product demo presentation script

How to write a Product Demo Script [Essential Guide to Writing Scripts That Sells]

In the world of software, selling a compelling product demo can mean the difference between a triumphant success and a forgettable flop. A demo is more than just a showcase; it's a narrative, a story that weaves the product's features with the client's needs. And like any great story, it requires a compelling script. 

Effective scripting is the backbone of a successful product demo. It ensures clarity, resonates with the audience's pain points, and, most importantly, drives action. In this guide on How to write a Product Demo Script, we delve deep into the art of crafting demo scripts that don't just inform but sell. Let’s begin

What is a Product Demo Script?

A product demo script is a thoughtfully crafted narrative that guides the presentation of a product to potential clients or stakeholders in the purchase decision. It's not merely a list of features or functionalities; instead, it's a structured storyline that highlights the product's value proposition, addresses the audience's pain points, and showcases how the product stands out in the market. 

High performers recognise the power of a well-prepared demo script. They leverage it not just to inform, but to engage, persuade, and drive action. By adhering to a compelling script, these top-tier professionals ensure consistency in their presentations and tailor their approach to resonate with their audience. This ultimately increases the likelihood of converting prospects into paying customers.

4 Steps to Write a Product Demo Script

The structure of a demo script is not just a sequence, it's a strategic narrative designed to captivate, resonate, and drive action. The proper structure ignites curiosity, ensures clarity, maintains engagement, and, most importantly, drives the desired action. Here's how to craft this structure effectively:

Step 1: Build a Strong Intro to Engage the User

First impressions matter. Start with Last Thing First. Make a compelling introduction that captures the essence of your product and resonates with the audience. This "AHA" moment is where the audience truly sees the product's value, making it a pivotal point in the conversion process. Craft this moment meticulously, ensuring it leaves a lasting impression.

 This isn't about building suspense and letting the audience wait for the most important information. They need to see it in the opening statement clearly. Check out more insights on engaging your audience . Setting the right tone from the outset ensures your audience is hooked and eager to learn more.

Step 2: Create Paths from Facts & Features to Emotions & Benefits 

As surprising as it might be, your potential clients are not as passionate about your product as you are. They are looking for solutions to their problems and the best way to showcase your ability to help them is by appealing to their emotions. 

For instance, when you are selling an API Management/ Security policy feature, the benefit you deliver might be securing applications and APIs against attacks. Most importantly however you are selling peace of mind, relief, trust, and confidence. In your pitch use phrases like ‘When was the last time you haven’t been nervous because of your new HR applications API? 

Step 3: Use storytelling techniques to gain impact and influence s

When presenting the advantages of your product, narrating a real-life scenario in which you've already assisted a comparable client facing a similar issue will yield the most potent effect. This approach not only establishes credibility and fosters trust but also presents your product in the most favorable manner. So, how can you effectively articulate this narrative?

• Introduce PAIN : Describe the problem. Position your client as a hero with the goal of facing the problem.
• AGITATE : Drill deeper into the problem. Lead your hero into the valley of despair by having them feel the pain. Use emotions!
• SOLVE : Release the tension by showing a solution. Set yourself up as the guide.

Step 4: Wrap up the Product Demo With Reinforcement

Concluding the demo is as crucial as starting it. Reinforce the key points discussed, reiterate the product's value proposition, and end with a clear call to action. This ensures that the message is not only delivered but also remembered, prompting the desired response from the audience.

Why Script Is Important in Product Demos?

A well-crafted and coherent script is critical in ensuring a seamless and effective product demo. It provides the following benefits:

1. Structure and Flow for Clarity : A well-crafted script ensures that the demo follows a logical sequence, moving seamlessly from one point to the next. This structure helps in presenting the product's features and benefits in a coherent manner, making it clear for the audience to follow and understand.

2. Consistency Across Presentations : Especially in larger organisations, multiple team members might conduct demos. A standardised script ensures that every presenter conveys the same core message, maintaining brand consistency and ensuring that key points are always highlighted.

3. Confidence and Preparedness : Knowing there's a well-thought-out script to follow can boost the confidence of the presenter. It acts as a safety net, ensuring that no critical information is missed, and helps in handling unexpected questions or scenarios.

4. Objection Handling : Every seasoned salesperson knows the importance of being prepared for objections. A robust demo script showcases the product and anticipates and addresses potential concerns or reservations. This proactive approach enhances the overall customer experience, making them feel heard and valued.

5. Driving Desired Outcomes : A script isn't just about showcasing the product; it's also about guiding the audience toward a desired action, whether that's signing up for a trial, making a purchase, or scheduling a follow-up. A strategic script ensures that the demo concludes with a clear and compelling call to action.

What’s the Role of Research in Writing Effective Product Demo Scripts?

Research isn't just a preliminary step; it's the backbone of crafting compelling product demo scripts. Here's how research plays a pivotal role in this

1. Understanding the Target Audience : At the core of any effective demo is a profound understanding of the target audience. Researching who they are, what drives them, and what they value ensures that the demo speaks their language. It's not about presenting a product; it's about presenting a solution tailored to them.

2. Verbalizing Specific  Pain Points and Challenges : Every product seeks to solve a problem or fill a gap in the market. By researching and understanding the specific pain points and challenges faced by the target audience, a demo script can be crafted to emphasise how the product provides tangible solutions. This makes the demo not just informative but also deeply relevant.

3. Catalyst for Personalization : While personalisation might evoke images of multiple scripts tailored for individual clients, it's more about crafting a universal yet adaptable narrative. Research acts as a catalyst here. Even with a standard script, the essence of personalisation emerges when the demo evolves into a conversation, focusing on how the product aligns with the client's aspirations and goals.

4. Fueling the Discovery Call : One of the most potent tools in the research arsenal is the discovery call. This conversation between a prospect and a business sets the tone for the relationship and the potential sale. It's an opportunity to ask questions, gauge their needs, and understand their reservations. The information gleaned from a discovery call can be the difference between a generic demo and one that hits the mark.

10-Point Checklist to Follow While Writing Product Demo Script That Sells

Follow this 10-point checklist to create a compelling demo that addresses your audience's unique pain points and highlights the value of your product.

1. Research Your Audience Well : Delve into understanding your prospect's unique situation. Recognise their pain points, needs, and requirements to ensure your demo script speaks directly to them and addresses their specific challenges.

2. Define a Clear Goal : Clearly establish the core messages and value propositions you aim to convey. Determine the desired outcomes for your audience, ensuring that the script's direction aligns with these objectives.

3. Start the Script with a Hook : Set the stage by presenting an overview of prevalent business problems, narratives, and insights. This approach highlights the issues with the current status quo, making the need for a solution evident in the buyer's mind.

4. Give Them a Roadmap and Inform What's Next : Organise your demo script with a structured, step-by-step plan. Integrate a "WOW" moment within this roadmap to ensure the demo experience remains etched in the audience's memory.

5. Pay Close Attention to Length and Tone : Craft your script in a conversational tone, steering clear of lengthy and intricate sentences. Aim for an optimal demo duration, ideally around 45 minutes, to maintain engagement without overwhelming the audience.

6. Anticipate Objection Handling : Proactively address prevalent objections and questions within your script. Equip yourself to adapt your presentation based on varying situations and audience feedback.

7. Focus on Emotions and Benefits Rather Than Features : Go beyond merely listing features. Connect each feature to specific pain points, demonstrating how your product alleviates these challenges and emphasising the tangible value it offers.

8. Include Trust Factors : Bolster your script's credibility by weaving in case studies, reviews, ratings, and success stories. These trust factors serve as testimonials, showcasing real-world applications and successes of your product.

9. Talk About the Next Steps : Conclude by providing a clear path forward for the prospect. Whether initiating a free trial, scheduling a subsequent call, or guiding them towards a purchase, ensure they know the subsequent steps in their journey.

10. Revise and Practice : The script's evolution doesn't end once it's written. Continually refine it based on feedback and insights. Practice its delivery to guarantee a presentation that's both confident and captivating.

5 Common Mistakes to Avoid While Writing Product Demo Scripts

By sidestepping some common pitfalls, you can craft a product demo script that showcases your product effectively and resonates deeply with your audience, driving desired actions and outcomes.

1. Being Too Technical

While it's essential to showcase the capabilities of your product, delving too deep into technical jargon can alienate your audience. Instead, use simple and clear language that everyone can understand. 

Remember, the goal is to resonate with the audience's needs and show them how your product can benefit them. Overloading them with technical details can make the demo confusing and less relatable. If you have to use a technical term, explain it in plain words.

2. Lack of Structure and Flow

A demo script without a clear structure can come off as disjointed and hard to follow. It's crucial to have a logical sequence that guides the audience through the product's features and benefits, ensuring they remain engaged and can easily grasp the value proposition.

3. Not Researching the Audience Well

One-size-fits-all rarely works in product demos. Before you start, take the time to understand who you're speaking to. What are their needs? What challenges do they face? Tailor your demo to address these points, focusing on what matters most to them.

4. Too Much Talking - Not Enough 

It's essential to strike a balance between presenting information and allowing room for interaction. Instead of just talking to your audience, engage them. Ask questions, get their feedback, and let them share their thoughts. This makes your demo more lively and helps you connect better with your audience.

5. Sticking to Dry Facts rather than stories 

A product demo is more than just a list of features; it's a story. Failing to weave a compelling narrative around how your product can transform the user's experience or solve their problems can result in a lackluster presentation. Storytelling adds a human touch, making the demo relatable and persuasive.

The art of crafting a compelling product demo script is a journey that requires understanding, precision, and a touch of creativity. It's evident that the right words, structure, and approach can transform a simple demo into a powerful sales tool. However, crafting an impactful product demo script is just one piece of the puzzle. 

To truly make your script come alive and resonate with your audience, you need the right platform. Demoboost is designed to elevate your product demos, making them more interactive, engaging, and effective. With its user-friendly interface and advanced features, you can ensure that your well-crafted script gets the presentation it deserves. 

Book a demo to turn your compelling scripts into unforgettable demo experiences.

Anna serves as the passionate and curious Chief Demo Methodology Officer. As the driving force behind Demoboost's Presales Advisory Board, Anna actively engages with the presales community, accumulating invaluable insights and showcasing front-line expertise in demo thought leadership and practice.

Boost Pipeline & Accelerate Your Sales Velocity .

See Storylane in action!

How To Prepare a Great Software Demo Presentation in 2024 [With Demo Scripts]

Last week we were at a friend's place for dinner when our friend's 10-year-old daughter appeared from the kitchen wearing her chef's hat and holding a pan with some delicious-looking pudding. She announced, "Look what I have whipped up for you all." And at once, we're all curious! 

Almost all of us asked in unison, "What is it?" She smiled and said, "Why don't you try it yourself?" We all took a spoon and tasted that yummy caramel pudding she had baked for us!

That's what a demo presenter is an expert in —-- to create a great demo experience for their potential client. 

In fact, the famous Pepsi Challenge campaign gained its popularity because the brand asked the same question to its audience. 

In the 1970s, Pepsi grew tired of being the second best to Coca Cola which dominated the soft drink industry at that time. To create a stir, Pepsi took to the shopping malls in America and asked the customers: Why don't you try it yourself? Shoppers were encouraged to taste both Colas, and Pepsi was preferred. The Pepsi Challenge became popular and has been in Pepsi's ongoing marketing campaign for years. 

Software companies can create a similar buzz with their product demos. This article will discuss the different aspects of a great software demo presentation. Plus, there are some free script templates for those who can hang around till the end. 😉 

What is a Software Demo Presentation?

A software demo or demonstration is a visual walkthrough of the software. Sales reps, solution engineers, and AEs heavily depend on product demos to show the product in action to their customers to engage, attract, and persuade them. A software product demonstration includes a complete rundown of its features, selling points, and how it solves the customers' pain points. 

The Anatomy of an Effective Software Demo Presentation

Now that we know what a software demo is, let’s understand the key ingredients of a software demo presentation. 

An Interesting Opening

Start your demo with something that sparks the viewer’s interest. It might be a fun welcome message, an interesting stat tying to their pain point, a success story of one of your customers with a similar problem, an image, or a video. 

Relevance to Audience and Their Problem

Before you start creating a software demo, understand the purpose of your demo. If the purpose of the demo is to solve a customer problem, understand the problem you're trying to solve. Once this is created, you can better focus on your demo. 

A Narrative that Ties Back to the Pain Point

Once you have gathered all the information, map the painpoints with your product features and how they ease your prospect’s painpoint. To maintain viewer engagement with your demo, don't just focus on guiding them through your product. Create a compelling narrative that ties back to the pain points. 

A Strong Demo Script

To build an effective software demo, you need a strong demo script where you can weave in a storyline that engages the customer. For example, a story that starts with a problem and then tells the solution and the product's benefits works best for a demo script.  

Product in Action

Of course, people want to see how your product works, but they also want to see and understand the step-by-step process of which button to click and how to make the most use of each feature button. So pay attention to breaking down the process in a small step-by-step guide. 

Engaging Visuals

Don't make your demo presentation too boring. Add visual elements like attractive title screens, icons, characters, and transitions to make the demo appealing. 

A Clear Call to Action

Your demo presentation should be tied back to the purpose of your demo creation through a strong call to action or CTA. For example, if your purpose is to drive more sign-ups for a free trial, your CTA should say, "Sign up and enjoy a free trial”!  

Track Engagement

Examine the analytics like when the demo was viewed, which screen had the longest and shortest view time, who all have viewed the demo, etc., so your sales team can follow up with the prospect. 

Secondary CTA

Some viewers might not reach the end of the demo. Encourage them to take action by placing a secondary CTA in the middle of the demo. 

What Not To Include in a Software Demo 

No matter how great your software is, if it's not presented well, it will fail to pique the interest of the decision-makers. In this section, you will learn where most sales reps go wrong so that you can learn from their mistakes.  

Curse of Knowledge - The Cognitive Bias

Most demo presenters don't visually emphasize the mouse pointer on the screen and help us see what they're doing on the screen. This happens from the curse of knowledge or cognitive bias that arises when you have used any tool for a considerable period. As a result, the sales rep assumes the software is easy for everyone unless someone points it out. 

How to solve it: Make sure to zoom in on where you're clicking so that everyone can see what you're doing. Highlight and mark important areas in the software so that everyone can see and understand easily. Zoomit.exe is a free tool that you can use for zooming and highlighting. 

Overloading with Features

Your prospective client doesn't want to listen to all the features of your product and how incredible they are. They are only interested in how those features can solve their problem.  

How to solve it: Highlight the features that will be useful for them. Remember to prioritize value over functionality. 

Sticking to the Script

It's always advisable to create a demo script and prepare and rehearse well before going for a demo presentation. But it may look awkward if the prospect asks you any question in between, but you draw a blank simply because it’s not in your script.

How to solve it: Learn to be flexible in using the script. For example, if the prospect is asking some questions, pause and take a moment to respond to the question. 

A Step-by-Step Guide to Creating a Software Demo Presentation

While you need to think and act quickly on the field while presenting a demo, it’s always helpful to think ahead and structure your demo to keep it under your control. It helps you stay prepared, feel confident, and have a structured flow to your demo presentation. 

Introduce Yourself

The main purpose of introducing yourself is to warm up with the prospect. Once you introduce yourself, give a brief context to your demo. Here’s an example as shared by  Alexander Mackinlay of Qobra: 

“I had planned 45 mins for our meeting today. Is that still okay for you? Do you have a hard stop afterward? What I had in mind for us today:

•  We'll start with a recap of what we discussed last time so that we can readjust if anything has changed.
•  Prospect X and Y *(who were not there at the first meeting)*, this recap will enable you to add your own points of view and to let me know what you are individually expecting from this meeting.
•  I have listed a number of questions I would like to ask you;
•  Then we can move on to the demo;
•  We'll need to keep 20 minutes at the end, where I'd like you to be in a position where 1) either you tell me that you want to move forward with us and we plan a potential next step, 2) you'd prefer that we stop our conversations there.

How does this agenda sound to you?”

Ending the introduction with a question always opens up room for initiating a conversation!

Tie Back the Product Features as the Solution to Their Problem

As we mentioned earlier, don’t stuff your demo with all the features and every little detail your tool has. Instead, focus on the prospect’s pain point and tie back the features as the solution to those pain points. Here’s an example as shared by Gong .  

You: As we discussed last week, it seems that (problem) is one of your major concerns at the moment. Is that right?

Prospect: Yes, that’s right.

You: Great, let’s dive in and allow me to show you how our product can solve your problem. 

Create a WOW Moment

Create a WOW moment that will compel the prospect to remember you and your product. It’s the time for the showmanship and you don't tell but show it to your prospect.

Using an interactive product demo is a great way to create this WOW moment sooner because it lets the prospect try out the tool themselves in a sandbox environment without the intervention of a salesperson.

Here's how Semrush uses Storylane's interactive product tours to showcase their platform👇

Also Read: How Horizon Education eliminated manual sandboxes for product trials with Storylane

Here’s a sample script:

‍ “Now let me show you how you can send emails to your entire email list by clicking this one button.”   

Encourage Them to Ask Questions

Prospects who’re more engaged are more likely to buy. Encourage them to ask questions to ensure they’re still engaged with your demo. Here’s how Gong suggests doing it.  

“I’ll pause here for you to ask questions, if any, before we move on to the next step. 

Is this something you’ll use for [the prospect’s problem]

How do you see you and your team using this tool?”

Next Step and Close

Reiterate the message at the end of the demo presentation and close it with a CTA or the next step. Do you want the prospect to sign up a form, schedule a follow-up meeting, or move into the final stage of signing the deal? Whatever may be your next step, add it to your demo script and communicate it clearly before ending the presentation. Here’s a sample:

"How does this compare to your current process?"

"You previously mentioned one of the things you are looking to solve is X. I just showed you how our platform solves that. On a scale of 1-10, how well do you feel we address your issue?"

Keep the question open-ended and be specific. That will encourage the prospect to speak. Avoid questions like “Do you have any questions?” which will mostly lead to a no, in most cases, especially if the prospect has already lost interest in the product. 

3 Software Demo Presentation Templates

 DEMO START

Recap customer's issues and ask to validate again. Then ask if things have changed or if we missed anything last time. Ask those who were not there prior to this meeting for their challenges and expectations for this meeting. Ask all questions you might need answers to before starting the demo.

DEMO SCRIPT

During the demo, ask validating questions after each feature presentation. 

For example, if the prospect says, “My current pain point is X,” your script should say, “Based on X pain that you mentioned, this is how the feature Y solves it.”

Here’s another example. 

If the customer says, “I’m concerned about data security,” your script should say, 

“Y is a SaaS Cloud-based platform with SOC2 certification. This means that your data is very secure.”

CLOSING THE DEMO

At the end of the demo, don't say, "Do you have any questions?" which will only lead to a "No, that's okay.” Prospects who lose interest during your demo won’t usually tell you what they think unless you ask them. Add a personal touch. You’d better say:

“What about this is most interesting to you?”

“How do you see this helping with [challenge or goal they shared during discovery?”

“Was there anything you were hoping to see on this call that you didn’t?”

“Was there anything you saw on this call that didn't meet your expectations?”

If everything goes as planned, these questions above should then naturally take your prospect to set up the next step around pricing and ROI with decision-makers.

- As shared by Alexander Mackinlay , Qobra

While scripting for a product demo, one of the most important things to highlight in the product demo is what is in store for the end user in the form of a value proposition. Missing the focus on the key benefits and only explaining the features is the biggest demo mistake one does in a product demo. 

The script should be organized in this sequence 

• Pain points your solution solve
• How that problem is solved
• What is the value added to the customer? 

Here’s a sample script template

‍ “In our last meeting, you mentioned how vendor management is one of your biggest concerns at the moment. Our product just solves that! We have built an integrated solution that [ tell how it solves the problem].

 One of our customers has been able to streamline their vendor management by [incorporate the result they have achieved here] and you can do the same”

- As shared by Disha Thakkar, PMM Expert

The first thing to understand is that a software demo is just an opportunity to understand prospects better and show how your software solves their challenges.

The actual software and its functionality - things everyone wants to show is irrelevant. No one can really follow someone quickly jumping from screen to screen demonstrating features (that can't sell) and any questions come only from some past experience with other software.

When you carry on a conversation based on features, it's hard to sell. So here is a sales-oriented software demo scenario below. 

💡Note: You have to insist on more decision makers to be present on the very first demo because usually different people in business have very different ideas about their needs and you can win by catering for different needs.

1/ Ask questions and be inquisitive to understand what is the problem they want to solve.

2/ Ask what they see as a perfect solution

3/ Ask what software they are using currently (used in the past) to achieve that

4/ Ask what is not working or is annoying (chances are that your software does it as well, but at least you know what the person dislikes before showing proudly what your solution can do - you can annoy them that way too)

5/ Only then jump into screen sharing and this is where you have to be innovative and do a demo from the perspective of a solution this person is seeking. It's important to understand that whatever is cool about your software is only interesting from the perspective of solving their challenge and nothing else. Therefore showing features that they don't ask for is nice ... but is not a reason why they will buy. Why? Because your wonderful features often sound as "too good to be true".

6/ You have to show enough that they "buy" the idea and express their feeling that that's what they need. Do not proceed to discuss the pricing until you reach this point in the conversation.

7/ When there are no more questions they have and you answered them all, I recommend asking “if it's OK to talk about money now.”

After a positive response provide a clear, easy-to-follow pricing structure and ask how they wish to proceed. 

If you did 1-6 right at this point any objections are about price and it's hard to object because they just stated they are happy and interested. Then there are special techniques to handle price objections.

- As shared by  Assia Salikhova , Managing Director, Smarketing Lab Limited, author of "7 Keys to Successful Cold Calling" course.

Top 5 Tips to Keep in Mind While Creating a Software Demo Presentation

1. know who you’re presenting to.

Are you presenting to an employee (who's perhaps going to use your tool) or a decision-maker in the company? 

Research and do your homework to learn as much as possible about the person. 

What are their pain points? 

What kind of solution they're looking for? 

Knowing the finer details can help you stay prepared for all meeting scenarios. 

For example, if the person is reserved, you need to prompt them with questions to initiate a conversation. If you get to know the person will ask many questions, come prepared with answers and customer stories to back them up. If the person is a multitasker and attending the demo while working on the phone or laptop, grab their attention by making a bold statement or humor that can grab their attention. 

2. Prepare a Script and Practice

Always prepare a demo script, especially how you will deliver the humor, punch lines, or Twittable sound bites ( a short sentence or phrase in audio or video format that can be Twitted to give an essence of your message) that can grab the audience's attention. 

Once your script is ready, practice and rehearse until you're comfortable delivering the demo. You can practice in front of a peer or a family member. Or, if no one is available, record your demo speech and review the flow by hearing the recording. While you don't need to memorize the whole script, you should know in detail each of the points and be able to speak in a conversational tone. 

3. Support Your Claims with Use Cases

If you have solved a similar problem in the past, begin your demo with the same problem and how your product overcame that problem. Emphasize how the prospect can too achieve a similar outcome. Supporting your claims with a use case makes a strong case for you, and the prospect can better relate to your product. 

4. Customize Your Demo

Not all audiences are the same, so you need to customize your demo accordingly. For example, if you demo a CEO, your demo should be customized with relatable use cases. Highlight the features that will be most relevant to the prospect. 

5. Follow Up

Don't assume they will remember everything once the demo is done. A good practice is to follow up with a thank you note. Share a link to the automated demo so they can see it again internally, share relevant documents and brochures, and give them an actionable next step. 

Elevating Your Software Demo Presentation with Storylane

Storylane is an interactive product demo software that lets you create effective demo presentations. The platform has some advanced features like analytics, personalization tokens, unlimited sharing, auto update of the demo when there is a new release, integration with CRM and Slack and many more. 

Do you know that G2 has recently recognized Storylane as the Demo Automation category leader? Book a demo today to empower your sales teams to perform better.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

"Previously, there was scope for error and we’ve gone from a process that could be time consuming and painful to a process that’s super quick."

—CHRIS LANCASTER, SUPPLY CHAIN PROJECT

Similar Posts

“Coming Soon” Landing Pages That Convert: 20 Examples to Inspire You

20 Lead Magnet Ideas That Actually Work (With Examples)

8 Surefire B2B Intent Signals to Double Your 2024 Pipeline

How To Make a Product Demo that Stands Out

Oscar Santolalla

Oscar has spent more than three years as a Product Manager in the software industry. He's an Agile methodologies' advocator and is interested in technology as an innovative tool to solve people's problems. He is also Host and Producer of the public speaking podcast Time to Shine .

Join the community

Sign up for free to share your thoughts

What is product? The past, present and future of our craft

7 signs that you need a product manager

What are the key fundamentals of product management?

