直播话术文案全梳理，太顶了！
<img src="https://mmbiz.qpic.cn/mmbiz_gif/1RO0R4DpFhSMXeqrKwg3q28jenm0iaMbiaCzcGfvEv00qWaGT6hrywywlIFDpcmbxVydKEeFVoncHRiattTIVPkPA/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">作者：<span style="color: black;">宣传</span>圈头条（ID：topadquan）</span><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">很长一段时间我<span style="color: black;">始终</span><span style="color: black;">仰慕</span>在一线工作的直播铁子。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">与我所从事的新<span style="color: black;">媒介</span><span style="color: black;">区别</span>，<strong style="color: blue;">直播是口才的博弈，虽然里面<span style="color: black;">包括</span>着许多<span style="color: black;">营销</span>技巧，<span style="color: black;">然则</span>并不像平时<span style="color: black;">营销</span>中<span style="color: black;">那样</span>名词化</strong>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">于是我整理了<span style="color: black;">有些</span>直播话术干货，<span style="color: black;">期盼</span>能给<span style="color: black;">大众</span>带来<span style="color: black;">有些</span><span style="color: black;">帮忙</span>。即使<span style="color: black;">不可</span><span style="color: black;">作为</span>李佳琦薇娅<span style="color: black;">亦</span>能在步入这个行业里不至于<span style="color: black;">那样</span>迷茫。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/0wh1VMeiahF5DBywZyldVNcyE9jYDnAmsN54Z8xApe6O3WeEjaJZ38ia2smMLr4be9l8HPgeOhIviayLp6N8o8icWw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1、</span>聚人</strong></span><img src="https://mmbiz.qpic.cn/mmbiz_png/0wh1VMeiahF5DBywZyldVNcyE9jYDnAmsBmr34oaCpV2PuvH6H09PocotxEQ9LQsVUGx6RG7Y9qm2TJxICBejpw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">目的：</span></strong><span style="color: black;">这个<span style="color: black;">周期</span>属于直播开场<span style="color: black;">周期</span>，做好<span style="color: black;">必定</span>的暖场，拉近与用户的距离，吸引眼球</span></span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">重点：</span></strong><span style="color: black;">新人<span style="color: black;">周期</span>要学会自说自话，不要怕尴尬+紧盯着手机屏幕上的买家发言，热情<span style="color: black;">即时</span>的回复，能给直播间所有人留下很好的印象。</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">内容<span style="color: black;">一般</span><span style="color: black;">包括</span>三方面：</span></strong><span style="color: black;">1.打招呼 2.讲故事 3.福利预告/货物预告</span></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1）针对用户入场进行欢迎，拉近用户距离：</span></strong></span><span style="color: black;">关键词：<span style="color: black;">诠释</span>观众账号名<span style="color: black;">叫作</span>+寻找<span style="color: black;">一起</span><span style="color: black;">专题</span>+福利预告带入直播主题</span><img src="https://mmbiz.qpic.cn/mmbiz_png/c6lNmDMELgVefhqyswkhNcG53sbopmNFb6w6BGUZCXq83PjE80maj43XT7BjARoN3xKWuFdAc2IBPs0urI5ktA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">诠释</span>观众的账号名<span style="color: black;">叫作</span>：</strong>欢迎XX进入直播间，咦~这名字好有<span style="color: black;">道理</span>，是有什么故事么？/新来的宝宝我看到你了，欢迎你来到<span style="color: black;">咱们</span>直播间，<span style="color: black;">爱好</span>主播的点个关注哦！（简洁型）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">寻找<span style="color: black;">一起</span><span style="color: black;">专题</span>：</strong>
</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">欢迎XX进来捧场哦，想要XX款的宝宝不要离开<span style="color: black;">咱们</span>马上就上哦“你是不是和我<span style="color: black;">同样</span>换季就过敏，换好几个<span style="color: black;">制品</span>都不合适？<span style="color: black;">而后</span>再接着说，这种<span style="color: black;">状况</span>我<span style="color: black;">通常</span>会用什么什么。”</p><strong style="color: blue;">福利预告带入直播主题：</strong>新来的宝宝扣一个1，我给你们走福袋/欢迎<span style="color: black;">大众</span>来<span style="color: black;">咱们</span>直播间，晚点给<span style="color: black;">大众</span>上福利。“宝宝们，今天纯放福利了，我今天手上这件XX，只要两位数，只要两位数。工厂直发，纯福利！”
