Demo Scripts

I didn’t have time to write you a short letter, so I wrote a long one instead.

Mark Twain

Writing demo scripts is hard!

Anyone can click a screen and show software – but saying the right things to an audience, and avoiding dropping a Deadly Demo Phrase is a whole lot harder. Especially when you have to have different talking points for different audiences. And different presenters running the same demo. Further complicating the demo script draft is the struggle to create content that’s concise.

What can go wrong with your demo scripts?

Maybe the presenter tries to tell a story, but that story doesn’t connect with the audience. Maybe they use slides with lots of words and bore the audience. Maybe they follow a generic script without any personalization. Or maybe they just sound overly scripted.

How can a bad demo script can ruin your demo?

Maybe the presenter tries to tell a story, but that story doesn’t connect with the audience. Maybe they use slides with lots of words and bore the audience. Maybe they follow a generic script without any personalization. Or maybe they just sound overly scripted.

Why do bad demo scripts Happen?

Sometimes the person writing the demo script is someone who isn’t customer facing, so they don’t know how to write a proper demo script. Sometimes presenters make their own scripts because they don’t like the “standard” script.

Also, most people don’t notice their biases, particularly their unconscious biases. For example, a presenter may have personas, and the one who is always causing problems is “Sally Secretary.” Some people in the audience may not notice this, but for others, it’s going to be offensive.

What can go wrong with your Demo scripts?

Maybe the presenter tries to tell a story, but that story doesn’t connect with the audience. Maybe they use slides with lots of words and bore the audience. Maybe they follow a generic script without any personalization. Or maybe they just sound overly scripted.

How can a bad Demo script can ruin your Demo?

You know more about your business and product than the audience, which is why it can feel impossible to put yourself in the their position. This manifests a few different ways. Many presenters assume that the audience can “connect the dots” and understand what the benefit is. But this is rarely true. For example, if a presenter says “I will streamline this process”, what does that really mean? You might interpret “streamline” to mean fewer steps while another person might think it’s about increasing speed.

Sometimes the scripts are written as if the audience has prior knowledge – acronyms, industry best practices, etc. The audience is never going to tell the presenter that they don’t know something, but they will feel stupid and not call that presenter again. Alternatively, sometimes the scripts are written as if the audience doesn’t know anything, which makes the presenter sound condescending.

Why do bad Demo scripts Happen?

Sometimes the person writing the demo script is someone who isn’t customer facing, so they don’t know how to write a proper demo script. Sometimes presenters make their own scripts because they don’t like the “standard” script.

Also, most people don’t notice their biases, particularly their unconscious biases. For example, a presenter may have personas, and the one who is always causing problems is “Sally Secretary.” Some people in the audience may not notice this, but for others, it’s going to be offensive.

So how do you write an effective demo script?

Everyone interprets information differently, so presenters must be aware of how different audiences will hear what is said in the demo. Inclusivity is critical, but difficult to write, as it often sounds disingenuous (inclusivity for the sake of inclusivity). We’ll make sure that every feature you show is connected to a benefit with value statements and that the presentation is written for everyone in the audience.

Sometimes a pure script isn’t the right approach

We often don’t recommend a word-for-word script as people with scripts often focus on the exact words instead of the intent behind them. Instead we recommend (and create) set lists as an alternate approach.


How Demo Solutions can help with your demo scripts

Demo Script Remix: Our scripts are rewritten to match your demo, whether it’s created in PowerPoint or Keynote, on a White Board, or using live software. They are carefully crafted for inclusivity, and consider the audiences and the presenters.

We will probably shorten your demos, while making them much, much more impactful. Demo Solutions uses a formula for effective demos that includes techniques like anecdotes, pop-culture references or powerful visuals for maximum audience engagement. And we measure our success by sales, not by word count.

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