直播

解决三大核心问题,才能成就一场高转化率的销讲｡

首先,需要为意向用户构建消费场景,让用户意识到自己的确需要某种产品;

其次,还需要把销讲文案变成一个好故事,用故事提高用户对产品的认可度;

最后,还需要在销讲直播中,创造出超高的人气场,引导更多用户参与互动,综合多种营销策略,促进意向用户的成功转化｡

构建消费场景,让销售更简单

销售是需要构建消费场景的｡

通俗地讲,消费场景就是用户在什么情形下会使用某个产品或服务｡消费场景指向的往往都是某一真实可触摸的现实世界,里面包括人､物､环境､行为､故事等元素｡

直播销讲的产品,用户不一定熟悉,所以讲师必须在销讲过程中构建消费场景,让意向用户认同这正是他在寻找的产品或服务,这会让销售简单很多｡

举个例子:疫情防控期间,孩子精力旺盛却室外活动偏少,以致半夜不睡,孩子睡不着,家长也没法休息,如果有一款产品,用了之后宝宝马上就能睡着,用户会不会想试试?

在这个例子中,“疫情防控期间,孩子精力旺盛却室外活动偏少,以致半夜不睡,孩子睡不着,家长也没法休息”就是一个消费场景｡在消费场景中,用户对自己的需求格外明晰｡

做好消费场景洞察,可以影响品牌的方方面面,因此可以从消费场景出发,重新定义产品｡

① RIO微醺系列酒

绝大部分酒品牌定义的饮用场景是节日､聚会等,RIO微醺却放弃主流消费场景,反其道而行之｡它发现很多消费者在一个人独处时,也会有想喝酒的需求,借酒找到自己的“小确幸”,所以RIO微醺把产品定义为“一个人的小酒”,并请了“人设”很匹配的女演员周冬雨代言｡全新的消费场景构建,深受消费者的喜爱,也让RIO微醺从众多竞品中脱颖而出｡

② 每日坚果

每日坚果这个品类的“发明”也是类似的逻辑｡通过“把多种坚果事先搭配好,一次一小包,便携又可即食,上班中途饿了加个餐补充点营养”这样的新消费场景构建,突破了“大包装坚果只适合在家吃”的传统消费场景,实现每日坚果的成功突围｡

如何找到适合自己产品的消费场景呢?

首先,要了解用户,做出完整的用户画像｡例如,用户是男是女?属于哪个年龄层?消费能力如何?有什么爱好?收集并分析尽可能多的用户信息｡

其次,想办法触达用户｡用户在什么时间､什么情况下会想到某类产品?产品服务供应方可以在什么时间､通过什么渠道主动推送信息给用户?找到尽可能多的连接路径｡

最后,触达用户后要促成目标用户最终下单购买,给他们购买的理由,并收集购买使用后的反馈｡

总而言之,对用户的消费行为数据掌握得越多,就越容易找到好的消费场景｡

讲产品不如讲故事

有人问:互联网时代,最低成本,最有效果的营销方式是什么?

这里有一个答案:故事营销｡

销售行业有句话叫“一流的销售讲故事,二流的销售卖价值,三流的销售谈价格”｡

消费者往往愿意为故事买单,如果一个故事能打动消费者,他反而不会那么在乎价格｡好故事自带销售力,故事容易占领消费者心智,会让成交变得简单｡

王石-万科企业创始人

王石曾经讲了他登山的故事,当时他是我国登顶珠峰年龄最大的业余登山队员,很多人为此关注了他,关注了万科,这为万科节省了三亿多元的广告费｡

董明珠-格力电器董事长

格力电器连续多年业绩猛涨,成为民族企业的代表之一,但普通消费者最津津乐道的不是“核心科技”,而是诸多有关董明珠的故事,而董明珠自己也因“霸道总裁”的“人设”故事成为超级“网红”｡

褚时健-褚氏果业创始人

褚时健讲了一个自己从囚徒到“橙王”,跌宕起伏的人生传奇故事,成就了褚橙高端水果品牌的定位｡

为什么故事这么有效?原因有以下两点｡

① 故事可以引导认知和共情

从生理机制上说,人的大脑更善于编织故事､理解故事,以及记忆故事｡大脑喜欢将新接收的概念进行形象化记忆,并且容易对其形成固定看法,以至于即使事物发生新的变化,大脑仍习惯沿用原先的看法｡