<span style="color: black;">宣传话术：<span style="color: black;">通知</span>直播时间+内容，<span style="color: black;">增多</span><span style="color: black;">熟练</span>度</span><img src="https://mmbiz.qpic.cn/mmbiz_png/c6lNmDMELgVefhqyswkhNcG53sbopmNFb6w6BGUZCXq83PjE80maj43XT7BjARoN3xKWuFdAc2IBPs0urI5ktA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">宣传直播时间：</strong>“非常感谢所有还在我直播间的姐妹们，我<span style="color: black;">每日</span>的直播时间是XX点-XX点，风雨不改，没点关注的记得点关注，点了关注记得<span style="color: black;">每日</span>准时来看哦。”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">宣传直播内容：</strong>我是XXX，今天来给<span style="color: black;">大众</span>分享几个美妆的小技巧，学会了你<span style="color: black;">亦</span><span style="color: black;">能够</span>是美妆达人，记得关注我，<span style="color: black;">认识</span><span style="color: black;">更加多</span>简单易上手的美妆技巧。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">倘若</span>是<span style="color: black;">第1</span>次直播：</strong>欢迎来到XX直播间，我是一名新主播，今天是第X次直播，谢谢<span style="color: black;">大众</span>支持哦！欢迎<span style="color: black;">大众</span>来我的直播间，我是一名新主播，<span style="color: black;">倘若</span>有做的<span style="color: black;">欠好</span>的<span style="color: black;">地区</span><span style="color: black;">期盼</span>多多<span style="color: black;">包涵</span>哦。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2）包装渲染<span style="color: black;">制品</span>的产地、历史、口碑、<span style="color: black;">营销</span>等数据，<span style="color: black;">导致</span>用户好奇心。</span></strong></span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/c6lNmDMELgVefhqyswkhNcG53sbopmNFb6w6BGUZCXq83PjE80maj43XT7BjARoN3xKWuFdAc2IBPs0urI5ktA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今天这款<span style="color: black;">制品</span><span style="color: black;">已然</span>是畅销XX年的老字号，基本是<span style="color: black;">每一个</span>家庭都具备的。</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2、</span>留客</strong></span><img src="https://mmbiz.qpic.cn/mmbiz_png/0wh1VMeiahF5DBywZyldVNcyE9jYDnAmswzENzibvxQBKia7m8M3yxhxyc4arQbvEgIzu2eiaO1TpjFCHak0tWE2Rg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在直播过程中，<span style="color: black;">经过</span>主播与观众实时的互动，让观众感知到切身服务，用户诉求<span style="color: black;">能够</span>较快得到<span style="color: black;">回复</span>；主播<span style="color: black;">亦</span>能够<span style="color: black;">火速</span>的得知观众的反馈。</span></p><span style="color: black;">关键词：发问+<span style="color: black;">选取</span>+节奏</span><span style="color: black;"><strong style="color: blue;">1）发问式互动话术</strong></span><span style="color: black;">回答粉丝<span style="color: black;">相关</span><strong style="color: blue;"><span style="color: black;">制品</span>用处/材质/发货</strong>等<span style="color: black;">有些</span>问题，有助于<span style="color: black;">即时</span><span style="color: black;">处理</span>粉丝疑问，<span style="color: black;">创立</span>信任感。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/c6lNmDMELgVefhqyswkhNcG53sbopmNFb6w6BGUZCXq83PjE80maj43XT7BjARoN3xKWuFdAc2IBPs0urI5ktA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">例：</strong></span></p><span style="color: black;">“<span style="color: black;">刚才</span>给<span style="color: black;">大众</span>分享的小技巧<span style="color: black;">大众</span>学会了吗？”</span><span style="color: black;">“宝宝们<span style="color: black;">倘若</span>有不清楚拍什么的<span style="color: black;">能够</span>把你们的疑问打出来”</span><span style="color: black;">“这款口红<span style="color: black;">大众</span>以前用过吗？