The KOC Sale-Hunting Video Formula: Turning Viewers Into Buyers in 60 Seconds
Author: Height Media Optimisation Specialist | Topic: Performance Marketing
Entertainment videos need drama, but sales videos need persuasion.
Customers do not buy because a video is funny. They buy because it shows them: "This product solves my problem."
If you run ads or book KOCs to sell on TikTok Shop, ask them to apply the following 2 behavioural psychology formulas thoroughly.
1. The P.A.S Formula (Problem – Agitate – Solution)
This is a killer formula for functional products (acne treatments, weight-loss products and smart household goods).
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P – Problem (State the problem): Open with a visual of a real problem.
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KOC: "Oh no, every time I wash the dishes, my hands become dry, cracked and painfully sore!" (Accompanied by images of peeling skin on the hands).
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A – Agitate (Intensify the problem): Make the problem feel more serious.
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KOC: "Leave it too long and your hands age, making you look a decade older; your husband loses interest and criticises you, and you feel too embarrassed to shake anyone's hand."
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S – Solution: Present the product as a lifeline.
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KOC: "Luckily, I found these rubber gloves with a moisturising lining. I can wash dishes and care for my skin at the same time—so comfortable..."
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$\rightarrow$ Customers buy because of fear and the need for relief.
2. The A.I.D.A Formula (Attention – Interest – Desire – Action)
This is a classic marketing formula adapted for 60-second short videos.
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A – Attention (Capture attention – the first 3 seconds):
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KOC: Unbox the product or show the most impressive result (for example: removing a stain completely in just 1 moment).
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I – Interest (Create interest – the next 15 seconds):
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KOC: Test unusual features. (For example: water does not soak through, or the item does not burn when exposed to fire).
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D – Desire (Stimulate desire – the next 30 seconds):
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KOC: Compare value. "This sells for 500k VND in stores, but on today's livestream it is only 199k VND."
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A – Action (Call to action – the final 10 seconds):
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KOC: "The discount code is valid for only 2 more hours—tap the shopping cart in the left corner now, everyone."
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3. The "Show, Don't Tell" Rule (Show It Instead of Just Saying It)
In sales videos, words (Audio) account for only 30% of trust. Images (Visual) account for 70%.
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Do not say: "This lipstick really lasts; it won't come off". (Customers do not believe it).
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Do this: The KOC applies lipstick, drinks from a glass and presses their lips onto white paper $\rightarrow$ No transfer at all. (Customers completely believe it).
Conclusion
Sales videos do not need to be overly artistic. They need logic and clear visual demonstrations.
When booking KOCs at Height Entertainment, we always require a detailed storyboard following the structures above before filming, ensuring not a second of the viewer's time is wasted.
