干货｜直播怎么暖场，怎么委婉催单？直播话术泛知识大全一网打尽
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">参考资料：抖音生活服务直播话术大全｜</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">近期</span>在连载直播方面的干货，收到<span style="color: black;">非常多</span>读者留言，<span style="color: black;">期盼</span><span style="color: black;">咱们</span>分享<span style="color: black;">有些</span>直播话术<span style="color: black;">关联</span>的知识。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>，<strong style="color: blue;">直播话术泛知识大全</strong>，它来啦！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">前方干货来袭，记得<span style="color: black;">保藏</span>！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">01 </strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">拒绝唯话术论，正确看待话术</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">与其说是话术，不如叫其口才<span style="color: black;">或</span>高质量语言表达能力。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">好的表达对直播间GMV有促进<span style="color: black;">功效</span>，<span style="color: black;">通常</span>的表达让直播间索然<span style="color: black;">没</span>味，坏的表达让直播间分分钟走上风口浪尖，如让李佳琪翻车的花西子</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="//q8.itc.cn/images01/20240708/e5d213556fb84753a8ed6c1cd743510d.gif" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">可见话术的重要性，在话术上下苦功夫<span style="color: black;">没</span>疑是正确的，明智的，可这<span style="color: black;">亦</span><span style="color: black;">引起</span>了另一种<span style="color: black;">状况</span>——唯话术论。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当前互联网上有<span style="color: black;">海量</span>的万能直播话术帖子，基本每一条帖子下面都有<span style="color: black;">没</span>数直播er争先留言，求<span style="color: black;">发帖</span>档，可这些<span style="color: black;">所说</span>的干货真的有用吗？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一个很简单的例子，<strong style="color: blue;">难道东方甄选直播间的逐字稿和话术能应对麦当劳本地生活直播间的<span style="color: black;">状况</span>吗？</strong>显而易见<span style="color: black;">不可</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">每一个</span>直播间的<span style="color: black;">状况</span><span style="color: black;">区别</span>，<span style="color: black;">每一个</span>主播的定位<span style="color: black;">区别</span>，<span style="color: black;">因此</span>当<span style="color: black;">咱们</span>谈到话术学习的时候，<span style="color: black;">咱们</span>更应该<span style="color: black;">注重</span>的是<strong style="color: blue;">话术<span style="color: black;">背面</span>的表达<span style="color: black;">规律</span></strong>，而非死板的干货。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">02 </strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">话术表达的<span style="color: black;">形成</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">结合直播间在线人数和互动目的，一场完整的直播，其实<span style="color: black;">仅有</span>两个表达目的——<strong style="color: blue;">引导下单和<span style="color: black;">增多</span>用户停留。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以及以下六个互动<span style="color: black;">周期</span>：开场、升温、人气飙升、衰减、稳定、结束。<span style="color: black;">区别</span>的<span style="color: black;">周期</span><span style="color: black;">咱们</span>说话的目的和应对评论区的策略都是<span style="color: black;">区别</span>的，接下来仔细聊聊。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="//q7.itc.cn/images01/20240708/8a572fb6f53846a9b3eafb293136d671.png" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">03 </strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">直播开场话术</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">开场说话时，<span style="color: black;">咱们</span>的表达<span style="color: black;">仅有</span>两个目的——告诉<span style="color: black;">大众</span>你是谁，你要卖什么，以及用福利<span style="color: black;">或</span>内容预告来钓住观众，吸引<span style="color: black;">更加多</span>路人停留。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在这个底层<span style="color: black;">规律</span>的<span style="color: black;">基本</span>上，<span style="color: black;">按照</span><span style="color: black;">实质</span><span style="color: black;">状况</span>，<span style="color: black;">能够</span>适当延长<span style="color: black;">有些</span>开场时间，热热场子，参考话术如下：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="//q9.itc.cn/images01/20240708/596d053c8ede46ca83c41977bf757c5b.png" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">04 </strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">优惠介绍话术</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">底层<span style="color: black;">规律</span>是让<span style="color: black;">大众</span>觉得哇，好值，<span style="color: black;">不可</span><span style="color: black;">错失</span>，<span style="color: black;">能够</span><span style="color: black;">经过</span><strong style="color: blue;">谈稀缺性，对比价格，以及给<span style="color: black;">大众</span>算账</strong>的技巧来表达。