Have you ever seen the show “Shark Tank?” This reality show puts budding entrepreneurs to the test, having them pitch their product to a team of celebrity investors. Within a few minutes, the entrepreneurs must clearly get their idea across and display how their product works. The pressure surmounts as the “sharks” pass or haggle to make a deal that’s a win-win for both parties. For many, it’s a chance of a lifetime and an opportunity to score desired funding.
The pitches from “Shark Tank” are riveting, or at the very least entertaining. In comparison, you may find that your own product demos are lackluster. Crafting the perfect pitch and product demo isn’t a cakewalk. It takes a lot of practice and preparation to land on a finalized demo that gets your message across while also educating and informing the audience. Looking for tips on how to make your product demo less boring? Keep reading for a few helpful pointers.
1. Know Your Audience
First things first, knowing your audience is pivotal. Whether you are pitching a fitness watch or a communication platform application, you have to know who you’re speaking to. Who is your ideal customer? If you’re pitching a fitness watch, you’re likely speaking to the purchaser themselves. But a communication platform may be presented to HR teams or CEOs looking to improve their company’s internal messaging channels.
In many cases, brands create video product demos to relay information. Unlike a one-on-one demo, a video demo can be shared more broadly and allows for users to pause and replay. If you are creating a video demo, think about what features you want to showcase for your specific audience. Fitness enthusiasts will want to know everything the watch measures; however, they may not necessarily care about what went into the design process for the band. Similarly, HR teams will want to know how the application improves onboarding, while CEOs will want to know how the product will boost morale or revenue.
If you are opting to go the video route, make sure your demo is clear and easy-to-follow. Having a voiceover while showing the product can be advantageous. If you’re demoing an application or platform, use a screen recorder to capture the user experience in real-time. This can add much-needed context and clarity to your demo, ensuring your audience understands how the product works. Embed the clip to your larger video at a point where it makes the most sense to deep dive into the product’s offerings.
2. Position Your Product as a Solution to a Problem
Many brands make the mistake of making their product the hero. Even if your product is innovative and wow-worthy, glorifying it can come off as too salesy. Instead, make your customer the hero of your brand story, and position your product as a solution to one of their problems. This sales strategy can be an effective strategy in converting leads into paying customers.
When it comes to your demo, brainstorm how you can relay your product as solving a problem. This can look like telling a story to capture the audience’s attention from the get go. A relatable story is a hook, or something that draws the audience in. Storytelling can also be memorable. Your audience may not remember the ins and outs of how the product works, but they will remember why they need it in their lives.
As an example, Masterclass is in the business of selling education. Through online classes, they work with best-in-class instructors to teach individuals across numerous subject matters and particular skills. For a product demo, Masterclass could position their users as heroes when they learn a new skill easily and seamlessly. Instead of getting frustrated when trying to figure something out themselves, they can turn to Masterclass to learn and leave feeling empowered.
3. Avoid Oversharing and Under Delivering
There’s a time and a place to go through every little detail about your product. Typically, an introductory product demo (whether in-person or via video) is not the place. Providing too much detail can overwhelm and even scare potential customers away. They may feel like they can’t handle the product or it’s too complicated for them to consider. Or, alternatively, if you are too vague and generic they may think that you’re trying to hide something.
For a product demo, being upfront and concise is key. If someone sees that your video demo is upwards of 15 or 20 minutes, they may not even click play. Having a series of shorter videos can be more digestible — even if the timing adds up to 20 minutes or beyond. Don’t be afraid to say what your product excels at and what it doesn’t do. Always be truthful. Over embellishing your product’s capabilities will only do more harm than good.
One way to stay on track is to prepare a written script or talking points. This should outline what your main message is and introduce the customer’s challenge that you can solve. This is where you can also mention a few product benefits or enhancements to existing products. Write down all of your thoughts and edit appropriately to ensure your final message is comprehensible and engaging.
Takeaways
A good product demo persuades your audience to buy your product. A great product demo engages your audience in a manner that compels them to click the buy button before you’re done. Creating an exceptional product demo isn’t an easy task, however by following the above tips you can take your demo from good to great.