<span style="color: black;">倘若</span>不清楚肤色怎么搭的<span style="color: black;">能够</span>扣1，我再来给<span style="color: black;">大众</span>讲解”</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这类发问式抖音直播话术，答案只能是肯定<span style="color: black;">或</span><span style="color: black;">是不是</span>定，观众打1个或2个字就能发言了，主播<span style="color: black;">亦</span>能快速得到粉丝的答案，不至于在等答复时冷场。</span></p><span style="color: black;"><strong style="color: blue;">2）<span style="color: black;">选取</span>性话术</strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">给观众抛一个<span style="color: black;">选取</span>题，答案ABCD都<span style="color: black;">能够</span>，发言成本很低，能够<span style="color: black;">快速</span>让观众参与到直播互动里。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/c6lNmDMELgVefhqyswkhNcG53sbopmNFb6w6BGUZCXq83PjE80maj43XT7BjARoN3xKWuFdAc2IBPs0urI5ktA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“想听《XXX》的刷1，想听《XXX》的刷2。”/“换左手这一套衣服的刷1，右手这一套的刷2。”</span></p><span style="color: black;"><strong style="color: blue;">3）节奏型话术</strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这类型的抖音直播话术<span style="color: black;">重点</span>是让观众灌水发言，让新进来的游客看到直播间很活跃，很好奇<span style="color: black;">为何</span><span style="color: black;">那样</span>多人刷666，这<span style="color: black;">便是</span>带节奏。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/c6lNmDMELgVefhqyswkhNcG53sbopmNFb6w6BGUZCXq83PjE80maj43XT7BjARoN3xKWuFdAc2IBPs0urI5ktA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">例：</strong></span></p><span style="color: black;">“觉得主播跳得好看/唱得好听的刷波666。”</span><span style="color: black;">“想要xxxxxx宝贝的宝宝们，<span style="color: black;">咱们</span>满屏刷起来好<span style="color: black;">欠好</span>，要福利的宝宝把xx刷起来”</span><span style="color: black;">“刷波520让我感受一下你们的热情。”</span><span style="color: black;">并<span style="color: black;">即时</span>宣布促销<span style="color: black;">好处</span>活动，<span style="color: black;">包含</span>抽大奖、抽大红包、限量9.9元秒杀、送限量口红、大让利或折扣，并号召用户互动刷屏，拖住用户。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/c6lNmDMELgVefhqyswkhNcG53sbopmNFb6w6BGUZCXq83PjE80maj43XT7BjARoN3xKWuFdAc2IBPs0urI5ktA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">例：</strong></span></p><span style="color: black;">“新涌进来的宝宝们，<span style="color: black;">咱们</span><span style="color: black;">此刻</span>正在给<span style="color: black;">大众</span>做福利秒杀，<span style="color: black;">此刻</span>点赞十下并给主播点一个关注<span style="color: black;">能够</span>领取一个优惠券哦”</span><span style="color: black;">“新来的宝贝先点一下关注，<span style="color: black;">能够</span>领取到一个粉丝特价价格哦”</span><span style="color: black;">“宝宝们<span style="color: black;">此刻</span>先不要下单，这款领了优惠券之后再下单哈”</span><span style="color: black;">“<span style="color: black;">咱们</span>直播间的宝宝把XXX刷起来，给<span style="color: black;">大众</span>发优惠券了哈”</span><span style="color: black;"><strong style="color: blue;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3、</span>锁客</p>
</strong></span><img src="https://mmbiz.qpic.cn/mmbiz_png/0wh1VMeiahF5DBywZyldVNcyE9jYDnAmsN5qkNHMFvkGLIek2048OZIMm0OZ5YBhUibbiaamwPVPPZfHlv2Qa5Kdg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;">1、说：</strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1）展示型话术</span></strong></span><span style="color: black;">关键词：物品+形容词+心情感受</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">主播在进行直播带货时，展示<span style="color: black;">制品</span>的质量、<span style="color: black;">运用</span>感受和其他<span style="color: black;">途径</span>对比的价格<span style="color: black;">优良</span>时，<span style="color: black;">能够</span>让粉丝直观地看到效果。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/c6lNmDMELgVefhqyswkhNcG53sbopmNFb6w6BGUZCXq83PjE80maj43XT7BjARoN3xKWuFdAc2IBPs0urI5ktA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">例：</strong></span></p><span style="color: black;">李佳琦在进行口红试色时，对每一只口红的颜色，都能进行一个细致的表达：“给人很温柔、很春天、很新的感觉的颜色”<span style="color: black;">这般</span>的话术，让人听着就不自觉心动。