3 ways product managers’ roles have evolved – and where they’re headed next

What are Product Demos and How to Use Them Effectively: 6 Examples

10 min read

Product demos are a crucial part of the sales process. This is true whether you’re adopting a sales-led or product-led growth approach.

They allow businesses to showcase their products and demonstrate how the product can solve a prospective customer’s problems.

An effective demo can, thus, help you generate leads and close deals.

In this article, we discuss what a product demo is, why they’re important, and how you can create them. We also highlight 6 examples of successful SaaS demos.

• A product demo is a video or interactive presentation that demonstrates a product’s features and benefits.
• There are many different types of product demos in SaaS, but the most common ones are product demo videos, live product demos from a sales team, product tours, interactive demos, and pre-sign-up product demos.
• When creating product demos, it is important to keep them interactive and tailored to the needs of the audience, demonstrate the product’s benefits , and end with a clear call to action.
• To determine the type of product demo you need, you must consider your approach to growth marketing ( sales-led vs. product-led) , the complexity of your product, and your onboarding method (high or low touch).
• An effective product demo can be the difference between a high-performing and a low-performing sales team. It increases your conversion rate which, in turn, boosts your revenue.
• To create a product demo, you’ll first need to decide on the type of demo suitable for that step of the buyer’s journey .
• Next, you’ll need to select a tool for creating the video, plan out your video script, and record.
• You can find good examples of SaaS product demos in Grammarly’s dummy content editor, Airtable’s captivating 2-minute sales video, SurveyMonkey’s template library, and more.
• To learn how Userpilot can help you deliver your product demonstration to the right audience at the right time, book a Userpilot demo today.

What is a product demo?

A product demo or product demonstration is a presentation that demonstrates the value, benefits, and uses of your product or software. Its main objective is to showcase your product’s features and capabilities and position it as an effective solution for your prospective customer.

Types of product demos in SaaS

The primary purpose of a product demonstration is to show value and educate users.

However, there are different product demo types in SaaS, each with its unique purpose. Some of the most common types include:

Product demo videos

A product demo video is a video that demonstrates how a product works and highlights its key features. It is used in the acquisition stage to help businesses educate potential customers about their products and close deals.

These video demonstrations often sit on websites and landing pages or are used in ads to showcase the product, capturing the potential customer’s attention and encouraging them to learn more about the product.

Good demo videos are engaging and easy to understand. They should also contain a clear call to action, such as signing up for a free trial or contacting you for more information.

Live product demos from a sales team

Unlike demo videos, live demonstrations from one of your sales reps are a lot more personal. They are a powerful way to engage a potential customer and show them how your product can solve their problems.

Live demos can be delivered in person, making it particularly useful for complex products. But they can also be delivered one-on-one via video conferencing or to multiple potential customers via webinars.

When properly executed, a live demo can be a great tool for generating leads.

They’re also powerful tools for showcasing how your product meets the customer’s needs and can help you close deals.

Product tours

A product tour is a pre-recorded demo video used to onboard new users. It is typically presented immediately after a user signs up to introduce them to the product’s key features and help them get started with it.

A wonderful addition to an onboarding toolkit, product tours help new users reach activation before they lose interest. They ensure that these new sign-ups know exactly how to extract value from your product.

These tours can be delivered in-app within the product or as a video tour. While in-app tours are more popular, video tours can be very helpful for more complex products with a lot of features.

Good product tours are concise, engaging, and specific to the target audience. When done correctly, they increase user engagement, eliminate friction in product and feature adoption, and reduce customer support costs.

Interactive demos

Interactive demos are a type of product demo that enables users to engage (interact) with the product while learning about it.

They are called “interactive” because customers experience the product’s value in real time as they click through the prompts. As a result, they are more engaging and immersive than your typical product demonstration.

An interactive demo, for example, may give you access to a demo account of the product with some dummy data. Using this demo data, users will experience firsthand how the product’s key functionalities work.

Note, though, that these are different from interactive product tours. Unlike product tours , which are designed for new users, interactive demos are sales and marketing materials used to show prospects the product’s potential.

Pre-sign-up product demonstration

A pre-sign-up product demo is a sales demo that’s presented to potential customers before they sign up for a free trial or purchase a product.

These are increasingly used in SaaS in place of product demo videos to generate leads and interest in a product. Much like a demo video, it can also be used to educate potential customers about a product’s features and benefits.

Pre-sign-up demos are often delivered as interactive, self-guided demos that allow prospective customers to explore the product independently.

Regardless of your chosen product demo type, ensure you keep it interactive and tailored to the needs of the audience. A good demo must also demonstrate your product’s benefits and end with a clear call to action.

Which type of product demo should you use?

Ultimately, your choice of a product demonstration type will depend on your type of SaaS business and your product. Let’s consider how some of these factors may affect your choice.

Sales-led vs. product-led growth

If you’ve taken a product-led approach to growth marketing, you already know that your product is your biggest marketing tool. As a result, product-led SaaS businesses are more likely to use interactive in-app product demos.

This is a no-brainer as interactive demos demonstrate the value of your product by getting the user to engage with it.

If, however, you’ve chosen the sales-led approach to growth marketing, you need a demo video that optimizes your sales process. This makes sales demo videos an ideal option as they make your marketing content more engaging.

High touch vs. low touch onboarding

The low-touch engagement model relies heavily on self-service content and knowledge base resources to help users navigate their customer journey.

For this model, you would need automated video demonstrations to enable customers to onboard themselves and solve their issues.

This is very different from the high-touch onboarding model, which relies on one-on-one assistance with actual humans. This model requires your sales team to personally engage prospective customers and guide them to success .

As a result, high-touch onboarding favors live video demos by a sales rep to ensure your high-ticket clients are well taken care of.

The complexity of your product

A final consideration before selecting a type of demo will be just how complex your product is. Complex products have a longer learning curve and require more thorough guidance to succeed.

Although a live demo might sound appealing here, as it allows you to handle each client personally and answer their questions, it isn’t. The complexity of the product can make this endeavor time-consuming. It may also be difficult for the client to remember everything you discuss.

On the other hand, you can record several product demo videos and add them to your resource center. This resource center will serve as an online learning platform for your users.

Users will, thus, be able to locate any video they need (when they need it) and revisit them as many times as they have to.

The impact of product demos on conversion rates

A great demo is a huge difference-maker when it comes to the success of your SaaS business.

As part of your sales process, a carefully crafted and well-executed demo can be the difference between a high-performing sales team and an underperforming one.

Think of it this way…

According to this extensive survey by David Skok and KBCM Technologies, the average SaaS company has an annual contract value (ACV) of approximately $21,000 and performs between 4 and 11 demos each week.

For most B2B companies, the demo close rate is somewhere between 20% and 50%.

Assuming you conduct 8 demos a week with a conversion rate of 20%, this will amount to ~$1.75 million in sales per year. At a 50% close rate, however, your total sales generated will amount to ~$4.37 million per year.

This is a potential loss of ~$2.62 million in sales due to an underperforming sales process. Thus, by simply using the right demo in your sales pitch, you can significantly shore up your close rate and boost your revenue.

How to create a product demo

Clearly, creating an effective product demo is no easy task. The process for creating a successful demo video that addresses users’ pain points can be divided into two main steps:

Decide which type to use at each step across the buyer’s journey

As earlier noted, there are certain factors you must consider before deciding on the best type of product demonstration for you. Similarly, you’ll need different demo types at different stages of the buyer’s journey.

At the awareness stage, the buyer is still in the discovery process. Here, you can use a short demo video to quickly introduce the potential customer to your product and its benefits in an engaging manner.

At the consideration stage, the buyer is beginning to compare products, so you need to show more depth. Webinars and live demos can help you show potential customers how your product can solve their specific problems.

Finally, at the decision stage, potential customers need a personalized demo that demonstrates exactly how your product can help them achieve their goals. This can be a live demo, a case study, or a targeted recorded demo.

Put simply, the buyer’s journey and your position in the sales cycle determine the ideal demo to move the prospective customer along the funnel.

Use a tool to create your own demo video

Next, it’s time to create your own video. Before you begin, though, you’ll need to decide on the best tool for your chosen demo format.

For example, if you want to pre-record a demo video and share it with prospective customers, you’ll need tools like Loom, Screencastify, or Camtasia to record your screen and edit your videos.

If, however, you’ve opted for a live demo instead, you’ll have to decide between tools like Zoom, Google Meet, Vimeo, and other live-streaming platforms.

Once you settle on a product demo tool ,take the time to plan out what you want to say. Keep in mind that a good product demo video should be short and to the point. It should also show (not tell) viewers how your product benefits them.

Most importantly, it should be engaging, with quality visuals and a good story. Go over your story a few times before you start recording, and make sure to edit for errors.

SaaS interactive demo examples

Let’s now consider some examples of SaaS companies that have incorporated interactive demos into their sales funnel.

Example 1: Loom

Loom abandoned the use of many sales reps in favor of the low-touch onboarding model. For this, Loom uses multiple in-app video demos to show new sign-ups how to complete different tasks.

The videos are bundled together in a resource library that appears immediately after sign-up. They address different use cases of the software and demonstrate how users can use them to address their pain points.

Example 2: Airtable

Airtable’s product demonstration video is a classic in the SaaS space. In this brief 2-minute video, Airtable demonstrates several use cases, taking a broad approach that shows users how they benefit from the product.

To keep viewers engaged as the video progresses, the information Airtable shares becomes even more specific.

Airtable realizes that anyone who views the video for longer than a minute is most likely a qualified lead who wants to learn more. They treat them as such by sharing more specific tactics and features.

Example 3: Zendesk

Zendesk sets you up for success from the moment you view their landing page. One of two primary CTAs invites you to view a demo of the product, even before you sign up.

Once you accept the invite to view a demo, you’re taken through a minor onboarding survey to determine your use case for Zendesk. Then, you’re presented with an interactive tour environment with dummy data.

Depending on your profile and use case, you’ll find varying numbers of product tours, each addressing a unique feature of the Zendesk software.

Example 4: Salesforce

Salesforce designed an entire demo center full of product demo videos to help prospects understand what CRM is and how each of their products works.

The demo center uses a playlist of videos to demonstrate how Salesforce can help a sales team resolve some of their pain points.

Example 5: SurveyMonkey

SurveyMonkey demos their product by showcasing survey templates across different categories on their website. You can explore each template by clicking on it to see what the survey experience will be like for users.

They also provide a screen selector area so you can view the survey on a PC, tablet, or mobile screen.

Example 6: Grammarly

Immediately after signing up for Grammarly, you’re transported to a demo content editor. The demo editor contains content riddled with errors, with Grammarly immediately highlighting the errors and offering corrections.

Not only does this demonstrate Grammarly’s uses, but it also shows the new user how to get the best out of it.

Product demo videos may require a bit of work and careful planning to create. Once they’re live, though, they’re an effective marketing tool that can supercharge your sales pitch.

Once you’ve prepared your product demo, Userpilot helps you deliver it in-app at the time and place of your choosing. Book a Userpilot demo to learn more.

Leave a comment Cancel reply

Save my name, email, and website in this browser for the next time I comment.

Get The Insights!

The fastest way to learn about Product Growth,Management & Trends.

The coolest way to learn about Product Growth, Management & Trends. Delivered fresh to your inbox, weekly.

The fastest way to learn about Product Growth, Management & Trends.

You might also be interested in ...

How to rewrite your homepage with sharper positioning & messaging by anthony pierri.

Aazar Ali Shad

Moving To The Product Operating Model by Marty Cagan

What are microsurveys types and best practices.

The ultimate demo platform for all your GTM needs

Increase conversions from your existing funnel

Create deal-winning demos every single time

Partnerships

Enable partners and skyrocket channel sales

Learning & Development

Supercharge training and onboarding

Customers are raving about us on G2!

Rated 4.9 on G2 & trusted by GTM teams across the world

Made with love, from Fable's stable

Marketing & sales folks - you do not want to miss this!

Help Center

Help you create compelling interactive demos

Handy resources that all GTM teams will love

Fable Champs

How hotshot SaaS companies achieved hypergrowth

Fable Untold

The small corner of the internet for inspiring growth stories

Testimonials

Hear it from the horses' mouth why businesses love us

A Complete Guide to Writing Winning Demo Scripts

Table of Contents

Right then, what's a demo script?

Are demo scripts crucial for sales success, things to keep in mind before creating a demo scripts, how to create a winning demo script, how can we create engaging demos.

The product demo is an essential part of the sales process, and the demo script plays a crucial role in bringing the live demo to life. The effectiveness of the demo script can impact the outcome of the deal.

Creating a comprehensive set of guidelines for a demo script will ensure successful demos every time.

This guide provides step-by-step instructions for planning, creating, and preparing a successful demo script for your sales teams.

Let's just say that it is a simple guide that sales teams use during their demos to help them build their narrative. It clearly highlights what to do and what not to do during your demo presentations.

In general, demo scripts include the order in which different topics need to be addressed: from understanding customer pain points, knowing why they are having a specific pain point, product's unique selling proposition, among many others. Detailed instructions on handling objections during demo calls are also included. The goal of a demo script is to not just have a consistent way of working through every single deal but to make sure that your prospects' interest in your product continues to grow.

Having a well-structured demo script will help sales teams deliver deal-winning demos every single time.

Buyers today have a lot of information before they start talking to sales teams. They are also very well aware of all their options. Under such circumstances, it becomes extremely critical for all sales teams to be on top of their game during demo presentations. A good demo script helps sales teams achieve this every day.

Let's see some more benefits that demo scripts have to offer:

• A well-prepared sales team : Demo scripts act as the secret sauce for sales teams. The checklists help them be absolutely ready before every call. The positive effects of this can't be stressed enough.
• Faster training and onboarding : This also helps newer reps ramp up faster. Demo scripts allow sales reps to be confident even during their initial set of calls.
• Preparedness to handle objections : Handing objections is something that every sales rep is trained on. A well-structured demo script guides you in addressing all common objections that might come up during demo presentations.
• Demo standardization : Following a prepared script during the demo will ensure consistency in the narrative and prevent confusion for the prospect.
• Have clearly laid out buyer personas : Understanding your typical buyer's pain points and their needs will help you in tailoring the demo script. Knowing as much as possible about your target audience is critical. Think of this as an exercise to create your ideal customer profile (ICP).
• Make it interactive : Having an engaging audience during your presentation is half the job done. This means that you should just not go overboard by talking about every single feature your product has to offer.
• Reiterate often : It is extremely important to reiterate on demo scripts based on performance, feedback, and learnings. This way, it helps everyone on the team stay ahead of the competition.
• Include case studies instead of bombarding with customer logos : Potential customers are more concerned about how your product can solve their pain points than just looking at fancy logos on your website. Helping them with customer testimonials and case studies of how your product has helped other companies tackle similar problems goes a long way in building trust and credibility.
• Include guidelines on handling objections : Think of flashcards here. Sales reps should be able to use these to answer all common objections that customers might come up with during their presentations.

A winning demo script must help sales reps remain confident throughout the demo presentation. Further, it will make your sales reps be considered subject matter experts on every call. That said, here are a few key elements to include in demo scripts going forward.

• Have a solid introduction : This should let your prospects know that you are well prepared and have a clear agenda that will help both parties involved in the meeting.
• Highlight how your product solves your potential customer's pain points : This will let the prospects know whether or not they should be investing more time in evaluating your product.
• Showcase case studies of customers with similar problems : This will help you build trust and credibility.
• Keep it engaging : Include questions to keep the prospects interested. Talk less and listen more.
• Make the demo personalized : Having a generalized demo for everyone doesn't work anymore. Make sure that your demo scripts are personalized based on the use case, buyer persona, among others.
• Unleash your product's USP : Show your prospects why your product is the real deal. Your key features are all you need to highlight (your 10x features). Get them hooked and highlight your product's unique features and workflows.
• Clearly lay out the next steps and a detailed mutual action plan : This will help your prospects stick to the agreed-upon timelines and will help you manage your deals effectively.
• Have a simple outline for a summary : Summarizing a demo call effectively is extremely important. As always, do not forget to include the summary in your follow-up emails.

By now, you must have realized how important it is to make your demos into a compelling story.

An engaging demo should always show your product in action. One simple way in which you can turn your demos into a high conversion engine is by using no-code demo platforms like Fable. Fable lets you put the spotlight on your product and make buyers fall in love with it.

With Fable, you can:

• Personalize your demos based on industry, persona, and many more in minutes. (Yes, that's right!)
• Customize the demo with your prospect's branding, workflow, and others. (First impression, bang on!)
• Make all your demos interactive and share these in your follow-ups. (Shareable demos, you see!)
• Create demo templates to help your sales reps. (Use case-specific demos, anyone?)

Want to increase your conversions & close more deals?

Get your GTM team the partner they need. Let's unleash the Fables of your product.

Start your 14-day free trial today!

Want to get the right partner for your sales team and close more deals?

• For Tech Brands
• For Startups
• Get an estimate
• Success stories
• Video For Growth Blog
• About Vidico
• Get in touch

Software Demo Script Template – How To Write & Free Sample

Have you ever found yourself tongue-tied in the middle of a software demo? Trust me, we’ve all been there. Without a clear guide, you could fumble through your presentation and lose your audience’s interest.

A software demo script template is like having a roadmap that guides you through your presentation, ensuring you cover all the important points without getting lost.

Keep reading as we share the secret weapon for delivering killer software demonstrations.

What’s a Software Demo Script?

A software demo script is a structured document that outlines the sequence of steps, key features, and talking points to be covered during a software demonstration.

It serves as a guide for presenters to effectively showcase the functionality and address common objections, pain points, and benefits of a software product to potential users, stakeholders, or clients.

A script helps maintain presentation consistency, ensures that all essential aspects of the software are highlighted, and enables presenters to tailor the demonstration to the specific needs and interests of the target customers.

By providing a clear framework, the product demo script enhances the demonstration’s organization, clarity, and impact, ultimately contributing to a more successful demo and a better understanding of the software’s life-changing capabilities.

Looking to craft an engaging demo script for your next demo? Let us lend a hand [ 1 ]! Use our VidiFit Quiz for a free personalized estimate for your project.

Why Do You Need One?

A demo script is crucial for organizing presentations and ensuring clarity, consistency, and focus. It provides a structured framework to cover all specific pain points and reinforce the main message.

Presenters can effectively stay on track with a winning demo script and highlight features. You can feel more confident and prepared, reducing anxiety and allowing you to deliver a polished and convincing demo [ 2 ].

Moreover, it allows customization to suit the viewer’s attention and interest. A good demo script enhances the quality and impact of software demonstrations, leading to better understanding and engagement.

Benefits of Having A Script For Software Demos

• Creating software demo scripts helps provide a clear roadmap for presenters to follow during the demonstration.
• A great script ensures all the essential points of the product demonstration are covered logically, preventing crucial features and benefits from being overlooked.
• Helps presenters articulate features and functionalities concisely to highlight prospect’s specific needs in a clear picture.
• Maintains a uniform message across different presentations, regardless of the presenter, fostering reliability and professionalism.
• Keep presenters on track, minimizing distractions and ensuring the demo stays relevant and impactful during a sales pitch [ 3 ].
• A product demo video captivates the audience’s attention by delivering a well-structured and engaging demonstration.
• Product demo scripts allow presenters to tailor the demonstration to the specific needs and interests of the customer, ensuring relevance and resonance.
• Using sales demo scripts can help you save time and resources. It can streamline the sales process and maximize the effectiveness of the demonstration within a given timeframe.
• The script for product demos boosts presenter confidence by providing a clear roadmap and reducing the likelihood of stumbling over presentation points.
• A demo video is a reference document for future product demos or training sessions, ensuring consistency over time and among different presenters.

Factors To Consider When Creating Scripts

Social proof.

Incorporate testimonials, case studies , or user success stories to establish credibility and trust in the product. Social proof helps validate the software’s effectiveness and reliability in the audience’s eyes, increasing their confidence in its capabilities.

Product-prospect Fit

Ensure the script addresses the target audience’s needs, challenges, and goals. By aligning the script with the audience’s pain points and priorities, the sales rep can demonstrate how the software solution provides tangible solutions to their problems, making it more compelling and relevant.

Audience & Engagement

Tailor the script to resonate with the preferences, interests, and communication styles of the target audience. Use language and examples that are familiar and relatable to them, and incorporate interactive elements or storytelling techniques to capture their attention and maintain engagement throughout the presentation.

Keep the script concise and focused, prioritizing essential information while avoiding unnecessary details. Consider the audience’s attention span and aim to deliver the key points succinctly to maintain their interest.

A shorter script is often more effective in conveying the main message clearly and keeping the audience engaged.

Gather feedback from stakeholders, sales teams, or beta testers to refine and optimize the script. Incorporate constructive feedback to make improvements and ensure that the script effectively communicates the value proposition of the software solution.

Iteratively refining the script based on feedback helps enhance its effectiveness and maximize its impact during the demonstration.

Software Demo Script Checklist

Understand Your Audience

Knowing what your audience needs and struggles with is important to make a good demo. Ask the potential customer with relevant questions or do additional research to find out. Then, make sure your actual demo talks directly to those needs.

Craft an Engaging Opening

Start your demo with something that grabs attention. Tell them what the software or product solves or why your product is special right away. Using interesting facts or stories can make all the difference.

Remember, your opening is your opportunity to make a lasting impression. So don’t hold back—be bold, be memorable, and above all, be engaging. Because when you start strong, you set the tone for the rest of your demo, leaving your audience eager to learn more.

Illustrate with Real-Life Scenarios

Make up stories your audience can relate to, but don’t go over the complete story; show them how your product fixes the problems.

By showcasing how your software solves problems at different stages of their journey, you capture their attention, ignite their imagination, and inspire confidence in your solution.

Engage Your Audience

Make sure your audience is part of the demo. Ask them questions, get them to share their similar challenges, and keep them involved throughout.

Utilize Visual Demonstrations

Use pictures, sales demos, or slides to help explain your product. Make sure they’re easy to understand and make your points clearer.

Emphasize Benefits Over Features

Instead of discussing what your product can do, discuss how it helps your audience. Tell them how it will make their lives easier or solve their problems.

Incorporate Customer Success Stories

Share stories from happy customers to show that your product works. Use examples similar to your audience to help them see how it could help them, too.

End with a Strong Call to Action (CTA)

Finish your product demo video by telling your audience what to do next, as the key takeaways can be a great sales funnel.

Leave a clear call to action [ 4 ] and make it clear and easy for them to take the next step, like signing up for a trial or asking for a follow-up call for more information.

Practice Your Delivery

Practice your demo many times before you do it for real. Pay attention to how you talk, how fast you go, and how you move. Ensure you’re confident, clear as you present, and not overwhelmed with too much information.

Want to impress your audience with a winning software demo script? Use our VidiFit Quiz for a free, customized estimate to kickstart your project on the right foot.

Download Free Template

How do you start a software demo?

To start a software demo, you can begin by crafting an engaging opening. This might involve grabbing the audience’s attention with a compelling hook or highlighting the unique value of your product right from the start.

How do you introduce a demo?

To introduce a demo, you can start by setting the context and purpose of the demonstration. This involves briefly explaining what the audience can expect to see or learn during the demo. Then, highlight your product’s or solution’s key benefits or value propositions to generate interest and excitement.

Additionally, it can be effective to establish a connection with the audience by acknowledging their needs or challenges that the product demo video will address. The introduction should be clear, concise, and engaging, laying the groundwork for a successful demonstration.

How do I sell my product demo script?

To sell your product demo script, emphasize its benefits over the product’s features. Highlight in the script can help potential users showcase their software effectively and tailor the product demo script to address specific audience needs and pain points.

Incorporate engaging elements like real-life scenarios and customer success stories to make the sales script more compelling.

Key Takeaways

A software demo script template is a powerful tool that can significantly enhance the effectiveness of software demonstrations. Structure, organization, and guidance ensure that key features and benefits are effectively communicated to the audience.

With the right approach and a well-crafted demo script template, businesses can confidently showcase their software solutions and win over potential customers.

Ready to elevate your software demonstrations to the next level? Let’s create a customized sales demo script tailored to your business needs. Use our VidiFit Quiz and get clear pricing for free in less than 90 seconds.

References :

• https://www.globenewswire.com/en/news-release/2022/08/12/2497652/0/en/Video-Production-Company-Vidico-Launch-Rebrand-To-Offer-Their-Customers-Clarity-Precision-And-An-Even-Higher-Level-Of-Communication.html
• https://www.forbes.com/sites/forbescoachescouncil/2022/01/25/the-power-of-sales-scripts/
• https://www.investopedia.com/terms/s/sales-lead.asp
• https://smallbiztrends.com/2024/01/call-to-action-examples.html

Video For Growth Newsletter

Join 9,169+ product marketers, brand managers and startup founders learning to create effective and impactful video content.

