Are you experimenting with live streams but are not quite sure what a good script looks like? Or, do you need tips to brush up on your one-to-one live video calls? In this guide, we will cover all bases and get you prepared to deliver effective live stream events with the help of a script.
Hold On, What is Live Stream Shopping?
Live stream shopping brings social and e-commerce together to create an entirely new shopping experience. An influencer or ambassador is placed in front of a camera to sell products to an audience. It exists in two formats: one-to-many, and one-to-one.
In China, many e-commerce marketplaces like Taobao and Alibaba incorporate gamification techniques into the shopping experience. Viewers can acquire points by watching streams, interacting with influencers, and even purchasing items. With these points, shoppers can then unlock bonus features to fuel even more purchases.
In the West, it is slowly growing across independent and large brands looking to capitalise on the new emerging trend. Popular categories fall in fashion, cosmetics, luxury, and consumer electronics where mid to high consideration products perform exceptionally well. This is due to questions being addressed in real-time in a one-to-many live stream.
There is also a strong emphasis on the product and its specifications, meaning viewers who jump in can be educated on what is right for them.
The importance: a live stream script can heavily influence what makes a successful event or not. So now the basics are covered let’s get into it.
Good to Knows for Your Live Stream Script
1. Online connection
Customers can take calls from anywhere and everywhere, so prepare for all situations.
Explain at the beginning of the stream if the connection drops you will try reconnecting, and leave them with a contact number.
2. Body language
Customers will always have the option to opt-in for video. However, the expert will always be showing their video. Remember to act as you would on the shop floor.
An open posture, friendly expressions and positive tones will always be welcomed by the customer.
3. Immerse your customers
One-to-one and one-to-many live streams are an exciting new e-commerce experience. It steps away from one-way video calls and places the focus on the products and customer experience.
Immerse your customers by showing image galleries, product specifications and videos. If you have visual merchandise to support your sale, that’s even better.
One-to-many live streams can be daunting, but with practice and an easy-to-follow script you will ease into the selling experience.
To make it easy to digest, we have broken it down into three sections: Beginning, Middle and End.
1. Address your audience from the start.
From the moment you go live, make sure to address your audience. Do not wait for others to arrive while those who are already in the stream are waiting for you to talk. If audience numbers are low, fill in the gaps by engaging with existing audience members.
Asking questions like “where are you joining from today? Let me know in the comments” supports engagement and can spark some quick-fire conversations as you wait for the watch list to build.
2. Inform everyone the value they will get from watching your live stream
When the numbers have reached a desirable level, begin telling people the value of your live stream.
Something like: “We are going to be talking about (PRODUCT) so you can overcome (PAIN POINT)“. Make sure to include how your solution will overcome a specific pain point, and how you want them to feel afterwards.
3. Greet your audience with a help statement
Introduce yourself and your expertise that will benefit the audience with making a purchase.
“My name is (NAME) and I help/or specialise in (EXPERTISE) to achieve (BENEFIT)”. Tailor it to the audience and sector you are focusing on; after all, you do not want to attract the wrong audience.
Add your personality and charm into this statement. Why not throw in a fact about yourself to build common ground with your audience?
Here comes the juicy part! Time to educate your audience and sell, sell, sell your product. This section will focus on the tangible benefits your solution brings to your audience.
As this is the middle section, expect to spend the next 15-30 minutes sharing your product’s benefits that will help your audience learn more about the product, and encourage them to convert by the end of the stream.
You will also want to inform how long the stream will last and explain the format of the event too.
4. Explain your content
Choose 3-7 benefits that clearly articulate the product’s value.
It will look something like “I will be sharing these 3-7 (BENEFITS) that will help you with (PAIN POINTS)“.
Beforehand, write a list of benefits you want to share and ensure you address them to the audience.
5. Share your products
This is when you work through your list of 3-7 benefits that will help your audience gain value.
Keep it simple and start it off with “the first way you can get rid/improve (PAINPOINT) is with (BENEFIT/PRODUCT FEATURE)”.
6. Share your story
Resonate with your audience and share a story that highlights the pain points, and how your product has benefited you.
If you are co-streaming with another seller, you can both work together to share each other’s experiences to keep viewers engaged.
Remember, focus on one pain point and do not deviate too far from the script. The priority is to keep your audience engaged.
7. Share and repeat
Follow the same process with the latter benefits. Remember to engage with your audience members; if they ask questions then the next 30 minutes will fly by.
This is where you begin to close the stream and share your call to action. For those not selling a product, you can use this section to promote your service, event or specific actions such as webinars, email list or blog posts (not limited to).
8. Share your call to action
Pre-plan your call to action. Ask yourself, what do you want your audience to do after the stream has finished?
Frame it along the lines of “I want to invite you to take action and (CTA), that will help get you the results you want”.
You can also direct them to your website if you are not using a shoppable video platform. This is an opportunity to also promote any discount codes that are unique to the event.
9. Thank your audience and close the stream
For those who stayed until the end, say a warm thank you and mention how much you enjoyed hosting today’s stream. People sense positivity, and a warming personality will make you more approachable.
What To Say On a One-to-One Live Stream Script
One-to-one stream differs greatly from one-to-many as it offers a more intimate experience between you and the customer.
It replicates a shop floor experience where you can tailor the stream based on the customer needs. Instead of a script, it’s best to be fluid and use your skills to match the customer’s dialogue.
1. Explain the video commerce platform and how it works
If you are using a connected video commerce platform like Confer With, there are many unique features that a customer may not have used before. Take the time to not only introduce yourself, but also what features are involved in the call.
2. Ask them how you can help (use active listening)
This question will help frame the conversation. The customer’s response could be anything from a general query to a detailed explanation of what they need. If your product is high consideration and complex, use this to gauge what level they are at.
If they are new to your products, ask them if they want an explanation of how your products work. Otherwise, if they are repeat customers, recommend updated models and ask how they are finding the current product.
3. Explain meaningful benefits
By framing the conversation from point 2, you are then able to share benefits that will help the customer. To master this will take time and practice. If you are unsure of product benefits, speak with your line manager and request product training to maximise each call’s potential.
4. Make relevant suggestions
With any retail environment, achieving KPIs are often the main focus. This includes conversions and average basket size.
Curate your calls to offer products that will benefit the customer. For example, if you work in the cycling sector, recommend items such as bike helmets and high visibility clothing that suits the customer’s experience level.
Remember, if you do make recommendations, ensure it ties in with the customer needs and preferences. Nobody likes a hard sell or a pushy promo.
5. If they are happy with the products, offer to add it to the virtual shared basket
Confer With’s connected video commerce platform uses a virtual shared basket where the customer or retail expert can add items before pushing it to the checkout page.
You can use this opportunity to either add the product yourself or invite the customer to add it to the basket, which gives them a sense of control that is often absent from typical one-to-many video call scenarios.
6. Naturally end the call
Typically, with one-to-one calls, customers book an allocated time slot. As it is approaching the end, ask if they have any questions. If they do and you are unable to extend the time due to pre-booked slots, offer your contact details so they can email any further queries.
Whether you are planning to write a live stream script for a one-to-many or one-to-one platform, they both consist of similar considerations. Remember to always be genuine, timely, and passionate about your products.
Want to find out more about the difference between one-to-many and one-to-one shopping? Check out our article which delves into the terms in detail.