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2）信任型话术</span></strong></span><span style="color: black;">带入自己：“我<span style="color: black;">亦</span>...”，言语中卖情怀</span><span style="color: black;">直播间促单时，<span style="color: black;">能够</span>多强调“我”用过且<span style="color: black;">爱好</span>，并强调“我”在<span style="color: black;">运用</span><span style="color: black;">制品</span>时的感受。</span><span style="color: black;"><span style="color: black;">这般</span>既<span style="color: black;">能够</span>让<span style="color: black;">制品</span>讲解<span style="color: black;">显出</span>真诚，<span style="color: black;">亦</span><span style="color: black;">能够</span>衬托<span style="color: black;">制品</span>，打消观众对<span style="color: black;">制品</span>的顾虑。<span style="color: black;">创立</span><span style="color: black;">必定</span>的信任感，<span style="color: black;">才可</span>促成粉丝下单。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/c6lNmDMELgVefhqyswkhNcG53sbopmNFb6w6BGUZCXq83PjE80maj43XT7BjARoN3xKWuFdAc2IBPs0urI5ktA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">例：</strong></span></p><span style="color: black;">“我<span style="color: black;">近期</span>天天都在用”</span><span style="color: black;">“我<span style="color: black;">亦</span>买了XX，我个人比较<span style="color: black;">爱好</span>这两种”</span><span style="color: black;">“我给我爸妈<span style="color: black;">亦</span>买了，<span style="color: black;">她们</span><span style="color: black;">亦</span>觉得很好用”</span><span style="color: black;">“XX我只<span style="color: black;">举荐</span>这一个品牌，其他品牌给我再多钱<span style="color: black;">亦</span>不推”</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">3）专业型话术</span></strong></span><span style="color: black;">在<span style="color: black;">举荐</span><span style="color: black;">制品</span>时，从专业的<span style="color: black;">方向</span>出发，针对一个<span style="color: black;">制品</span>以及同类其他<span style="color: black;">制品</span>的材质等进行<span style="color: black;">仔细</span>讲解，<span style="color: black;">增多</span>粉丝的信任度，并<span style="color: black;">指点</span>粉丝<span style="color: black;">按照</span>自己的<span style="color: black;">状况</span><span style="color: black;">选取</span><span style="color: black;">制品</span>。</span><span style="color: black;"><span style="color: black;">例如</span>服装类带货直播，主播<span style="color: black;">能够</span><span style="color: black;">经过</span>对某件服装的专业搭配，以及服装质量的专业讲解的话术来吸引粉丝下单购买。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/c6lNmDMELgVefhqyswkhNcG53sbopmNFb6w6BGUZCXq83PjE80maj43XT7BjARoN3xKWuFdAc2IBPs0urI5ktA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">例：</strong></span></p><span style="color: black;">“这种全棉卫衣适合秋天穿，前面是撞色图案，领口几何形衍缝线，版型中长时尚百搭，可搭配紧身小黑裤，<span style="color: black;">显出</span><span style="color: black;">青年</span>有活力。”</span><span style="color: black;">“即使是职业气场的白衬衣和古板蓝西装，点缀以素色灰白印花丝巾后，瞬间点亮整体穿搭，让气质与众<span style="color: black;">区别</span>。”</span><span style="color: black;">“撞色穿起来蛮显瘦的;裤子腰部的褶裥设计，能遮盖住女生的小肚腩哦。把裤脚折起来一截，会有一种轻巧随意的感觉。”</span><span style="color: black;"><strong style="color: blue;">2、做：</strong></span><span style="color: black;">现场试用产品，分享<span style="color: black;">运用</span>体验与效果，验证<span style="color: black;">制品</span>功能。</span><span style="color: black;">谈到价格，展示打折力度大时，拿出计算器：</span><img src="https://mmbiz.qpic.cn/mmbiz_png/c6lNmDMELgVefhqyswkhNcG53sbopmNFb6w6BGUZCXq83PjE80maj43XT7BjARoN3xKWuFdAc2IBPs0urI5ktA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">例：</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“<span style="color: black;">咱们</span>原价是XX元，现场直播间只要XX，<span style="color: black;">咱们</span><span style="color: black;">此刻</span><span style="color: black;">仅有</span>20件给到<span style="color: black;">大众</span>进行秒杀，拼手速呀。”