How to Make a Demo Video To Get More Customers in 2024

Nice Slice Studio Podcast
27 Jun 202427:14

Summary

TLDRIn this informative video, Jordan Peterson from Nice Life Studio outlines the essential steps to create a compelling demo video for your SaaS product. He emphasizes the importance of demo videos in showcasing product value and qualifying leads efficiently. Jordan highlights five common mistakes to avoid, such as lacking a sales pitch and feature overload, and provides actionable advice on structuring the video for maximum impact. The goal is to create a demo that not only showcases the software but also drives conversions, with a focus on clear communication, use cases, and a clear call to action.

Takeaways

  • πŸ˜€ A demo video is a straightforward presentation of a software's features and how it works, different from a video sales letter or a hero video.
  • 🎯 Demo videos are crucial for showcasing product value quickly and qualifying leads, allowing potential customers to understand the software without individual demos.
  • 🚫 Avoid five common mistakes in demo videos: no ending sales pitch, feature overload, ignoring customer pains, being too long (over 20 minutes), and being too easy or too hard to follow.
  • πŸ“š Start with the 'above the fold' promise in the first 20-60 seconds, setting expectations and delivering a table of contents for the video content.
  • πŸ”Š Ensure clear audio as it is more important than camera or lighting for effective communication in a demo video.
  • πŸ“ˆ Focus on the most notable feature first, followed by two dissimilar but popular use cases to demonstrate the software's versatility and relevance.
  • πŸ”„ Always be closing by subtly incorporating calls to action throughout the video, guiding viewers towards the next steps like signing up or visiting the pricing page.
  • πŸ—£οΈ Use real-world examples and use cases to connect features with customer problems, making the demo more relatable and impactful.
  • ⏭️ Keep the video concise, ideally between 10 to 20 minutes, to maintain viewer attention and prevent information overload.
  • πŸ” Review and preview content throughout the video to reinforce learning and maintain engagement, ensuring viewers understand and remember the key points.
  • πŸ“ Place the demo video strategically in email flows, post-launch sequences, YouTube, and help articles to maximize its reach and effectiveness in converting viewers into customers.

Q & A

  • What is the primary purpose of a demo video for a SaaS product?

    -A demo video for a SaaS product is crucial for showcasing the product's value quickly and for qualifying leads without spending hours on individual demos. It essentially pre-sells the software 24/7, allowing the team to focus on product development and closing deals.

  • Why is it important to avoid making a demo video a video sales letter?

    -A video sales letter is a direct, hard-sell approach that is not the same as a demo video. The latter is more straightforward, focusing on showing the software's functionality and building trust with the viewer, rather than pushing for an immediate sale.

  • What are the five mistakes to avoid when creating a demo video?

    -The five mistakes to avoid are: no ending sales pitch, feature overload, ignoring customer pain points, making the video longer than 20 minutes, and making the video either too easy or too hard to follow.

  • Why is it a mistake to not include a sales pitch at the end of a demo video?

    -Not including a sales pitch at the end of a demo video is a missed opportunity to convert interested viewers into customers. Since viewers have already invested time in watching the video, a sales pitch can effectively guide them towards the next step.

  • What does 'feature overload' refer to in the context of a demo video?

    -Feature overload occurs when a demo video tries to showcase every feature of the software, overwhelming the viewer with too much information. It's better to focus on two to three major features and their use cases to keep the video concise and impactful.

  • How should a demo video address customer pain points?

    -A demo video should tie features to specific customer problems or pain points. By providing context and showing how the software solves these problems, the video becomes more relevant and impactful to the viewer.

  • What is the recommended length for a demo video to maintain viewer attention?

    -The recommended length for a demo video is between 10 to 20 minutes. This length is sufficient to cover the key features and use cases without losing the viewer's attention.

  • What is the 'above the fold promise' in a demo video?

    -The 'above the fold promise' refers to the first 20 to 60 seconds of the video, where the viewer's attention is highest. This is the time to set expectations, deliver the video's promise, and provide a table of contents for what the viewer can expect to learn.

  • Why is clear audio more important than a high-quality camera or lighting for a demo video?

    -Clear audio is crucial because it ensures that viewers can understand the presentation and the instructions in the demo video. Without it, viewers may become frustrated and leave, regardless of the video's visual quality.

