一、开场话术 Opening Scripts

3秒抓住观众注意力，建立第一印象

名称开场类 Name-based Greeting
Welcome
Hi 我的新朋友们，你们好吗？欢迎来到我的直播间！
Hi my dear new friends, how are you guys? Welcome to my live!
Welcome
Hi [用户名]，欢迎！你来自哪里？我喜欢你的名字！
Hi [username], welcome! Where are you from? I love your beautiful name!
Welcome
欢迎进来的每一位朋友！我是[名字]，今天给大家带来超多福利！
Welcome everyone coming in! I'm [name], and I have tons of deals for you today!
福利预告开场 Benefit Preview
Preview
新进来的家人注意！直播间每30分钟抽免单，停留满5分钟还能领5美元券！
New friends, attention! We're doing a free order giveaway every 30 minutes, and if you stay for 5 minutes, you get a $5 coupon!
Preview
今天全场六折优惠，价格非常美丽！不要错过这个机会！
Everything is 40% off today, such a great price! Don't miss this chance!
Preview
前10名下单的朋友送价值20美元的神秘礼物！
The first 10 people to place an order will get a mystery gift worth $20!
悬念/好奇开场 Curiosity Hook
Hook
这款产品在亚马逊卖断货了，但今天我们只卖成本价！
This product sold out on Amazon, but today we're selling it at cost price!
Hook
你们绝对猜不到这个产品的成本价是多少！评论区猜对有奖！
You'll never guess the cost price of this product! Guess in the comments and win a prize!
Hook
我手里这款产品，昨天让1000多人疯狂下单，今天库存只剩最后200单！
This product in my hand drove over 1,000 orders yesterday, and today we only have 200 left!
话题开场类 Topic-based Opening
Topic
欢迎进来！我最近经常用这款产品，用过的朋友可以在评论区分享一下！
Welcome! I've been using this product a lot recently. Anyone who's used it, share your thoughts in the comments!
Topic
有没有和我一样，每次化妆都卡粉的姐妹？今天这款粉底液绝对颠覆你的认知！
Anyone else like me who gets cakey makeup every time? This foundation today will completely change your mind!

二、互动话术 Interaction Scripts

提升停留时长与评论互动率

指令式互动 Command-based
Command
有第一次进到我直播间的朋友吗？扣1让我看到你们！
Anyone here for the first time? Press "1" in the comments so I can see you!
Command
老粉请按2，让我知道有多少人在！
My old friends, press "2" to let me know you're here!
Command
喜欢左边产品的打1，喜欢右边产品的打2！
Like the product on the left? Press 1. Like the one on the right? Press 2!
Command
想要的把"想要"打在公屏上，我统计一下数量！
If you want it, type "WANT" in the comments. Let me count!
提问式互动 Question-based
Question
弹幕告诉我，你们最讨厌脱妆的瞬间？评论区刷屏，抽3位送同款！
Tell me in the comments, what's the worst moment when your makeup comes off? Comment now, I'll pick 3 winners for a free gift!
Question
油皮扣1，干皮扣2，混合皮扣3，我根据大家肤质推荐！
Oily skin press 1, dry skin press 2, combination press 3. I'll recommend based on your skin type!
Question
你们最想改善的皮肤问题是什么？扣1控油，扣2保湿，扣3美白！
What's your biggest skin concern? Press 1 for oil control, 2 for hydration, 3 for brightening!
挑战赛/游戏互动 Challenge-based
Challenge
挑战30秒下单！前5名送价值50美元的护肤套装！倒计时开始！
Challenge: place your order in 30 seconds! First 5 people get a $50 skincare set! Countdown starts now!
Challenge
评论区打出"我爱TikTok"的第8、18、28位朋友，送免单！
The 8th, 18th, and 28th person to comment "I LOVE TIKTOK" gets a free order!
教学式互动 Tutorial-based
Tutorial
不知道怎么下单的朋友看过来！点击购物车，找到链接，点击购买，然后付款就可以了！
Don't know how to order? Watch me! Click the shopping cart, find the link, click buy, then pay. That's it!
Tutorial
刚分享的技巧听懂的，在评论区打出"懂了"！
If you understood the tip I just shared, type "GOT IT" in the comments!