• Video Content Planning & Marketing Strategy: Full Guide
• 15 Best Animation Sales Video Examples That Convert (2024)

Stand out with advanced video marketing insights.

Start with a free strategy session.

• Interactions
• Registration
• Notifications
• Watch our demo now
• SaaS Customer Success
• Real Estate Tech & MLS
• Real Estate Brokerage

eWebinar Overview & Demo

• Getting Started with eWebinar
• SaaS Customer Onboarding Template
• SaaS Product Release Webinar Template
• Best Practices: Recording an Automated Webinar
• Video Recording Software Recommendations
• 20+ Scripting Ideas for Automated Webinars
• How to Promote an Evergreen Webinar
• How does chat work in eWebinar? + Chat FAQ
• How do I integrate eWebinar with my CRM?
• How do I build my own landing page with widgets?
• What languages does eWebinar support?
• Integrations
• Webinar Library
• Help Center

How to Script an Effective On-Demand Product Demo — And Convert Leads Without Talking to Them!

Melissa Kwan

87% of buyers want to self-serve part or all of their buying journey. And a whopping 57% are making purchase decisions without ever talking with a sales rep!  ( TrustRadius )

If you’re in sales, you’ve already realized it’s getting harder and harder to get a response from people.

That’s because the way consumers buy things has fundamentally changed — they want to research everything on their own rather than set up a call with a salesperson. They may only come to you when they're ready to make a final decision, if at all.

In other words, the sales process is now in the hands of the potential customer.

Think about the last time you wanted to buy something, what did you do? Did you do your own research, maybe ask a friend for their advice? Or did you run to a salesperson?

Once you accept this shift in buying behavior, you can adjust the way you sell to better align with prospects’ expectations. If you make the assumption your future customers are not going to talk to you before making a purchase, you can start thinking about how to approach your sales and marketing strategy differently. 

One obvious solution is to make your product demos available on demand, but that begs the question, “If you can’t talk to prospects during a demo, how do you close the deal?”

In her sales workshop, The 5 Elements of an Effective On-Demand Demo: How To Convert Leads Without Talking to Them , eWebinar CEO Melissa Kwan shares a proven step-by-step presentation structure for delivering a high-quality on-demand product demo that will reliably convert leads on autopilot — around the clock 24/7. (Melissa’s own on-demand demo of eWebinar has a conversion rate of 25%!)

Watch Melissa’s free 30-minute sales workshop above, find it on YouTube , or keep reading for a summary of its key takeaways.

Workshop Resources

If you’ve seen Melissa’s workshop, here are the resources she mentions, including a product demo video script builder that you can use to craft the best product demo video possible!

On-demand demo video script builder   ← MAKE A COPY TO GET STARTED!

Sales workshop on YouTube (36 min)

The Ultimate On-Demand Product Demo Template (Preview of eWebinar template)

Melissa's demo of eWebinar  (A video example of an effective on-demand demo) 

The Presentation Secrets of Steve Jobs (of Apple fame) by Carmine Gallo

The 5 Elements of an Effective On-Demand Demo

Here are the five elements of an effective on-demand sales demo. You should:

Set the agenda

Tell your story (Introduction)

Address the competition

Reveal the solution (Demo)

Ask for the close (CTA)

1. Set the agenda

Starting your demo with an agenda is a great way to set the expectations of what your audience is going to learn. It puts them in a different headspace and keeps them on track by giving them an idea of how you’re progressing so they’ll be less likely to interrupt you with questions.

When creating your agenda, lean on the “power of three” by breaking it down into three main items. This will make your demo sound simple and easy, which will also make your product sound simple and easy – and that’s exactly the result you want! No one wants a complicated new product with a steep learning curve.

Your agenda doesn’t need to be very specific, it just needs to cover the main ideas of what will be covered. 

It does, however, need to pique the interest of your audience. There’s no one-size-fits-all recipe for on-demand demos because your business and target audience are unique. However, you might want to consider this good demo script template when setting up your agenda:

“Hello, thank you for joining me today. The purpose of this demo is to tell you a bit about our company and why we started it (the problem you solve), and to show you how our product works, how it’s different from what you may have already seen, and how easy it is to get set up so you can realize the benefit of our solution quickly.”  Download the full script builder now →

Keep it concise — your agenda should use up 30 seconds at the beginning of the demo script.

The agenda of a good demo script should address common objections, touch on pain points, and tease the solutions that you'll share upon delivering the main message. When in doubt, test and refine your sales demo script to find the most effective introduction that hooks your audience.

2. Tell your story (Introduction)

This is the section where you can dig deeper into who you are and what you and your company do. 

Your introduction is a chance for viewers to “meet” you, and for you to build trust and credibility with them. If you’re the founder of your company, tell the story of why you started your business. How did you identify the problem you’re solving?

Share your background and why you’re the best person to solve this particular problem. People love a great story, and telling yours allows you to humanize your business and build a connection with your future customers. 

If you’re not the founder, that’s okay too! You can accomplish the same thing by telling the origin story of your company from the founder’s perspective. Maybe you experienced the same thing and that’s why you decided to join the company. If so, share that story!

Positioning your introduction in this way establishes you as the subject matter expert. This might sound like common sense, but you’d be surprised how many demos are out there where the host doesn’t even do a simple introduction of themselves by stating their name!

If you like, you can ask a confirmation question to validate your point. A good example would be something like:

“Have you also experienced the problem I just described?”  Download the full script builder now →

With eWebinar, you can have pre-programmed questions pop up during your demo for your prospects to answer. The word “yes” is the most powerful word in sales, so getting your prospect to agree with you throughout the demo – even if it’s saying “yes” in their mind over and over again – will contribute to getting them to a “yes” at the end.

3. Address the competition

A key element of your introduction is to address your competition. You don’t need to mention competitors by name, just address the status quo you’re here to change. It’s the state of the world before you and why you exist today. This should fit nicely into your founder's story. 

The reason for acknowledging the competition is that you have to assume that your prospects have already done their research. They know what’s out there, and they’re already wondering what makes you different from everyone else. You might as well control the conversation and use this as a way to differentiate yourself from the pack. 

Even if your prospects haven’t done much research yet, assume they’re going to do so right after seeing your offering. If you educate them on what’s out there and how you compare to everyone else, it will help them choose you as their preferred product and lower the risk of them going somewhere else.

Addressing your competition is also a way to handle objections before they even come up, and that puts your prospects’ minds at ease and builds credibility for you. Doing additional research to get to know your audience (and the specific pain points they deal with) will boost your success rates here.

Talking about your competitors shows that you're confident about your product and that you’re knowledgeable about the status quo. Your viewers might even be users of another product who are experiencing the pain points you’ve already solved, so getting them to agree with you on what’s lacking in their current situation helps get them on your side.

Remember – the competition is why your product needs to exist. Communicating that to your audience should be a top priority.

NOTE: The three steps mentioned above should take no longer than 5-7 minutes. You’ll want to dive into your demo fairly quickly because your prospect will be eager to see what you have. And the quicker you start your demo, the more time you'll have to show how your product can make the viewers’ lives better!

4. Reveal the solution (Demo)

Once you’ve established why your solution exists, you can reveal it as the hero of your story, as the thing that will solve your viewers’ biggest pain points. This is the heart of your presentation and sales pitch, where you can solidify your product as the clear winner.

It’s easy to fall into the trap of simply giving a tutorial or walkthrough of all of your product’s features. Don’t do that! Only talk about the ones that make your product unique and stand out from the competition. Especially don’t talk about the things a product like yours is expected to have. 

The most important thing is that you take the time to showcase your 10X feature. According to Jason Lemkin, the founder of SaaStr, your 10X feature is a specific feature that "for a material number of customers and prospects, wins the deal vs. the competition. Period. Not always, but often.”

We recommend you practice your demo script a couple of times before recording this section. The delivery doesn't have to be pristine (and you know your audience best) but you should make sure to get the main message across, highlight key features and benefits, and list common goals and expectations.

Chat: eWebinar’s 10X feature

eWebinar is the only platform that gives you the ability in an on-demand demo to chat live with prospects when you can , and the flexibility to respond later via email when you can’t . If you want to retain the interactivity of chat in your demo, be sure to check out eWebinar.

This helps you save time while still being able to follow up with prospects who have already been primed by your winning software demo script. You can learn about how our chat works — from our automated welcome messages to our Slack integration — in our 20-minute on-demand product demo.

Suffice it to say that you'll have multiple options for responding to relevant questions from attendees.

The truth is your product's functionality isn’t the most important thing for your prospects to learn. What they really need to understand is how your product will impact their lives in a meaningful way, and what outcomes they'll be able to achieve from your product’s differentiating features.

Your job, through your demo, is to help them make that connection. 

Social validation helps build credibility in this area, so use testimonials from customers when possible. You might also want to mention names of recognizable companies that use your product in a specific (and similar) way.

Connect functionality to use cases to help your prospect envision what their day could look like with your solution in it. Also feel free to share articles, case studies, examples of effective software, and any other resources that your viewers can read up on after your demo is over.

eWebinar makes it easy to do this through our post-webinar email sequences . These automated emails are the perfect opportunity to reinforce the main message of your webinar, request a follow-up call with interested prospects, and remind attendees of the pain points that you can alleviate for them.

5. Ask for the close (CTA)

After your product demonstration, and before you announce your call to action (CTA) , be sure to open it up for questions. This makes for an easy transition and signifies that your demo has come to an end. 

Even in an automated software demo, and even if you’ve asked your viewers to send in questions throughout the entire presentation, this is an important step because it encourages them to send any remaining feedback to you (and this feedback can be used to improve and enrich future on-demand demos).

Once this is done, you can end your presentation by delivering your CTA. There’s no magic bullet when it comes to this; the most important thing is to just make sure you do it! 

Some potential CTAs, depending on what your product and sales process are, could be:

Sign up for a free trial

Purchase your product (perhaps with a money-back guarantee if you want to give the customer peace of mind)

Book a time on your calendar for an in-depth call (like for an enterprise product)

Request to be contacted

Choose the CTA that’s right for your business, and make sure viewers know how to get in touch with you for additional questions. To further help your potential customers self-educate, consider sharing an FAQ document at the end.

If you want to learn more, check out our full guide on writing an effective call-to-action for automated webinars .

Bonus: Refine your demo script

You should test and refine your demo script to ensure over time. eWebinar tracks plenty of useful metrics that help you refine your demo script such as dollar per attendee, conversion rates, and engagement heatmaps throughout the sales or product demo.

These insights will help you craft a demo script that converts to the best of its ability.

Closing thoughts

And that’s it! If you keep these best practices in mind while creating software demo scripts then attendees will surely take the next step towards becoming a customer. This article serves as your guide to writing a great product demo that will convert leads into customers on autopilot.

Want to see a real-life video example of this demo structure in action? Head over to ewebinar.com and join the on-demand demo on our website. You should be able to recognize the five elements in it pretty easily!

Need help with writing a winning demo script? We’ve made a really handy demo script template that you can copy and use to get started on crafting your own effective on-demand sales demonstration video today! 

Need help with video production? Check out our recommendations for software and hardware that you can use when making great video content. The type of video you create — from something straightforward like a screen recording with voiceover to something more complex like an animated video with background music — will determine the video editing software you use. Just remember, fancy visuals are far less important than the right structure and substance. Keep it simple!

Ready to automate you r pre-recorded webinar ? When it's time to put your own demo on autopilot, we encourage you to take a look at what eWebinar has to offer, including:

Our robust chat system which lets your prospects connect with you directly (it’s our 10X feature – nobody else does anything like it).

Our variety of interactions — from polls and questions to contact forms and conversion alerts — which create an interactive experience that will hold your viewer’s attention from beginning to end.

Our flexible scheduling options let attendees join your demo when it works best for them, whether that’s right away or at a convenient time of day in their time zone.

Our follow-up call-to-action sequences are sent through email and prompt attendees to take the next step after attending your sales or product demo.

A free automated webinar template for on-demand product demos that follows Melissa's presentation structure, including email cadences, suggested landing page copy, and 20+ preset interactions you can use to keep attendees engaged.

Watch a two-minute explainer video for a quick overview of the eWebinar platform. Or, better yet, join our on-demand demo to learn more!

Visit eWebinar.com for customer testimonials and pricing .

Related Articles

GoToWebinar vs Zoom in 2024: Which Webinar Platform Should You Choose?

Emily Astorobi

Live Automated Best Practices Hub

The Best Time and Day to Host a Webinar for Maximum Attendance (Backed by Research)

Todd Parmley

10 Best BigMarker Alternatives (2024)

Jake Lizarraga

It’s so easy to get started.

Begin your 14-day free trial today!

How to Host an Effective Product Demo to Boost Sales (With Demo Script Examples)

In this article, we’ll explain what product demos are, why they’re beneficial, and how to run one effectively, along with some proven tips and demo scripts from sales pros who host product demos every day. Let’s dive in!

Table of Contents

What is a product demo, the benefits of product demos in the sales process, 4 steps to the perfect product demo.

• 3 sales demo script examples

A product demo, or sales demo, is an in-person or virtual demonstration that illustrates the ways in which a physical product or piece of software operates. Product demos can be pre-recorded or delivered in real time and are used by salespeople to give prospects an overview of various features, highlight use cases , and communicate value.

Some common variations of the product demo include:

• One-to-many demo: A regularly scheduled presentation in which one or more sales reps give a general overview of their product to a group of interested prospects. Prospects often have to register online to attend these demos, and the demos can be live, pre-recorded, or a mix of both.
• One-to-one demo: A live product demo in which a sales rep shows off specific product features based on the individual needs of a single prospect or team.
• Technical demo: A one-to-one demo in which your prospect gets hands-on experience with your solution and uses it for themselves within a structured setting.

There are three specific advantages that make product demos an essential tool for B2B sellers: proof, excitement, and personalization . Let’s take a quick look at each of these…

The most obvious benefit of hosting an effective product demo is the ability to provide proof of your own claims. Your company’s website can say anything it wants. It can list product features, share software screenshots, and showcase customer testimonials—all of which are useful.

But until a potential customer actually sees what your product or software solution can do with their own eyes, they won’t be convinced that your offerings will deliver the kind of value and user experience that you claim they can.

Most folks won’t make a purchase until they’re absolutely positive that the product they plan to buy can do what the company producing it says it can, especially at higher price points . That’s why proof of product is so important.

While it’s important to show off what your product does, you also need to get people excited about what you’re selling. A proper product demo will give you this opportunity.

We’ll talk more about how to build excitement later in this article. For now, just understand that focusing on the tangible benefits of a product rather than simply listing its features is the best way to create enthusiasm and anticipation for anything your company sells.

Related: Why success is the only thing you sell in B2B sales

“I try to keep my demos light and be authentic. Since I love helping companies grow and I love solving problems, I simply try to let that enthusiasm leak into the conversation as my prospective customer and I explore all the amazing things my product can do for them.” ‍ Mike Carroll, Head of Growth at Nutshell

Personalization

Lastly, a product demo—especially one that’s conducted in real time—will enable companies to personalize their presentations for their viewers. You can’t create unique web pages for every person who shows an interest in your products. But you can customize each one-to-one product demo you host to cover features and benefits that your specific prospects will find useful.

As you know, personalization in sales is imperative. Product demos make it easy to incorporate this philosophy into your selling practices.

“When people can tell you exactly what they need, it’s easy to just show them. What’s challenging is personalizing the demo of a product for a person or team that doesn’t know exactly what they need, but know they need a CRM. I personalize a demo by telling the Nutshell story, how we use it, how it helps our team. Even though I do research on the company that’s trying Nutshell, I don’t presume to know what they’re going to need. Instead I try to put more of my own experience into the demo.” Mike Carroll, Head of Growth at Nutshell

A product demo can provide proof of product, build excitement for a company’s offerings, and increase sales via personalization…but only if said product demo is hosted effectively. In this section, we’ll outline a four-step product demo process to help you host stellar sales demos, no matter what kind of product or software you sell.

1. Get prepared

Before you consider jumping on a video conference call with a new prospect or driving out to a potential customer’s office to demo your company’s offerings in person, you need to research your prospect enough to be able to tailor the demo specifically to them.

“If you’re in B2B sales and you can copy their logo from their website and paste it in your demo where it would appear as a customer, do it,” suggests Frank Chiodo of Trivr Eats . “If you know their industry and can configure your demo’s verbiage to match their terminology, do it. However you can invest time into helping tell the story of how they would specifically use and benefit from your product, it’s going to help them imagine life after saying yes. “

If you want to tailor your product demo to each individual prospect in this way, you need to know:

• Who will be viewing your product demo
• What role each of these folks have
• The daily challenges they face
• The goals they hope to accomplish
• How your product or software can assist them

Once you’re able to answer these five questions, you’ll be in a much better position to host an effective product demo. But there’s one more thing you should do as well: Make sure to set an agenda for your product demo and share it with your viewers.

This is an important part of the preparation process. It will help ensure you stay on track during your presentation . It will also make your prospects more comfortable, as they’ll know exactly what to expect from you. Comfortable prospects are much more likely to make purchases.

2. Describe value

As we said earlier, that giant list of features on your website, while necessary, won’t actually sell your products or software. To entice someone to purchase something, you have to make them understand how your offering will  benefit  them. In other words, you need to describe the value that your product or software will bring to your potential customer.

Take a look at the following two examples and decide which sounds better:

• “Our new truck has 385 horsepower!”
• “Our new truck will allow you to easily tow your boat or fifth-wheel trailer!”

The second one, right? That’s because the first sentence simply lists a feature. The second describes the  value  of having that feature. Unless you’re a total gearhead, the “385 horsepower” stat is basically useless. But by describing what 385 horsepower can accomplish, the stat becomes much more meaningful and enticing.

When crafting your product demo content, always look for ways to explain the value behind the products you sell, rather than focusing on features.

“If you try to demo every feature, it’s like drinking from a firehose and easy to lose the prospect,”  says  Jared Knotts , Account Executive at  Nutshell . “Stick to showing how your solution can help them accomplish their goals.” 

3. Answer questions

Effective product demos focus on the prospects’ personal needs. But to really understand what a prospect needs from your products, you have to ask them first. That’s why we suggest starting every product demo with a quick Q&A session.

As business coach  Maria Marquis  says in regard to product demos:

“When we feel like we need to hit all of the talking points, we end up talking at our participants for 25 minutes before we involve them. And asking ‘do you have any questions?’ doesn’t count as true engagement. The more you talk about yourself, the less you’ll talk about the real problems your prospect is trying to solve.”

So start your product demos with questions like:

• “It’s my understanding that you want to accomplish A, B, and C. Is that right?”
• “You’re currently looking for ways to overcome Challenge X, correct?”
• “What specific capabilities are you looking for in this type of product?”

Once you know this information, you can customize your product demo to suit each individual prospect and provide a better experience for them. But don’t stop there! Allow time both during and after your presentation to answer questions as well.

“Each demo is different, but  everyone asks about price, contracts, onboarding, and support, ” says Nutshell Head of Growth  Mike Carroll . “You have to be ready to answer those questions in a variety of ways because while the questions are the same, the intent or context behind them is always different.”

The best product demonstrators are those who focus first and foremost on their audience and seek to understand the questions they have, then answer them as clearly as possible. If you can do that, you’ll find success with product demos, guaranteed.

4. Provide next steps

Finally, end each of your product demos with a “next steps” section. What should folks do  after  watching your presentation?

“Your product demo has to finish with a call to action—how can people buy, order, sign up?”  recommends John Moss, the CEO at  English Blinds . Give specific direction, incentives, and prompts to do so.”

The exact call-to-action you work into your product demo will depend on you, the product you’re trying to sell, and your unique audience. But every product demo should include some kind of next-step section.

Don’t let your prospects get stuck in your  sales pipeline ! Gently push them in the direction you want them to go. If you hosted your product demo effectively, they’ll probably follow your lead.

Want even more tips for driving sales success?

Our Sell to Win Playbook provides tons of expert advice on what it takes to turn prospects into sales. Get an insider look by downloading the playbook for free!

GET MY FREE DOWNLOAD

3 sales demo script examples from certified supersellers

To find out what it takes to deliver world-class demos, we interviewed revenue experts at three leading sales orgs: Rattle, Gong, and GetAccept. They shared not just their demo frameworks, but also insights into why they work.

• Rattle: Qualification and demo in one
• Gong: Five-act script
• GetAccept: Unique qualification and a back-to-front demo

(BONUS) Outreach: How to tell great stories

1. rattle: qualification and demo in one.

Ranjay Matharu sells sales software to salespeople. When you’re selling a sales tool ( Rattle is a CRM-to-Slack automation tool) to sales and revenue operations leaders, nothing short of an exceptional demonstration will do.

Here’s the high-level structure:

Step #1: Qualification

Step #2: sales deck, step #3: product demo, step #4: next steps.

Most sales organizations split qualification and product demos into separate meetings. SDRs usually run the former and AEs handle the latter. But Ranjay does things a little differently.

“As long as you can get the right information during discovery, I think you should do qualification and show the product,” he explains. “Asking and answering questions for 45 minutes is exhausting. Show them something. Get them excited.”

That’s why his demo calls include a dedicated qualification section at the top. To make sure he gets all the information he needs, Ranjay uses the SPICED framework from go-to-market consultancy, Winning by Design .

• Situation : Facts, circumstances, and background details about your prospect.
• Pain : The challenges that brought the prospect your way.
• Impact : How you impact your prospect’s business.
• Critical Event : Deadline to achieve that impact.
• Decision : The process, committee, and criteria involved in purchasing a solution.

But this demo structure doesn’t rely on SPICED. You can have just as productive a conversation using BANT , MEDDPICC , FAINT , or another jumble of letters.

The single most important thing is that you use your qualification questions to understand why someone is on the call. What are their pain points? What challenges are they facing? What goals and objectives do they have?

Understanding that is the secret sauce to a good demo because it reveals what buyers care about and therefore what you should show them.

Immediately after qualification, Ranjay pulls up a sales deck. It’s his way of framing the upcoming product demo. It establishes the problem, quantifies the risks of doing nothing, and shines a spotlight on the solution.

While a useful tool, sales decks can also go really wrong. The difference between an amazing presentation and a tedious PowerPoint is razor-thin. To keep his prospects engaged, Ranjay cut all extraneous content, leaving just the essentials of a great story.

He starts with the problem.

Then he agitates the pain.

Finally, he presents the solution.

By the end of the deck, Ranjay wants his prospects chomping at the bit to see his product. That’s when he fires up a screen share and opens Rattle.

(When I said sales decks are tough to get right, I meant it. For some inspiration, check out Zuora’s deck —often called the “best sales deck ever—and this teardown by strategic narrative consultant Andy Raskin.)

Although it’s a relatively simple product, Rattle has hundreds—possibly even thousands —of use cases. Reps can’t prepare engaging stories for all of them. Ranjay’s solution was to analyze Rattle’s product usage and rank use cases by popularity. He discovered his customers were using a handful of applications far more than others.

• Missing MEDDIC fields
• Overdue or upcoming start/close date
• Logging calls after meeting
• No activity
• Real-time visibility for the executive team

These became his demo use cases and he crafted a compelling way to showcase each one. All his stories follow the same rough outline.

Use Case Script

[Problem acknowledgment] “You mentioned that forecasting is a huge issue.”

[Product solution] “Let me show you how Rattle can solve that.”

[Buyer feedback] “Could you see yourself using this to impact accurate forecasting?”

Rattle’s sales reps know all five stories like the back of their hand. While they can reel off each one without even thinking, the trick is knowing what stories to tell.

“The most important thing is to show the most relevant use case based on your qualification,” says Ranjay. “If you don’t, they’re gonna tune out.”

That’s where everything you learned during qualification comes in. Often, reps default to features they think are cool. But what you need to do is open your demo with the use case most relevant to your buyer—even if you personally find it boring.

Before hanging up, Ranjay always sets next steps with his buyer. For most of his deals, there are two options available:

• Set up a product trial
• Arrange a second demo with stakeholders

Setting up an extended trial is Ranjay’s default. Seeing the product is one thing, he says. Experiencing it first-hand is something else entirely.

However, he’s aware that not every prospect will be bought in enough to progress to a trial. Perhaps the buyer wasn’t convinced by what they saw. Maybe they need to bring in other stakeholders. In these situations, Ranjay pushes for another demo with a wider group of stakeholders.

16 sales process templates for B2B pipelines

Whether you’re building your first sales process or overhauling an existing one, these Nutshell-approved templates will give you a great head-start.

FREE DOWNLOAD

2. Gong: Five-act script

Gong doesn’t really do boring . That extends to their demo scripts, too. It’s upside-down and packed with smart psychology to educate prospects without lecturing them.

Here’s the framework:

Act #1: The contextual overview

Act #2: the “upside-down” demo, act #3: social proof, act #4: solve exactly, act #5: next steps.

