How to avoid boring demos

min read

A simple formula for interesting demos that convince your customers.


A simple formula for interesting demos that convince your customers. 

Storytelling, script and language - these are the secrets of creating demos that bring in sales.

Boredom sets in when our brains get fed with facts and figures without any reference or context. That's why the first component of any exciting demo is to tell a story.

1. Tell a story

If you list facts and features relating to your product, your audience is going to hit their internal pause button no later than the third point.

For this reason, you need to tell a story in which your viewer is the focus of the presentation. The narrative behind your demo needs to show that you solve a problem that this person or group has. No one is interested in watching a demo that doesn't bring value to them. 

In order to win the battle for their attention, your demo needs to explain how your product solves a pressing problem that your customer has. It also has to show them their world after your product has solved their issue. 

As well as this, you need to make it clear to them what will happen if they don't address their problem. Behavioural research has shown that people are more motivated to make a decision when they are aware of the negative consequences. Think about it, are you more likely to act if you stand a high chance of winning $100 or losing $100?!

To summarise, your demo's structure should include the following steps: 

  • Introduce your protagonist and his problem. 
  • Show with empathy and authority how your product solves your customer's problem in your demo. 
  • Present your customer's world after your product has solved his problem. 
  • Explain what he will miss if he does without your solution.
  • At the end, you should place a call to action.

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2. Plan - because it saves time

Don't just jump in and get started. All the most effective demos begin with a script based on storytelling principles. 

We recommend the following structure, which you can download as a template here.

The third and final element of the formula relates to the language you use.

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3. Use simple and clear language

Research into television advertising and production has come up with the magic number of twelve.

Twelve is the maximum number of words your audience can understand without significant effort.  Where possible, your sentences should be at most twelve words and consist of only one secondary clause. As a simple rule of thumb: A sentence should not have more than one comma. Avoid complex word constructions and unfamiliar words that are not in common use. You should also only use technical terms if you are 100% confident your audience will understand them without having to think. 

If you want more than just a generic demo, we would love to support you. For years we have been working successfully with clients such as OpenText and have achieved numerous successes with demos that convince customers and encourage them to buy.

Make an appointment here to discuss how we can work together to raise your KPIs. We will find a solution.