, can we give my mother a few meals to go home? It’s really good to eat it alone and burp it alone, so we can choose to eat until 8 am today, it’s so awesome. Refining the rhetoric formula: Tip about the troubles of cleaning up the New Year’s Eve dinner For many mothers, prepare New Year's Eve dinner + organize it + make a few meals for their family + you can use pasta to eat full Call orders and urge orders [2]: Friends click on the shopping cart and do not wait for payment. There are 10 babies to be paid. Our activity is only 12 o'clock. If you pay within 12:00, you can pack it with our morning orders. You pay before 12:00, and you place an order within 12:00. You don't need to worry about your logistics. If you take a slower shot or later, you can't keep up with the logistics speed, right? The New Year’s Goods Festival has entered the countdown, and the New Year’s Goods Festival has entered the countdown three days and three days. It officially ended on the 28th, which means that the express delivery should be stopped. Refining the rhetoric formula: Don't wait for payment + 10 unpaid + event time + logistics speed before and after event time + New Year's goods festival countdown + express delivery is about to be suspended Build trust and order [1]: Check the page to see if you stock up or not, and then buy another order, because today you can buy a single box of 18 yuan and you can just take it. Because we give everyone enough time, you should consider whether to keep or not, whether to keep or not, we respect everyone's choices. Refining the rhetoric formula: Today's price is good + respect everyone chooses to stay or stay Build trust [2] + purchase reason [3]: But you didn't say that you used this coupon. You're like, you're sending a plate and a link number 1. An old fan in our live broadcast room came into the live broadcast room. He likes to eat this puffed fried one. Xiao Zuo is an old fan in our family. He wants to buy pasta today. Why do he want to have a comprehensive life at home during the Chinese New Year? Usually he can say that he can eat a soak and deal with it. But you said that we must live a refined life during the Chinese New Year. Children's pasta can be eaten at the age of two, and children's pasta can be eaten at the age of two. Refining the rhetoric formula: Old noodles buy pasta + because they want to live a more refined life during the New Year + you can eat casually + you must be refined during the New Year Activity [3] Order: I’ll give you a summary of the activity if I can buy a link number 1. First of all, we have a fast hand speed today. The link number 1 gives you a plate. The link number 1 sends you a tomato for 290 yuan, which meets the above 3 points. Today, you click in the shopping cart and take photos and buy it. Refining the rhetoric formula: Summary of the activity + link 1 get + link 1 tomato portion + go to the photo and buy Purchase orders [for 2-year-old children]: Children aged three can eat candlelight pasta at home. Children aged two candlelight pasta will buy number 3, because you must bring both candlelight pasta and children's pasta. Children can eat it, you can eat it, and guests can eat it at home. Refining the rhetoric formula: Go to take photos at the age of 2 and 3 years old + adults can eat as well + guests can also Purchase orders [for mothers]: I hope that all mothers can really achieve the goal of being a mother and not cooking during the Chinese New Year. It will save time and effort and worry. All fast food can appear on our New Year’s Eve dinner table, right? You must be more refined. You cannot say that you can deal with a bite. There is no separate children’s pasta. This year, we have the combination of children and candlelight during the Chinese New Year, because during the Chinese New Year, it must be time-saving for adults and children. You give that adult to eat children’s pasta. If they are not full, you have to cook two boxes, right? Refining the rhetoric formula: Make yourself worry-free and effort-saving + quick food appears on the New Year’s Eve dinner table + mothers should be exquisite + New Year’s combination + all adults and children eat Interactive reply [1] + activity [4]: It’s not about buying our No. 3 link. All friends who are on the live broadcast, we won’t wait for the No. 1 link today. Let’s give you a wave of inventory countdown. Another anchor will follow [54321, No. 1 link. Which link did you buy in 5 minutes? Are there any gifts? You have a gift for link 1? Link 1 is an official subsidy. I saved you 10 yuan first. The daily price is 119. On the one hand, there are discounts, and on the other hand, there are gifts. Refining the rhetoric formula: No more waiting + kick inventory + reply to questions + activity intensity + daily activity price comparison + gifts given Gift value shaping [1]: What I am giving you is a gift from Disney's genuine authorized product, a meal plate made of melamine, a small gift from Disney's genuine authorized product, abrasion-resistant, bump-resistant, and more robust. Is it better to give us fans on our link No. 1? The reason why Link No. 1 can give you such a double subsidy today is that it will be a subsidy for the price discount, and the second is a gift subsidy. Refining the rhetoric