According to Jonathan Costet , senior growth marketing manager at the revenue intelligence platform, all great demos start with a contextual overview .

Even the best demo falls apart without context. You’ve got to establish what you’re talking about and (perhaps more importantly) why you’re talking about it.

Through the first 10 minutes, you’ve got three key objectives:

• Set the problem with the status quo
• Spell out the stakes, including your buyer’s current pain and potential benefits
• Start a conversation that resonates with your buyer

Although sellers are taught to focus on benefits , Jonathan encourages people to switch their focus to losses . You see, negativity bias means people respond far more strongly to possible losses than potential gains.

One of Gong’s features is automating low-impact tasks. The benefits-focused pitch would be: “You’ll have more time to dedicate to other projects.” Good, but not that emotive. Now consider the loss-focused pitch: “You’ll stop wasting time doing repetitive tasks that are easy to automate.”

Can you feel the difference?

Context-setting isn’t all that revolutionary. But Jonathan’s second act is. Most demos build to a crescendo. They start small and escalate to the buyer’s most agonizing pain point. That makes sense…in theory.

But that’s not how it works in real life.

If you start with something small and minor, your buyers will switch off. They’ll pull up Slack or check emails on their phone. By the time you get to your big reveal, you’ll have lost them.

That’s why Jonathan advocates for the “upside-down” demo.

He puts his buyer’s biggest pain point right at the start.

“We came to this framework after analyzing 67,149 sales demos,” he says. “While a lot of it might feel counterintuitive—like not ramping up your sales demo—it’s the best way to keep the conversation engaging and boost win rates.”

Example Demo Script

Rep: During our first call you told me you were struggling with [Problem #1]. Is that right?

Prospect: Yes, that’s right.

Rep: Got it! Let me show you how our solution can help.

If you align your demo with your buyer’s pain points from the first minute, you’ll be miles ahead of your competitors.

Okay, you like your logo slide. Each company name represents a big win. But your buyers probably don’t care that you sold Microsoft or GE. Indeed, getting social proof wrong can be costly. According to Gong, misusing social proof tactics drops your close rate by 22% .

The point here isn’t that social proof is bad. You just have to be careful about it. The trick is to tell before-and-after stories from comparable companies—same size, vertical, goals, and so on.

Here’s a sample story:

Acme Corp [Customer] needed to automate low-value tasks for their sales reps and build a scalable sales process [Objective]. They rolled out our platform and built automations to handle data entry, information sharing, and research [Solution], allowing them to increase active selling time by 40% [Benefit]. Currently, their sales team is generating 25% more leads [Benefit] and 30% more revenue than before [Benefit].

The difference between this and a logo slide is immense. Before-and-after stories show the journey and improvement. They build credibility through others’ success and convince prospects that they can achieve the same.

So drop your logos and start telling stories.

Most successful demos are around 45 minutes long. That’s not a lot of time to exhaustively demonstrate a product. Instead of delivering a surface-level look at everything, Jonathan suggests reps slow down and go deeper on a handful of use cases. 

When demoing anything, your goal is to identify your prospect’s pain points and explore how your product or service could help. Here, Jonathan uses open-ended questions and statements to kickstart deeper discussion.

Drop general questions at any point in the product demo:

• I’ll pause here if you have any questions.
• What are you thinking so far?
• Do you have any other concerns or needs that we haven’t talked about so far?

Or use a feature-specific question to prompt a response to particular functionality:

• How do you see your team using this product?
• Before we dig into this feature in more detail, I wanted to ask you: how does your company currently handle [common problem]?”
• Is this something you’d use for [use case]?

Bring things back to your prospect’s objectives with goal-focused questions:

• Why do you need this solution now?
• Why is this such an important problem for you to fix?
• Why is it important to solve [challenge] by [deadline]?

Asking probing questions during your demo allows you to hone in on your buyer’s most important pain points. When you do that, you can turn a generic demo into a highly personalized experience.

The purpose of a demo isn’t to get a signature. That comes later. According to analysts at Gartner, great demos achieve two key objectives :

• The prospect sees how they would use the solution
• The prospect sees how the solution would solve their problems

Once you’ve achieved those aims, it’s time to wrap things up. But that’s not the end of the demo just yet. High-performing reps always set next steps. They never let a conversation peter out with a vague, “See you later.”

Do you have your calendar in front of you? Perfect, I’ll send the invitation now…did you get it?

How does [date and time] look for you? Is there anyone else we should include at this point in the discussion?

As a next step, I’d suggest [next step]. Does that sound good? When works best for you early next week?

Your optimal next step depends entirely on your sales process. It could be a technical discovery, executive stakeholder sync, or contract negotiations. The most important part is that you book your next step before you hang up.

3. GetAccept: Unique qualification and a back-to-front demo

Madison Simon was GetAccept’s first sales hire. Working closely with Vice President of Growth, Dailius Wilson, she helped build GetAccept’s sales motion. It was an intense experience.

“He put me into the fire a lot,” Madison laughs. “But I learned a lot through doing. He taught me a lot of his own methodologies so they’re not processes that you’ll find on Google.”

GetAccept’s demo structure is one of those unique systems.

Check out the overview:

Part #1: Deeper qualification

Part #2: product demo, part #3: action items.

Composed of just three parts, it might look simple, but there’s a lot of flexibility for reactive personalization and adaptation.

Here’s how it works.

Before prospects make it to GetAccept’s AEs, they’ve already gone through a basic qualification run by an SDR.

“It’s a checklist of five things to make sure they’re qualified for a meeting,” explains Madison. It covers things like company size, decision-maker status, and tech stack integration.

The basic qualification leaves a lot of questions unanswered so Madison spends the first half of her demo calls exploring the deal’s context. She uses a custom qualification framework created by Dailius combined with a couple of tweaks of her own.

• Organizational structure: What roles, processes, and workflows are relevant to this project? Document the roles, responsibilities, and workflows of each person. 
• Politics and players: Who is involved in this process? Identify your champions, users, decision-makers, technical stakeholders, and blockers. Work out whose buy-in you need for the deal.
• Challenges and pain: What are your prospect’s challenges and pain points? Analyze whether or not you have unidentified challenges and how much each challenge is inhibiting the prospect’s success.
• Goals and objectives: What is your buyer’s ideal state? Can you add value or impact to their ideal state? If you’ve identified multiple objectives, work together to decide which actions will make the most impact.
• Needs vs. wants: What features does your buyer consider necessities and which are nice-to-haves? You need to understand where you satisfy their requirements and where you add additional value. 
• Timeline: What sparked their solution search? How did they find you? Do they have an ideal go-live date? Is there urgency? If there isn’t a timeline, how can you create one?
• Technology stack: What relevant technologies are in play? Is your buyer considering adding more? Can you condense or simplify their tech stack? How would you integrate your product with their systems?

The discovery part of the call isn’t just simple fact-finding. Madison uses each question as an opportunity to introduce and position GetAccept. If she asks about a pain point, she’ll hint at how her product can help solve it. If a prospect mentions timeline, she’ll assure them GetAccept has an efficient implementation strategy.

She’s also borrowed a particularly effective oratory technique from political speech writing.

“I dig into my prospect’s pains and their ideal state, and constantly go back and forth,” she explains. “These are your challenges, but where would you like to be? These are your pain points, but what are your goals for this year? I constantly toggle between the pains and future states.”

Flicking between the negative status quo and the positive future amplifies both experiences. It makes the status quo feel worse and the solution seem better. It’s incredibly effective in motivating buyers.

There are two parts to GetAccept’s product demo: end state and explanation. In the first, Madison immediately showcases the result of implementation. Like Ranjay at Rattle, she has a handful of pre-scripted use cases and uses her earlier qualification to select the most relevant.

• Pre-meeting agenda template
• Proposal template
• Handover template

“When I send someone the pre-meeting agenda, I use our product to send it,” Madison says. “When I meet with them, I use what I sent them as an example. I say, ‘You got this pre-meeting agenda, some information, and a video. What did you think of that? This is what your customers would experience.’”

It’s like jumping straight to the, “So what?” It shines a spotlight on the benefits like internal efficiency gains and improved customer experience. When a buyer’s eyes light up, Madison doubles down with a back-end explanation, pulling up GetAccept and walking through how she made the magic happen.

It’s a simple but impactful structure.

GetAccept’s deals typically feature two demos. While reps try to tailor the first demo to their qualification, it’s still relatively generic. What comes next is a fully personalized product demo.

“I take their documentation, logos, and colors, and I brand the platform,” Madison explains. “I put their content in it. I will embed some videos they’ve posted. I pretend I’m an AE at their company and run my sales process as if I were their teammate.”

To keep prospects on the hook, Madison sets them action items ahead of the second demo: collect sales collateral, send some example pieces of content, or share their brand toolkit. It makes the next stage a shared responsibility.

It also weeds out the time-wasters. If someone’s not willing to dig out a couple of pieces of sales collateral, are they really going to convert? Probably not.

All three demo frameworks we’ve talked about rely heavily on storytelling. But there aren’t many reps who can spin a yarn like Stephen King. Telling good stories is hard. 

Thankfully, Outreach’s Andrew Mewborn has some advice.

But before we talk about stories, let’s rewind a bit. Because great product storytelling needs great product marketing.

Take your product or service’s top three value propositions and identify three features associated with each value proposition. And then describe the benefits connected to each feature.

Here’s his example for one of Outreach’s value propositions.

• Drive predictable and measurable revenue growth
• Automatic posting of activities to SFDC
• Task prioritization
• Allow your reps to strive toward the perfect sales process
• Don’t let reps waste time with data entry
• Top reps don’t waste time on low-converting leads

Your next step is to write the stories for each feature. Your goal is to illustrate the value proposition and highlight the benefits without sounding salesy.

To do that, Andrew uses a seven-sentence framework :

• Once upon a time, _______
• Every day, _______
• But one day, _______
• Because of this, _______
• Because of that, _______
• Until finally, _______
• And ever since then, _______

If you’ve ever taken a creative writing course, you’ll recognize steps one through six as Pixar’s fourth rule of storytelling . (Andrew added the seventh sentence himself.) If it’s good enough for WALL-E and Toy Story , it’s good enough for your sales demo.

Here’s what the storytelling framework looks like when you fill it out for Outreach’s sequences feature.

• Once upon a time, there was an SDR named Mark.
• Every day, he would reach out to prospects and get a response after two or three emails.
• But, one day, he realized that two or three touches no longer worked.
• Because of this, he started doing eight to 12 touches.
• Because of that, he couldn’t keep up with eight to 12 touches per prospect. Leads were falling through the cracks because he didn’t have a consistent process.
• Until, finally, he discovered the Outreach sequence.
• And, ever since then, Mark has had a consistent process to follow up with every single lead—with no leads falling through the cracks.

Repeat this process for every feature and you’ll end up with nine awesome product narratives. Depending on what your prospect cares about, you can chop and change which ones you use during your demo.

Your turn: Demo your products effectively

“Personalized demos have a huge impact on our sales,” says Nutshell’s Mike Carroll. “Our overall activation rate (trial users turning into customers) is 12-14% on average.  When teams in trial get a demo, that number jumps to nearly 40%.  People want to see how your product works and how it’s going to work for them.”

A well-hosted product demo will allow you to provide prospects with proof that your company’s offerings do what you say they will. It will also give you the opportunity to personalize your selling process to each potential customer and get them excited about the things you sell.

So remember to follow the four steps we outlined in this article:

• Get prepared
• Describe value
• Answer questions
• Provide next steps

Looking for another way to increase sales numbers?  Purchase a  Nutshell  subscription for your team.  Our popular CRM and sales automation software is easy to use and packed with convenient features you can use to build better relationships, delight customers, and sell more of your company’s products.  Try Nutshell for free today !

NO CREDIT CARD REQUIRED

Want to kick the tires a bit.

No problem. To see if Nutshell is the right choice for your sales team, start a 14-day free trial today!

LET’S GO!

Ready to try Nutshell for Free?

How to Treat Every Week Like It’s National Customer Service Week

The Real Cost of Facebook Advertising and What You Need to Know

The Top 10 Things to Look for in a CRM

What is the best business to start with $10k, the best resources for sales managers, what is marketing automation and how can it help you.

Join 30,000+ other sales and marketing professionals. Subscribe to our Sell to Win newsletter!

This element relies on Javascript to run. Please enable Javascript in your browser for the best viewing experience. Visit our contact page if you have questions or are in need of assistance.

Demo Presentation Template

Captivate your audience by delivering a professional product demonstration. Show customers or investors how your product or service will benefit them.

Trusted by 65M+ users and leading companies

About the Demo Presentation Template  

This Demo Presentation Template helps you get your flow of ideas across easily and professionally. With this template, you can show potential and existing customers what your product or service can do.

When you have a visual presentation showing how your product works, customers can better understand how it solves their pain points. Use a demo presentation to enhance your sales presentation and stimulate interest in your product.

What’s a demo presentation?

A demo presentation is a meeting between your business and a client (or potential client) in which you showcase and present a product or service. It typically includes a full run-down of the product’s key selling points, uses, target audience , and other relevant features. 

The aim of a product demo is to demonstrate your product’s selling power and hopefully win over the client in question with a deal. It’s all about showing your product in the best possible light and answering any questions the client may have. 

An amazing demo presentation should inform, enlighten, and excite your client. 

While it’s important to be vocal about your product’s highlights and potential, a big part of any product demonstration should include a fair degree of listening. The essence of a demo presentation is to bring life to your business’ product or service and inspire clients to take action. 

What should a demo presentation include?

Miro is the perfect online presentation creator . When putting together a demo presentation, the following several boxes need to be ticked: 

Excellent product/services knowledge

If you don’t know your product inside and out, clients will be able to tell, and they’ll be put off as a result. Make sure to conduct a thorough analysis of your product well before the presentation starts. You need to be able to clearly communicate the product’s attributes and confidently answer any questions.

Real-life examples and scenarios

Clients will gain a much stronger impression of your product if they feel they can apply it to their own lives or businesses. Providing real-life examples of how they can benefit from your product is a crucial aspect of any demo or prototype presentation.

Effective visual aids

Make it even easier for clients to fall in love with your product by providing effective, well-designed visual aids. From infographics and images to demo videos, visual aids can make your presentation more impactful and increase the client’s likelihood of conversion. 

When to use a demo presentation

A demo presentation is helpful for connecting with clients. Just about every product and service can benefit from a strong presentation, such as: 

A sprint demo presentation. Within the Scrum framework , a demo presentation comes at the end of a sprint. Sprint demos are needed to showcase progress and project status to stakeholders who are invested in the outcome.

An app demo presentation. This type of presentation is especially useful if you’re trying to find investors for the development of an app. It sheds light on the potential app’s revenue and social impact.

A prototype presentation. A prototype presentation is also useful for gaining support from investors for a still-developing product. By presenting a prototype, you can summarize the problems your product is trying to solve and improve investors’ overall understanding of your product.

How to use the Demo Presentation Template  

If you’ve never created a demo presentation before, using a template can be tremendously helpful. Follow these simple instructions to make the most out of Miro’s Demo Presentation Template: 

Step 1: Fill in your template

You’ll need to fill in your template with information for each slide. You might include the following information in your slide deck:

the product’s identity

the target market

the revenue potential

key selling points 

potential risks along the way 

Step 2: Edit and customize 

Whether you’re creating an app demo or prototype presentation, this customizable template can suit your needs. Edit, refine, and polish the order, layout, visuals, and structure of your Demo Presentation Template to suit your business and what it offers. 

Step 3: Brainstorm ideas and collaborate

With Miro’s presentation mode , you can preview your entire presentation as a team. With an easy-to-navigate structure and flexible framework, your demo presentation plan can evolve and be improved with ease. When you’re ready for your final presentation, simply select this mode and use the forward and back arrows to move smoothly through your presentation.

Tips for a great demo presentation

Whether you’re delivering a sprint demo presentation, an app demo presentation, or a prototype presentation, here are a few helpful tips to bear in mind: 

Know your product well. Uncertainty and lack of knowledge aren’t going to win over clients. You want to demonstrate confidence, diligence, and professionalism. Make sure to do your research well and have answers prepped for questions you might be asked.

Have a clear intro, middle, and conclusion. Using a storyteller structure in your presentation can make it more digestible to clients. Use visuals and clear communication to break down your product’s features into distinctive, cohesive sections.

Listen well. Even though this presentation is about your product, it’s important to leave some room for others to speak. This will make the presentation more conversational and allow clients to flesh out your product from their perspectives.

Don’t be distracted. When delivering a professional demo presentation, you want to emulate reliability, uniformity, and expertise. Maintain strong eye contact and stay focused on the presentation’s goals. Make sure your connection is strong, especially if the presentation is virtual .

How do you start a demo presentation?

Your demo presentation should start with a brief description of its agenda. Then, dive into your intro, work your way into the main points, and end with a conclusion or call to action. An open Q&A session can be held at the end.

How do you prepare for a demo?

Prepare for your demo with lots of research on your product/service and the clients you will be presenting it to. The more you know about these things, the more influential your presentation will be.

What makes a good demo presentation?

An effective demo presentation should include relevant and accurate information about your product. The presenter should have great communication skills and use strong visual aids. Your demo presentation should have a clear structure and logical flow — which you can get using this Demo Presentation Template.

Get started with this template right now.

Company Vision Presentation Template

Works best for:.

Presentations, Business Management

Creating or reimagining a company vision is just half the battle. You also need to make sure that your employees and customers understand and share it. Communicate your vision statement in the most effective and concise way with this Company Vision Presentation Template.

Change Management Presentation Template

Presentations, Strategic Planning

Employee resistance to change can block any positive initiative. You won’t have to struggle with it if you clearly communicate what upcoming changes mean and how they’ll benefit your company in the long run. Use our Change Management Presentation Template to outline your implementation strategy and spark enthusiasm among employees.

Effective Meeting Template by Zoom

Team Meetings

Run effective meetings and keep everyone focused with Zoom’s Effective Meeting Template. Bring structure and creativity to every online meeting.

Marketing Proposal Presentation Template

Presentations, Marketing

The Marketing Proposal Template is a simple outline you can use to quickly and easily structure your next bid for a project.

Keynote Presentation Template

Presentations, Workshops

Designed to create enthusiasm and build knowledge about a specific topic, keynote presentations are more powerful than most people think. With them, you get to inspire and unify an audience with a common purpose. We give you an easy way to do this — just use our Keynote Presentation Template to create your own captivating presentation.

Simple Presentation Template

Presentations

Designed to remove the clutter and communicate the most important information in a clear and visually appealing way, our Simple Presentation Template will keep your audience’s eyes glued to the screen and their ears tuned into your voice — without having to add any fancy bells or whistles.

16 Best Product Demo Examples That You Need to Copy

Home / User Onboarding / 16 Best Product Demo Examples That You Need to Copy

I’m a big fan of mobile games.

I’m a bigger fan of paid mobile games that can be downloaded for free and the purchase is made after a demo.

And I’ve never ever paid for a game before trying it.

That’s why I never played Minecraft…

Moral of the story: understanding the importance of product demos is not like discovering a new coding language. It’s simple and straightforward.

And people better understand facts when they are presented with examples.

So here I gathered the best 16 product demos for you to understand better and draw your path clearly.

But before, let’s see what product demos are:

What is a Product Demo?

A product demo or a product demonstration is a presentation of what your product is and how it mainly works. The product demo will be the first impression of your product. Therefore, the demo plays as the opening speech and determines how many of the listeners will sleep.

There are multiple versions of product demos.

👉 One-on-one demos are real-time demonstrations. A person from the support, sales, or product teams meets the user/customer face-to-face or in an online meeting, and performs a live demonstration.

Live demonstrations usually take too much time, effort, and durability (since it’s not easy to do the same thing over and over again), and since it requires more workforce, it comes across costly.

👉  Video demos are recordings of a person doing the demonstration. Video demonstrations require less work than one-on-one demos, and are the preference of 65% of users on the internet.

👉  Interactive demos are real-time demonstrations, but not made by a person. The product walkthrough takes the user through the whole process and helps them complete the demo on their own.

What is the purpose of a product demo?

The primary purpose of the product demo is to demonstrate the value of your product, while also educating the user.

On the other hand, a product demo can serve many different purposes.

It can be used to show off your new, innovative features and help the user learn more about how they work.

A good demo will also demonstrate just how simple using your product is.

For instance, a robotic person only shows you how to get to the homepage using the „homepage” button, while a good product demo can help you understand how to save your work before you decide to go to the homepage.

What makes a product demo good?

I won’t go in deep with this one because I want to focus on the details within the examples.

But overall speaking, here is what makes a product demo good:

• If the demo is as personalized as possible,
• If the demo gives just enough information to answer simple questions but not overload,
• If the demo is accessible more than once ,
• If the demo leaves space for Q&A’s ,
• If the demo states the benefits along with the features,
• If the demo can be regularly updated and adjusted according to the changes on or in the product,

You can call yourself a product demo genius

If you need more information about how to create sales demos, here you have a source.

16 Examples of Great Product Demos

There isn’t only one way to create a demo.

A demo is not teaching how to get from point a to point b.

A demo is making the people want to get from point a to point b with your product.

Here are the best examples:

1- Masterclass

MasterClass is an online learning platform that lets people get classes from worldwide known people, people that have proven to be the best.

Even though Masterclass is such a powerful platform, they need to prove they are worth it.

Here’s an example of what their demo videos look like:

They sell knowledge.

Their demo video shows that the knowledge they provide is accurate and worth the money.

This means, their way of using demos is great.

2- Duolingo

If you live on earth, you probably have heard of Duolingo. Even people who have no interest in language learning know what Duolingo is.

Yet, just like Masterclass, this enterprise company has to prove worthy and show that they really are the to-go choice for every single person no matter how they prefer to learn.

So here’s how they delivered in their demo:

They included all their features in a video, and they made it seem to work.

In the demo, they have proven that they deliver while quickly demonstrating how things will be. That’s how you do a working demo.

As I said before, demos don’t necessarily have to be videos. You can also let users discover the product themselves - along with a bit of push that helps them get to the „Aha!” moment faster.

That’s exactly what Ajar did.

Ajar is a property management and rent collection site that helps landlords, property managers, and real estate agents smoothly manage their processes.

Since property management is a sensitive issue, they needed an in-depth demonstration of how they provide the best and safest solutions.

And here’s what one of their interactive demos looks like:

Image-quote “Our sales team was previously onboarding users by having a 1:1 session with them. This was not always convenient and was very time-consuming. We wanted to expand to the global market without having a physical presence in all countries.” - Marina Matta

Interactive Product Demos - is there such a thing?

If demos are better when they’re visual, why not tell what I’m saying with visuals?

Here’s a table:

So how do you create interactive demos easily and quickly for the least amount of money?

👉 With UserGuiding.

Don’t hear it from me; hear it from the over 9000+ customers that UserGuiding put a happy face on.

I don’t trust a hairdresser with bad hair. The same thing goes here.

4-CitizenShipper

When you make a demo, will you introduce the mobile version or the desktop version of your website? What about both?

CitizenShipper is an online transportation marketplace that was founded in 2008.

They needed a demonstration solution for both their desktop and mobile versions, and they found that the best way to make a demo for both was using interactive demos.

They also integrated Resource Centers to act like „demo bank and help center” at the same time.

Therefore, their demo did not only rock, but their choice gave them a diverse range of creative and trending practices as well.

5- SurveyMonkey

SurveyMonkey has its unique approach to a demo.

Just like mobile games, SurveyMonkey takes you through a survey that includes almost all of their features.

This way, you both experience the product as an end-user and get to see if the product is worth it.

While this is not suitable for everyone, it is very effective for companies that can use this approach. Just like our next one:

6- UserGuiding

Userguiding is a digital adoption tool that helps users build interactive demos and onboarding sequences.

A tool that helps people build demos should have a great demo itself to prove its worth, right?

That’s why UserGuiding serves all kinds of people.

UserGuiding offers all three kinds of demos:

• Live demos for high personalization,
• Video demos to increase the range of reach,
• And interactive demos to demonstrate how effective they are.

Here’s what their video demo looks like:

As for what their interactive demo looks like, I’d recommend you to try it out yourself!

7- IKEA place

IKEA place is IKEA’s new mobile app that lets you virtually place IKEA furniture into your home by scanning your home.

Their video is bright, and it displays what the app does along with how it works.

But the best part of this demo is that the video also shows the benefits with real-life examples.

A demo that can create an emotional bond and proves that they can feel empathy towards your problems is more likely to engage with the target audience.

8- Doorport

Doorport is a new generation doorbell and remote door lock company.

Their solution turns any house into a smart house, and reduces the stress of who’s behind the door.

Well, let’s see the rest from their demo video:

As you can see, Doorport simply proves that demo videos don’t have to look expensive to be effective - even though it could be a bit smoother.