给某一概念冠之以一个好故事,能使人们联想起记忆中与之相似的情节,进而唤起情感共鸣,在大脑中留下较为长久的良好印象｡

2020年,很多餐饮品牌遭到重创,但有一家原本不被大众熟知的中式快餐品牌“老乡鸡”却意外爆红,起因是一个“手撕员工联名信”视频的流出｡

2020年上半年,老乡鸡门店纷纷关闭,企业损失惨重,很多员工自发写信给创始人束从轩,要求不拿工资,与企业共渡难关｡创始人束从轩拍了一则视频,视频中亲手撕掉员工联名信并表示:“哪怕是卖房子､卖车子,也要千方百计确保员工有饭吃､有班上!”

起初,这个视频在员工内部群流传,后来被发到老乡鸡的公众号､微博上,点击量很快突破10万,再后来又被网友转发到全网各大平台,引发全社会的广泛关注｡

“好老板”的故事,让很多人迅速知道了“老乡鸡”这一原本不被大众熟知的品牌,并且将“实诚老板,负责任,有人文关怀”这些认知与“老乡鸡”的品牌形象联系在一起,极大提升了消费者对品牌的好感度｡

最终,这段视频的意外走红让全民看到了一个好故事,而这个好故事也让“老乡鸡”获得了地方政府和多家金融机构的帮助与支持,成功转危为机,逆势而上｡这就是好故事的威力｡

② 故事更易于被记忆和传播

人在复述往事时,大脑能清晰地记得事件的始终脉络,保留故事主线,对细枝末节往往含糊不清｡可以说,编故事是大脑组织记忆的方式,听故事是大脑认知和记忆某个概念最习惯的方式｡

演讲的一大痛点,就是在演讲的时候,人们总怕忘词｡而在演讲中加入故事,可以很好地解决这一问题,因为故事是一种天然的记忆装置,深受大脑记忆机制的喜爱｡忘记一篇演讲稿怎么讲,不难,但忘记一个故事怎么讲,很难｡

养育小孩的父母都知道,给小孩讲道理远不如讲故事效果更好｡

想教会孩子不要随便跟陌生人讲话,就给他讲《小红帽》的故事;想让孩子懂得合作的重要性,就给他讲《三只小猪》的故事｡这些经典故事深入人心,容易记忆｡父母自己听到之后就能深刻记忆,在讲给孩子听时,也是张口就来,无须翻书｡

故事也是世界文明最早的传承和流传方式之一,好的故事,简洁隽永,世代流传｡

创造人气场,让流量成为转化力

有了好故事,就一定能做一场成功的销讲吗?

不一定,同样一个故事,不同的人讲出来的效果可能完全不同｡这是因为每个人的“人气场”不同｡

直播间里有10个人在线和有1000个人在线,气氛当然不一样｡

销讲和任何一种表演一样,需要观众捧场｡讲师讲得好,观众纷纷鼓掌点赞,于是讲师讲得更起劲,观众也听得愈发兴奋,新来的人也忍不住驻足观看,人气越来越旺,形成正向循环｡

一场成功的销讲,是由讲师和观众双方共同参与创造的｡

进入李佳琦的直播间,观众很容易就被“买买买”的热情同化,忍不住加入其中｡如果换一个主播,在一个观众很少的直播间里带货,哪怕台词一模一样,效果也立见高下｡

这就是“人气场”的作用｡

“人气场”的热度不仅取决于人数,还取决于有没有“铁杆粉丝”在场｡

1个全力捧场的“铁杆粉丝”,能实现影响100个路人参与观看的效果,有十几个“铁杆粉丝”就能把直播现场炒热,带动其他路人迅速参与进来｡所以,销讲很像线下会销,不一定追求天天讲,但每一场都要追求人气值｡

人气从哪里来?在销讲开始之前,就要做好流量组织工作｡素人主播可以从经营社群､积累自己的“铁粉”开始｡有一定人气的主播,在开讲之前,也要做好宣传预热工作,提前通知“粉丝”到场｡

Solving the three core problems can achieve a high conversion rate of sales.