formula: Disney meal plate + gifts to send fans on link 1 Activity strength shaping [1] order: This is because today we call the New Year’s Festival in the event. If it is not the New Year’s Festival, if it is not a day like today, we will come to 6 boxes and 119. Today’s link No. 1 is a simple sentence, which makes you spend less money, and you have bought more things than others. The gifts will definitely be given in vain. So if you can buy them, you should hurry up and go for it. There is no need to worry about it. What you bought today is definitely a good deal. Refining the rhetoric formula: New Year’s goods festival + daily price + save money today and buy more gifts + giveaways in vain + buy it now + cost-effective today Activity explanation [1]: How much does the daily life of Link 1? 119. Does Link 1 save you 10 yuan today? I have this 10 yuan, and I bought two forks, right? So, one of the link 1 is very cost-effective. Compared with other links, old fans of our links are very clear about our price. You can go and see other links No. 2, No. 3, No. 4, and No. 5, right? The prices of other links have changed, and the prices of other links have not changed. It just gives you an extra gift. So today, there are price discounts and gifts. Refining the rhetoric formula: Daily price + saving money + high cost performance + price comparison with other links without changing + more gifts today + discounts Talk [1] + interactive reply [2]: Children's pasta does not have the black pepper butter. Let me tell you that the children's pasta does not have black pepper butter because its dough shape is not suitable. The dough shape is not suitable. Can I just photographed No. 3 and do not need tableware? Is it good to give tableware to others? Refining the rhetoric formula: Introduce the dough shape problem + don't have tableware to give it to others Talk [2] order: Link No. 3 is a new model. I will show you this fruit mommy. This is a gift box limited to the Year of the Dragon. This is a new gift box. If you think I have too many, I think I may not want the gift. It doesn’t matter. It can be given to friends. There is no need to worry about not being able to make this link No. 3. How long does it take to cook? When you get home, you have to open it so that you can see that you don’t open it. You won’t see any cooking tutorials. One boiled, two fried, and three packs. The bottom of the disc will be explained in a simple way. We will explain it while talking. Everyone is placing an order. Is it good to cut a video for you? Let’s cut a video for you to briefly understand how to make it when you buy empty deliberate noodles and cut it. Refining the rhetoric formula: New limited gift box + can't do it + open it home with tutorial + explanation order + put video production Talk [3]: How to make such a pasta like what you see? Everyone must remember to boil the water and boil it into the water and put it in the pasta with herbs and olive oil and sea salt. It will be more vigorous and softer in 15 minutes. The noodles are cooked for 10 to 15 minutes. It takes about two minutes to do it yourself. After cooking, take it out and stir-fry the noodles and sauce packs. After stir-frying, sprinkle with small ingredients and seasoning. This is enough to make this color, aroma and flavor upgraded pasta. You can do it within 15 minutes. Ok Let’s cut it back [the end of the playback video]. Simply put, cook the noodles and stir-fry the noodles and sauce. It is very simple to cook the noodles and stir-fry them like our Chinese style fried noodles. Refining the rhetoric formula: The whole pasta production explanation How to make pasta + the approximate time to cook noodles with seasonings + the taste of noodles at different times + the operation time + the sauce pack after cooking + stir-fry after cooking + add small packs Reasons for purchase [4]: Let mothers free their hands, only be mothers, not hunchbacks, occasionally want to make breakfast today, and occasionally want to say that I want to eat pasta today, but I don’t want to go out. When the child comes home, he tells you that I want to eat pasta while he is clamoring for me. When he is tired of work, he will have hard work and he will stock up when he doesn’t want to cook. If we want to eat, I will be able to eat it immediately, right? Refining the rhetoric formula: Make it easy for mothers + want to make breakfast + want to eat pasta + don’t want to go out + children want to eat too + stock up + you can eat immediately if you want to eat Activity explanation order [2]: : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : Refining the rhetoric formula: Today's gift gift event price compared to the past + official subsidy + New Year's Festival event + additional gifts + gift value shaping + hidden surprise + product upgrade + more satisfying to eat + total triple surprise Receive new orders [1]: Because today is the New Year’s Festival, now it’s an event, so let’s go and rush for those who like it. You don’t have to worry about new fans. You will worry about sending lunch boxes to buy link No. 2. If you want a lunch box, you can just buy link No. 2. There is also a sticker for the second link. Many new fans are still worried, that is, I have never eaten it and have not bought