9- Pipedrive

Pipedrive is a CRM for sales that allows managers to manage and organize their sales funnels.

Their demo video is quite long at 4 minutes.

As you can see in the video, they did what I’ve been telling not to do: simply showing what the product does.

So what makes this demo good?

The script. The fact that the voiceover has a tone that makes it feel like you are listening to a person live gave this demo video a soul and made it valuable.

That’s why you can easily watch this 4-minute long demo video. It’s well written and well-executed.

10- CuePath

CuePath is a medication-monitoring tool which is based in Canada.

They are a small company with limited resources, and they needed a simple yet effective solution to show their worth, in other words, a demo.

So they came up with a brilliant idea:

Along with their user engagement elements, they posted an in-app message which includes a hotspot. This way, they could point out their value, draw attention to themselves, and guide people straight to the order page.

Cubeit is an organizer for your applications.

Am I a user of Cubeit? No.

Is it written on the website? No.

So how do I know?

This demo video has three main strengths:

• It’s explanatory
• It’s simple

And that’s all that a demo video needs — a simple solution for a simple app that makes a big difference.

12- Soapbox

First of all, soapbox has not 1 but 3 demo videos.

Soapbox is a recording tool by Wistia that lets you record your screen and your face at the same time.

Which means you can use Soapbox itself to create demo videos.

While that’s the case, Soapbox used a perfect method to advertise themselves while teaching us an important lesson: the script is essential, but not everything.

Here’s the second video:

The first video and the third video include the exact same characters and script, but were shot and edited with different budgets, showing us how important pricing is when it comes to creating a video.

Also, the demo itself, even in the $1000 one, shows that funny elements are a good method to spike your demo video up.

13- Nightingale

Nightingale is a smart house sleep system by Cambridge Sounds.

The product simply neutralizes the sounds in a room and adjusts the room’s acoustic according to your needs.

In the demo, they could have chosen to put the product in action, just like Doorport, or they could have made someone do a good voiceover, like Pipedrive.

But they chose to use good visualization above everything else.

For people that value their sleep, they visualized the sounds, how cooler could a demo video be...

14- Peloton

Peloton turns your house into an indoor cycling gym studio.

Let the demo talk for itself:

I’m not a fan of indoor sports, but this demo managed to convince me.

If the video told me about how many courses they have or how their bike is the newest best model on planet earth, I would have said,” I get it. I’m happy for those who need it. I’m out, though.”

Their demo video shows the feelings of those who designed it, and those who have used it. It promises feelings, not weight loss.

And that’s why it’s a fantastic product demo video.

Tasty started out as the recipe channel of BuzzFeed, but quickly became a brand itself. Now Tasty does not only share recipes but also sells its own ingredients and kitchen gadgets.

Not far before, Tasty launched a mobile app to combine all its services. That’s why they needed an announcement, and a demo, so they decided to combine both:

A simple, colorful, well-scripted, short demo video.

Not the most unique one, but definitely an ideal one!

16- Canva Button

The Canva Button is an extension of Canva where you can add the button to your website and let your customers do their design without leavşng your page.

I had to put together a long sentence to tell you what it is, and I’m not sure if I delivered my message clearly.

Meanwhile, the product demo takes only 1 minute to tell you every single detail about the product.

The demo speaks for itself, and the visuals speak louder than the script. That’s probably why the voiceover isn’t the best.

Still, it’s a pretty good product demonstration.

Notice how all the giants have both video and interactive demos?

That’s because the old practice is doing live demos, the current practice is videos, but the trending and most successful method is doing self-serve interactive demos.

Also, if you need tools to create the best demos, here you can find some options.

Frequently Asked Questions

How do you demo a product.

There are many ways to demo a product, but the most popular ones are live demos, video demos, and interactive demos.

Who should do product demo?

A product demo is like a trailer of your product. It sets the expectations, and it influences the people for whether or not they will pay for the whole product.

How long should product demo be?

An interactive demo should be between 4-8 steps ideally. A video demo should mostly be between a minute and 4 minutes. It’s mostly recommended to keep it simple and short so that you don’t bore and overload your audience.

Related Articles

Here's The Most Up-To-Date Checklist For Your Client Onboarding Process

7 Alternatives to UserGuiding: How Do They Compare?

8 Best Alternatives to PageGuide (free & paid)

Top 5 Alternatives to Shepherd.js (open-source to no-code)

8 Alternatives and Competitors to Product Fruits that Get the Job Done

Best 6 Intro.js Alternatives (no-code tools incl.)

An In-Depth Guide to Top 6 Userpilot Alternatives

Guide to 7 Userlane Alternatives and Competitors (with free tools)

6 Stonly Alternatives to Upgrade Your Product Adoption

Advanced Guide to 7 Best Userflow Alternatives (incl. free tools)

Join 1000+ teams driving product success at speed.

How to Prepare a Product Demo: Checklist for Flawless Presentations

You don’t need to be a perfect salesperson to deliver a great product demonstration. Expertise, research, planning, and practice can prove far more useful than excellent presentation skills. (Of course, those skills don’t hurt either.)

With a comprehensive plan, you can make a great product demo with anyone and for any organization. The following product demo checklist will walk you through everything you need to build a great demo.

Understand Your Audience

The foundation of any successful virtual event is understanding your audience. That necessitates in-depth research into your target market to learn who your product serves, the struggles they face, and topics of interest to them so you can tailor your product demo accordingly. You can employ a few tactics to uncover this critical information. 

Research Prospects

• Most product demos possess basic requirements similar to those of job interviews. The companies and people you present to expect you to understand their needs, specific pain points, and how your product can accommodate both.

Your product can have any number of excellent features and great functionality. But you need to match the solutions it offers with the prospect’s unique needs to build the groundwork for a successful product demo.

Focus on pain points and the step-by-step explanation of how your offering can fix them.

Read more: Solutions for sales teams

Screen in Advance

Email marketing before the demo is crucial for ensuring a high attendance rate. But it’s also an opportunity for research. Take advantage of this time to ask your event registrants about:

• Their backgrounds
• Their current roles
• Their most important pain points
• What tools they currently use

Then, use that information to mold your demo experience and wow your attendees.

After a succession of happy clients, you can also feature case studies. If you already have the information you need, start fine-tuning your product demo script. Client success stories should be engaging and present the story through the eyes of customers whom your attendees can relate to.

Capitalize on built-in virtual event features like polls or post-event surveys to collect honest opinions from attendees about where your demo excelled and where it fell short.

Define Your Objectives

Key performance indicators (KPIs) measure the success of a product demonstration but you also need to monitor other metrics to determine how well your demos align with customers’ goals and needs.

KPIs are important benchmarks for decision-makers, and you should design each demo to reach them.

The most important KPIs are conversion rate and profits. You need to gain qualified leads and transform them into customers as well as ensure your expenses don’t exceed your revenues.

Additionally, there are many more KPIs to set for the product demo experience, like engagement metrics. An interactive demonstration will have a greater impact on those attending than a passive one.

Need a starting point? Check out Demio’s built-in engagement metrics for its engagement features .

Other Success Metrics

The other part of the equation is tailoring the demo environment to the audience. This requires researching your target segment (like we discussed earlier). However, virtual event platforms and their email marketing integrations enable you to collect post-demo data to craft better experiences with ease.

Q&A sessions and post-event surveys included in your virtual event software are the primary methods of gathering this information. Ask general questions about attendees’ interests as well as satisfaction scores and other quantifiable feedback.

Prepare Your Agenda

Background research and defined objectives are the foundation of a winning agenda.

Product Demo Structure & Script

Craft an engaging narrative that highlights your product value and functionality. Use that narrative to build your script with the following structure:

Start with a compelling and relatable hook in the introduction. This is the moment you capture your audience’s attention and hint at the value proposition you’re offering.

Incorporate elements of storytelling element. Focus the hook on a real-life problem your company and product can solve.

2) Context & Background

Briefly introduce your team members, company, and background. Then, move into a short description of the product and tie it to your hook.

Provide testimonials and statistics that highlight your product’s value. You can connect it to industry trends and statistics, if relevant; the goal is to show your audience how your product is valuable.

3) Features & Functionality

Next, highlight your product’s most important features. Stay laser-focused on solving customer problems and thus alleviating their pain points. Explain how those features benefit the user’s workflow and resolve their most pressing challenges.

4) Integrations (if any)

Show off how your product can integrate (if applicable) with other products, tools, and software solutions. Emphasize any particularly effective partnerships or how your product can otherwise cooperate with other products for enhanced effectiveness.

5) Use Cases

Case studies, testimonials, and other “before and after” presentations that show your product in use are powerful social proof. Capitalize on this opportunity to emphasize the substantive benefits your product offers. Importantly, hone in on the “before and after” aspect so the benefits are clear.

6) Objection Handling

Draw on past experiences and audience research to anticipate and prepare for the common objections your attendees may have. Leave time at the end of the event for a Q&A session as well so you can answer any specific concerns.

7) Demonstrate Use

After providing case studies that tell your audience your product’s worth, show them by putting your offering to use. Take your time in this segment to ensure attendees clearly understand how it operates. This is also a prime time to highlight its ease of use or user-friendliness.

Running the Demo

Throughout the demo, there are a few elements you should incorporate.

Simple Language

When drafting your script and rehearsing for the Q&A, remember to keep things simple. Some product demos may have a larger proportion of more experienced audience members, but it’s better to err on the side of caution and ensure your presentation is easily digestible to as broad of an audience as possible.

Explain how the product works in simple language that’s engaging and revolves around  solving problems.

Interactive Features

Insert interactive elements often. Virtual event platforms normally offer a variety of engagement features to encourage participation among audience members and hold their interest. Demio specifically possesses engagement features like surveys, Q&A sessions, featured actions, and more for a memorable and unique experience. These opportunities introduce fun into your event and keep audience members invested in the experience.

Prepare Slides

Slide decks take time to build and need to be done well to yield results. However, they can highlight product features and structure your presentation so the speaker can manage its progression more easily.

Introduction slides acquaint attendees with your company and presenters, as well as set expectations for the event. After that, simple but well-designed company slides serve to highlight key information that audience members should know.

Meanwhile, product overview slides are the meat of the deck. Include a high-quality photo, name, and logo, but keep the text to a minimum; include two to four of the most important benefits in large text so they’re easy to grasp. Refer to them throughout the script as well to drive home their value.

Conclusion slides are the last of the crucial deck additions. You need one of these to summarize the experience, outline next steps, and share your company’s contact information.

Ensuring all Demo Materials Are Ready

After you’ve crafted an agenda and prepared your materials, it’s time for final checks before the formal presentation. At this point, you have a few simple but important choices to make.

Reliable Platforms

The right virtual event platform simplifies the creation of a stellar product demo, so choose carefully. Additionally, they possess different interfaces, levels of complexity, features, and integrations with other marketing tools like CRMs and email marketing. Those elements contribute to a memorable attendee experience from registration through post-event follow-up.

Demio’s platform focuses on engagement and easy-to-use interfaces that are simple to navigate. You also gain access to a wealth of features that provide everything you need for an incredible online session without overwhelming your staff. Everything is centered around the analytics and reports you receive, which give you a thorough understanding of your product demo’s success.

Supporting Materials

In addition to the main presentation and slides, handing out supporting material is now standard practice for virtual events. If you want to impress your demo attendees, prepare high-quality digital handouts that provide additional value for audience members.

Rehearsing the Product Demo

Rehearsing the product demo is crucial for troubleshooting and ensuring everyone is prepared for the live launch. If any issues arise, you can rehearse again to remove the kinks and maximize the chances of a successful demonstration.

All staff and stakeholders should be present for rehearsals. Technical issues, unclear speech, or delivery problems can ruin a live presentation, so make sure to identify and resolve these challenges durings rehearsal. If possible, throw random questions at presenters from your knowledgeable staff members to simulate possible scenarios during the real demo.

Record every dress rehearsal as well so everyone involved can review each step carefully.

Moderators oversee product demo time frames and audience interactions, curating attendee inquiries and ensuring everything goes smoothly. So, take the opportunity during rehearsal to troubleshoot issues that could plague the moderators during the real demo.

Confirm the Date and Time

People have busy lives, and your demo won’t always be a top priority. That’s why confirmation is so important; it reminds as many people as possible about the event so they attend, leading to large audiences. 

Confirmation Emails

Built-in or integrated email marketing connects registrants to the event. It thus ensures a higher number of them attend your demo. Upon signing up, registrants should receive one email with all the event details.

After that, take advantage of email marketing to send reminders at specified intervals prior to the demo.

With Demio, you can create customizable experiences with automated and branded email reminders. Easily edit your communications and toggle automation on and off to maximize your attendance rate.

Registration follow-up emails promote event readiness and help maintain people’s interest. So, build anticipation with sneak peeks and teasers that keep your event in their heads.

Ask Questions in Advance

Product demos are meant to be interactive, so, why not start before the event?

Use email follow-up to find out more about your demo’s prospective attendees. Ask them what they’re most interested in and problems take top priority. Show them you care and that this event is about them , not your product. This thoroughness ensures the demo covers important ground.

Retrospection and Improvement

Retrospection and improvement are about analysis and readjustment. Here’s how it works.

First, collect satisfaction feedback from attendees after every product demo. Ask them questions that they can answer on a rating scale of 1 to 10, such as:

• How satisfied were you with this product demonstration?
• How likely are you to use our product or recommend it to a colleague/friend?
• How much value would you say you gained after joining our product demonstration?

Analysis & Alterations

In addition to these surveys, you’ll also have to sift through a lot of statistical data. Remember the metrics and KPIs you set earlier? Now’s the time to review them. These metrics gauge your demo’s performance against past and future events. Use them to set new benchmarks and refine successive demos for stronger results.

Smash Your Next Product Demo

With the right checklist guiding your efforts, you can consistently organize and execute fruitful product demos. Although it takes time and attention to detail to craft a memorable event, the elements we’ve outlined in this article will help smooth your path forward.

To simplify the creation process, look for a robust virtual event platform. With included features like automated event reminders, interactive elements, and communication templates, the right platform can remove much of the headache of building a product demo.

Get started for free with Demio and showcase your products on a professional, reliable platform.

Frequently Asked Questions About a Product Demo Checklist

What are the stages of a product demo.

A product demo includes the following segments:

• Introduction
• Event outline
• Statement of the problem
• Introduction of the product
• Features and benefits
• Case studies and testimonials
• Live demonstration
• Pricing and plans
• Closing remarks

What Should I not do during a product demo?

A few mistakes that many product demo organizers make (and that you should avoid) include:

• Neglecting audience research
• Information overload (focus on a few key solutions)
• Lack of rehearsal
• Not focusing on value
• Being too “salesy” (hone in on problems and solutions; don’t push)
• Poor technical quality
• Ignoring engagement opportunities

How do you start a product demo?

Start your product demo with a strong and energetic introduction of yourself and the brand you represent and welcome the audience. Go over the agenda and set clear expectations right away so people don’t get antsy.

Related Articles

5 Inspiring Product Demo Examples to Power Up Your Marketing

SaaS Product Demo - Best Practices and Examples

Essential Product Demo Tips for Marketing Success

15 inspiring product demo video examples to help you drive results

What type of content do you primarily create?

When you’re selling a product online, static images and text only go so far. 

Interested shoppers can’t hold your products in their hands, but a product demonstration video offers the next best thing.

Also known as promo videos , these videos can highlight a product’s features, explain how they solve relevant problems, explore what life could be like with the product, and stress the challenges people face without it.

There’s more than one way to make this video content part of your product marketing strategy. Here are 15 product demo video examples you can learn from, and tips on how to create your own.

How to make a product demo video

Before we get to the examples, let’s quickly go over the steps to create a product demo :

• Define your audience. Think about your target audience’s frustrations, motivations, and favorite video platforms. For example, if you’re selling running shoes to a Gen Z audience, a short-form TikTok video might be the best format for a product demonstration.
• Set clear objectives. Every product demo aims to drive sales, but it can also meet other objectives like educating customers or creating brand awareness. 
• Create a script and storyboard. Storyboarding is a key part of any video production process because it keeps your video focused. Plan out each scene and write an accompanying script to talk viewers through how your product solves their problem. If you use Descript, you can script and storyboard in the same place you record and edit your video. 
• Choose a format and length. Consider how your target audience consumes content. If they prefer short-form videos, create sub-60 second vertical videos for Instagram Reels or TikTok. If they have time to invest in lengthier content, create longer landscape videos for YouTube and your website. 
• Create a shooting setup. You don’t need a fancy studio to record a product demo video. You can film professional videos at home with your smartphone camera, its built-in microphone, and natural light. Video editing can do a lot of the heavy lifting. 
• Record your product demo. Hit the record button and start filming your product demonstration. Give a 360-view of your product and show off its best features. Either record yourself throughout the video or add a voiceover after. 
• Edit your video. Make your product demo video more professional with an editing tool like Descript. It lets you edit videos like a text doc, and you can also remove filler words in one click, enhance speaker audio with AI, record your screen, and more in one video editing platform. 

15 of the best product demo video examples

• Sierra Design

1. Slack promotes Canvas as a product, not a feature

If you’re creating a product demonstration video for a software company, you can focus on a single key feature instead of covering everything your app does in one video. 

Communications platform Slack takes this approach by marketing each feature like a product. Instead of telling users everything they can do with its software, Slack singles out Canvas and the main problem it solves: sharing and organizing knowledge in a crowded workplace messaging app. 

2. WHOOP partners with creators to demo its watches

Sometimes the best product demonstration videos don’t feel like ads. WHOOP, for example, uses a TikTok-style video produced by a creator to showcase its stress-monitoring watch in action.

The watch isn’t the protagonist of the video. The story centers on the creator who uses her watch to monitor her stress as she watches the Women’s World Cup. The video subtly shows how WHOOP watches work, the different color bands available, and what its reported stress levels actually mean. 

3. Nespresso gives a visual tour of the Aeroccino Plus

Nespresso creates product demos for each of its coffee machines. But instead of diving right in with feature explanations, there’s a five-second introduction that uses video editing techniques—like slow motion and zoom—to build up to the demo you’re about to watch. 

Nespresso is positioned as a luxury brand, and it communicates the same brand values in its video. There’s no talking head or voiceover, just a smartly dressed coffee connoisseur showing you how to make coffee with its machine.

4. Apple shows off the AirPods Pro by visualizing sound 

Apple’s creative team regularly produces incredible product demonstrations for new items. Take this product launch video for the new AirPods Pro. Switching between close-ups of the earbuds and subtitles to highlight its best features, there’s an exciting background track and accompanying sound effects to keep the viewer’s attention.

To echo Apple’s creativity, the product demo video also showcases a dancer using the AirPods. These elements come together to create a short, simple advertisement that makes people want the product even more.

5. Rhode Skin is used in Hailey Bieber’s skincare routine

Rhode Skin is a skincare brand founded by celebrity Hailey Bieber. Instead of the traditional product demo format where the product is in the foreground, Hailey published a YouTube video walking potential customers through her skincare routine using her own Rhode Skin products.

This type of explainer video is often more impactful because viewers can connect with the founder—in this case, a celebrity they already know and trust. Plus, when people can see a real-life application of a skincare product, they can answer their own question of whether it’ll work on their skin.

6. YETI shows instead of tells with lifestyle videos

YETI is no stranger to video marketing . Its YouTube channel is home to full-length documentary videos to showcase its connection with an outdoor lifestyle. Mixed among those videos are short-form product demonstrations, like the one for its M30 Cooler. 

This product demo video example doesn’t explicitly tell you about the cooler’s features—instead it shows you how the product works through real life moments. Viewers see a 15-second video of a sea diver heading out on their boat and jumping into the sea. When they get back on board, they pull a canned drink from the YETI cooler that has kept their beverages ice cold. 

7. Sierra Designs overlays lifestyle footage with feature specs

Like the last product demonstration video example, Sierra Designs sells their products as part of a lifestyle. We see two people heading up a mountain carrying the brand’s hiking backpack. That’s interrupted by B-roll footage of a close-up of two different bag sizes, with the product’s unique selling points appearing at certain points of the video. 

Sierra Designs also uses subtitles instead of voiceovers. Viewers can listen to a light, upbeat background track and focus the rest of their attention on the story being told in this product demonstration video.

Tip: Take the same approach with your product demonstration video by leaning on Descript’s built-in library of royalty-free music and sound effects .

8. HelloFresh uses animation to explain how its service works

HelloFresh is a meal delivery service that uses an animated product demo video to show how its service works. It addresses the pain points of its ideal customers within the first 15 seconds, promising people they “don’t need to worry about meal times” when signing up for a subscription. 

What’s also interesting about this video is that it’s optimized to reach people on YouTube who are searching for terms like “food delivery subscription” or “fresh meals.” When a new customer finds HelloFresh through this video, they’re primed on exactly how its subscription model works and can address any objections they have about joining. 

9. Mixpanel turns a screen recording into an in-depth product tour

Mixpanel is a business analytics tool that uploaded a product demonstration video to YouTube. At over 11 minutes, it’s longer than the other examples, but is broken down into sections through YouTube chapters (insights, charts, segmentation, etc.) to help people navigate to the feature they’re interested in. 

The software demo video also uses screen recording to walk through the dashboard. This helps people visualize their own data inside the software, and can make the interface feel less overwhelming to new customers once they sign up.

10. IKEA Place uses first-person camera to simulate the app

IKEA is a brand known for its experiential retail experiences. In-store shoppers see entire room setups furnished with IKEA products. As a way to give online shoppers the same experience, the brand launched its own augmented reality app to let you see products in your own home using your smartphone camera.

Its live action video uses the holiday season to showcase how the app works. We see four people choosing where to place an IKEA tree in their home. In the final scene, the 3D model becomes a real tree as several more trees pop up to show off the rest of the product collection.

11. Duolingo enlists its mascot show you around the product

Duolingo is a language-learning app that created an animated video to demonstrate how the app works. Against funky background music, viewers see the brand mascot—a green owl—jumping around the screen and using its most popular features.

12. HOKA combines different video styles to show off its sneakers

Storytelling is a great video marketing technique for engaging viewers. Sneaker brand HOKA takes this approach with its product demo video. It starts by showing two people racing across a city, interrupted with 360-view footage of its new Mach X sneakers. 

Around 17 seconds in, triathlete Sunny Margerum (a credible spokesperson for HOKA’s target audience) starts talking about the sneakers. There are several jump cuts to keep the viewer engaged—including a close-up of the sneakers, a breakdown of its materials, and someone tying their shoelaces on a running track. 

13. Headspace brings the ambiance of the app to its product video    

Headspace is a meditation app that helps people feel more calm and relaxed, so it’s no surprise that its animated product demo video has the same ambiance. The voiceover artist has a calm and soothing voice that’s overlaid onto relaxing background music. 

Headspace also anticipates any doubts and hesitations by addressing them in the video. If a viewer wants to join but thinks they won’t have time to mediate, the product demonstration highlights their “three-minute sessions for when you’re short on time.”

14. Pipedrive shows what happens on screen and behind the screen

Pipedrive is a customer relationship management (CRM) platform for businesses. It’s packed with features, but this product demo video example prioritizes the most impactful ones.

Screen recordings make up the bulk of this video to show the software in action while mixing in live footage of the people behind the tech. A salesperson talks over the recording to explain what they’re demonstrating, the benefits of using Pipedrive, and how customers can extract more value from their own CRM dashboard.

15. Descript embraces YouTube to demo features made for YouTubers

Sure, this is biased. But at least we put ourselves last. Descript has a large collection of YouTube videos that act as both product tutorials and demos for different features in our video editing software.

The example here covers Regenerate : a tool that lets you make those awkward speaker audio cuts sound smooth and liven up voices through the magic of AI.

The introduction covers why Regenerate exists. Then our host Ramdy offers screen recorded tutorials on how to use Regenerate in ways that resonate with YouTubers.

What makes a great product demo video?

As these product demonstration examples show, there are a lot of ways to show off a product or service. But there are key concepts they all use to capture a viewer’s attention and convince them to buy.

You can create a product demo video that does the same by ensuring it checks the following boxes:

• Clear product presentation. The goal of a product demo is to show your product in the best light. Make that possible by putting it front and center, using different camera angles and shots to replicate the experience someone would have interacting with your product in person.
• Emotional appeal. People buy things they’re emotionally connected to . Use your product demo as an opportunity to connect with your viewer and evoke emotion—whether it’s happiness, frustration, or motivation. Bonus points if you can position your product as the solution to a negative emotion.
• Professional production quality. From audio improvements to fancy transitions, the right video editor can turn even screen recordings and iPhone footage into an impressive product demo video.
• Call to action. Don’t assume people who watch your product demonstration will immediately visit your website and buy on their own. Ask them to do so with a call to action that includes a strong verb like “go,” “try,” or “buy.”