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">参考话术如下：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="//q2.itc.cn/images01/20240708/9bdb2b9c45884f4aa1afad2826fdf1e3.png" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">另：说价格时，不要说原价，而<span style="color: black;">指的是</span>导价/划线价，更不要用低至X折，而是X折起，规避平台审查。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">05 </strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">商品介绍话术</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">底层<span style="color: black;">规律</span>是让<span style="color: black;">大众</span>快速<span style="color: black;">认识</span>你的商品，激发<span style="color: black;">她们</span>的购买欲望，<span style="color: black;">能够</span><span style="color: black;">经过</span><strong style="color: blue;">聊内容，聊品牌力，讲故事<span style="color: black;">或</span>知识科普（禁医疗科普），<span style="color: black;">倘若</span>卖的是商品券还<span style="color: black;">能够</span>说门店离观众有多么近等</strong>技巧来表达。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">但不管你说什么，口播的信息<span style="color: black;">必定</span>要与商品详情页一致！</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">参考话术如下：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="//q9.itc.cn/images01/20240708/8a76e02d3c4e4ec8a05c10ee01f37343.jpeg" style="width: 50%; margin-bottom: 20px;"><img src="//q4.itc.cn/images01/20240708/df908721f1a04fd4ad93a2cfd8f59dd0.jpeg" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">06 </strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">秒杀品介绍话术</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">底层<span style="color: black;">规律</span>是利益诱导，让观众多在直播间停留涨涨人气，<span style="color: black;">能够</span><span style="color: black;">经过</span><strong style="color: blue;">介绍秒杀力度和内容，参与秒杀的方式，以及倒计时等</strong>技巧来表达。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">目的是直白的，但你嘴上千万<span style="color: black;">不可</span>说“关注送礼物”一类的话，平台会审查，</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">参考话术：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="//q0.itc.cn/images01/20240708/0dbf7ae1d52a4385b0181c4ffad5d1bb.png" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">07 </strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">增多</span>用户互动话术</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">区别</span>于介绍品，以下话术的底层<span style="color: black;">规律</span>都是为了留人，炒直播间热度，<span style="color: black;">达到</span>成的目的有<strong style="color: blue;"><span style="color: black;">增多</span>用户停留，引导用户点赞、评论、关注、分享，推动用户下单</strong>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">增多</span>用户停留参考话术：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="//q2.itc.cn/images01/20240708/2a19629ca3a84738a744e4fd00428786.png" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">引导用户转赞评参考话术：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="//q3.itc.cn/images01/20240708/1ac0b77e52c74197b2aefc3577bbdcbe.png" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">推动用户下单参考话术：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="//q3.itc.cn/images01/20240708/08b807610cae4be8b72a9c54285dd821.png" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">08 </strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">违禁词与直播间规范</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">全文最最最重要的部分，<span style="color: black;">由于</span>在直播界，<span style="color: black;">咱们</span>的试错成本<span style="color: black;">便是</span>很小，有时候做的平庸比做错了的后果小多了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以下直播间规范资料来自抖音官方：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="//q0.itc.cn/images01/20240708/38f83ec99ccf4c298936ab2b2d4cccb9.png" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="//q5.itc.cn/images01/20240708/31f7eabf451245e5916b51f5bd3ad4f3.png" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="//q0.itc.cn/images01/20240708/5475848982e74294a8fac11ccd86d096.png" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以上<span style="color: black;">便是</span>直播话术<span style="color: black;">规律</span>的<span style="color: black;">所有</span>内容了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其实并不<span style="color: black;">繁杂</span>，<span style="color: black;">重点</span>是<span style="color: black;">必须</span><span style="color: black;">重视</span>的细节比较多，<span style="color: black;">意见</span><span style="color: black;">保藏</span>起来多看几遍。<a style="color: black;"><span style="color: black;">返回<span style="color: black;">外链论坛：www.fok120.com</span>，查看<span style="color: black;">更加多</span></span></a></p>
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