  • How can use cases and examples enhance a demo video?

    -Use cases and examples provide context and relevance to the viewer, helping them understand how the software can be applied to real-world situations. This makes the demo more relatable and persuasive.

  • What is the 'always be closing' principle mentioned in the script, and how should it be applied in a demo video?

    -The 'always be closing' principle suggests that throughout the demo video, there should be subtle calls to action guiding viewers towards the next steps, such as signing up or visiting the pricing page. This keeps the sales process moving even during the educational part of the video.

  • Where should a demo video be placed to maximize its impact on customer conversion?

    -A demo video should be placed in strategic locations such as email flows (particularly email number three or four), on the other side of the 'watch demo' button, on YouTube, in help articles, and in the post-launch phase of a product release.

  • Why is the hero section of a website not an appropriate place for a demo video?

    -The hero section is meant for quick, attention-grabbing content like a splash video or a keynote. A long demo video in this section may cause viewers to scroll past it or lose interest, as they are not typically looking for in-depth content in the hero section.

Outlines

00:00

πŸŽ₯ Introduction to Creating Demo Videos for SaaS

Jordan Anderson introduces the purpose of the video: teaching viewers how to create a demo video for their SaaS product that converts viewers into customers. He emphasizes the importance of demo videos in showcasing product value and qualifying leads efficiently. Jordan outlines the video's content, which includes common mistakes to avoid, best practices, and a structured approach to creating impactful demo videos. He clarifies that a demo video is distinct from other video formats like video sales letters, hero videos, or hype trailers, focusing on straightforwardly showing the software's functionality and building trust with the viewer.

05:00

πŸ“ Common Mistakes in Demo Video Creation

The paragraph discusses five common mistakes made when creating demo videos. These include lacking a concluding sales pitch, overwhelming the viewer with too many features without context, ignoring the customer's pain points, making videos longer than 20 minutes which can lead to viewer fatigue, and either rushing through the demo or focusing excessively on minor use cases. Jordan stresses the importance of a clear call to action, showcasing key features tied to customer problems, and maintaining a video length that respects the viewer's attention span.

10:03

πŸ”‘ Structuring the Demo Video for Maximum Impact

Jordan provides guidance on structuring the demo video effectively. He suggests starting with the 'above the fold' promise, capturing viewer attention within the first 20 to 60 seconds by outlining what they will learn. Throughout the video, he recommends 'always be closing' by subtly encouraging viewer action, such as visiting the pricing page or signing up. Jordan also emphasizes the importance of clear audio, use of real-world examples to connect features to customer needs, and the inclusion of previews, reviews, and overviews to maintain viewer engagement and understanding.

15:04

🎯 Prioritizing Content and Closing Techniques

This section delves into the specifics of what to include in a demo video, how to keep the audience engaged, and how to convert them into customers. It starts with the 'above the fold' promise, setting clear expectations about the video's content. The video should open with the most notable feature, followed by two distinct yet popular use cases to demonstrate the feature in action. Jordan advises to sprinkle in casual calls to action and to end with a hyper-specific call to action, guiding viewers step by step through the signup process.

20:05

πŸ“ Placement of Demo Videos for Optimal Customer Acquisition

Jordan discusses the best places to position demo videos to attract and convert the most customers. He suggests embedding the video in the third or fourth email of a sequence, on the landing page after the 'watch demo' button, on YouTube with a clear call to action in the description, and within help articles, particularly in the getting started section. He also recommends using the demo video in the post-launch phase to entice potential customers who are on the fence. Jordan advises against placing demo videos in the hero section of a website, as they are not meant to serve the same purpose as a quick-capture, sales-oriented video.

25:05

🚫 Avoiding Demo Video Pitfalls and Final Thoughts

The final paragraph wraps up the video with a summary of the key points covered, including the pitfalls to avoid when creating a demo video, such as neglecting a sales pitch, overloading with features, ignoring customer pain points, and making the video too long or too complex. Jordan reiterates the importance of setting expectations, always closing with a call to action, ensuring clear audio, adding relevant use cases, and providing a review and overview throughout the video. He concludes by re-emphasizing the correct places to position the demo video and thanking viewers for watching, encouraging them to subscribe for more content from Nice Life Studio.