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“<span style="color: black;">咱们</span>原价是XX元，门店价、官网价<span style="color: black;">亦</span>是XX元，<span style="color: black;">然则</span>今天你们来<span style="color: black;">咱们</span>直播间，不要这个价，只要XX，再加上关注领的专属粉丝价，只要多少？倒计时，54321，开价！只要XXX元。”</span></p><span style="color: black;">谈到<span style="color: black;">制品</span>是某明星同款，拿出准备好的大幅照片：</span><img src="https://mmbiz.qpic.cn/mmbiz_png/c6lNmDMELgVefhqyswkhNcG53sbopmNFb6w6BGUZCXq83PjE80maj43XT7BjARoN3xKWuFdAc2IBPs0urI5ktA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">例：</strong></span></p><span style="color: black;">“想要XX的同款，并且是今年新品一上架就秒空的款来喽，想要XX同款的宝宝们把“1”字打起来。”</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">4、</span>说服</strong></span><img src="https://mmbiz.qpic.cn/mmbiz_png/0wh1VMeiahF5DBywZyldVNcyE9jYDnAmsIhatUN8mTBMYQzlzmMertmsaf6C79q83eC0uQUIRtY4HpqZdItbH0Q/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从<span style="color: black;">制品</span>的功效、价位、<span style="color: black;">成份</span>、包装设计、促销力度和现场<span style="color: black;">运用</span>结果等，与竞品对比，进一步帮用户排除<span style="color: black;">选取</span>。（关键）</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1）低价</span></strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">直播的优惠活动是影响粉丝在直播购买<span style="color: black;">制品</span>的最直接<span style="color: black;">原因</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">大打折扣的商品<span style="color: black;">寓意</span>着粉丝更加死心塌地地追随，有了粉丝们的信任，销量<span style="color: black;">亦</span>能节节攀升。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/c6lNmDMELgVefhqyswkhNcG53sbopmNFb6w6BGUZCXq83PjE80maj43XT7BjARoN3xKWuFdAc2IBPs0urI5ktA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">常用话术：</strong></span></p><span style="color: black;">“买X送X”</span><span style="color: black;">“<span style="color: black;">咱们</span>直播间比免税店还便宜！”</span><span style="color: black;">“给<span style="color: black;">大众</span>XX秒钟的时间能<span style="color: black;">不可</span>点到XX万赞？就XX秒钟时间能点到XX万赞的，我给你们上爆款福利，今天这套XXX<span style="color: black;">便是</span>门店价格，新进我直播间的，新人宝宝们你们听好了，今天在我直播间扣了新人的点赞到XX万的，我直接给你们新人宝宝炸福利啊，全网最低价！”</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2）话语场景</span></strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用户在直播间买<span style="color: black;">制品</span>是两方面的利益，一方面是经济利益，你的商品<span style="color: black;">便是</span>比别人好、便宜。<span style="color: black;">然则</span>经济利益不是你自己的本事，是货源、供应链的<span style="color: black;">优良</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另一方面是用说辞构建美好的场景，给用户利益，满足用户的想象和虚荣心。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/c6lNmDMELgVefhqyswkhNcG53sbopmNFb6w6BGUZCXq83PjE80maj43XT7BjARoN3xKWuFdAc2IBPs0urI5ktA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">例：</strong></span></p><span style="color: black;">“屋顶花园，斩男香，非常适合夏天”</span><span style="color: black;">“这支口红给人的感觉<span style="color: black;">便是</span>甄嬛上位后回头一笑，对着<span style="color: black;">哪些</span>人说“老娘赢了”。<span style="color: black;">此刻</span>都市的工作压力都大，谁不<span style="color: black;">必须</span>解压？这支口红给人的感觉<span style="color: black;">便是</span>回头对<span style="color: black;">哪些</span>人说“老娘赢了”的感觉。”</span><span style="color: black;">“那种很甜的感觉，人间水蜜桃<span style="color: black;">便是</span>你”</span><span style="color: black;">“是那种在下过小雨的森林里漫步的味道”</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">5、</span>催单</strong></span><img src="https://mmbiz.qpic.cn/mmbiz_png/0wh1VMeiahF5DBywZyldVNcyE9jYDnAmsbdazpv0g80gGicMXWLQQ37eVHA3162FuotBNmyib5l2N6btC2nTcrR1g/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;">1）吊足用户胃口，此时正式宣布价格，让用户感觉“物超所值”。