Script, storyboard, record, and edit product demos in Descript

As these product demonstration video examples illustrate, the editing process can turn even simple screen recordings into professional video productions.

Descript is a video and audio editing software anyone can use to create product demo videos with features like:

• Professional voiceovers using Studio Sound to enhance speaker audio with AI
• Voice cloning and a roster of stock AI voices for narrating your videos or making changes to speaker audio without rerecording
• Automatic filler word removal that identifies words like “um” and “like” 
• Screen recording functionality to film your screen, camera, and mic 

Sign up for free and start creating your product demo video today.

Product demo video examples FAQ

What should be in a product demo video.

A great product demo video showcases your best product features, use cases, pricing, and the challenges it solves for your target audience. 

How to make a good demo video?

• Determine your target audience
• Set clear objectives
• Create a script and storyboard
• Choose a format and length
• Create a shooting set up
• Record your product demo
• Edit your video with Descript 

How long should a product demo video be?

This depends on the platform you’ll be publishing it on. Social media demo videos should be short-form and grab attention fast, whereas product demo videos published on your website or YouTube can be several minutes long.

What is the difference between brand video and product video?

A brand video talks about a company’s values, products, or services. A product video , however, focuses on a single product. It covers the product’s best features and use cases.

Related articles

Featured articles:

Articles you might find interesting

Product Updates

New in Descript: Podcast metadata export, global affiliate program, and more

With today’s release of Descript, we took a break from big changes (see: Studio Sound), and knocked out a number of quality-of-life improvements. We hope there’s at least a few things on this list that will make Descript nicer for you.

The best ways to remote record a podcast interview, ranked

An experienced audio engineer ranks the best ways to remote record a podcast interview, from lowest to highest quality.

12 best practices for remote recording podcasts

You can capture high-quality audio from anywhere in the world that sounds like all of the speakers were sitting in the same recording studio. Here are some best practices to keep in mind.

Top 10 best slow motion apps for compelling video

Explore the best slow motion apps for stunning videos. Compare costs, features, and pros and cons in this guide.

Should You Start An Internal Podcast? 3 Questions to Help You Decide

It’s not hard to talk yourself into launching a podcast these days — including a podcast for your team at work. There are plenty of good reasons to do it and many examples of companies that have used podcasts to elevate their internal communications and inspire their workforce.

For Business

How to record a Google Meet on your PC, phone, or any device

Learn how to record a Google Meet on your phone or computer using free and paid third-party services like Descript.

Join millions of creators who already have a head start.

Get free recording and editing tips, and resources delivered to your inbox.

Related articles:

Share this article

This website uses cookies. Learn more

6 Software Demo Presentation Examples That Drive Conversions

What is a Software Demo Presentation?

1. office 365 , 2. employeecycle , 4. grammarly, 5. duolingo, 1. well-crafted demo script, 2. a memorable start, 4. illustrate the business benefits and roi, 5. make it interactive, 6. add visuals, 7. compelling ctas, 8. don’t forget accessibility, do’s and don'ts of creating a software demo presentation, wrapping up.

Does your marketing team want your audience to know the product's features?

Perhaps your customer success team wants to help existing customers resolve their real-time queries.

Maybe your sales team wants to show the product's unique features tied to a pain point before a live demo call. 

Software demo presentations fit throughout the buyer's journey—and across functions. This article will briefly explain software demos, the best software demo presentation examples, and the ingredients that make the best demos. 

A software demo presentation is a visual walkthrough, video, or demonstration of software. Demos are extremely useful for marketing & product marketing teams, sales teams, solution engineers, and account executives to attract new customers and retain existing ones. They showcase the features and benefits of your product to potential customers in a visual and interactive manner.

About 88% of consumers believe interactive SaaS demos help them make better purchasing decisions. And it's pretty easy to understand their growing popularity. Software demo presentations allow potential customers to experience the product hands-on and review its many features without spending much time signing up or setting up a new account. This helps them reach the "aha moment" without encountering a paywall, subscription or sales demo. This, in turn, helps build trust and confidence and facilitates a shorter and more efficient sales cycle.

Let’s move on to the best software demo presentation examples and learn from them. 

6 Software Demo Presentation Examples

Software demo presentations can be used for varied use cases. Whether you’re looking to boost customer engagement, increase conversions, or bring in more revenue, you need a stellar demo of your software product. Here are some great examples from leading brands.  

Office 365 uses a protagonist – Ms. Coleman, in their demo video. Through engaging storytelling, the demo tackles common pain points experienced by teachers—tight budgets, task overload, large class sizes, and time constraints. The demo effectively illustrates how the product addresses these challenges, empowering Ms. Coleman to enhance her efficiency and productivity.

What makes it stand out?

This software demo presentation example stands out for its masterful combination of storytelling, visual aesthetics, and clear communication. It effectively highlights the platform’s specifications, functionality, and accessibility. 

Employee Cycle, a leading platform for HR data visualization, is another example of an interactive self-serve product demo. This demo guides HR professionals through their comprehensive analytics hub. It ensures users effortlessly grasp the platform's capabilities, streamline onboarding, and effectively utilize features for visualizing and optimizing HR data. 

This interactive demo provides a hands-on approach for HR professionals to understand the platform's capabilities. This immersive experience ensures that users can actually use the platform before making the buying decision.  

Slack uses its interface to demonstrate what it can do for its users. Slack’s product demo takes users on a guided journey highlighting the key benefits, such as initiating channels, integrating tools, and fostering collaboration while demonstrating how to accomplish tasks effectively.

What sets Slack demo apart is how it steers the conversation. The demo seamlessly guides prospects through each section even without a sales rep.

Grammarly product demo videos stand out for their persuasiveness. It is one of the best software demo examples showcasing the product’s USPs. This software demo perfectly overviews the problem and showcases the simplicity of their solution. This demonstration effectively showcases the product's capabilities and demonstrates how it solves day-to-day writing problems.

The real-life footage featuring actors in everyday situations enhances the viewer's understanding and engagement

Duolingo starts its software demo with social proofs. It also uses animation to take precedence over screenshots to demonstrate the platform's functionality. With a runtime of 41 seconds, Duolingo is a great software demo example of “Short Is Sweet”. The demo covers features, benefits, and why it's better than competition without being boring or long. 

Duolingo includes statistics and hard facts showcasing its effectiveness. It leaves viewers confident about the app's ability to facilitate language learning.

Strell, an AI-powered SEO content optimization platform provides self-serve demos and product tours. It uses SmartCue to create an interactive product demo that allows users to understand the depth of their AI-driven SEO tools, showcasing how real-time data analysis can enhance content optimization.

Strell enables its users to dive deep into their platform. Giving a first-hand experience of the platform allows prospects to understand how the nuances of AI-driven SEO align perfectly with their requirements. 

8 Essential Components of a Software Demo Presentation

An excellent software demo presentation includes some must-have components to win over your prospective customers. We recommend making sure your demo consists of the following eight elements.

The demo script is a foundational ingredient that can make or break your interactive demo. It should be captivating enough to capture your prospect’s interest. You can enhance the script with engaging elements like GIFs, humor, sales memes, rich text, movie or sports references, etc.

Start your software demo with something that grabs the viewer's attention. It can be a stat related to their specific pain point, a question related to their pain point, a quote, or successful customer stories.

3.  A solution to a problem

Your product exists to solve your prospect’s problems. Don't just guide them on the features and functionality of your product in your software demo. Instead, help them understand how your product solves their problem.

Apart from covering the basics, your demo should clearly illustrate the ROI. You should answer how much time and money your product can save and how it will drive efficiency. This will make your product stand out. 

Prospects get onto sales calls two weeks faster when they view an interactive demo. Interactive product demos help create engaging experiences that showcase the value your audience is looking for. They also help them understand how your product solves their pain points.

Attractive title screens, characters, motion graphics, and transitions can make your software demo more interesting. It can transport viewers to fantastical worlds, evoke specific emotions, and build engagement. 

Do you want your prospects to download a resource, contact sales, request pricing information or sign up for a free trial? The call-to-action for your software demo should align with what you want to achieve from your demo presentation. In addition, the placement of the CTA should also be thought about carefully. It's a good idea to place a secondary CTA in the middle of the demo for customers who might not reach the end. 

Use the right titles, tags, captions, descriptions, and alt texts to make your demo more accessible. Captions and transcripts can benefit people who speak different languages, have different accents, or prefer to consume your content differently. 

Now that you understand the components of a great software demo presentation, we will discuss the do’s and don’ts you should keep in mind while creating product demos.

By now, you know software demo presentations make your and your teams’ lives easier. However, to tap into their benefits, you need to tap into your buyer personas, pick key pain points your product solves, and use a robust tool to create these demos quickly. Smartcue is one such interactive product demo software that helps you take your demo game a notch higher! You can create product demos in minutes and close deals faster than ever. 

Ready to take SmartCue on a test drive? Book a call with us and Try SmartCue for free!

Interactive Demos

Start Selling Contextually

Deliver tailored demos to every prospect

SmartCue - Deliver customized demos for EVERY buyer and close deals faster.

You may also want to read

12 Must-Try Interactive Demo Software Tools

Product Demo

10 Best Demo Automation Software To Try For Your Next Demo

Product Demos

10 Must-See Interactive Product Demo Examples

Previous Post

• Product Demos
• Video Series
• Walnut News

How to Write a SaaS Sales Demo Script That Converts 

What is a sales demo script?

Why demo scripts are critical to your demo’s success, researching before writing a demo script, what to keep in mind when drafting your demo script, how to structure your sales demo script step-by-step (with examples), how to avoid common demo script mistakes, examples of winning sales demos , checklist for crafting a highly-converting demo script, using walnut to perfect your demo script, get the demo script right, every time .

‍Updated November 14, 2023 .

‍The product demo phase is one of the most critical parts of the sales process. If you allow us a cheap comparison, until this time, the relationship with the prospect was like chatting with a partner before a blind-date. You gave your sales pitch, described your company, tried to align expectations, and everything seemed great on paper. 

But now it’s time to meet. The prospect will only know if there’s a match once they meet your software. And you don’t want to mess that up – that’s what will make or break the deal. 

With this in mind, join us as we break down everything you need to know about planning, creating, and preparing the demo script before the pitch so you can give yourself the best chance for success.

A demo script is the written portion of your demo that outlines the narrative you’ll use when showcasing your visuals. 

Your sales demo script offers a prompt for critical messages, visuals, benefits, and customer pain points you want to cover with your clients during a demo.

Usually, any demo script will include an overview of your product works, its unique value proposition, and how it will tackle the buyer’s needs and pains. 

On top of this, part of the demo script will typically focus on handling objections to address common questions or concerns that may come up during the course of the sales demo. 

With a well-written demo script, you’ll be able to more effectively showcase why your product will be life-changing for prospects. And this in turn, will make it more likely that the buyer will convert as well as improve the buying experience you offer.  

According to a survey from Walnut about B2B SaaS buyers , 97% of buyers say that a bad demo could lead to a lost sale. 

And one common demo mistake that can lead to a bad demo is going in unprepared. 

Having a demo script will help you make sure:

Messaging remains consistent— Sticking to your prepared script will help you make sure that the narrative remains the same throughout the demo. And this will go a long way in making sure the prospect doesn’t get confused during the demo. 

There’s a clear narrative— By using a demo script, you’ll be able to offer clarity on how your product works and why its features will help prospects tackle the challenges they’re facing. 

The demo is efficient— Using a structured and thought-out script, you’ll ensure that you get the most out of the limited time you have with the prospect.  

The demo experience is personalized— The demo script can be tailored with information about a prospect’s specific needs, interests, and pains to offer a personalized demo experience. 

Objections are successfully handled— Like we mentioned earlier, when done right, having a demo script can prepare you for any concerns, objections, or questions that a prospect might have during the demo. This shows that you did your homework and that you are there to help make the buyer feel 100% confident in their purchasing decision. 

That’s why it’s essential to get the demo script right. Because when you go into a demo prepared with a well-written script, you increase the likelihood that the buyer will end up converting. 

Before writing your demo script, you should have already had several interactions with your prospect. 

You used your initial discovery call to qualify your potential customer and learn more about their pain points. 

Now, you need to supplement the knowledge you gained during this call with additional research into the industry. In other words: Use everything you already know about the client to personalize your script. 

But before you grab your pen and paper, there are a few other factors you need to keep in mind before you craft your demo script. 

There are a few questions you need to ask yourself before you sit down and draft your demo script.

1. Is the prospect a fit for your product?   

This may seem like a silly question, but it’s one that you must ask. 

While you know your product is the greatest thing since sliced bread, there is a chance that it won’t be a match for every single buyer you encounter. And that’s ok.

It’s better to know this than waste both your time and the prospect’s time trying to sell them a product that they don’t need and will probably never buy. 

So, we recommend incorporating what you learned from discovery about their industry, needs, and pains, and personalize the demo script to find out if they really are a fit for the product. 

2. Can you incorporate social proof?

When it comes to getting prospects to trust your brand and your product, there’s nothing like including social proof. 

It shows that other respected companies in similar industries have committed to your product. Additionally, it demonstrates that the product was able to solve their pain points and deliver positive ROI. 

That’s why we recommend highlighting a few companies that are a similar size and have similar challenges in your script to show prospects how effective the product was for their peers. This will help them see that it could also be really useful for their own needs. 

3. Are you forgetting about the logistics? 

It is important to consider all of the logistics of your demo. 

First and foremost, you’ll want to pay attention to length. According to Walnut’s product report , the average time prospects spend on demos is just 6.5 minutes.

This means it’s better to keep your demos short and straight to the point. 

On top of this, you need to think of ways to ensure the prospect remains hooked from start to finish. You can do this by checking in with the prospect throughout the demo and asking them questions to make sure the parts of the product you’re showcasing are relevant to them.

Lastly, you want to make sure that even after you draft your script, that you’re always going back and tweaking it based on feedback or data that you collect. This’ll ensure that you are always making improvements to your demo.

You should prepare to think on your feet during a demo, but using a predetermined structure will improve the flow of your demonstration and make you appear confident and well-prepared.

Introduce yourself and the main message

The goal of the introduction is to build rapport and credibility with your prospect.

Start by introducing yourself and why you are qualified to present your product to the prospects. If you’ve worked with businesses similar to the prospect’s company, tell them up front so they know you understand their industry and pain points. 

Then, reiterate your main message. Think of the one thing you want clients to remember after you’ve left. You may want to repeat this message a few times and close with a reiteration at the end. 

Another good tip, that was shared with us Mike DeCorso, VP Sales at THNKS , is to call the prospect by their name, many times during the discussion.

Your main message should answer the question: “How does this solution solve the prospect’s needs/pain points?” 

Here’s an example of an introduction and main message highlighted by a sales rep: 

“First of all, thank you [name] for agreeing to see me. I know you are pretty busy. I understand from our initial call that you are interested in finding a new way of managing your sales pipeline. 

You indicated that it’s time-consuming to manually schedule these tasks and that sales staff often get confused and miss essential details. I’ve seen this happen at Company (XYZ), whom you may know, and we’ve managed to automate their entire pipeline in less than a week. 

Today I’m going to show you how to automate all your tasks so you won’t have to set reminders or manage your sales team every day manually. How does that sound to you [name]?”

This structure gives the prospect context of what you are about to show them and how it is relevant. Ending the introduction with a question is a technique used to engage your prospects’ attention. 

Tie the features to the pain points 

Your SaaS product demo shouldn’t delve into every little feature and detail of your solution. Identify the primary pain points your client has, and tie a product feature to each one.  

According to Rachel Shekhtman, VP Sales (Growth) at Namagoo , you should even try to remind your prospect regularly of their own pain while using their own words.

Reveal each capability in layers, according to their level of interest. Show the route to the desired result with the fewest clicks to help the client visualize using the software solution. 

Keep their attention by asking relevant questions. Here’s an example:

“During our last conversation, you said that it was difficult for your team to share documentation. Now, this portion of the demo will show you how to upload and share documents and emails right from your Outlook and word processing system. It saves a lot of time and confusion, right?” 

You could also lead with a question:

“Do you ever have a scenario where two salespeople reach out to the same lead and then start arguing about whose lead it is? Sure! It happens all the time. Now, here’s how you can avoid that by using our software.” 

Once you’ve demonstrated the core functionality of each feature, you can dive deeper and reveal more details according to the prospect’s level of interest.

The AHA moment 

The AHA moment is the moment you want customers to remember. Your AHA moment is something you show, not tell. 

Press a button and show how your solution can pull immediate insights from big data. Showcase how your software demos can compress huge files or pull up the dashboard that sales staff can access when they sign up. Think of Steve Jobs pulling out the MacBook Air from an envelope for the first time. 

Your AHA moment requires showmanship, for example:

“Now we come to the best part of the presentation. If you view this portion of the demo, you’ll see we’ve recreated a series of calendars, documents, and emails. It’s typical of what you would see if you rely on a manual system, right?

Now we hit this button, and you will import everything! You have complete visibility into your entire team and their historical interactions with your clients up to the present date.”

Reinforce the message and close

Don’t assume that your client has absorbed every piece of information you’ve shared. Reiterate your main message once again before you close. 

Close with a call to action. Ask the prospect to sign up for the first month, schedule a follow-up meeting, or set up a call to finalize the paperwork. 

As an example:

“So we’ve shown you how you can use our product to pull all of the information related to your sales funnel into the cloud. As I’ve mentioned, we integrate with all your existing software so you can log all future and past interactions. 

Can you let me know if you want to sign up for August 1st? If so, I’ll send you the relevant paperwork this afternoon.” 

Not all product demos go as smoothly as planned. A failed demo can eradicate the trust you’ve built up with prospects over weeks and months of nurturing. But there are many more mistakes to avoid during a demo . Below two common ones: 

Know where the fault lines are

If your product or software has a few glitches or known problems, prepare in advance. They may or may not come up during the demo, but prepare anyway. 

Disable any alarms, notifications, and pop-ups that might disrupt the flow of your demo. 

Make it failure-proof

Picture this: you spend the entire demo telling your customers how slick and sophisticated your product is, only to have it fail when you try to showcase it in practice. Nothing causes a loss of momentum like weak Wi-Fi or a live preview that lags painfully. 

Tech failures can undermine your entire message. So make sure that your presentations are failure-proof and consistent every single time. 

Here are some examples of impressive product demos to give you some inspiration and get those creative juices flowing.

(What even are creative juices?)

Contractbook 

What do we love about this demo? 

Well, for starters, it’s available on the website for anyone to see without needing to first book a call. 

On top of this, the demo script is kept short and sweet, with only the most important parts of the product being showcased. 

They also give the option to schedule a demo with their team that is personalized to a prospect’s needs.

With Zendesk’s interactive demo, they go through a real-life scenario to help prospects imagine what it would actually be like to use their product. 

Not to mention, the script in the demo is kept to 10 slides. By keeping the demo concise, the company is making sure that prospects will remain focused from start to finish and won’t get overwhelmed with too much information.  

Before you finalize your demo script, remember not to skip any of these steps to make sure it’ll get the job done and turn your prospects into paying customers. 

1. Do your homework— Before you write your script, make sure you’ve done your research about the prospect to understand their unique needs and pains. You can then personalize your demo to show how your product is the solution to the challenges they’re facing.

2. Start with a bang— No need for a grand finale! Start with the most relevant and richest parts of the product to make sure you grab prospects’ attention and keep them interested the whole time. 

3. Offer a true-to-life experience— Personalize the demo with the prospect’s branding and use cases or verticals that are relevant to their needs. This will help them imagine what it’ll be like to actually use your product. 

4. Make it engaging— Make sure that your demo is interactive and engaging. To keep prospects hooked, ask them questions and periodically check in to make sure what you’re showing is really relevant. 

5. Let your product do the talking— Make sure your script allows you to let your product sell itself. 

6. Avoid feature dumping— Remember, no prospect wants to sit through a demo where you’re just listing feature after feature. Only focus on a few of your product’s features that are relevant to your prospect and highlight how they can solve their problems. 

7. Use social proof— To establish trust, mention a few of your clients that have seen positive results after using your product.

8. Provide clear next steps— Make sure your script ends with a clear call-to-action so that your prospect knows exactly what the next steps will be. 

9. Practice makes perfect— Make sure to rehearse your demo script to ensure that you are as confident and comfortable as possible. When you are confident in what you’re presenting, it’ll help make sure your demo is meaningful and impactful.

We know there’s a lot to keep in mind when it comes to crafting a demo script. 

But there are tools out there that can simplify the process for you and the rest of your sales team. 

(That is, if you’re using Walnut.)

With Walnut, you can use the OpenAI integration to write compelling product stories with ease. As part of the presenter notes, we offer an AI-powered writing assistant named Nutty that can help you edit your current notes, write new scripts, or answer any questions you may have.

This’ll not only save you time when it comes to writing your scripts, but also enrich your overall sales demo. 

At the end of the day, the main difficulty is to make sure your demos are consistent for all your prospects and across your sales reps. 

Providing them with a demo script is a great start, but you should also make sure that the flows of your product presentation are perfect for each customer’s use case. The ultimate goal is to master your demos consistency and quality in order to scale. 

Walnut codeless platform not only allows you to create personalized, failure-proof and interactive product demos . It also gives you the ability to create “demo templates” (AKA storylines) for your sales team to ensure your product story is always consistent. And more? You’ll collect valuable insights about your prospect usage to optimize your entire sales process.

Your product demo is your chance to close a deal and showcase your product. Let Walnut help you get it right, every time. 

Click “Get Started” to start delivering highly-converting interactive product demos. 

You may also like...

How Product Marketers Use Interactive Demos

A Guide for Organizing Your GTM Team’s Content With Walnut 

Your Guide to Preparing a Great Software Demo Presentation

You sell the best product. you deserve the best demos., let’s get started.

Fill out the short form below so we can tailor our offer to your needs.

Are you nuts?!

Appreciate the intention, friend! We're all good. We make a business out of our tech. We don't do this for the money - only for glory. But if you want to keep in touch, we'll be glad to!

Let's keep in touch, you generous philanthropist!

Sign up here!

Fill out the short form below to join the waiting list.

PRODUCT DEMO

15 Product Demo Video Scripts That Showcase Creativity and Impact​

June 12, 2024

There are dozens, if not hundreds, of competing products in the software apps, mobile apps, and SaaS space. To a first-time visitor, they can all seem similar. In some cases, your product offering could be unique too. But the product is too complex for a prospect to understand.

Few important questions when you are creating a product demo video –

• Can the prospect determine if your product is for them?
• How do you ensure that your product demo videos stand out in this saturated market?
• Could you be underselling your product’s capabilities?
• How can you craft a script for product demo videos in such a way that minimizes viewer drop-off?

Let’s explore some of these questions by going a bit deeper into the core strategies behind creating compelling product demo videos. First, let’s start with some groundwork on the WHYs and the WHATs.

What are Product Demo Video Scripts?

Product demo video scripts are carefully crafted narratives that guide viewers through a visual walkthrough of your product . These scripts detail the user experience, highlighting the product’s interface, features, and benefits in a way that is both informative and engaging.

These scripts do more than just show how a product works; they strategically position the product within different stages of the customer journey , showing its value and addressing potential customer needs and questions at each step.

We have made videos for 150+ B2B & SaaS companies.

Explainer Video, Product Demo, Remote Video Testimonials, and more.

Importance of Product Demo Video Script

A good product demo video script is vital for several reasons:

• Consistent Narrative Flow: It ensures the story you’re telling about your product stays on track. This consistency is key to keeping your audience interested and informed from start to finish.
• Customization for Clients: You can adjust the script to fit specific client needs. This personalization makes your presentation more relevant and effective for each unique audience.
• Anticipating Doubts and Objections: Since you’re deeply involved in writing the script, you get a comprehensive view of the product. This insight helps you anticipate and prepare for any potential questions or concerns from the audience.
• Gaining Perspective: Crafting the script gives you a bird’s-eye view of how the demo will play out. It helps in ensuring clarity and gives you a better understanding of the product’s presentation as a whole.
• Efficiency in Presentation: A well-structured script streamlines your demo, making sure you cover all important points efficiently. This approach maximizes the value your prospects get in the shortest time possible.
• Training Resource: It acts as a valuable training tool for team members. They can use the script to familiarize themselves with the product’s features and the way it should be presented.

We know how to sell your story using your product UI

How to Create the Script for a Product Demo Video?

One of the essential elements of any SaaS Product Demo video is its script. Get it right and half your work is done.

To create a compelling product demo video script, you will need a combination of appropriate storytelling techniques, a clear value proposition (USP), and a persuasive call-to-action (CTA). Here are a few storytelling frameworks you might find helpful:

1. Problem-Solution Framework

• Introduction: Identify a problem that your target audience faces.
• Build suspense: Describe the consequences of the problem.
• Solution: Introduce your product as a solution to the problem.
• Features & Benefits: Discuss the features of your product and how it solves the problem.
• Call to Action: Direct viewers on what to do next – sign up, request a demo, etc.