Mindmap

Keywords

πŸ’‘Demo Video

A demo video is a visual presentation that showcases the features and benefits of a product, typically software. In the context of this video, it's a crucial tool for SaaS (Software as a Service) businesses to pre-sell their software 24/7 without the need for constant individual demos. The script emphasizes that a demo video should clearly articulate the product's value and be structured to convert viewers into customers.

πŸ’‘SaaS (Software as a Service)

SaaS refers to a software delivery model in which software is provided over the internet, on a subscription basis. In the video, the focus is on creating demo videos for SaaS products, highlighting the importance of these videos in demonstrating the functionality and value proposition of SaaS offerings to potential customers.

πŸ’‘Conversion

Conversion in marketing terms refers to the act of turning a potential customer into an actual one. The video script discusses the importance of creating a demo video that not only showcases the software but also drives conversions, meaning it persuades viewers to become paying customers.

πŸ’‘Feature Overload

Feature overload occurs when a demo video tries to showcase every feature of a product, overwhelming the viewer with too much information. The script warns against this mistake, recommending instead to focus on two to three major features and their use cases to avoid overwhelming potential customers.

πŸ’‘Use Cases

Use cases are specific scenarios or situations where a product's features are applied to solve a problem or fulfill a need. The video script suggests demonstrating the software's features through use cases to give context and show the practical application of the software, helping viewers understand how it can solve their problems.

πŸ’‘Sales Pitch

A sales pitch is a persuasive presentation that aims to sell a product or service. The script mentions the importance of including a sales pitch at the end of a demo video to capitalize on the viewer's interest and investment in watching the video, guiding them towards making a purchase or signing up for the service.

πŸ’‘Above the Fold

The term 'above the fold' originates from newspaper publishing, referring to content that is visible without scrolling. In the context of the video, it refers to the initial 20 to 60 seconds of a demo video, which is critical for capturing and maintaining the viewer's attention, setting expectations, and outlining what the video will cover.

πŸ’‘Call to Action (CTA)

A call to action is a prompt that encourages viewers to take a specific step, such as signing up for a service or making a purchase. The script advises subtly incorporating CTAs throughout the demo video to gently guide viewers towards the desired action without being overly aggressive.

πŸ’‘Clear Audio

Clear audio is essential for ensuring that viewers can understand the presenter's speech in a video. The script emphasizes the importance of clear audio over high-quality visuals, suggesting that good audio processing can compensate for less-than-perfect recording conditions and is critical for delivering the demo effectively.

πŸ’‘Customer Pain Points

Customer pain points refer to the problems or challenges that potential customers face and are looking to solve. The video script advises connecting the software's features to these pain points, demonstrating how the product can address specific issues and provide solutions that customers are seeking.

πŸ’‘Structure

The structure of a demo video refers to the organization and sequence of content presented. The script provides a detailed structure for an effective demo video, starting with an 'above the fold' promise, moving through the most notable features with use cases, including casual CTAs, and ending with a specific call to action, ensuring a logical flow that keeps viewers engaged and guides them towards conversion.

Highlights

Demo videos are crucial for showcasing product value and qualifying leads efficiently.

A demo video should clearly articulate a product's benefits and features, pre-selling the software without additional effort.

Avoid common mistakes in demo videos, such as lacking an ending sales pitch, to ensure viewer engagement until the end.

Feature overload can confuse customers; focus on two to three major features and use cases in a demo video.

Connect features to customer pain points to add context and relevance to the demonstration.

Keep demo videos concise, ideally capping at 20 minutes to maintain viewer attention.

Ensure clear audio in demo videos as it is more important than high-quality lighting or camera work.

Use 'above the fold' promise to capture maximum attention at the beginning of the video.

Incorporate casual CTAs throughout the video to guide viewers towards the next steps.

Always be closing with a clear call to action at the end of the demo video to drive conversions.

Use cases and examples are essential to demonstrate how the software solves real-world problems.

Review and overview are necessary to reinforce the information and keep viewers engaged.

Structure demo videos with an 'above the fold' promise, feature demonstration, use cases, and a specific call to action.