三、产品介绍话术 Product Introduction

3大黄金公式，让产品自己会说话

痛点 + 方案 + 效果验证 = 高转化
Pain Point + Solution + Proof = High Conversion
痛点解决型 Pain Point Solution
Pain Point
油头姐妹看过来！每次出门1小时就油光满面？这款控油洗发水含水杨酸+薄荷，实测24小时控油！这是我的使用记录，发根蓬松到能藏硬币！
Oily hair sisters, listen up! Your hair gets greasy within an hour? This shampoo contains salicylic acid + mint, proven 24-hour oil control! Here's my usage record — my roots are so fluffy you could hide a coin in them!
Pain Point
是不是每次穿白衣服都担心弄脏？这款防污喷雾一喷就搞定，咖啡、酱油都不怕！
Always worried about staining your white clothes? This stain-proof spray handles it in one spray — coffee, soy sauce, no problem!
场景化营销 Scene-based Marketing
Scene
想象一下，周末和男友约会，穿上这条碎花裙，在公园野餐被要链接的概率提升200%！今天直播间专属价直降30%！
Imagine this: weekend date with your boyfriend, wearing this floral dress, having a picnic in the park — your chances of being asked "where'd you get that?" just went up 200%! Today only, 30% off exclusive live price!
Scene
早上赶时间出门？这款素颜霜3秒上妆，让你多睡20分钟还能美美出门！
Rushing out in the morning? This tinted cream applies in 3 seconds, giving you 20 extra minutes of sleep and you still look gorgeous!
数据权威型 Data & Authority
Data
这款面霜含98%纯天然成分，通过欧盟ECOCERT认证！这是SGS检测报告，敏感肌可用。粉丝Lucy用了28天，毛孔缩小了40%！
This cream contains 98% natural ingredients, certified by EU ECOCERT! Here's the SGS test report — safe for sensitive skin. Our fan Lucy used it for 28 days and her pores shrank by 40%!
Data
全网销量超过50万件，好评率99.2%！这是真实的用户反馈截图！
Over 500,000 sold online with a 99.2% positive rating! Here are real user review screenshots!
感官体验型 Sensory Experience
Sensory
穿上这个裙子给人一种很温柔、很有活力的感觉，面料摸起来像云朵一样柔软！
Wearing this dress gives a very gentle and energetic vibe, and the fabric feels as soft as a cloud!
Sensory
这个香水的味道，前调是清新的柑橘，中调是优雅的玫瑰，后调是温暖的麝香，闻起来就像漫步在巴黎街头！
This perfume's scent — top notes of fresh citrus, middle notes of elegant rose, base notes of warm musk. It smells like strolling through the streets of Paris!