it. In fact, if we talk to you more, the language is really pale. You might as well be moved. You just bought a order of many unknown factors, right? Refining the rhetoric formula: Today's event order + new fans to worry + try shooting a order directly Build trust and order [3]: Because after all, what you eat is hard to match, and what anyone says is delicious in front of you cannot represent yourself. You must eat what you eat yourself. Only after you have eaten and bought it can you understand whether it is delicious or not. If you can do it for sure, it is to make your purchase more cost-effective today. Refining the rhetoric formula: I'll know if I have to eat it+ I'm more cost-effective to buy it today Reason for purchase [5]: Instead of placing my hope of eating pasta to the lucky bag, it is better to buy a order by myself. If you participate in the lucky bag for a day, you may not be able to win it, but I will definitely get it by buying the link No. 1 and I will definitely make it more cost-effective than others. Yes, because people buy 6 boxes of 119 in daily life [take out daily price display cards], I will let you spend less money today, and there are additional gifts. Refining the rhetoric formula: Don't put it in the lucky bag + buy one directly + the lucky bag is not necessarily the most expensive than others + the price others buy + cheap today + extra gifts Call orders [3]: But when you hear that the event is not about taking action every day, you should take action quickly. I am afraid that I want to eat today, and I also want to buy it today, but I don’t buy it or take it. In the future, I think it seems that I have made good deeds. If you buy an order today, the price is expensive and there are no gifts. Today, it is equivalent to you being a waste of time for a bamboo basket to get water. So if you like it, let’s go and rush. If you really wait for the event to end and the price of no gifts has changed, you can only listen to it. Refining the rhetoric formula: The event is not available every day + there is no auction after the price is expensive + it is free today + if you like it, go buy it + there is no discount for gifts after passing Recruiting orders [4]: The baby who is waiting to be paid for the link No. 1 is going to go and pay quickly. If you don’t have a payment, please listen to our 4-minute time. 4 minutes will give you the last 4 minutes to consider. At 12:00, I kicked the inventory on time and I kicked it out for the second time before placing an order. The tomato cannot be upgraded, and the gifts do not have an official subsidy coupon. That is really a waste of money. Refining the rhetoric formula: Wait until payment and make a quick move + consider the last time + time to kick inventory + price gift discounts are invalid Recruiting new 【2】+Purchase reasons 【6】: So when you look at new noodles in the live broadcast room today, everyone will always worry about the same thing in terms of the taste, just whether it is delicious or not. You have tried it with a bag by yourself, right? How many orders have I sold on the link No. 1? It’s 700 orders, who will buy it if it’s not delicious, right? Let’s think about a question carefully. Is there a price of 109? Don’t have noodles, as long as there is no sauce, we don’t have noodles, we must have noodles and sauce. This is called empty deliberate noodles, which is called complete empty deliberate noodles. Refining the rhetoric formula: New powder is worried about the taste + try eating + sales that have been sold + not delicious! No one buys it Reasons to purchase order [7]: There are many babies who are hesitating. Look at my No. 1 link, I have sold 700 orders. If you say that today's activity is not good, do you have money and nowhere to spend these 700 people? Right? You said that I have sold more than 700 orders in one time this morning. You may say that you will see it at night. The orders for our No. 1 link may be thousands of orders at night. Why? Because everyone knows that it is cost-effective, and everyone is not just saying that it is cost-effective to be a waste of time. The ones that are more about passing the quality. Are they delicious or the question of whether they taste delicious? Refining the rhetoric formula: Many are hesitating + already sold sales + today's event is cost-effective + everyone knows the quality is good Value Shaping [1]: Data is supported and sales is supported. We have been the top one in the pasta retail list nationwide for two consecutive years. Let’s take one example. Daily noodle has no gifts, and the daily price of 119 is not cheap. For the monthly sales of 200,000 orders, let’s think about it again. There are 200,000 people willing to spend 120 per month, and only buy 6 boxes of pasta but have no gifts. Why? We are not rich and have no place to spend, but empty noodles, which makes you feel what it means to get what you get when you pay for it. Cheap and no good goods, and you can achieve this sales without any activities. So what do you think everyone choose to buy? The quality is passed, what is it? It’s good to taste, right? Refining the rhetoric formula: The number one retail sales in the country + every day without activities is sold a lot + every penny is paid + every cheap is