Place demo videos strategically in email flows, after the demo button, on YouTube, in help articles, and post-launch for maximum impact.

Avoid placing demo videos in the hero section of a website, as it's not conducive to long-form content.

Ensure the demo video is not too easy or too hard, maintaining a balance that educates without overwhelming.

Preview, review, and overview are techniques to maintain viewer interest and ensure understanding throughout the video.

The final demo video structure should include an 'above the fold' promise, feature walkthroughs, use cases, casual CTAs, and a hyper-specific call to action.

Transcripts

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what is going on everyone Jordan

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Anderson here and in this video I'm

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going to show you the exact steps you

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need to create a demo video for your

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sass that's going to convert your

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viewers into customers demo videos are

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crucial for two reasons first they're

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the best way to Showcase your products

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value quickly and second they're an

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incredible tool for qualifying your

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leads without spending hours on

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individual demos if you can create a

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demo video that clearly articulates your

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product's benefits and features you're

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essentially pre-selling your software

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24/7 without any additional effort this

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means you can focus on devel in your

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product and closing deals instead of

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constantly explaining your software from

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scratch every SAS startup should have a

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demo video somewhere on their site I'll

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show you the five mistakes to avoid when

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creating demo videos what to do instead

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and exactly how to structure your demo

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videos for the most customer impact and

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converting the most customers possible

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and by the end you'll have a clear road

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map on how to create your demo videos

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and not only showcase your software but

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drive conversions let's get into it my

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name is Jordan Peterson from nice life

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Studio let's dive over

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into our board let's start here kind of

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what is a demo video cuz I think when we

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say software SAS demo video people tend

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to have a couple different versions in

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their head so what is a demo video a

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demo video maybe start with like it is

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not a

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vssl a video sales letter um a video

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sales letter is something I say like is

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a 5 to 10 minute video that is speaking

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directly to you selling you hardcore and

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by the end of the video there's a clear

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C offer um it is not I would say it's

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not your hero video or your I wouldn't

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even put it in a product hunt

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video so we should probably like let's

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let's grab our little X here it is not

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not a vssl not a hero video not a

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product hunt video uh not even a you

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know whatever you want to call it like

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hype trailer Splash

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video I'm like staying out of my putting

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my camera out of the way it's none of

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those things a g demo video is a it is

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showing cuz what all these have in

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common is Hardcore selling some sort of

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cinematic elements a lot of times music

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um things that drive emotion things that

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really like they are manipulative

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they're marketing it's hardcore sales

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it's there is a call to action where

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they want you to buy on the spot or you

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watch the video and the next step is to

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clear

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buy um and a demo video has elements of

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that but it's more straightforward it's

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more here's what the software looks like

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it's more just some personal FaceTime

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oneon-one uh you are essentially sitting

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with the founder whoever's hosting the

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video they're building You're Building

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trust together um and you're they're

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watching how the software like show me

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how it looks show me what the dashboard

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looks like show me how this actually the

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software Works yes I watched the vsss

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yes I watched the hype trailer I watched

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the product hunt video it got me excited

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it looked like it can solve my problem

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because a lot of those videos talk about

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problem and solution but a demo video is

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like hey just how does it work it that's

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what it straight up is so let's

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go let's start first with like demo

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video mistakes a lot of times and these

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are in no particular order um the first

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one I see a lot of times with bad demo

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videos is no ending sales pitch now you

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you are going to sit with someone in a

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video for 10 to 20 minutes long showing

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them exactly how the software works like

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if they were not interested in your

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software they'd stop watching the video

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or they wouldn't be here at all so they

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it's clear that they want to use your

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software they're interested they are a

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lead in some form or fashion um so to

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get them all the way to the very end of

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the video and not to do some sort of

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sales pitch a lot of people think just

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like I'll just show the software and

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that'll be done it you're wa wasting

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that real estate and you're wasting that

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attention people have if I'm sitting

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here for 18 minutes watching a 2-minute

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sales pitch at the end of my uh a demo

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video it's not that big of an ask like

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I've already committed the time I'm here

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I'm invested I'm watching you I've built

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trust with you let me just watch the

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sales pitch feature overload it is we go

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to this I'm talking about these five

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mistakes all the time the five deadly