四、促单逼单话术 Urgency & Closing

制造紧迫感，推动下单决策

库存压迫法 Scarcity
Scarcity
还剩最后10单！系统显示再过2分钟恢复原价，现在下单送价值20美元的化妆刷！
Only 10 left! The system shows prices will revert in 2 minutes. Order now and get a $20 makeup brush set free!
Scarcity
库存只剩83单了！英国妈妈群体都在抢，手慢无！
Only 83 units left! UK moms are all grabbing this, don't miss out!
Scarcity
最后5单！5单之后链接立刻下架，再想拍都没有了！
Last 5 orders! After these 5, the link goes down immediately. No more chances!
价格锚定法 Price Anchoring
Price
这款包专柜价299美元，今天直播间只要99美元！但仅限前50单，50单后恢复159美元！
This bag retails for $299, but today in my livestream it's only $99! But only for the first 50 orders, after that it goes back to $159!
Price
平时卖89美元，今天直播专属价49美元，直接对半砍！
Normally $89, today live-exclusive price $49 — that's basically half off!
从众心理法 Social Proof
Social
已经有327人下单这款扫地机器人！大家都在抢，你还在等什么？
327 people have already ordered this robot vacuum! Everyone's grabbing it, what are you waiting for?
Social
评论区看看，满屏都是"已拍""买了"，跟着大家买准没错！
Look at the comments, the screen is full of "ORDERED" and "BOUGHT" — follow the crowd, you can't go wrong!
倒计时逼单 Countdown Closing
Countdown
倒计时3分钟！3分钟后优惠券失效，价格恢复原价！
Countdown: 3 minutes! After 3 minutes the coupon expires and price goes back to normal!
Countdown
最后60秒！60秒后链接下架，没拍到的不要来找我哭！
Final 60 seconds! After 60 seconds the link comes down. Don't come crying to me if you missed it!
信任担保型 Trust Guarantee
Trust
这款产品是我的自用款，推荐给大家！给我多少钱，我也不会推荐差的商品！
This is my personal favorite, that's why I recommend it! No amount of money can make me recommend bad products!
Trust
不满意7天无理由退货，运费我们承担！你没有任何风险！
Not satisfied? 7-day no-questions-asked return, we'll cover the shipping! You have zero risk!
Trust
我亲自试用了一个月，效果真的惊艳，才决定上架的！
I personally tested this for a month, the results were amazing, that's why I decided to list it!

五、留人话术 Retention Scripts

延长观众停留，提升直播间权重

福利预告留人 Benefit Teaser
Teaser
别走！5分钟后有大牌口红抽奖，价值50美元！
Don't go! In 5 minutes we're doing a luxury lipstick giveaway worth $50!
Teaser
接下来这款产品，是我准备了3个月的独家福利，错过等一年！
The next product is an exclusive deal I've been preparing for 3 months. Miss it and wait a whole year!
内容悬念留人 Content Hook
Hook
想知道我是怎么从0粉丝做到10万粉丝的吗？最后10分钟告诉你！
Want to know how I went from 0 to 100K followers? I'll tell you in the last 10 minutes!
Hook
下一个产品，是我对比了50款才选出来的最佳性价比之王！
The next product is the best value king I chose after comparing 50 different ones!
互动留人 Interactive Retention
Interactive
还没点关注的点点关注，点了关注的扣个"666"，让我看到你们的热情！
Haven't followed yet? Hit that follow button! Already following? Type "666" so I can feel your energy!
Interactive
直播间满1000人，我立刻上秒杀款！快分享直播间拉人！
When we hit 1,000 viewers, I'll immediately launch the flash sale item! Share the livestream to bring people in!
固定时段留人 Scheduled Retention
Schedule
我们直播时间是每天晚上6点到12点，大家记得点点关注，每天准时来看！
Our livestream is every night from 6 PM to 12 AM. Follow me and come back on time every day!
Schedule
整点有福利，半点有抽奖，记得定好闹钟别错过！
Benefits on the hour, giveaways on the half-hour. Set your alarms so you don't miss out!

六、助播配合话术 Assistant Scripts

主播+助播双核驱动，提升转化效率

助播氛围配合 Atmosphere Support
Support
助播："对！这款产品真的超好用！" / "没错！我自己也在用！"
Assistant: "Yes! This product is really amazing!" / "Exactly! I use it myself too!"
Support
助播："哇！这个价格太划算了！" / "天哪！库存掉得好快！"
Assistant: "Wow! This price is such a deal!" / "OMG! The stock is dropping so fast!"
助播数据播报 Data Announcement
Data
助播："目前库存还剩50单！" / "已经有200人下单了！" / "第3名下单的是Sarah！"
Assistant: "Currently 50 units left!" / "200 people have ordered already!" / "The 3rd order is from Sarah!"
Data
助播："倒计时30秒！" / "最后10单！最后10单！"
Assistant: "30 seconds left!" / "Last 10 orders! Last 10 orders!"
助播互动回复 Comment Reply
Reply
助播："@Lisa 这款有蓝色和粉色两个颜色哦！" / "@Tom 适合所有肤质，放心拍！"
Assistant: "@Lisa this comes in blue and pink!" / "@Tom it's suitable for all skin types, order with confidence!"
Reply
助播："关于尺码问题，S码适合80-100斤，M码适合100-120斤..."
Assistant: "About sizing: S fits 80-100 lbs, M fits 100-120 lbs..."

