Imagine this: You’ve invested hours creating the perfect product demo video. You’ve chosen your visuals and crafted your narration. But as you watch the video, you realize there’s one small problem. There’s no voiceover. As you stare at the muted video, you wonder how you will get your demo to ‘talk.’ How will you explain the features of your software and convey the benefits to your target audience? This scenario is all too common when creating product demo videos.
A software demo script is a structured guide that outlines each step, feature, and talking point essential for a successful software demonstration. It provides presenters with a roadmap to:
This script ensures presentation consistency by defining a clear, repeatable narrative covering the software’s core strengths and unique benefits. It also helps presenters focus on aspects that resonate most with the audience's needs, allowing personalized touches while maintaining a consistent structure.
A well-prepared demo script simplifies the presentation and enhances its impact by setting:
Nearly a quarter of sales engineers say over 50% of demos must be qualified. This means more prospects request product demos early in the buying cycle when they aren’t nurtured enough to make a purchase, leaving sales executives scrambling to keep up with the rising demand for demos.
Videos provide a perfect sandbox to effectively take such buyers through a product in action and reserve more time for qualified leads who may need a deeper dive during demos. In the Gartner Digital Markets’ 2024 Global Software Buyer Trends Survey, buyers were asked what content they refer to the most when making software purchase decisions. Customer reviews and product demonstrations emerged among the top three choices.
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We use engaging animations to simplify and clarify software products, making them more accessible.
Example: The V-NOVA demo video showcases software benefits with relatable animated characters, helping viewers easily connect with and understand the product’s value.
Apple's Vision Pro demo video speaks to desires and needs and shows firsthand the magic of experiencing its immersive world. This product launch video's approach is all the more valuable since we're looking at a spatial computer.
The product video shows you the world through the eyes of a Vision Pro user. It's a stunning video that gives you a clear picture of what it's like to have:
But right when you're getting comfy with the new features and feeling like a user, action switches, and you start seeing, from a distance, the user with the headset on. This is quite the clever "dual perspective." It's not just storytelling; it's bringing the future to life.
The video demonstrates how the product might fit into your everyday routine and makes you start craving that futuristic feeling in your own hands.
Figma’s a collaborative platform that brings all parts of the design process into one shared working space. With fluid animations, the video shows how all design team members can work on the same piece at once. The casual narration and clicky sound effects add pop to the video, making things easy to understand.
This cool software demo introduces Tasks for Microsoft 365 using a mixed-media video approach with 2.5D screencast animation techniques.
Yaniv, the creative director behind this product demo video, uses animation overlays to illustrate various use cases for the audience. The screenshots used for this demonstration of the software feature are custom-designed to enhance the animated transitions, as shown below.
Microsoft's latest software demo film showcases one of the latest and most exciting capabilities of Excel Online, which allows the recording, editing, and sharing of simple yet powerful scripts using a modern programming language.
This 3D animated demo illustrates that these scripts run in the cloud and can be scheduled to run autonomously and asynchronously across spreadsheets. In this 3D software marketing demo, they wanted to capture the duality between complexity and simplicity that customers often experience when gathering large volumes of data.
With this demo of the software, they also wanted to register the ease of use of this experience in creating these scripts and sharing and automating them in an authentically Excel-branded world.
Hornet teamed up with their friends on Facebook to share the software’s newest extension, Facebook at Work. This software product demo explains the features of the new collaborative and professional platform. The 60-second spot mixes live/action for 3D, with various handcrafted designed screenshots at work backgrounds.
This software product demo with custom-built screenshots describes how Slack transforms the way you work. The screencast animation illustrates how Slack is your digital HQ and messaging app for business, plus the company’s home for everyone and everything. The demo showcases how you can move faster by organizing your work life and focusing your time on your terms while simplifying teamwork for everyone.
This quick 60-second software demo video demonstrates how Shopify Bill Pay enables you to:
Here, the software demonstration uses a mixed-media approach to illustrate how to choose a payment method that works for your business:
Vendors will receive a check or bank transfer without signing up for Bill Pay.
Salesforce produces tons of demo videos about its products. In this video, Salesforce demonstrates its AI-based “Einstein” feature for its CRM product. It’s pretty simple—a screen recording with a Salesforce rep doing a voiceover while showing how to use Einstein. It’s great because it’s easy to follow along and gets right to the point, with just a sprinkle of sales to help convince you this product is what you’re missing in your workflow.
