LIVE Shopping That Sells: Run of Show, Moderation, and Offers

LIVE shopping is a real-time sales event where your job is to keep attention, reduce purchase friction, and create repeated “reasons to buy now” while viewers come and go. Unlike short-form posts, a live session must be designed for constant re-entry: people join mid-sentence, ask the same questions, and need to see the product working fast. The winning formula is: tight prep + repeatable demo loops + structured Q&A + planned urgency + strong moderation.

Pre-live checklist (15–45 minutes before you go live)

Use this checklist every time. Consistency reduces technical mistakes and keeps your live focused on selling, not troubleshooting.

1) Inventory + fulfillment readiness

• Confirm stock counts for every product you plan to feature (and any bundles). Remove low-stock items unless you can confidently sell out on purpose.
• Stage physical units: one “hero” unit for camera, one backup, and any accessories (chargers, refills, attachments, size options).
• Prep demo consumables: batteries charged, water/ingredients ready, towels, wipes, scissors, tape, measuring tape, etc.
• Decide your sell-out plan: if an item is low stock, plan a specific urgency moment (e.g., “When this hits 20 left, coupon ends”).

2) Pinned products + live shopping setup

• Pin 3–6 products maximum to avoid choice overload. Put your “hero” product first, then the best upsell, then a low-priced entry item.
• Order products to match your run of show so you can rotate without hunting.
• Test checkout flow on a second device: tap pinned product → view variations → add to cart → confirm shipping/payment screens appear correctly.
• Set coupon timing (if available): decide when to activate and when to end. Write the exact script you’ll say when it starts/ends.

3) Lighting, audio, and camera

• Lighting: key light at 45° angle, slightly above eye level. Avoid overhead-only lighting that creates shadows on the product.
• Audio: use a lav mic or close-range mic. Do a 10-second recording test for hiss, clipping, and room echo.
• Camera framing: leave space on-screen for product holds. Keep the product in the center third when demonstrating.
• Connection: prefer stable Wi‑Fi; if using mobile data, test speed and lock the device to avoid switching networks mid-live.

4) Set design (selling environment)

• Background: clean, brand-appropriate, no distracting movement. Keep it consistent so clips look cohesive.
• Demo table: waist-high surface with a neutral mat so the product stands out.
• On-hand props: a small tray labeled by you (not on camera text) with “Next demo,” “Bundle items,” “Proof props” (before/after, comparison object, measuring tape).
• Returns/claims safety: remove anything that could imply prohibited claims (e.g., medical promises). Keep your language to observable results and user experience.

5) Script blocks + macro sheet

Write a one-page “live sheet” you can glance at:

• Opening hook (10 seconds)
• 3 demo loops per hero product (each 60–120 seconds)
• Top 10 FAQs with short answers
• Objection responses (price, shipping time, quality, sizing)
• Urgency moments (coupon start/end, limited stock, bundle bonus)
• Re-engagement prompts (comment triggers, polls, “type X”)

30–60 minute run of show (repeatable blueprint)

This structure assumes constant viewer churn. You’ll cycle through product demos and Q&A in blocks, with planned urgency moments. If you run 60 minutes, repeat the middle blocks; if 30 minutes, do one full cycle.

Opening hook (0:00–2:00): the 10-second pattern

Your first seconds must communicate: what it is, what it does, who it’s for, and why now. Keep it concrete and visual.

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• Show the product immediately (in frame, in use if possible).
• Promise a specific outcome (observable, not exaggerated).
• Set the live structure: “I’ll demo it every 10 minutes and answer questions in between.”
• Set the offer expectation: “Coupon goes live in 15 minutes for a short window.”

Example opening script (adapt to your product):
“If you’ve been looking for a faster way to [do task], watch this—
I’m going to demo it in under 60 seconds, then I’ll answer sizing/shipping questions.
The best deal is coming mid-live, so stay with me—
but you can tap the pinned product anytime to see colors and options.”

Product rotation: how to keep it tight (and not chaotic)

Rotation is not random; it’s planned variety to match different buyer intent. Use a “hero → accessory/upgrade → entry item” pattern.

• Hero product: the main revenue driver; demo it multiple times.
• Accessory/upgrade: increases order value (replacement parts, add-ons, premium version).
• Entry item: lower price point to convert hesitant viewers; use it to seed trust.