七、品类专属话术 Category Scripts

不同品类的差异化话术策略

美妆护肤 Beauty & Skincare

  • "这款粉底液持妆12小时，油皮亲妈！"
  • "成分表第一位是玻尿酸，不是水！"
  • "敏感肌、孕妇都可以放心用！"
  • "上脸瞬间哑光，毛孔隐形！"
  • "This foundation lasts 12 hours, oily skin's best friend!"
  • "The first ingredient is hyaluronic acid, not water!"

服装鞋帽 Fashion & Apparel

  • "这款面料是95%棉+5%氨纶，亲肤又弹力！"
  • "版型是oversize的，80-150斤都能穿！"
  • "水洗不掉色，我已经洗了10次了！"
  • "搭配牛仔裤、裙子都好看，百搭款！"
  • "The fabric is 95% cotton + 5% spandex, soft and stretchy!"
  • "Oversize fit, works for 80-150 lbs!"

家居生活 Home & Living

  • "这款收纳盒可以折叠，不用的时候不占空间！"
  • "耐高温230度，微波炉、烤箱都能进！"
  • "安装超简单，女生一个人5分钟搞定！"
  • "无甲醛、无异味，宝宝房也能用！"
  • "This storage box folds flat when not in use!"
  • "Heat resistant up to 230C, microwave and oven safe!"

3C数码 Electronics

  • "充电10分钟，通话2小时！"
  • "支持快充PD3.0，苹果安卓通用！"
  • "降噪深度达40dB，地铁上也能安静听歌！"
  • "IPX7防水，游泳都能戴！"
  • "10 minutes charge, 2 hours talk time!"
  • "PD3.0 fast charging, works with Apple and Android!"

食品饮料 Food & Beverage

  • "0糖0脂0卡，减肥期也能喝！"
  • "配料表只有3种成分，干净到爆！"
  • "独立小包装，随身携带超方便！"
  • "保质期12个月，多囤点没问题！"
  • "Zero sugar, zero fat, zero calories!"
  • "Only 3 ingredients in the list, super clean!"

母婴用品 Baby & Maternity

  • "A类婴幼儿标准，入口级安全！"
  • "无荧光剂、无漂白剂，妈妈放心！"
  • "防呛设计，宝宝自己喝也不怕！"
  • "可啃咬材质，出牙期宝宝必备！"
  • "Class A infant standard, food-grade safe!"
  • "No fluorescent agents, no bleach, mom-approved!"