</strong></span><span style="color: black;">时间量词</span><span style="color: black;">“怕失去”、“怕<span style="color: black;">错失</span>”的优先级，远远高于“这个东西到底对我有多大用”、“这个东西到底划算不划算”这类的理性思考。<span style="color: black;">因此</span>，饥饿营销屡试不爽，<span style="color: black;">便是</span>源于这个<span style="color: black;">原由</span>。</span><span style="color: black;">催单类抖音直播话术的关键是要调动用户“抢”的<span style="color: black;">心理</span>。<span style="color: black;">例如</span>“抢购”、“过时不候”、“数量有限”…<span style="color: black;">这般</span>的话术，都是在唤醒人大脑中关于安全的本能。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/c6lNmDMELgVefhqyswkhNcG53sbopmNFb6w6BGUZCXq83PjE80maj43XT7BjARoN3xKWuFdAc2IBPs0urI5ktA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">例：</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“<span style="color: black;">咱们</span>之前试播的时候，这个<span style="color: black;">制品</span>一上架就秒空了，超级抢手，<span style="color: black;">因此</span>进来宝宝千万不要犹豫，下单就行了。”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“这款<span style="color: black;">制品</span>数量有限，<span style="color: black;">倘若</span>看中了<span style="color: black;">必定</span>要<span style="color: black;">即时</span>下单，<span style="color: black;">否则</span>等会儿就抢不到了哦。”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“原价XXX的大衣，所有扣“1”的宝宝们听好啦，<span style="color: black;">咱们</span>这个优惠套餐，减XX减XX，减XX，总共减XX，<span style="color: black;">此刻</span>倒计时54321，改价！准备321，开链接加库存！”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“抢到<span style="color: black;">便是</span>赚到、秒杀单品数量有限”/<span style="color: black;">“先付先得、最后2分钟！最后2分钟”</span></span></p><span style="color: black;">“这次活动的力度真的很大，您<span style="color: black;">能够</span>再加一套的，很划算，<span style="color: black;">错失</span>真的很可惜。这个<span style="color: black;">制品</span>还有最后两件咯"</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2）再次强调促销政策，<span style="color: black;">包含</span>限时折扣、前XX名下单送等价礼品、现金返还、随机免单、抽奖免单等促销活动，让用户热情达到高潮，催促用户集中下单。</span></strong></span><img src="https://mmbiz.qpic.cn/mmbiz_png/c6lNmDMELgVefhqyswkhNcG53sbopmNFb6w6BGUZCXq83PjE80maj43XT7BjARoN3xKWuFdAc2IBPs0urI5ktA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“<span style="color: black;">此刻</span>直播间5000人，<span style="color: black;">咱们</span>今天就送前600名等价礼品。倒数5个数，5（让助理<span style="color: black;">协同</span>说，还剩200单），4（让助理<span style="color: black;">协同</span>说，还剩100单），3（让助理<span style="color: black;">协同</span>说，没了没了）。”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“<span style="color: black;">爱好</span>的宝宝有顾虑的，联系客服留下联系方式，下播后我会<span style="color: black;">第1</span>时间联系你”</span></p><span style="color: black;">直播间卖货<span style="color: black;">必须</span>购物气氛，<span style="color: black;">区别</span>于购物。直播带货<span style="color: black;">必须</span>要让用户觉得狂欢，购物欲<span style="color: black;">大涨</span>，肾上腺素<span style="color: black;">提升</span>，打造可预期的惊喜。</span><span style="color: black;">超出用户的心理预期。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">6、</span>关注下单流程</strong></span><img src="https://mmbiz.qpic.cn/mmbiz_png/0wh1VMeiahF5DBywZyldVNcyE9jYDnAmsu7Q6mZQwFicjZPSgUg9E73LKSiaACQicVo8kic3zs21NRHy6msmtRzzzDA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">引导下单行动<span style="color: black;">关联</span>的话术，是当客户对<span style="color: black;">制品</span><span style="color: black;">无</span>太大抗拒的时候，起到“推一把”的<span style="color: black;">功效</span>，<span style="color: black;">促进</span>客户完成最后购买的一步。</span></p><span style="color: black;"><strong style="color: blue;">1）引导下单</strong></span><span style="color: black;">下单流程讲解+进行下单操作演示</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">目的：</span></strong><span style="color: black;">引导下单行动，排除下单过程中客户不<span style="color: black;">熟练</span>操作的隐患。