Rule of thumb: demo the hero every 8–12 minutes so new joiners always see it working.

Demo loops (the live-specific selling engine)

A demo loop is a repeatable 60–120 second segment you can run again and again without sounding repetitive. Build 3 loops per hero product so you can rotate angles.

• Loop A: “Problem → action → result” (fastest proof)
• Loop B: “Feature → benefit → proof” (explains why it works)
• Loop C: “Use case → who it’s for → how to choose variant” (reduces returns and confusion)

Demo loop template (fill in):
1) “Here’s the problem: ____.” (show it)
2) “Watch this: ____.” (do the action)
3) “Look at the difference: ____.” (show result close-up)
4) “If you want ____ outcome, choose ____ variant.”
5) “Tap the pinned product—this is the one I’m using.”

Q&A blocks: control the conversation

Q&A should be scheduled, not constant. If you answer every comment instantly, you lose demo momentum. Instead:

• Announce Q&A windows: “I’ll answer questions at minute 8 and minute 30.”
• Batch similar questions: shipping + returns + sizing together.
• Always end answers with a buying instruction: “Tap the pinned product, pick your option, and check out.”

Use a simple Q&A order:

1. Buying friction (shipping time, returns, payment)
2. Fit/compatibility (sizes, models, materials)
3. Quality (warranty, durability, what’s included)
4. Value (bundle savings, coupon timing)

Urgency moments: planned, ethical, and trackable

Urgency works best when it’s specific and verifiable: limited-time coupon windows, limited stock, or a bonus item for the next X orders. Don’t rely on vague pressure; use clear rules.

• Time-boxed coupon: “Active for 10 minutes.”
• Stock threshold: “When it hits 30 left, I’m switching to the next item.”
• Bundle bonus: “First 20 orders get the extra accessory.”

Urgency script pattern:
“Quick heads up: the coupon is live now for the next 10 minutes.
If you want the best price, tap the pinned product, choose your option, and check out.
I’ll keep demoing while you order—tell me ‘done’ when you’ve grabbed it.”

Live-specific selling techniques (use throughout the run of show)

1) Rapid demos (show, don’t explain)

• Start with motion: the product doing the thing within 5 seconds.
• Use close-ups for texture, size, and results.
• One claim per sentence: keep language simple while hands demonstrate.

2) Social proof reads (comments, orders, and outcomes)

Live social proof is powerful because it’s real-time. Read it strategically:

• Read “intent” comments: “I’ve been needing this,” “Does it work on X?”
• Read “ownership” comments: “I bought this last week…”
• Read “order” signals if visible: “I see a few of you checking out—nice.”

Then connect proof to action:

“A bunch of you are asking about [use case]. Yes—watch this demo.
And if you’re deciding, tap the pinned product; the coupon window is short.”

3) Bundle stacking (increase AOV without feeling pushy)

Bundle stacking is offering a logical “complete setup” rather than a random upsell. Present it as a decision shortcut.

• Good: “Starter bundle” (entry) → “Most popular” (value) → “Pro” (max value)
• Show the savings math quickly: “Bundle saves vs buying separately.”
• Physically stack items on the table so viewers see what they get.

Bundle script:
“If you’re new, the Starter is fine.
If you use this weekly, the Most Popular is the best value because it includes ____.
If you want the full setup, the Pro bundle is everything on the table.”

4) Limited-time coupons (timing + repetition)

• Announce before: “Coupon at minute 18.”
• Activate and repeat: every 60–90 seconds during the window, restate the steps.
• Pair with a demo: don’t just talk about the discount—show results while the coupon is live.

5) Re-engagement prompts (keep chat active to keep reach)

Use prompts that help you sell and help the algorithm: quick, low-effort, and tied to buying intent.

• Variant prompts: “Comment your color/size and I’ll confirm which option to pick.”
• Use-case prompts: “Type ‘A’ if you need it for home, ‘B’ for travel.”
• Objection prompts: “If price is your question, type ‘deal’ and I’ll show the bundle math.”
• Commitment prompts: “Type ‘done’ when you’ve checked out so I can shout you out.”

Moderation procedures (make the live feel safe, fast, and purchase-ready)

Moderation is not just “keeping chat clean.” It’s a conversion tool: it reduces repeated questions, keeps the host focused, and prevents compliance issues.