First of all, it is necessary to build consumption scenarios for intended users, so that users realize that they really need a certain product;

Secondly, it is also necessary to turn the sales copy into a good story, and use the story to improve the user's recognition of the product;

Finally, it is also necessary to create a super popular atmosphere in the live broadcast of sales lectures, guide more users to participate in the interaction, integrate a variety of marketing strategies, and promote the successful conversion of intended users.

Build consumption scenarios to make sales easier

Sales need to build consumption scenarios.

In layman's terms, a consumption scenario is the situation under which a user will use a certain product or service. A consumption scenario often points to a real and tactile real world, which includes elements such as people, objects, environments, behaviors, and stories.

Users are not necessarily familiar with the products of live sales, so the lecturer must build a consumption scene in the process of sales, so that the intended users agree that this is the product or service they are looking for, which will make sales much easier.

For example: During the epidemic prevention and control period, the children were energetic but had few outdoor activities, so that they could not sleep in the middle of the night, the children could not sleep, and the parents could not rest. Don't want to try it?

In this example, "during epidemic prevention and control, children are energetic but have few outdoor activities, so that they can't sleep in the middle of the night, children can't sleep, and parents can't rest" is a consumption scenario. In a consumption scenario, users' needs for themselves Extremely clear.

Doing a good job in the consumption scene insight can affect all aspects of the brand, so you can redefine the product from the consumption scene.

① RIO Drunk Series Liquor

The drinking scenes defined by most wine brands are festivals, parties, etc., but RIO has given up the mainstream consumption scene and did the opposite. It found that many consumers also have the need to drink when they are alone. Borrowing wine to find one's own "little luck", so RIO Micro Drunk defines the product as "one person's small wine", and invited the actress Zhou Dongyu, whose "personality" matches very well, to speak. The love of consumers also makes RIO stand out from many competing products.

② daily nuts

The "invention" of the category of daily nuts is also a similar logic. Through the construction of new consumption scenarios such as "combining a variety of nuts in advance, a small package at a time, portable and ready-to-eat, add a meal to supplement nutrition when you are hungry in the middle of work". , broke through the traditional consumption scene of "big packaged nuts are only suitable for eating at home", and achieved a successful breakthrough in daily nuts.

How to find the consumption scene that suits your product?

First of all, it is necessary to understand the user and make a complete user portrait. For example, is the user male or female? What age group does it belong to? What is the spending power? What hobbies do you have? Collect and analyze as much user information as possible.

Second, find ways to reach users. When and under what circumstances will users think of certain products? When and through what channels can product service providers actively push information to users? Find as many connection paths as possible.

Finally, after reaching the user, it is necessary to promote the target user to finally place an order to purchase, give them the reason for the purchase, and collect feedback after purchase and use.

All in all, the more data you have on the consumption behavior of users, the easier it is to find good consumption scenarios.

Tell a story rather than a product

Some people ask: In the Internet age, what is the lowest cost and most effective marketing method?

Here's an answer: Story Marketing.

There is a saying in the sales industry that "first-class sales tell stories, second-class sales sell value, and third-class sales talk about price".

Consumers are often willing to pay for stories. If a story can impress consumers, they will not care so much about the price. A good story has its own sales force, and the story easily occupies the mind of the consumer and makes the transaction easier.

Wang Shi-Founder of Vanke Enterprise

Wang Shi once told the story of his mountaineering. At that time, he was the oldest amateur mountaineer in my country to reach the top of Mount Everest. Many people paid attention to him and Vanke, which saved Vanke more than 300 million yuan in advertising costs.

Dong Mingzhu-Chairman of Gree Electric

Gree Electric's performance has soared for many years, and it has become one of the representatives of national enterprises, but what ordinary consumers talk about most is not "core technology", but many stories about Dong Mingzhu, and Dong Mingzhu himself is also due to "overbearing president" The story of "personal design" has become a super "Internet celebrity".

Chu Shijian - Founder of Chu's Fruit Industry

Chu Shijian told a story of his ups and downs from prisoner to "Orange King", which made Chu Orange a high-end fruit brand.

Why is the story so effective? There are two reasons.

① Stories can guide cognition and empathy

From a physiological mechanism, the human brain is better at weaving stories, understanding stories, and memorizing stories. The brain likes to visualize the newly received concepts, and it is easy to form a fixed view of it, so that even if things change, The brain is still accustomed to the old way of thinking.