2. The "Compare and Contrast" Framework

3. the "faqs" framework.

• Headline: The FAQs Framework
• Description: Construct your script based on the frequently asked questions about your product. This can help address potential objections upfront.

4. AIDA Framework (Attention, Interest, Desire, Action)

• Attention: Start with a catchy statement or question that grabs the viewer’s attention.
• Interest: Explain what your product does and why it’s interesting.
• Desire: Show how the product can benefit the viewer, creating a desire for it.
• Action: End with a clear call to action.

5. Feature-Focused Framework

• Introduction: Present the product briefly. This can be an ideal approach for Middle-of-the-funnel audience who are already product-aware.
• Features: Dive into a detailed explanation of each feature, one by one.
• Benefits: Connect each feature to its specific benefit for the user.
• Conclusion/CTA: Summarize the benefits and prompt viewers to take action.

6. Testimonial Framework

• Introduction: Begin with a brief intro of the product.
• Testimonial: Insert customer testimonials that describe their problem and how your product helped them solve it. Prospects are more likely to believe the existing users.
• Product Walkthrough: Show the product in action, demonstrating the features discussed in the testimonials.
• Conclusion/CTA: Conclude with a strong call to action.

7. The "Inverted Pyramid" Framework

• Headline: The Inverted Pyramid Framework
• Description: Start with the most important information (usually the solution your product offers), then progressively detail less critical aspects. It ensures your viewers get the most important information right away.

8. The "Educational" Framework (How-to)

• Headline: The Educational Framework
• Description: Use the demo video to educate your audience about a particular topic related to your product. Once they understand the importance, introduce your product as a solution.

9. The "Hero's Journey" Framework

• Ordinary World: Show your customer in their ordinary world before they discovered your product.
• Call to Adventure: Introduce the product and the potential it has to change the customer’s world.
• Challenges: Show the product overcoming challenges (competition, skepticism, etc.).
• Transformation: Show the customer’s outcomes transformed as a result of using your product. The aim is to minimize the initial resistance of first-time users.
• Return: End with the customer back in their world, better off for having used your product.

10. The "Emotional Appeal" Framework

• Headline: The Emotional Appeal Framework
• Description: Connect with viewers on an emotional level, by telling a story that resonates with them. Incorporate your product naturally into this narrative.

You can use these storytelling frameworks to create product demo video script templates for your company. Remember, explainer videos are different than product demo videos. Explainer videos are shorter, more conceptual, and cater to the top-of-the-funnel audience.

If you want to know more about how to write scripts for product explainer videos , Download examples of 10 storytelling frameworks used in creating explainer videos.

How to Use ChatGPT (AI) to Write an Effective Product Demo Video Script?

Here is a short summary on how to use ChatGPT (AI) to write an effective product demo video script.

• Subscribe to ChatGPT Plus to access GPT 4’s capabilities. It’s $20/pm.
• Learn about enriching the GPT prompts and giving AI more context. For example, feed keywords from your industry. Here is an example – “I am a B2B marketer. I wish to educate my audience on the importance of my CRM software, which is built for hospitals. Keywords can include – sales, bookings, follow-up, billing, patient journey, patient experience, insurance claim, etc. Include Why, What, Where, and How. Give me 10 points.”
• Give guidance on writing styles by giving samples of scripts whose style you prefer. Mention to add a CTA at the end.
• You will need to ITERATE a few times to get the most refined form of the script.

How to Use YouTube and ChatGPT (AI) to Steal Amazing Video Script Ideas?

Imagine you came across a product demo video sample on YouTube. You love its script. The question is, how can you use a storytelling approach to write a product demo video script for your company? Let me show you how.

First, click on the triple dot sign at the bottom right corner of any video. Click on “Show Transcript”.

Next, when you see the transcript box on the right, click on the triple dot sign to toggle timestamps (read: hide the timestamps).

Now, copy the transcript (product demo video script) and use it to train the GPT model. Ask GPT to create a fresh script for your product using the same storytelling framework and writing style! It’s so simple.

Now, you can use this technique to create your customized collection of product demo video script templates for your company.

Top 15 Product Demo Video Scripts You Should Check Out

If you’re looking for ideas for your next product demo video project, you’ve come to the right place. Here are some examples of product demo video scripts of tech companies for your reference –

1. Airtable

One of the classics. Airtable’s product demo video utilizes a clear script along with smooth animation to demonstrate how their users can benefit from using their software.

This B2B SaaS Product Demo video does a good job of using a simple and straightforward language to execute a top-of-the-funnel approach that will appeal to the masses.

The script outlines several different ways its users can make Airtable usable for themselves, while the video gives visuals of the same, such as:

• Managing deadlines
• Adding checkboxes
• Drop down notes
• Attaching files
• Website embedding

If someone has stayed on their demo video for more than one minute, Airtable knows they have a high chance of a successful lead who wants to learn more.

• Run time: 1 minute 51 seconds
• Key takeaways: Use easy language paired with smooth visuals.
• Highlight: Showcasing real software screen recording to promote the product.
• CTA: Airtable, organize anything you can.

Slack uses this crisp script to dispel a common misconception about their platform: that it can only be used to send private messages. The script walks the viewers through the interface, demonstrating how teams can communicate using their interface.

The B2B SaaS Product Demo video script includes a lot of features, but the narration is smooth and the script beautifully sums up how those features translate into benefits for its users by solving their issues.

• Run time: 2 Minutes
• Key takeaways: Giving a clear solution to your audience’s problems.
• Highlight: Involving actors to add a human touch.
• CTA: Get started with Slack today.

3. Duolingo

Duolingo’s video script begins with a quote from The Wall Street Journal: “Far and away the best free language-learning app”.

The script follows is a description of how the platform works, accompanied by additional data on its effectiveness. When it comes to proving that your product works, facts can be more appealing than an actual product demo.

• Run time: 42 Seconds
• Key takeaways: Include data studies to elevate your product.
• Highlight: Using simple icons and block colors to drive the point home.
• CTA: Everybody agrees Duolingo is a great way to learn a language.

This is a classic script example for a B2B SaaS Product Demo video. A strong, feature-rich script that explores right into how professionals can use and benefit from Zoom.

What works well in this case is that the viewer sees the product in action while the script highlights how it works, and they are left with a clear picture of what Zoom can offer them.

• Run time: 46 Seconds
• Key takeaways: Connecting values like trust and engagement with your software service.
• Highlight: Steady beats with quick transitions to various scenes.
• CTA: Transform your communications experience with Zoom.

5. LinkedIn

This LinkedIn Learning video script balances two elements; engagement and aspiration, which is the perfect balance for any professional demo video script.

The script explains how the product can assist you in your professional development by recommending content based on your skills.

• Run time: 3 Minutes 3 seconds
• Key takeaways: Dividing your script into digestible pieces.
• Highlight: Adhering to a professional aesthetic with clean cuts.
• CTA: With LinkedIn learning, we’re introducing a revolution in learning and an evolution of you and your organization.

6. Salesforce

The B2B SaaS Product Demo video script for the Salesforce CPQ & Billing tool takes viewers on an entertaining journey through the product’s features by following a sales representative on a typical day at work.

The script follows their point of view, which adds to the audience’s emotional threads and keeps them interested and entertained.

The Salesforce product demo video is a story in which the viewer is one of the characters. It highlights features and scenarios while using humor to engage viewers in a fun way.

• Run time: 2 Minutes 2 seconds
• Key takeaways: Involving humor to better connect with the audience.
• Highlight: Following characters in a short video.
• CTA: Visit Trailhead to get started.

7. Pipedrive

The Pipedrive B2B SaaS Product Demo video script is lengthy, but it manages to remain engaging until the end. Its script includes:

• Clever animation
• Live-action elements
• Catchy music

The voiceover artist does an outstanding job with this script. The scriptwriting also fits each section’s personality, making this demo reel ideal if they want a commercial that humanizes the brand.

• Run time: 41 seconds
• Key takeaways: Connect your product with real life places and people (For example Pipedrive comes from Estonia, a fact which is included in the script)
• Highlight: A strong message like “Be Unstoppable”
• CTA: Discover more with just one click.

8. Zendesk Sunshine

Zendesk Sunshine, a CRM platform that helps in client collaboration, is introduced through this product demo video script. The B2B SaaS Product Demo video script features an appealing combination of:

• 2D and 3D graphics
• Live-action videos
• Moving typography

The script follows particular features and effectively explains them in a short time.

• Run time: 1 Minute 16 Seconds
• Key takeaways: Outline precise problems that your product solves in your script.
• Highlight: Stunning animated graphics that hook the viewers.

9. Microsoft Teams

This demo video script combines both screencast and 2D animation to introduce Microsoft Teams. The combination of these two works perfectly: 2D animation helps to elicit the necessary emotions, and the screencast demonstrates clear visuals while the script shows how the feature works in detail.

• Run time: 2 Minutes 31 Seconds
• Key takeaways: Use screencast to demonstrate how your product works.
• Highlight: The video packs lots of information in a seamless manner.
• CTA: Now, bring in your team, and let the collaboration begin!

10. Project.co

This B2B SaaS Product Demo video script perfectly sums up the concept of “show, don’t tell.” Project.co is a project management software, and this script highlights its extensive feature set.

The use of title slides aids in the division of features into captivating, bite-sized segments. The upbeat soundtrack and slick animation really stand out in this product demo video.

It just goes to show that you can tell a complete story without saying a single word!

• Run time: 1 Minute 23 Seconds
• Key takeaways: You can flaunt your product without any narration.
• Highlight: Catchy upbeat music.
• CTA: Manage any project, all for free.

11. Google Chrome

This lovely video script by Google Chrome is another example of showing rather than telling viewers what your product can do.

This thought-provoking script not only showcases the best features of Google’s well-known products, such as Gmail, YouTube, and Google Maps, but it also tells a heartwarming story.

This is an excellent example of a script that people easily share on social media.

• Run time: 1 Minute 31 Seconds
• Key takeaways: Place your service in real life human experiences.
• Highlight: Emotional relationships are highlighted through the product.
• CTA: The web is what you make of it.

12. Grammarly

There’s no way you’ve been on the internet and haven’t come across one of Grammarly’s ads.

Their product demo video scripts are very persuasive – especially this one, which speaks to a variety of audiences – because they show their product in action.

If you want to attract new customers with your product demo script, make sure you show them everything your product is capable of.

• Run time: 57 Seconds
• Key takeaways: Entice your audience by showing them how the product is life-changing.
• Highlight: Use of clean animation alongside real-life footage of actors in real life like situations.
• CTA: Are you ready to give it a try? Installation is easy and free.

13. SurveyMonkey

With visuals of SurveyMonkey’s benefits and features, as well as a walkthrough of the product interface, this nearly two-minute product demo script delivers significant impact.

Why does this B2B SaaS Product Demo video script work? Because viewers get to see how simple it is to send a survey with SurveyMonkey and how this makes their workflow better.

• Key takeaways: Highlight how your product is unique (For example, SurveyMonkey can be easily integrated with other software)
• Highlight: Modern music and clean transitions.
• CTA: Ask more. Know more. Do more.

14. Hootsuite

The Hootsuite video script follows a friendly approach to educating audiences about the company’s social media tools. It relaxes viewers without overwhelming them with too much information.

At the same time, it provides valuable tips on how this service can benefit your business in an easy-to-understand manner that does not go over the top or bore anyone who watches it.

• Run time: 3 Minutes 28 Seconds
• Key takeaways: Use easy to understand language to explain feature heavy content.
• Highlight: Clear voiceover with perfect screencast to showcase the software.
• CTA: Sign up for Hootsuite.

15. HeadSpace

The company created an animated explainer video with a script that highlights the features of their product, and it easily ranks among the best.

The script also enables users to learn how they can make their lives run more smoothly and experience what it’s like to use HeadSpace’s intuitive interface in real-time.

There is no music because there is no need for it with this type of content – just calming voice overs by its founder as you follow along.

• Key takeaways: A perfect voiceover actor can be a good factor to consider for your product demo.
• Highlight: Clever use of sound effects like traffic and snoring. Clever use of sound effects like traffic and snoring.
• CTA: Clever use of sound effects like traffic and snoring.

How to Use a Product Demo Video Script in Content Marketing?

With some simple strategic decisions, you can use your product demo videos throughout the sales funnel and customer journey. Here are some tips –

• Repurposing into short-form videos for social media: Break down your video into short-form videos (say, 60-90 seconds) for use in different formats like YouTube Shorts, Instagram Reels, LinkedIn video clips, and TikTok shorts. More eyeballs mean higher ROI.
• Repurposing into text posts and written assets: Use the script text and video screenshots to create short How-to blogs and social media carousel posts. Content repurposing helps in broadening your reach and maximizing the content’s potential.
• Post-Sale education content: After the purchase, you can repurpose your script into user guides, FAQs, how-to articles, and Academy content. This helps users understand how to use your product to its fullest potential, thus enhancing customer satisfaction and loyalty.

From first glance to final purchase, use the power of persuasion with effective product demo videos. Highlight your product’s unique value, connect with your audience in different stages of your sale funnel, and accelerate conversions and renewals. Don’t forget to use a content repurposing strategy to extract more RoI.

Frequently Asked Questions (FAQs)

How can I write an effective script for a product demo video?

You can write an effective script for a product demo video using ChatGPT Plus, prompt engineering techniques, your industry context (keywords), and samples of ideal scripts. Use storytelling frameworks and CTA as appropriate for your target audience and the stage of the sales funnel they are in.

How often should I update my product demo video script?

The frequency of updating your product demo video script depends largely on how often your product features, user interface, or service undergo significant changes. There are some creative agencies such as, Content Beta, who help you keep it updated at a nominal fee.

Should I hire an agency to create a product demo video?

It depends on the bandwidth and the skillset of your in-house resources. Check if your team can be aligned with your specific needs (complexity, expertise, frequency, and demand spikes). Most creative agencies are available on demand and pay as you go. Check Content Beta’s pricing for on-demand creative team and remote customer video testimonials.

How long should a typical product demo video be?

Typically, a product demo video script should be around 135-150 words for a one-minute video. A one-minute video with voiceover will need a script of 130-140 words. A quick tip – Invest more in the first 7 seconds of the video to maximize views and minimize early drop-off.

"Fast turnaround" "Easy to work"

+1-(707)-240-8320 [email protected]

484 Virginia Pine TER, Sunnyvale 94086, CA, US

Flinders House, Bear Point, 2 E Parkside, London SE10 0FQ, UK

B702, Bharat Ark, Andheri, Mumbai 400053. IN

• Video Portfolio
• Design Portfolio
• Case Studies
• Schedule a call
• Join our team
• Partner with us
• Product Demo Video
• Remote Video Testimonials
• Social Media Videos
• Presentation Design Service
• Creative-as-a-Service
• Product Launch Content
• Onboarding Video
• Explainer Video
• Sales Video
• Go-to-Market Bundle
• Podcast Editing Service
• The B2B Creative
• SaaS Academy Directory
• The Product Marketing Show
• New Things in Customer Education
• LinkedIn Comparative Ads
• LinkedIn Case Study Ads
• LinkedIn Webinar Ads
• Deemedya Case Study
• Searce Case Study
• Truckstop Case Study
• OneMagnify Case Study
• ServiceNow Case Study
• Tailwind Case Study
• Xactly Case Study
• All rights reserved © 2024 Earendel Media LLC
• Privacy Policy
• Terms of Service

How to Create an Irresistible Product Demo Video that Converts

By now, you’re probably no stranger to product demo videos - Whether you create product demonstration videos for your business online or you browse through product demo videos to make smart decisions when it comes to choosing products for yourself.

Product demo videos play an undeniable role in the customer’s journey.  They’re often used in the early stages of the buyer's journey to create awareness and generate interest . Nothing nudges indecisive customers quite like watching an effective demonstration video. In fact, 90% of customers say product videos help them make purchasing decisions.

If you think about it, it's human nature to want to see the product that you’re considering buying ‘in action’, before you commit to paying for it. It’s no surprise why this makes demo videos such a persuasive tool, especially if you have a product that has a lot of features and diverse functionality.

The key to creating effective product demo videos is simpler than you think:

• Understand your audience.
• Have clear messaging.
• Showcase your product's unique features and benefits.

While having a bigger budget or a high-end team can provide additional resources and production quality, it is possible to create compelling product demo videos with a smaller budget and by leveraging available tools and resources.

In most cases, a smartphone, a good script that outlines your product’s features, and a bit of inspiration should set you up for success.

In this article, we’ll look at how you can make a good product demo video from scratch, even if this is your first time creating videos. Here’s everything we’ll cover at a glance:

• What makes a good product video stand out?

8 Effective Product Demo Video Examples

• How to Make a Simple Product Demo Video Online?

Product Demo Video Best Practices & Tips

First, let’s break down the fundamentals of effective product videos so you can understand how to ensure your demo videos hit the mark.

What Makes a Good Product Video Stand Out?

A good product demo video stands out by effectively showcasing the features, functionality, and value of the product in a compelling and engaging manner. To do this, you’ll want to have clear messaging, address relatable needs/problems and ensure you showcase your product features in the best light.

Let’s look at each of these elements that contribute to making a product video stand out in a bit more detail:

• Clear and concise messaging: People watch demo videos to learn about possible solutions, but more importantly how ‘easy’ your product is to use. It’s best to focus on the most important feature or workflow of the product and avoid any unnecessary details or an overload of feature explanations that might confuse the viewer.
• User-centric approach : Acknowledge the audience’s key challenges. Showcase real-life use cases and help viewers relate to your video. This will also keep your viewers understanding how the product fits into their lives or addresses their specific needs. In the end, your demo video need to give viewers proof and reassurance about the purchase decision they’re making.
• Visual clarity and quality: The video should have high-quality visuals that clearly showcase the product in action. This includes using clear and well-lit shots, close-ups, and zoom-ins to highlight specific features or interactions. Visual clarity helps viewers understand the product better and increases their confidence in its functionality.

Whether you’re comparing high-production demo videos or simple demo videos from home-grown brands, you’ll find the best examples reflecting each of these elements.

If you’ve nailed each of these points in your video, your demo video is set up for success.

So far, we’ve discussed some of the most important factors that make your product demo video stand out. Now let’s look at how these play out in real examples of product demo videos and what you can pick from each of these.

We’ve seen product demo videos evolve and take on newer and more creative approaches. While some of these examples may require higher production budgets and more experienced teams to create, we can still distill effective approaches and tips from these examples that could inspire you to try out something new in your next product demonstration video.

There are several ways you can approach a product demo video depending on the type of product you’re creating the video for. We’ve compiled a list of our favorites below, along with tips on how to get started on your own product demo video.

1. Marshall CODE Series

In this official product demo video series by Marshall, viewers are taken through the different elements of the Marshall Code Suite.

The video opens up with well-lit shots of the product, how this looks once connected to all its components, and what it sounds like. The voice-over walks viewers through the key feature of the Code series and what’s so great about how you can connect, control, and create with multiple components in this series.

What stands out about this video is the creative use of text cues for clear and concise messaging. Since this video showcases a product that has technical terms and a ton of features and functionality, they’ve used text to indicate the different features and functionality. These video annotations make the view easier to get into details and grasp functionality that might have been missed out with just a voice-over.

Key-Takeaway: Define jargon and acronyms If your product includes specific jargon or acronyms, display relevant definitions as text in your video. This saves time from explaining them in the script while keeping your audience aware of their meaning.

2. Patagonia

Patagonia is known for creating videos that showcase their outdoor clothing and gear in real-world environments in a series they call ‘Patagonia Films’.

These product videos tap into great storytelling while showcasing their products’ durability and performance in the outdoors. What’s also amazing is that it showcases their Patagonia collection as used by real people in real-life experiences.

Apart from these videos, they also create simple demo videos for their products. What stands out about this example video is the simplicity of the visuals used. The use of clean shots and a plain white background keeps the focus on the product and lets you take a 360 look at the product (in this example a backpack). You also get a walk-through of all its pockets and functionality in under 2mins.

They also throw in touch humor in their voice-over to keep the video fun and engaging  - “The MLC mini keeps you organized and comfortable whether you're going to another Hemisphere or just crossing town” [1:06 in the video]. Key takeaway - Keep it simple and a void distractions Minimize distractions in your video by ensuring a clean and uncluttered background. Avoid using distracting background music or animations that may divert attention from the main content.

IKEA is known for its visually appealing and informative product demo videos. What stands out in their videos is their ability to showcase their furniture in real-life settings, providing viewers with a clear understanding of how the products fit into various home environments.

The videos often demonstrate the versatility, functionality, and space-saving features of their furniture, making it easier for customers to envision the products in their own homes.

In this simple video, Ikea demos its collapsible sun/wind shelter. What’s so great about this example is we don’t hear any voice-over that talks to us about the features or functionality. And yet, in under a minute, we can see exactly how much space this takes up, and how easy it is to fold, store, and carry.

Just like the video title suggests - “so easy” we’re able to see exactly what makes this an effective demo. It’s a great use of the popular ‘show, don’t tell’ approach in video storytelling.

Key takeaway - Keep it short Aim to keep your video between two and five minutes in length. Concise videos tend to hold viewers' attention better and ensure that the information is delivered efficiently.

4. Drunk Elephant

Drunk Elephant's product demo videos emphasize the science behind their skincare formulations. They provide detailed explanations of the key ingredients and how they benefit the skin, along with before-and-after visuals to showcase the transformative effects of their products.

In this product video by Drunk Elephant viewers are treated to a splash of bright colors that compliments their branding tones. The video opens with an unboxing of the products so viewers can see their wonderful packaging and know what to expect.

Skincare routines can be elaborate and most people worry about what the product looks and feels like on their skin, what to apply when, and in which order. This demo video is aimed at showing you how Drunk Elephant simplified the AM/PM routine.

You’ll also notice the creative use of text cues to show you what each product looks like and how it's meant to be used and even how it feels on your skin - all under 1min 20 secs.

Key takeaway: Use text cues Break down the steps in your workflow using text cues in your video. This helps viewers easily follow along and understand the process.

6. SaaS - Shopify Mobile App

Product videos work great whether you’re selling a tangible product or a service like software.  Shopify's product demo video for their Mobile App stands out for its seamless and user-friendly interface.

The videos highlight the convenience, efficiency, and flexibility that the app brings to e-commerce businesses. Viewers are able to see how the app enables users to manage their online store on the go, providing real-time updates, order management, inventory tracking, and analytics.

What stands out is the clarity of the demonstration, highlighting the app's intuitive navigation and empowering business owners to run their online stores efficiently from their mobile devices.

Key takeaway - Relate to your target audience Make your demo relatable to your target audience by addressing their pain points and demonstrating how your product can solve their problems. Speak their language and showcase scenarios that resonate with them.

Zoom's product demo video stands out for its simplicity and focus on the core features of its video conferencing software. Here's one such example of their demo video.

The video effectively showcases how Zoom enables seamless communication and collaboration through high-quality video and audio. What stands out is its user-friendly interface, demonstrating the ease of joining meetings, screen sharing, and interactive features such as virtual backgrounds and breakout rooms.

Key takeaway - Add subtitles Make your video accessible and easy to understand by including subtitles. This allows viewers to follow along even if they are in a quiet environment or have hearing difficulties. You can either upload a subtitle file along with your video if you're posting your video to YouTube or hard-code subtitles to your video .

Lomi is a growing small business that specializes in eco-friendly. Their product demo video stands out because it effectively ties the company's values and mission to each of its products.

In this example, they talk about how Lomi is an elegant home appliance that takes care of your composting. The video address a very relatable problem of most people living in cities - not having the time or required equipment to compost waste.

It then shows you how Lomi turns food scraps and kitchen waste into nutrient-rich fertilizer, at the push of a button. The video cleverly weaves in social proof of the impact they’ve made with their product sales and campaigns.

Note the compelling call to action at the end inviting you to be part of a bigger environment campaign -  ‘click below to reserve your Lomi now and join the movement.’

Key takeaway - Have a p ersuasive call to action The call-to-action should be persuasive and guide viewers toward the desired action, whether it's signing up for a trial, making a purchase, or requesting more information. A well-crafted CTA increases the chances of conversion and engagement.

The video's storytelling approach, combined with its emphasis on sustainability, appeals to environmentally conscious consumers and something.

Now let’s get into how you can make product demo videos for your own brand.

How to Make a Simple Product Demo Video Online

If you decide to produce the video on your own or with your in-house team, here’s a guide to round up some key stages in planning, creating, and producing demo videos.

Key stages of creating your product demo video.

Plan your video, decide what kind of video you want to create., write a script, record the video, edit your product demo video.

Planning your product demo video is crucial to ensure a smooth and effective production process. Here’s where you’ll spend time to understand who your audience is and what you want to achieve with your video. This will help you tailor your content and message accordingly.

