很实用的6个直播文案话术技巧
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">点 击 蓝 色 字 体 关 注 我 们! ! !</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/Ljib4So7yuWgicrIbPicTicVXd2OxialSVC8zHjzib3SjIdTlzmu5S60kBOMYQ39PVZRb0Awj0bCKbkpDaPqw5j0Zohg/640?wx_fmt=png&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">直播的门槛<span style="color: black;">好似</span>虽然很低，只要会说话，谁都能做。但真开通了直播间，马上就会遇到<span style="color: black;">非常多</span>问题。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">●直播间没几个人，说点什么缓解尴尬？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">●三个小时只<span style="color: black;">必须</span>介绍三款<span style="color: black;">制品</span>，怎么办？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">●好<span style="color: black;">不易</span>有人来了，怎么让TA<span style="color: black;">作为</span>自己的粉丝？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">●说点什么，粉丝才愿意相信自己，愿意下单？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">任何事情都比想象中<span style="color: black;">繁杂</span>，但敢开播，就<span style="color: black;">已然</span>战胜了一大部分人，<span style="color: black;">咱们</span>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>。</p><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/OvwrvYWRBcLb3tYbujm5icEJzrzQam4Hjzwic5ArQbzAYCuB4tLeldkcibXbJkCicHzINPOj8ibYdv7ic18qLBdiccYrQ/640?wx_fmt=png&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" 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;">1</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">聚人 </strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">目的</strong>：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。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">重点</strong>：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。内容<span style="color: black;">一般</span><span style="color: black;">包括</span>三方面：1.打招呼 2.讲故事 3.福利预告/货物预告。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">针对用户入场进行欢迎，拉近用户距离：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">关键词</strong>
</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">：<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</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;">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）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">寻找<span style="color: black;">一起</span><span style="color: black;">专题</span></strong>：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>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><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！”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">宣传话术</strong>
</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">：<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</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">宣传直播时间：“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。”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><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。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">直播话术参考：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。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">留客 </strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">关键词：发问+<span style="color: black;">选取</span>+节奏</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1）发问式互动话术</strong>
</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">回答粉丝<span style="color: black;">相关</span><span style="color: black;">制品</span>用处/材质/发货等<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。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">例：</strong>“<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？”/</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“<span style="color: black;">大众</span><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”/“这款<span style="color: black;">制品</span><span style="color: black;">大众</span>以前用过吗？<span style="color: black;">倘若</span>不清楚的<span style="color: black;">能够</span>扣1，我再来给<span style="color: black;">大众</span>讲解”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2）<span style="color: black;">选取</span>性话术</strong>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。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">例</strong>：“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。”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">锁客 </strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1）展示型话术</strong><strong style="color: blue;">关键词：物品+形容词+心情感受</strong>
</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">例：</strong>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。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2）信任型话术</strong><strong style="color: blue;">带入自己：“我<span style="color: black;">亦</span>...”，言语中卖情怀</strong>
</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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 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。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">例：</strong>“我<span style="color: black;">近期</span>天天都在用”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“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”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“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”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“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”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">4</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">说服 </strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">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>。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1）低价</strong>
</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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>。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。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">常用话术</strong>：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“买X送X”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“<span style="color: black;">咱们</span>直播间比免税店还便宜！”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“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！”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2）话语场景</strong>
</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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>。</p>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。
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">5</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">催单 </strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><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></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">时间量词</strong>“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>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">例</strong>：“<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。”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“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。”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“抢到<span style="color: black;">便是</span>赚到、秒杀单品数量有限”/“先付先得、最后2分钟！最后2分钟”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“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"</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">6</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">关注下单流程 </strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">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。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">引导下单</strong></p><strong style="color: blue;">下单流程讲解+进行下单操作演示
</strong>目的：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。
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">点商品链接、点优惠券、点立即购买、填数量、点确认……</p><span style="color: black;">本文案转发（<span style="color: black;">东至县电子商务公共服务中心</span>）如有侵权联系删</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_gif/TiaYg1GSFtxicn9TR2xlxGE8UaAlKiaS4KrDz2iauaMhBnn8BqUozxxfzmOtWcRVcVJU9mprlG5ZH5ZzXVPr2zhPyg/640?wx_fmt=gif&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"></p><img src="https://mmbiz.qpic.cn/mmbiz_png/TiaYg1GSFtxicXPibE55L9vwHX9mvQkqoYOmzEDY6BxUuOZDRovq4DPAnLJJPMfHerdXt8ibbqVJSGkuADVhU1mpOQ/640?wx_fmt=png&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" 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;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">点</span></span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">关</span><span style="color: black;">注</span></span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">，</span><span style="color: black;">跟</span><span style="color: black;">主</span><span style="color: black;">编</span><span style="color: black;">交</span><span style="color: black;">个</span><span style="color: black;">朋</span><span style="color: black;">友</span><span style="color: black;">↓</span><span style="color: black;">↓</span><span style="color: black;">↓</span></span></strong></span></span></span></strong></span></span></strong></p>
系统提示我验证码错误1500次 ＼~゛， 这篇文章真的让我受益匪浅，外链发布感谢分享！
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