not good + every day without activities is sold a lot + everyone is pursuing quality and tastes delicious Value Shaping [2]: We have two points to pass the quality. First, our pasta ingredients are clean and there is no pigment preservative. Second, our pasta content is also very high. Take the tomato meat sauce for example. The protein in every 100 grams is as high as 18.3 grams of eggs [Please showcase eggs with nutritional value comparison display brand eggs], 1.39 times, 5.62 times that of milk. The protein in a portion of pasta is higher than that of milk and eggs. Can my whole family eat more than 6 boxes? I will eat 3+1 on the 1st, and my family of three can eat for three meals a day. Refining the rhetoric formula: Clean ingredients + high protein content gives visual comparison + the whole family can eat three meals a day Value Shaping [3]: Another aspect is that it may be said that if the temperature is too low during the transportation process, we also need to provide temperature protection, so the cost of transportation will naturally increase, okay? So if the price is seen higher. Refining the rhetoric formula: The transportation process provides temperature protection Call orders and urge orders [5]: Link No. 1 is a minute. 11 babies to be paid, 11 babies to be paid, listen, I will upload the order at 12 o'clock, which means that the order that has not been paid yet will be kicked out of the car and kicked out of the car at 12:00. I will place an order again again. If the tomatoes are not upgraded, and the gifts are not coupons will all be invalid. Today, you will be useless. So if you are moved, hurry up and take action? Refining the rhetoric formula: The last time + click on what to pay + the time is coming + the second order has no discounts and the products will not be upgraded + hurry up and take action Dividing the speech by time Let’s take a look at the script of rhythmic and artistic structure of the empty deliberate intercourse. The author divides the scripts into about 5 minutes according to the time dimension based on the pre and posts, mainly by kicking inventory nodes. The empty deliberate intercourse is also mainly paid traffic, and the explanation also focuses on making direct orders to make transactions. Let’s take a look at the logic of the software structure script if you divide the time period. Look at the speech arrangement from the algorithm traffic level Because the air-deliberate noodles are mainly invested, it is highly likely that they will be placed in Qianchuan and filtered in through short videos. As the pasta top 1, Douyin's assessment of it must be a simultaneous interaction and transaction. The online stay is online with the least 120 people. The interaction also has the assistance of sending comments for the Super Lucky Bag for free to win the lottery, so we need to keep making transactions, so we need to focus on observing the order node. In 5 minutes: The first minute is 40 seconds, the speech arrangement: activity intensity is shaping [1] The speech formula is refined: New Year's goods festival + daily price + I saved money today and bought more gifts + I will give you free + I bought it quickly + I will be a good deal today The second minute is about 1 minute and 45 seconds. The speech arrangement is: Speaking [2] Selling orders, refining the speech formula: New limited gift box + Can't do it + Open it home with tutorial + explaining orders + putting videos The fourth minute is an event explanation, the speech arrangement: the event explanation order [2], the refinement formula: Today's gift gift event price is compared with the past + official subsidy + New Year's Festival event + additional gifts + gift value shaping + hidden surprises + product upgrade + more satisfying to eat + total triple surprises In the fifth minute, it can be said that the three words are revealed to take pictures and place orders. The words are arranged: accept new orders [1] + build trust orders [3] + purchase reasons [5] Refined formula: Today's event order + new fans worry + try to shoot one order + eat it before you know it + buy it today is more cost-effective + don't place it on the lucky bag + buy it directly + lucky bag is not necessarily the most cost-effective than others + the price of others buying it + cheap today + extra gifts The traffic distribution of each live broadcast is divided into pre-allocation + real-time allocation. Pre-allocation is the extreme speed flow. The traffic intensity is determined based on the ranking data in previous live broadcasts. If you want to obtain real-time allocated traffic, you need to do shallow and deep data at the same time. It is already a mature account. The more you can reduce the data to the smallest unit, the easier it is to improve the ranking of the horse race. The superposition of multiple small units will form an accumulation of weights in the hour. Kong Ke has the ability to make data within a 5-minute time block, and for mature accounts, Douyin's assessment is actually the focus of transaction data. 3. Find commonalityThe author wants to compare two head speeches here to discover the commonalities or summary of the main speeches of each section. Here we focus on comparing the main activity speeches, purchase reasons, retention speeches, speeches, and value-shaping speeches of the two accounts. 