Putting a good story on a concept can make people associate with similar plots in memory, and then arouse emotional resonance and leave a long-lasting good impression in the brain.

In 2020, many catering brands have been hit hard, but a Chinese fast food brand "Laoxiangji" that was not well-known to the public unexpectedly became popular due to the outflow of a video of "Tear up a joint letter from employees".

In the first half of 2020, fellow chicken stores closed one after another, and the company suffered heavy losses. Many employees spontaneously wrote letters to founder Shu Congxuan, asking for no salary and to tide over the difficulties with the company. The founder Shu Congxuan took a video, in the video He personally tore up the joint letter of employees and said: "Even if you sell a house or a car, you must do everything possible to ensure that the employees have food and work!"

At first, this video was circulated among the employees, and later it was posted on the official account and Weibo of Laoxiangji, and the number of hits quickly exceeded 100,000. Later, it was reposted by netizens to major platforms on the whole network, which aroused widespread attention of the whole society. .

The story of "Good Boss" has quickly made many people aware of "Hometown Chicken", a brand that was not well known to the general public, and combined the cognitions of "honest boss, responsible and humane care" with the brand of "Hometown Chicken" The image is linked together, which greatly improves the consumer's favorability of the brand.

In the end, the unexpected popularity of this video allowed the whole people to see a good story, and this good story also allowed the "hometown chicken" to obtain the help and support of the local government and a number of financial institutions, successfully turning the crisis into an opportunity and bucking the trend. . That's the power of a good story.

② Stories are easier to remember and spread

When people retell past events, the brain can clearly remember the entire context of the event, retain the main line of the story, and often ambiguous about the details. It can be said that making up stories is the way the brain organizes memory, and listening to stories is the brain’s recognition and memory of a certain concept. The most accustomed way.

A major pain point of speech is that people are always afraid of forgetting words when speaking. Adding stories to speeches can solve this problem very well, because stories are a natural memory device and are deeply influenced by the brain's memory mechanism. Love it. It's not hard to forget how to tell a speech, but it's hard to forget how to tell a story.

Parents who raise children know that reasoning with their children is far less effective than telling stories.

If you want to teach your child not to talk to strangers casually, tell him the story of "Little Red Riding Hood"; if you want your child to understand the importance of cooperation, tell him the story of "The Three Little Pigs". These classic stories are deeply rooted in people's hearts and easy to remember. . Parents will be able to remember deeply after hearing it themselves, and when they tell their children, they will come with their mouths open, no need to turn the book.

Stories are also one of the earliest inheritance and transmission methods of world civilization. Good stories are concise and meaningful and passed down from generation to generation.

Create a popular atmosphere and make traffic a conversion force

With a good story, is it sure to be a successful sales pitch?

Not necessarily, the same story, the effect of different people may be completely different. This is because everyone's "popular field" is different.

There are 10 people online and 1000 people online in the live room, of course, the atmosphere is different.

Like any kind of performance, a sales talk needs audience support. The lecturer speaks well, and the audience applauds and praises it, so the lecturer speaks more vigorously, the audience listens more and more excitedly, and the newcomers can't help but stop to watch, The popularity is getting more and more prosperous, forming a positive cycle.

A successful sales talk is created by both the lecturer and the audience.

Entering Li Jiaqi's live broadcast room, the audience is easily assimilated by the enthusiasm of "buy, buy, buy" and can't help joining it. If you change the anchor and bring goods in a live broadcast room with few audiences, even if the lines are exactly the same, the effect will be immediately seen. High and low.

This is the role of "popularity".

The popularity of the "popular field" depends not only on the number of people, but also on the presence of "hardcore fans".

One "hardcore fan" who fully supports the audience can achieve the effect of influencing 100 passers-by to participate in the viewing. More than a dozen "hardcore fans" can make the live broadcast hot and drive other passersby to quickly participate. Therefore, sales talk is very similar Offline will be sold, not necessarily the pursuit of every day, but the pursuit of popularity in every game.

Where does the popularity come from? Before the sales talk starts, it is necessary to do a good job in traffic organization. Amateur anchors can start by running a community and accumulating their own "iron fans". An anchor with a certain popularity should also do a good job before starting the lecture. Promote the warm-up work, and notify the "fans" in advance to be present.