1 Understand your audience

Before you design your product demonstration, you need to research and understand your target audience. Who are they, what are their pain points, goals, and motivations, and how does your product address them? What are their expectations, objections, and questions, and how can you anticipate and address them? How familiar are they with your product category, competitors, and terminology, and how can you tailor your language and level of detail accordingly? By knowing your audience, you can craft a product story that resonates with their needs, interests, and emotions.

2 Define your core message

Once you have a clear picture of your audience, you need to define your core message. What is the main problem that your product solves, and what is the unique value proposition that sets it apart from other solutions? How can you communicate this message in a concise and compelling way, using simple and clear language, relevant examples, and powerful statements? How can you demonstrate the benefits and outcomes of your product, rather than just listing its features and functions? By defining your core message, you can focus your product demonstration on the most important and relevant aspects of your product.

3 Structure your story

After you have defined your core message, you need to structure your story. How can you create a logical and engaging flow of information, from setting the context and introducing the problem, to presenting the solution and showing the results? How can you use storytelling techniques, such as hooks, questions, anecdotes, metaphors, and contrasts, to capture and maintain your audience's attention and curiosity? How can you use transitions, summaries, and calls to action, to guide and influence your audience's journey? By structuring your story, you can create a coherent and persuasive product demonstration that builds trust and credibility.

4 Show, don't tell

One of the most effective ways to demonstrate your complex product is to show it in action, rather than just tell about it. How can you use visuals, such as screenshots, videos, animations, diagrams, or charts, to illustrate how your product works, what it does, and why it matters? How can you use live demos, simulations, or interactive elements, to let your audience see, feel, and experience your product firsthand? How can you use testimonials, case studies, or data, to prove the value and impact of your product with real-world evidence? By showing, not telling, you can make your product demonstration more concrete, tangible, and convincing.

5 Simplify and clarify

Even if your product is complex, your product demonstration should not be. How can you simplify and clarify your product story, without compromising its accuracy or completeness? How can you avoid jargon, acronyms, or technical terms, that might confuse or alienate your audience, and use plain and simple language instead? How can you explain complex concepts or processes, using analogies, comparisons, or examples, that make them easier to understand and relate to? How can you break down your product into smaller and simpler components, and focus on the most essential and relevant ones for your audience? By simplifying and clarifying your product story, you can make your product demonstration more accessible, comprehensible, and memorable.

6 Practice and refine

Finally, one of the best practices for creating a compelling product demonstration is to practice and refine it. How can you rehearse your product story, using feedback, testing, or coaching, to improve your delivery, timing, and confidence? How can you anticipate and prepare for potential glitches, errors, or questions, that might arise during your product demonstration, and have backup plans or solutions ready? How can you measure and evaluate the effectiveness and impact of your product demonstration, using metrics, surveys, or follow-ups, to identify and address areas of improvement? By practicing and refining your product demonstration, you can ensure its quality, consistency, and success.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?