4. Disassembly summaryThrough third-party tools, we can learn that Fengweipai pasta and Kongkei pasta, Fengweipai lags behind Kongke. Their prices are the same and not much different, and even the customer groups are similar. However, the final result is more than twice the difference in transactions. Although Fengweipai is also a leading merchant, the author still feels that there is something that needs to be optimized and improved. In comparison with Pasta Cloudkei, the author will give me some of the words that need to be optimized and improved. 1. Not in-depth and concrete enough in shaping product valueFengwei Pie: We imported the pasta for steak, which will restore the pure taste to you. Let me tell you, ordinary rice and noodles are sugar, and this pasta is egg white Kong Ke: First, the pasta ingredients in our house are clean and there is no pigment preservative. Second, the pasta protein content is also very high. Take the tomato sauce for example. The protein in every 100 grams is as high as 18.3 grams of eggs [Please showcase eggs with nutritional value comparison], 1.39 times, 5.62 times that of milk. The protein in a portion of empty pasta is higher than that of milk and eggs. The author gives you some optimization speech: we imported pasta, which uses the raw material of Duran wheat. Moreover, pasta is not rice and noodles, and is rich in protein. The protein in every 100 grams is as high as 18.3 grams of eggs [Prefer to the nutritional value comparison brand eggs], 1.39 times, 5.62 times that of milk. The protein in a portion of Fengwei Pasta is higher than that of milk and eggs, and it also has meat, vegetables and ingredients. The combination of meat and vegetables is balanced, which is simply too rich. Then there is the value of the giveaway not being shaped enough. The author also gives the gift value-shaping technique combined with meat-daodao’s lunch meat-drug rhetoric: I’m giving a noodle spoon + fork, and to the speech: I’m giving a gift exclusive to Fengwei Pasta Pasta to fans. This noodle spoon + fork is worth 49 yuan. When I get it home, we can directly pick hot pot and dumplings, which are rich in uses, and the fork is more convenient for us to eat pasta. It’s best to know the material here, and you can also add it, such as food-grade PP materials that are resistant to high temperatures and low temperatures. Then there is insufficient shaping of activities, too little, and the words specially arranged for the crowd can be appropriately reduced. Too many will be very complicated. : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : Then we found that both companies lack the arrangement of interactive sections. Here, the author combines lunch meat, head meat, which is equivalent to their price, and dares to insert interactive sections into the interactive section: by asking for interaction + giving interactive reasons, it can be achieved If you come to my Fengwei Pie/Chongke Baby Piaoxin Words for the first time, please sign up. Fengwei Pie: All the babies who have new words come to the young lady’s manual notes will give you an extra set of noodles spoon + fork. This noodles spoon + fork is worth 49 yuan. When you get it at home, we can directly pick hot pot and dumplings, which are of rich uses. The fork is more convenient for us to eat pasta. Isn’t it right? Aircraft: All the babies who have new words are floating in the air and send a gift of genuine Disney authorization, a meal plate made of melamine, a genuine Disney authorization, a wear-resistant, bump-resistant, and more solid and durable. The tableware is brought to the babies, right? Even after urging orders, we can use gifts to interact with each other, and the rhetoric: Fengwei Pie: When you come back, you will get a set of noodles spoon + fork after you have already taken pictures. This noodles spoon + fork link No. 1 for the small yellow cart, this one is an extra bonus. Ice: When you come back, you will get a set of meal plates made of melamine material from Disney's genuine authorized gifts. This gift is linked to the 1st baby, this is an extra bonus For example, we can also use the interactive method and speech of the Royal Xiaohu, a merchant with a cost-effective head: Are there any new fans who come for the first time? The first time new fans come for the first time, and have never received a newcomer gift in our family. You and the anchor will have a new word. Today, all fans who have a new word, sister, the benefits will be upgraded, and the price will be more generous. For any new fans who come for the first time, please eat fish and follow [Pin People]. You can order people or water army at will. Fengwei Pie: I don’t want everyone to spend money to buy this gift today. Yes, thank you baby. I’ll give it to everyone for free. I’ll add two packs to Sanbaozi [Select person], two packs for Xiaoguoguo, and one for Momo Mom adds to me. The next step is to get on the car and link it directly. Of course, this kind of interaction is quite high, and it may not be suitable for paid streams. Fengwei Pasta 30-day live broadcast data 30-day live broadcast data for the Sky Deliberate Poster |
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