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">点商品链接、点优惠券、点立即购买、填数量、点确认……</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">下单操作演示：</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">小助理用手机或pad展示：在哪里领优惠券，下单的界面是<span style="color: black;">怎么样</span>的……</span></p><span style="color: black;"><strong style="color: blue;">2）感谢话术</strong></span><span style="color: black;">从真实<span style="color: black;">状况</span>出发，抒发自己真实的感情。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/c6lNmDMELgVefhqyswkhNcG53sbopmNFb6w6BGUZCXq83PjE80maj43XT7BjARoN3xKWuFdAc2IBPs0urI5ktA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">例：</strong></span></p><span style="color: black;">“感谢你们来观看我的直播，谢谢你们的礼物，<span style="color: black;">陪同</span>是最长情的告白，你们的爱意我收到了”（感谢<span style="color: black;">陪同</span>）</span><span style="color: black;">“最后一首歌《XXXX》谢谢<span style="color: black;">大众</span>的<span style="color: black;">陪同</span>，唱完下播，<span style="color: black;">期盼</span><span style="color: black;">大众</span>睡个好觉做个好梦，明天新的一天好好工作，<span style="color: black;">夜晚</span><span style="color: black;">咱们</span>再聚。”（结束祝福）</span><span style="color: black;">“今天的直播接近尾声了，明天<span style="color: black;">夜晚</span> XX 点~XX 点<span style="color: black;">一样</span>时间开播/明天会提早一点播 XX 点就开了，各位奔走相告吧！/明天<span style="color: black;">休憩</span>一天，<span style="color: black;">大众</span>放假啦！后天正常开播。”（预告下一场直播）</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这般</span>不仅能延续粉丝的不舍之情，<span style="color: black;">亦</span>是给自己做一个简单的总结。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">好了，尽管话术<span style="color: black;">招数</span>很重要，<span style="color: black;">平常</span>的专业知识<span style="color: black;">累积</span>，以及<span style="color: black;">认识</span>买家痛点并对应<span style="color: black;">即时</span>做出策划<span style="color: black;">亦</span>非常重要。今天的分享就到这。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></strong></span></p><span style="color: black;"><span style="color: black;">举荐</span>豆瓣9.0 传奇文案书，含<span style="color: black;">海量</span>经典营销案例</span><a style="color: black;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></a><span style="color: black;"><span style="color: black;">做为</span>文案，怎能<span style="color: black;">无</span>Neil French的《文案之神》？</span><span style="color: black;">这版<span style="color: black;">已然</span>做到了大文豪经典译著的体验感【典藏级】。</span><span style="color: black;">三度卖断货<span style="color: black;">营销</span>额破百万。</span><span style="color: black;"><span style="color: black;">关联</span>干货<span style="color: black;">文案</span></span><span style="color: black;">纯手工<span style="color: black;">举荐</span></span><a style="color: black;"><span style="color: black;">卖点文案创作框架</span></a><span style="color: black;"> | </span><a style="color: black;"><span style="color: black;">叶茂中18条营销实战经验</span></a><span style="color: black;"> | </span><a style="color: black;"><span style="color: black;">策略策划的终极<span style="color: black;">办法</span></span></a><span style="color: black;"> | </span><a style="color: black;"><span style="color: black;"><span style="color: black;">怎样</span><span style="color: black;">诠释</span>营销案例</span></a><span style="color: black;"> | </span><a style="color: black;"><span style="color: black;"><span style="color: black;">怎样</span><span style="color: black;">作为</span>品牌策略总监</span></a><span style="color: black;"> | </span><a style="color: black;"><span style="color: black;">30秒写出一个爆款文案金句</span></a><span style="color: black;"> | </span><a style="color: black;"><span style="color: black;">写好文案的3个</span></a>本质问题
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
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