Roles (even if it’s just two people)

• Host: demos, storytelling, offer delivery, high-level Q&A.
• Moderator: pins answers, handles repeats, flags issues, escalates edge cases.

If you’re solo, you still need a “moderation system”: pre-written macros and a strict Q&A schedule.

FAQ macros (copy/paste responses)

Create short macros your moderator can paste quickly. Keep them factual and consistent with your shop settings.

• Shipping: “Shipping times are shown at checkout for your location. Tap the pinned product → checkout to view the estimate.”
• Returns: “Return details are available on the product page under returns/refunds. Tap the pinned product to review.”
• Variants: “To choose [size/color/model], tap the pinned product and select the option menu before adding to cart.”
• What’s included: “What’s included is listed on the product page; on live I’m using the [variant name].”
• Compatibility: “Tell me your [model/measurement/use case] and I’ll confirm the best option.”

Handling objections (live scripts that keep momentum)

Objections are normal; treat them as buying signals. Answer in 20–40 seconds, then return to the demo.

• Price objection: acknowledge → compare value → point to bundle/coupon → call to action.
• Quality objection: show close-up → show construction/materials → explain what’s included → point to reviews/returns info.
• “Does it work for me?”: ask one clarifying question → recommend the right variant → show a relevant demo loop.

Price objection script:
“I hear you—price matters. Here’s why people choose this: ____ (one value point).
If you want the best value, grab the bundle because it saves vs separate.
Tap the pinned product and choose the bundle option.”

Safety and compliance guardrails (what moderators must enforce)

• No prohibited claims: avoid medical/guaranteed outcome language. Stick to observable demonstrations and typical-use statements.
• No harassment or hate: remove abusive comments quickly; keep the space welcoming for buyers.
• No unsafe instructions: if your product involves tools/heat/chemicals, remind safe use without dramatizing.
• Accurate offer statements: only claim discounts/bonuses that are actually active and available.

Moderator escalation rule: if a question touches safety, legality, or sensitive personal situations, the moderator should respond with a neutral macro and direct viewers to official product details rather than improvising.

Chat control tactics (reduce repetition without sounding robotic)

• Pin a rotating FAQ: update the pinned comment every 3–5 minutes (shipping, sizing, coupon timing).
• Use “answer once, then macro”: host answers verbally once; moderator handles repeats with macros.
• Queue questions: moderator collects top questions and feeds them to the host during Q&A blocks.

Post-live actions (same day, while the data is fresh)

1) Clip harvesting for short-form

Your live is a content mine. Pull clips that already proved they can hold attention.

• Mark timestamps during the live (or have the moderator note them): big reactions, strong demos, objection wins, coupon rush moments.
• Clip types to extract:
  • 15–25s rapid demo (problem → result)
  • FAQ clip (shipping/sizing/compatibility answered clearly)
  • Objection clip (“Is it worth it?” handled well)
  • Bundle/value clip (stack items, savings logic)
• Edit rule: start with the result or the motion, not the greeting.

2) Follow-up messaging and audience capture

• Reply to high-intent comments left during the live with a direct pointer: “Check the pinned product for the option you asked about.”
• Message buyers/supporters where appropriate using platform-safe language: confirm what they ordered, remind them where to find usage tips (avoid spammy frequency).
• Log unanswered questions and turn them into the first Q&A block of the next live.

3) Analyze drop-off points to improve the next live

Don’t just look at total views. You’re optimizing for retention during demos and conversion during urgency windows.

• Find the top drop-off timestamps: what was happening right before viewers left? Common causes: long talking with no demo, messy transitions, repeated technical issues.
• Compare retention by block: opening hook vs demo loops vs Q&A. If Q&A dips, shorten answers and move back to demonstration faster.
• Track offer timing: did orders spike when the coupon started? If not, your urgency moment may need clearer rules or better repetition.
• Track product rotation performance: which product caused chat to spike? Which caused silence? Use that to reorder the next run of show.

Use a simple improvement log after every live:

Live Improvement Log
- Hook: (what worked / what didn’t)
- Best demo loop: (A/B/C)
- Top 5 questions: (list)
- Biggest objection: (and best response)
- Drop-off timestamp(s): (what was happening)
- Next live changes: (3 specific edits)