八、违禁词与避坑指南 Compliance Guide

避开平台红线，安全直播带货

绝对禁止内容 Absolutely Prohibited

以下词汇和表述在 TikTok 直播中 严禁使用 ，可能导致直播间限流、封号：

违禁类型 禁止词汇 (中文) 禁止词汇 (English) 替代方案
极限词 最好、第一、顶级、万能、100%有效 Best, #1, Top, Ultimate, 100% effective 非常好、很受欢迎、备受好评
医疗宣称 治疗、治愈、疗效、药方、医生推荐 Cure, Heal, Treat, Doctor recommended 帮助缓解、改善、个人体验
虚假宣传 全球首发、独家、史无前例 World's first, Exclusive, Unprecedented 新款、限量、特别版
诱导行为 五星好评返现、加微信、私聊 5-star review for cashback, Add WeChat, DM 满意请留评、关注获取更多
敏感话题 政治、宗教、种族、未成年人相关 Political, Religious, Racial, Underage 避免涉及，专注产品
绝对承诺 保证、一定、绝对、永不 Guarantee, Definitely, Absolutely, Never 通常、一般情况下、大部分
合规替代话术 Safe Alternatives
Avoid
避免： "这款产品是全网最好的！"
Avoid: "This is the best product on the entire internet!"
Safe
改用： "这款产品在我们直播间非常受欢迎，很多粉丝都在回购！"
Use: "This product is very popular in our livestream, many fans keep repurchasing!"
Avoid
避免： "保证100%有效，无效退款！"
Avoid: "Guaranteed 100% effective or money back!"
Safe
改用： "很多用户反馈效果不错，不满意可以7天无理由退货。"
Use: "Many users report good results, and we offer 7-day no-questions-asked returns."

九、TikTok 常用缩写词汇 Abbreviations

直播弹幕和评论区高频缩写

缩写 全称 中文含义 使用场景
POV Point of View 视角/观点 POV: 你终于找到完美的粉底液
GRWM Get Ready With Me 跟我一起准备 GRWM 直播化妆
ASMR Autonomous Sensory Meridian Response 自发性知觉经络反应 ASMR 开箱视频
DM Direct Message 私信 DM我获取链接
FTW For The Win 必胜/太棒了 这款产品FTW！
IRL In Real Life 现实生活中 IRL试用效果
TBA To Be Announced 待定 下一场直播时间TBA
ISO In Search Of 寻找 ISO 这款口红色号
NGL Not Gonna Lie 不瞒你说 NGL，这款产品真的好用
TBH To Be Honest 说实话 TBH，这是我用过最好的
ICYMI In Case You Missed It 以防你错过 ICYMI，今晚8点直播
FR For Real 真的/认真的 FR，这个价格太划算了
RN Right Now 现在 下单RN！
GOAT Greatest Of All Time 史上最棒 这款面膜GOAT！
FYP For You Page 推荐页面 希望这条能上FYP

十、高转化话术公式 Success Formula

掌握核心公式，灵活应对任何直播场景

高转化 = 痛点切入 x 数据背书 x 紧迫感 x 多维互动
High Conversion = Pain Point x Data Proof x Urgency x Multi-dimensional Interaction
1
开场吸引
Hook Attention
3秒抓住眼球
2
痛点共鸣
Pain Point
引发共鸣
3
产品介绍
Product Demo
展示价值
4
信任建立
Build Trust
消除顾虑
5
促单逼单
Urgency Push
推动下单
6
售后保障
After-sales
消除风险
新手建议 Beginner Tips
  • 先模仿爆款话术模板，再根据用户反馈迭代优化
  • 结合本土化文化设计话术（如英国用户偏好环保概念，可强调"零塑料包装"）
  • 保持语速适中，TikTok 美区用户偏好热情但不夸张的表达方式
  • 多用数字和具体案例，少用模糊形容词
  • 每5-10分钟重复一次核心卖点，加深记忆
  • Start by imitating popular script templates, then iterate based on user feedback
  • Adapt to local culture (e.g., UK users prefer eco-friendly concepts, emphasize "zero plastic packaging")
  • Maintain moderate pace; US TikTok users prefer enthusiastic but not exaggerated expressions
  • Use numbers and specific examples more, vague adjectives less
  • Repeat core selling points every 5-10 minutes to reinforce memory
数据工具推荐 Recommended Tools
  • TikTok Analytics — 分析直播数据，优化话术策略
  • CapCut — 自动剪辑直播回放，制作短视频引流
  • ChatGPT — 批量生成多语言产品话术脚本
  • Google Trends — 追踪热点话题，融入直播内容

TikTok Live Selling Scripts Guide © 2025 | 内容仅供参考，请结合平台最新政策使用