Are you looking to introduce new technology to the market? Learn from this simple but great product demo video by IKEA that shows how their augmented reality app solves so many furniture headaches.
We see a room with a hand holding a phone. The phone's app scans the room, and the hand selects, moves, and places furniture. This walk-through shows how the app works through the audience's eyes.
The promise is clear, too, and introduced with humor — visuals of real people's furniture struggles, with it-doesn't-fit dreads and measuring mishaps make you think, "Yep, been there, done that." And the best part? There are no lengthy explanations. They show you how it works, remind you of your furniture pain point, and then hit you with a clear call to action: "Try IKEA Place in your place." Simple, sweet, and effective.
HOKA's Mach X video lets you step into a runner's shoes. Sunny, the presenter, is a triathlete pro who demos the shoe for you herself. Rather than being about fancy product features, the video shows the Mach X in real life. It demonstrates how comfy, supportive, and fast it can be, demonstrating a deep understanding of the audience's pain points.
Following a compelling storyline, the video clearly explains the product's benefits for someone who can run inside and out and wears the shoes herself. So, they get bonus points for credibility and relatability.
The video also reveals the tech behind the comfort and speed. It helps viewers understand how the product is assembled, making it appealing for casual runners and gearheads who love the science stuff. The upbeat background music and excellent running footage are exciting, just like the Mach X.
Using this animated demo video, Upwork wanted to introduce its new product feature, Virtual Talent Bench. This feature provides businesses a seamless way to build relationships with the people they love working with on the marketplace.
This software demo showcases how to discover new talent, reconnect with those you want to work with repeatedly and create curated lists of promising independent professionals to keep track of for future projects—all in one place.
Here are a few of the new features that this demo video covers:
This software product demo introduces the integration of QuickBooks Online account with Mailchimp. It showcases how you can use your financial data to create tags and send targeted, personalized campaigns. This feature demonstration showcases the integration workflow using handcrafted screenshots and infographic animation.
With this software product demo, Asana wanted to showcase how it keeps everything and everyone connected in one place to drive teamwork. That means no more misplaced assets or crazy email chains.
The product demo illustrates how, from Gantt charts to streamlined Kanban views, the team can maximize operational efficiency with Asana. The video demonstrates powerfully how Asana creates one source of truth for all work in your organization and provides more visibility and control over how that work happens:
SurveyMonkey has long been a leader in digital data collection and analysis. The company was founded in 1999, but much later, in 2017, SurveyMonkey announced a redesigned product.
What better way to tell the world about these significant changes than a software demo video? Notice how well the brand elements combine to create a cohesive, high-energy tone. The fast-paced music, bright colors, and playful graphic elements support and enhance informative content that shows off tons of features, use cases, and integrations in less than two minutes.
While software demo videos can be great for product launches, like the SurveyMonkey example above, they can also be an excellent tool for ongoing user education.
Square is an excellent example of using a software demo to inform users about helpful features. As Square is one of the most popular payment systems for small businesses, most people know what it is. But those people might need to learn about all the features and functionalities that come with it.
In this demo, Square overlays the product interface with a helpful voiceover to explain the app's details, simultaneously educating new users and adding value to their experience.
Office 365 incorporates storytelling into its software demo video, creating a protagonist – Ms. Coleman – with whom their target audience (educators) can empathize. Notice how this demo addresses teachers' key pain points, like:
Enter the story’s hero: Office 365. The demo then walks through how the product addresses all those challenges to empower Ms. Coleman to do her work better and faster. The video’s colorful palette and illustration style add playful elements that make this piece fun to watch.
Using a software demo script helps prepare sales teams for demos so they can deliver polished presentations. Demo scripts serve as a foundation, giving sales teams a checklist of points to cover, which enhances their readiness for each call.
With a script in hand, reps can focus on delivering a smooth presentation without worrying about forgetting key points. This preparation improves the team's confidence and lets them make a solid first impression, which is critical in decision-making.
Demo scripts simplify the training process, allowing new sales reps to learn the essential talking points, product features, and potential customer concerns more quickly. By following a standardized script, new reps can deliver demos confidently, reducing the time it takes for them to:
Objections are a normal part of any sales conversation, and handling them effectively requires finesse. A well-designed demo script anticipates common objections and includes responses, helping reps address concerns naturally during the demo. This preparedness can turn potential doubts into reassurances, showing prospects that the team has considered their needs and pain points.