Research your target audience's demographics, preferences, and pain points. Define your video's objective, whether it's to generate leads, drive sales, or educate your audience.

Choose the appropriate video format that suits your product. Decide whether you want to create a live-action video, screen recording, animation, or a combination of these formats.

Each has its advantages depending on your product and the message you want to convey.

A well-crafted script sets the foundation for a compelling product demo video.

Let your script clearly communicate what your product does, its unique selling points, and how it solves your audience's pain points or challenges.

Once that’s done, you can use it as a base to start outlining the structure of your video -  an engaging introduction, a demonstration of the product's main features, and a strong call to action at the end.

Recording your product demo video will require attention to detail. To make this step easier it helps to prepare a storyboard or a list of shots to guide your recording process - whether you’re recording live-action shots or a screen recording.

For live-action videos, choose a well-lit area with minimal/no ambiance noise. Another thing to keep note of is to ensure that your product is clean and visually appealing so you get clear close-up shots to highlight the product's features and functionality.

And if you're screen-recording, ensure that you have the relevant dummy copy, sample files or examples to be used in the workflow ready before you hit the 'record' button.

The editing stage is the most important part that allows you to refine your video. With simple tools like Typito, you can add visual enhancements like text, subtitles, and more to ensure a polished final product demonstration video.

Let's take a look at how easy it is to refine your video.

Trim your footage to remove any unnecessary or repetitive segments from your recording. Here’s how you can trim videos on Typito

Enhance the video by adding text overlays, annotations, graphics, or transitions to make it visually appealing and easy to follow.

Cheat Sheet to perfect your demo videos with simple but powerful tips:

☑️ Use the first few seconds of your video to hook your audience.

☑️ Use text cues in your video to break down and highlight steps in your workflow.

☑️ Aim to keep your video short between between two and five minutes. If you have many features, consider breaking down your videos into smaller and shorter series.

☑️ Add subtitles to your video to ensure your video is accessible and easy to understand.

☑️ If you have product-specific jargon or acronyms - use text on your video to display relevant definitions. This saves you the time from explaining jargon in your script but still keeps your audience aware of what you mean.

☑️ Address challenges and use cases to keep your demo relatable to your target audience.

☑️ Avoid distractions - in the background of your video, noisy background music, or jarring animation between clips.

☑️ Have a single and clear call to action. Whether you want viewers to hop on a registration waitlist, book a call, or head over to a sales page to make a direct purchase - let this be clear at the end of your video.

Wrapping it up

With careful planning and leveraging easy-to-use tools, you can produce an effective video that highlights your product and engages your audience within your budget and limitations.

Creating product demo videos on your own might take a bit of time and planning to create, but once they're online, they can be an effective conversion tool. And while this process can take time, it can also be a valuable learning experience and may give you insight into your product.

Also, don't hesitate to use your product video in your brand's overall video marketing strategy. You can post highlights or portions of your video on your landing pages, relevant blog posts, social media platforms, or as part of your email campaigns.

If there’s any doubt in your mind about what you should do next, let me help you out. Go over the key takeaways we highlighted above and note which one best suits your brand and what you offer.

Once you’re ready and know how you want to create your demo video we’ll help you visualize that idea into a creative product demo video on Typito. Hit the button below to get started for free.

Explore Easy Video Creation

You might also like...

Instagram story size & ad dimensions: make effective stories, how to use an instagram video caption generator: 3 ways, adding captions on facebook videos: the ultimate guide, how to create a moving picture effect [add motion to photos], a beginner's guide to making tribute videos with music.

• Conversion Optimization
• Growth Marketing
• Digital Analytics
• Brand Marketing
• Digital Marketing
• Digital Psychology
• Ecommerce Marketing
• Product Marketing
• Technical Content Marketing
• Technical Marketing
• Google Analytics 4
• Browse all courses
• CXL Features
• Bottom-of-funnel SEO strategies in tough niches
• Growing AppSumo to 80m with performance marketing
• Account based marketing
• Building a growth process
• Building an innovative product
• Growth mindset: growth vs traditional marketing
• GrowthMaster Training Workshop
• Marketing strategy
• Optimizing Your Growth Process
• Partner Marketing
• Project Management for Marketers
• Retention: the most underrated growth channel
• User-centric marketing
• Data-driven influencer marketing
• Messaging strategy in public relations
• Sales Copywriting & Product Messaging
• Content marketing research
• Content recycling
• Email Marketing: Fundamentals
• Organic Social Media
• Product Marketing Content
• Scaling Content Marketing
• Content strategy and SEO for lead generation
• Growth Focused SEO testing
• On-Page, On-Site & Programmatic SEO
• SEO Link Building
• SEO-Driven Editorial Calendar
• Technical SEO
• Advanced Facebook Ads
• Advanced LinkedIn Ads
• Facebook Ads Creative
• Facebook Ads Experimentation
• Facebook Ads for Beginners
• Google Ads Experiments
• Google Ads for Beginners
• Linkedin Experimentation
• GA4 Intermediate
• Google Analytics 4 for beginners
• Preparing for Your GA4 Implementation
• Special Topics in GTM for GA4
• Attribution
• Data presentation and visualization
• Excel and Sheets for marketers
• Transactional data analysis
• Advanced Google Tag Manager
• Google Tag Manager for Beginners
• The Measurement Matrix
• Advanced Experimentation Masterclass
• CRO Agency masterclass
• Experimentation program management
• Intro to CRO and Experimentation
• Heuristic Evaluation
• Strategic Research for Experimentation
• User research
• Voice of Customer data
• A/B testing foundations
• A/B testing mastery
• CRO for Ecommerce Growth
• Good Practices
• Statistics for A/B testing
• Statistics fundamentals for testing
• Testing Strategies
• Digital psychology & behavioral design
• Intermediate statistics
• Landing Page Optimization
• People & Psychology
• Personalizing for conversion
• Brand strategy
• Positioning
• Radical differentiation
• Integrated Public Relations and SEO
• Storytelling
• Audience building
• Community building
• Community strategy
• Brand tracking 101
• Brand tracking with Momentive
• Customer storytelling and proof
• Segmentation and Persona Research
• Building a marketing agency
• Managing a remote marketing team
• Marketing Management
• Sales and customer success enablement
• Automation with Apps script
• Data collection on the web
• Data extraction
• Mobile Analytics
• Tag managers
• Python for marketers
• R for marketers
• SQL for marketers
• API Applications
• Cloud computing concepts
• Cloud services
• Machine learning applications
• Machine learning fundamentals
• Attention Basics
• Decision Making and Emotions
• Learning and Memory
• Building Habits and Loyalty
• Building Trust
• Cognitive Biases
• Nonconscious Motivation
• Principles of Persuasive Design
• Facebook Ads for ecommerce
• Google Ads for Ecommerce
• Google Shopping
• Selling on Amazon: Perfecting Traffic and Conversions
• Ecommerce Content Marketing
• Ecommerce SEO
• Email and SMS Marketing for Ecommerce
• Customer experience for ecommerce
• Customer journey for ecommerce
• Customer segmentation for ecommerce
• Retention and Customer Lifetime Value
• Ecommerce brand strategy
• Ecommerce merchandising
• Personalization for ecommerce
• Promotional events
• Selling on Marketplaces
• Ecommerce data and metrics
• Ecommerce forecasting
• Ecommerce tech stack
• Unit economics for ecommerce
• Competitive intel & market research
• Introduction to product marketing
• Positioning and company storytelling
• Pricing and packaging
• Product Analytics
• Analyst relations
• Product launches
• Hiring product marketers
• Working with the product team
• What is included in All-access
• First time here? See all resources
• Original research studies
• AB test calculator
• Conversion rate optimization guide
• Conversion optimization guide
• Ecommerce best practices
• Bounce rate guide: The foundations
• Clickthrough rate guide: The foundations
• Follow our B2B strategy podcast
• Sign up now

9 Product Demo Examples that Stand Out & Convert

A product demo is a critical tool in the sales process. It exists in the all-important consideration space between lead qualification and conversion, giving you the opportunity to show how your solution solves problems and makes prospects’ lives easier. Done right, it’s a deal maker. Done badly, you risk losing sales. In this article, you’ll learn what makes a compelling demo. We’ll look at the important principles and break down how successful companies use demos to engage prospects.   

Table of contents

The principles of a great product demo, 1. pre-qualified leads, 2. a defined beginning, middle, and end, 3. always solutions over features, 4. deliver a call-to-action, 5. preparation, 2. headspace, 3. snowflake, 4. atlassian, 8. duolingo, what makes a compelling product demo.

A good product demonstration should do three things:

1. Introduce your product

2. Educate a prospect

3. Convince the prospect to act

All three of these things, however, can be boiled down to one: solving a problem. 

If you can demonstrate how your product makes a user’s life easier, everything else will fall into place. 

This goes for whatever type of demo you’re using: live demo, pre-recorded demo, or real-use demo. Although, the type will dictate how you go about it.

With a live demo, for example, you engage a prospective customer (or customers) in real-time. This gives you the advantage of answering specific questions while showing how your product answers them. 

In a pre-recorded demo, the questions being answered will need to be determined beforehand. This isn’t a bad thing, as it means you’re able to focus on the overarching problems of your target market. You’re also able to set it and leave it, instead of needing a sales team to deliver real-time demos around prospects’ schedules. 

With a real-use demo, a prospect can get hands-on with your product to see how it works for them. On the one hand, this means losing out on personal interactions and showing users exactly how things work. But, on the other hand, it gives them the chance to educate themselves in their own time.

Let’s look at some of the common traits of compelling product demos.

The best demos know they’re talking to the right audience. They achieve this by pre-qualifying leads.

Pre-qualifying a lead is important for any kind of demo. It helps establish:

• If the prospect fits your ideal buyer profile
• If your product can solve their problems
• If it’s worth following up with the prospect

One simple way to qualify leads is in the sign-up process. Slite does this by asking questions related to the prospect’s company:

This allows salespeople to tailor conversations and demos to their needs.

Ameyo takes a more subtle approach, adding “Business Email” to its sign-up form. 

In his research of 78 SaaS demos , Jake Hatfield found this to be a common trait.

“Based on the data, the consensus is that name, phone, and email are required together—83% of forms required all three. A good note here is that most forms also had “Business email” or “Work email” as the placeholder for the input, seemingly to qualify more serious leads and reduce spam submissions.”

Prospects can also be qualified during an initial call or at the start of a demo by asking questions such as:

• What problems do you hope our product can solve?
• What are you looking for in a product?
• What other products do you currently use?
• How long have you been looking for a solution?

If you’re unable to ask these questions directly (e.g., you don’t have an opt-in), use them in the discovery stage to establish key areas to focus on in your demo.  

Like every good story, a product demo should take the prospect on a journey.

To adhere to the tried-and-trusted storytelling format, Adobe’s Alexandra Nation sticks to the following steps:

“1. Tell them what you’re going to tell them. Use this opportunity to direct the conversation. Tell them what you want to say and what they need to hear. This will make your audience comfortable since they’ll have clear expectations of where you’re headed. 2. Tell them. This is when you build your business case for why your solution meets their needs. Don’t just rattle off different features. Speak to how you can help—how can your product or service can help them overcome their challenges? 3. Tell them what you told them. Repeat your takeaways to drive the point home before you end your presentation.” 

These steps can be used even if you’re not delivering demos in the spoken word.

Take Usetiful . Its demo tour takes prospects through the different solutions its product offers with pop-ups on the home page. 

The pop-ups start with an intro.

Then cycle through different real-use benefits. 

Before ending with a call-to-action.

We’ll look at how Slack has also done this with fewer words in its real-use demo later on in this article. 

The best demos are all about selling the sizzle, not the steak. In other words, to repeat what we’ve said already: they focus on how the product works to solve a prospect’s problems.

If your product solves multiple problems, create multiple demos. 

For example, Salesforce has separate demos for each tool in its Marketing Cloud . Each one is focused on how that specific feature can benefit the user.

We’ll look at two other examples of how companies use multiple demos soon.

To keep demos on task and centered on the prospect’s needs, follow Demodesk ’s rule of three.

“For every pain point, use the rule of three. Focus on the three most essential features to demonstrate a solution to your prospect’s problem.”

According to Gong , successful reps spend four minutes longer scheduling the next steps than their unsuccessful peers. Its research also shows that if you neglect to chat about what happens next, close rates can plummet by 71% . 

Engaging a prospect in the next steps is easy if you have them live on a call, but what about pre-recorded and real-use demos?

In these cases, a call-to-action at the end, or on-screen during the demo, is essential to nudging prospects in the right direction. 

At the end of his pre-recorded dashboard demo , Zane from Flywheel does this by prompting people to get in touch and try out the product.

“From the Flywheel dashboard, you can quickly find any site you’re looking for. Even across both plans and a single site. And of course, if you have any questions during any of this, our team of Happiness Engineers are always here to help. Believe it or not, Flywheel is as simple as that. Try it out for yourself.”

Squarespace does it by leaving a “Start with this design” button in the top right corner of its template demos.

A good demo can’t happen without preparation. As well as qualifying leads and having a planned structure, you should rehearse. Business author Geoffery James recommends doing this more than once.

“Demos are much more difficult than presentations–because, in a demo, you must simultaneously focus on the customer, the effect the demonstration is having on the customer, and the mechanics of the demonstration. So it’s utter madness to try to give a demonstration without rehearsing it at least three times. You’d be amazed how many sales reps think they can wing it when it comes to demonstrations. The result is always a disaster.”

You should also test that everything works before going live. This includes your computer, mic, and camera. But also the product. The last thing you want is for a bug or kink to derail the entire thing.

What are good examples of great product demos?

With the key principles of what makes a good demo in mind, let’s look at brands that do them well. In some examples, we’ll look at the demo itself. In others, we’ll focus on how brands get people to sign up. 

After all, without people tuning in, a demo stands little chance of selling your product.

From the moment you land on the homepage, you can see that Kajabi places huge importance on its demo, making it the primary visual above the fold, with two CTA buttons.

Crucially, both of these sit next to the introductory headline and copy. This works to tell prospective customers about the product and what it can do for them, making them want to learn more. 

Clicking on either button brings up a form. Kajabi’s demo is pre-recorded, so there’s no need to ask specific questions (à la Slite) to tailor demos. This allows them to keep the form simple. 

Clicking on the button takes you directly to the demo. It also sends it to your inbox. 

This is useful for people who are unable (or don’t want) to watch the demo immediately. Having it there in their inbox means they can get to it in their own time. 

It also gives Kajabi the chance to sell the product in more detail. They do this well, backing up features and benefits with social proof .

“Customer success is what it’s all about at Kajabi. Just ask the 40,000+ entrepreneurs who’ve used our platform to collectively generate over $2 billion in revenue.”

With this, Kajabi plants a seed that its platform is what the prospect needs. The demo then works as much to confirm this as it does to explain the product .

As for the demo video, it’s delivered by Kajabi’s VP of Engineering, Jeremy Saenz. This instantly helps build trust. It also puts users at ease. Jeremy is a guy who knows the product inside and out, but he’s not a salesman. 

His pitch is delivered as such, focusing on how Kajabi helps, with no hard-selling. 

Finally, a small but beneficial addition to Kajabi’s demo video is that it remembers where you were up to. It clocks in at 30 minutes, which is on the long side for a demo. So, being able to pick up where you left off is a nice touch.

If you’re collecting email addresses, waste no time in putting them to good use. Explain the benefits of your product and increase demo engagement for your list subscribers. 

Animated videos work well to help you explain the benefits of your product quickly and concisely by using visuals to do a lot of the heavy lifting. Nowhere is this better demonstrated than Headspace’s product demo video.

In under one and half minutes, the demo explains how Headspace can help you live a happy, healthier life. It also shows you how to sign up and get started with meditation. 

The demo uses the same characters as the Headspace mobile app and website and is narrated by founder Andy who delivers its meditation classes. This keeps branding consistent, creating familiarity—which is important. 

Because 82% of searchers choose a familiar brand for the first click. 

By ensuring your brand continuity across platforms, someone who has experienced it in passing and now wants to learn more is more likely to watch your product demo over the competition. Meaning you’re one step closer to a new customer than they are. 

Snowflake is a global data cloud platform offering numerous products to various industries and departments. For them, one demo isn’t going to cut it. 

Global demand and different time zones also mean that one-on-one demos will be resource-heavy and tough to pull off logistically.

So what’s the solution? 

Weekly demos.

Each week, Snowflake hosts a live demo on a different topic. These work on rotation, held at different times and in various locations so that prospects can register for a demo that suits them. 

In this sense, they’re more like webinars than demos. But the content is very much geared towards solving problems. 

On the live demo page, prospects can filter results by region, workload, and industry to find the right demo. By choosing a specific time, prospects are more likely to block out time in their diary, meaning Snowflake is less likely to have people dipping in and out.

Prospects are then taken to a sign-up page. Here Snowflake lays out exactly what a user can expect to learn from the demo. This gives them more reason to sign up. Crucially, it also helps to filter out anyone that isn’t suitable. 

If your brand operates in different markets or your product has many strings to its bow, creating a demo calendar is an effective way to reach more users. 

Like Snowflake, software developer Atlassian is a big company that solves different problems for different customers. It uses demos in a similar way. 

Its sign-up pages let prospects choose a suitable time and date. 

Each demo offers live chat functionality so that attendees can have questions answered by experts in real-time. 

Adding this to your demos lets you engage prospects one-to-one, even when there are others in attendance. However, you may want to dedicate time at the end to a Q&A so as not to sacrifice the customer experience or throw you off the script.

What Atlassian does differently from Snowflake is revealed in a sentence at the bottom of its registration form:

By including a library of on-demand content alongside live demos , Atlassian can cast its net wider, capturing more leads in the process.

By recording live demos (where suitable), you can make content work harder, repurposing it to build a database that reaches more users.

In Jake Hatfield’s research, real-use demos were by far the least common, making up only 3% of the total. 

Not every company has a product that’s geared for real-use demos. Our two previous examples, Atlassian and Snowflake, for instance, are too wide-ranging and complex. Prospects benefit from the help of sales reps to walk through solutions and answer questions.

They can also be hard to pull off. As Jake points out:

“If there’s a learning curve to using your product, people might not know where to ask for help or may give up completely. It’s also possible that these demos might have an up-front cost to design, code, and deploy.”

Payments platform Square has managed to do it, helped by the simplicity of its product and some creative demo design.

Rather than give people access to a limited version of the product, Square gives users common point-of-sale (POS) tasks to complete.

Users are taken through scenarios step-by-step, with a summary at the end to recap the process and remind users how easy it was.

There’s no barrier to entry here. Potential customers aren’t required to register or download software. Square instead relies on the ease of its product and the strength of its demo to convince users.  

It then backs this up with a simple form for users to complete to get started for free. 

Unlike Kajabi’s demo CTA which sits front and center on its homepage, Square’s is located three-quarters of the way down the POS landing page , alongside app download and sign-up CTAs.

This makes sense as it’s not used for lead generation, but rather as one more way to win over potential customers still on the fence. 

If a key USP of your product is simplicity, building a demo that complements your website and marketing copy by demonstrating this can be an effective sales tool to add to your arsenal. 

Slack’s demo falls somewhere between product video and real-use demo. Like Square, it uses its interface to demonstrate what it can do.

Hitting the “Start the demo” button takes users on a product journey that details key benefits, including starting channels, integrating tools, and collaborating. It also shows prospects how to complete tasks. 

What’s clever about this demo is how Slack steers the conversation. Despite the absence of a sales rep, the demo guides prospects through each section, ending with a call-to-action. 

It’s a great example of how to creatively sell the value of your product and deliver a clear beginning, middle, and end without a voiceover.  

Right from the start, analytics platform Fathom tells you what it offers and why.

“For the longest time, website analytics software was seriously bad. It was hard to understand, time-consuming to use, and worse, it exploited visitor data for big tech to profit. Fathom is website analytics that doesn’t suck. We revolutionized website analytics by making them easy to use and respectful of privacy laws (like GDPR and more).”

This copy doesn’t just work to sell the product. It’s a compelling invitation to check out the software demo. 

Clicking the CTA takes you to a real-use version of Fathom’s platform. Here you can explore a fictional account to get a feel for the product and understand how it works. And there are no restrictions. Every button is clickable, and every hover-over delivers real-time data. 

This demo works because it knows its audience. People who come to Fathom will most likely have experienced Google Analytics or Bing Webmaster Tools. This means they can let the product do the heavy lifting. 

Having played around the platform, a prospect will have a good idea of whether it’s right for them. Clicking the sticky CTA at the bottom of the page takes them to a sign-up that helps to further convince them of its benefits.

This is backed by social proof and a financial onboarding incentive.

It’s a clever way to convince users to act on the good feeling the demo generates. 

The main takeaway from this demo, however, is that if you have a product that’s genuinely disruptive in a market that’s already well established, you can let that product do the talking.  

If you’re up against strong competition, social proof is one of the best ways to stand out. Testimonials can be particularly effective. 

“A type of social proof that works over and over again is testimonials. Whether it’s in video or written form, they’ve helped increase the conversion rate of my clients’ landing pages in every case. When building a landing page, you can say all you want about your offer, but how can you prove what you’re saying is true? Authentic testimonials, preferably with a picture of the person, will take care of that for you. Test it, and I’m sure you won’t regret it.”

Raphael Paulin-Daigle , SplitBase.io

Rather than saving them until the end of the demo as one final way to convince prospects, Duolingo leads with them.

These set the stage for users to want to learn more.

From there, Duolingo uses animation, rather than screenshots, to show how the platform works, featuring statistics to demonstrate its effectiveness. Like Headspace, this helps emphasize what’s important simply and concisely. 

The demo video lasts just 0:41. Yet you’re left feeling confident that this is the right app to help you learn a language.

If you’re working on limited time or budget, pull in testimonials and research to strengthen your product’s claims. 

In the examples we’ve looked at thus far, product demos have worked in a conventional way. While creatively different, they all focus on a problem and how they solve it.

Apple’s product demos are much more subtle. They rely on their ability to wow users as much as educate them. 

Its “ Shot on iPhone ” campaign uses storytelling to engage viewers while showcasing the best features of the iPhone camera. This makes it as much an ad or short film as it does a demo. 

“What makes it brilliant is that, at its core, it’s one of the best, most elaborate, and stylish product demo campaigns ever. It’s focused on pointing out product features cleverly, and in a most entertaining way, basically by weaving them strategically into the storyline. And, the narrative of the ads shows how the product features enable and enhance creativity.”  Avi Dan , Avidan Strategies

It’s the perfect example of “Show. Don’t tell.”

It’s also proof that the principles of a good product demo aren’t rules. Apple’s live-action demo couldn’t be any different from Kajabi’s demo, which itself is very different from Square’s demo. Yet, all three deliver value: “here’s how our product solves your problem.”

Don’t be afraid to think outside the box. 

A great product demo helps you qualify leads and turn prospects into customers. What none of the examples we’ve used in this article do, however, is go for the hard sell. Instead, they focus on how the product solves problems. It’s this quality that lets you build relationships and move leads towards a close.  

Use their qualities as inspiration for your own demos. Look closely at what your product offers, who you want to target, and what concerns your customers have. This will give you an idea of what type of demo best fits their needs. 

If your product is feature-heavy or has a steep learning curve, a live demo or pre-recorded demo led by a member of your team might be most beneficial. If it’s easy to use, developing short video animation or real-use demo might be better suited to convince prospects. 

However it’s presented, follow the important principles. Qualify leads, prepare well, and take prospects on a journey from intro to solutions to next steps.

Working on something related to this? Post a comment in the CXL community !

Related Posts

In today's review I'm reviewing 2 different ecommerce product pages. Watch this 5-minute review: Pages…

 “Show, don’t tell” is a time-tested rule in writing and filmmaking that helps viewers draw…

You've spent hundreds of hours perfecting your product and countless meetings defining your brand. You…

If you're selling in a competitive market, you must live & die by the little things…

Gareth Hancock

Gareth is a Content Specialist at Grizzle, a content marketing & SEO agency, and a copywriter and content writer for SaaS and tech brands.

Current article:

Search posts.

• Acquisition (182)
• Brand Building (22)
• Business Building (109)
• Copywriting (42)
• CRO & Testing (316)
• Customer Stories (7)
• Digital Analytics (89)
• Marketing Tactics (50)
• Original Research (15)
• Psychology (81)
• Social Media (20)
• User Experience & Persuasive Design (179)

Subscribe to our newsletter.

Join 140,000+ marketers and get a weekly expert-led newsletter focused on helping marketing teams overcome growth challenges, punch above their weight, and crush their competition.

• Your e-mail *
• I agree to receive updates from CXL.
• Email This field is for validation purposes and should be left unchanged.