Consistency across demos builds trust; every prospect experiences a high-quality, professional presentation. A script ensures that every new or seasoned rep follows the same narrative and conveys the same core message. This standardization helps prospects understand the product’s value without confusion or mixed messages, strengthening the perception of the brand and solution.
In essence, a demo script is more than a set of talking points; it’s a tool that:
It allows sales teams to be agile, confident, and always on top of their game, enhancing the chances of winning over informed buyers.
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Testimonials, case studies, and user success stories help establish credibility for your software demo. Social proof validates the software’s effectiveness and reliability, increasing audience confidence in its capabilities.
Aim to incorporate a few pieces of social proof directly into your software demo script. Then, plan to highlight these elements in the demo itself visually. For example, if you’re featuring a customer in your demo, show their logo on-screen and mention how they use the software to solve a similar problem your prospect is facing.
Address how the software fits the prospects:
By aligning your software demo 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.
Tailor your software demo script to your target audience's preferences, interests, and communication styles. Use language and examples that are familiar and relatable to them. Incorporate interactive elements or storytelling techniques to capture their attention and maintain engagement throughout the presentation.
Communicate essential information concisely while avoiding unnecessary details. Consider the audience’s attention span and aim to deliver the key points succinctly to maintain their interest. A shorter software demo 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 your software demo script. Incorporate constructive feedback to make improvements and ensure that the script effectively communicates the value proposition of the software solution.
Iteratively refining your software demo script based on feedback helps enhance its effectiveness and maximize its impact during the demonstration.
Creating an effective software demo script involves carefully structuring it to showcase the software’s value and align with your audience’s needs.
Here’s a suggested structure to create a compelling demo script that keeps your audience engaged and focused on the most relevant features:
Your audience will want to know who you are, what you demo, and why it matters to them. Address these points to set the stage for your presentation.
Introduce yourself and briefly explain your company’s mission or what the software seeks to solve.
Clearly state what the demo will cover and the specific problems the software addresses. This helps set expectations and allows the audience to focus on what’s relevant to them.
Identify your audience's core challenges and tailor your demo script to address these directly.
Before jumping into features, give your audience some context to help them understand the software’s real-world applications.
Provide a high-level overview of the software’s primary benefits. Focus on results, not just features, and explain how it can make users' jobs:
Explain how each key feature directly benefits the audience. For example, if the audience values data visualization, emphasize features that support that.
Now it’s time to get into the meat of your demo—the software features.
Structure the demo to follow the natural workflow a user would experience using the software. This will help your audience see how it fits into their routine.
Show specific features while focusing on functionality that addresses the audience’s pain points. Walk through each feature, showing how it solves a particular problem.
Add real-world examples to illustrate each feature’s application, ideally with data or scenarios relevant to your audience.
If your software has advanced or unique features that set it apart from the competition, include a brief, advanced demo. Keep this section concise to avoid overwhelming the audience.
Many clients want software that adapts to their specific needs, so mention customization options or integrations if relevant.
Like any good presentation, a software demo should end with a recap.
Recap the main points and reiterate how the software addresses the audience’s pain points. This solidifies the value and gives your audience a concise summary.
If you know common concerns or objections, address them proactively by demonstrating relevant features or emphasizing support options.
No matter how well you deliver your demo, there will still be questions. Open the floor for questions and encourage open dialogue. This is an opportunity to clarify points and highlight additional relevant features.
Anticipate likely questions and have answers ready to provide a smooth, informative experience.
Knowing your audience's needs and struggles is essential for 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.
Start your demo with something that grabs attention. Tell them immediately what the software or product solves or why your product is special. Using fascinating 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, memorable, and, above all, engaging. When you start strong, you set the tone for the rest of your demo, leaving your audience eager to learn more.
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 issues at different stages of their journey, you:
Make sure your audience is part of the demo. Ask them questions, get them to share their similar challenges, and keep them involved throughout.
Use pictures, sales demos, or slides to help explain your product. Make sure they’re easy to understand and make your points clearer.
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.
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.
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 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 demo many times before you do it for real. Pay attention to:
Ensure you’re confident, precise as you present, and not overwhelmed with too much information.
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