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mistakes when launching you know number

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one not use video can't narrow down your

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features can't articulate the the

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problem acting like Fortune 500 the

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founders themselves we run into this

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problem number two mistake number two

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where you can't narrow down your

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features you you're the founder a lot of

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times and you are building the features

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you're in the app you're developing them

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you have an emotional attachment to

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every little feature that you built for

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your app and it feels good so you want

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to show everything off and in your demo

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video you think this is like the time to

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do it like we're going to sit here for

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an hour and go through the entire app

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we're going to show you how everything

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works

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and you end up overloading your customer

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you end up over just like they can't

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process that much information so we tend

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to like say hey like trim it down choose

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two to three major features in use cases

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and move on ignoring customer pains a

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demo video is not just showing off the

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features it's not just like it's hey

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here's how it works you also need to

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either in the beginning of the video

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throughout the video talk

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about you to just talk about the feature

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itself in empty space has no context and

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has no impact on your customer if you

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tie it in though to an emotional problem

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a customer problem financial problem

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that your customers are facing and say

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like a lot our customers were running

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into this problem a lot of times so

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here's so instead here's what we did you

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can do you can do feature one two 3 you

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all when you use feature one this is how

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it works and how it solves problem

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number one and like you connect those

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problems you connect the feature and

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problem you give it some context as

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opposed to just saying a cold stale demo

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video that just shows the feature and

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just like here's how it works that's

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that is a help article that's a help

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video a demo video is still needs to

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have a little bit of selling to it but

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it's not a sales

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video uh number four I guess is over 20

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minutes long again if it's too many

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features overloaded um it is going to

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run long it's going to

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run I've seen demo videos that are 46

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minutes long and it's like I again a

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customer does not have that much

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attention and everything that you talked

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about in minute 5 they have forgotten

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about it in by minute 10 so you have to

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kind of rehearse review preview overview

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constantly remind them of what they've

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just watched so and with that kind of

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attention span too I say like cap it at

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20 minutes you can always make another

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demo video down the road or if you have

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a spefic specific feature that you want

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to just focus on then make a video for

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that make a 3 to 5 minute feature demo

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walk through of just that feature so

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that people like they can select to say

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hey I'm opting in to watch this specific

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feature I want to know how it works as

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opposed to saying like hey everyone

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buckle up because this is a 90-minute

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webinar demo video where I'm going to

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show you everything that you want to

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know about how this app works no people

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don't want that and then too easy too

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hard a demo video is still it's it

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flirts in between that vssl video sales

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letter and it flirts you know between

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the help article help video so you're

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teaching people how the software Works

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you're showing them how it works you're

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kind of you're in the driver seat um on

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the too easy side is where you just kind

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of fly through it and not really explain

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what you're doing and it you're going 70

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to 80 M an hour through the entire demo

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trying to just brush through everything

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glazing over a lot of stuff and people

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don't find it that helpful people that

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are there like Again the video sales

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letter the hype video that's when people

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have the short attention span they like

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show me the hot sexy features that are

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cinematic looking and and amazing and so

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but for the demo video we can slow down

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a little bit we can settle in teach me a

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little bit what you're doing show me how

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you did that show me the reasoning

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behind this app and this feature uh and

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then the flip side is too hard like

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you're getting too granular you're

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really focusing on the stuff you are uh

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kind of getting lost in the weeds a

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little bit with some of these examples

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or you're showing a

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very way off use case minor minor minor

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2% use case um you need to focus on the

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majority of things that happen you know

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the majority cases like hey this is the

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8020 this is what most customers are

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going to do when they use our app so

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let's talk about what to do instead some

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things to really focus on is what I call

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the above the fold promise so you know

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you the the fold like when you're

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building your website above the fold all

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the information in the hero section is

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above the fold now think of that same

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thing in a video The Fold is the first

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20 to 60 seconds of the video that's

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when you have people's maximum attention

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that's when you have 80 to 90% of their

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attention and after that it's just going

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to let me make sure I'm in the video

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it's just going to go it's going to I'll

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just go right here if this is their

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attention span and it a great YouTube

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video looks like this that's kind of a

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great YouTube video that's that's the

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best you can hope for so in this section

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right here you this is you're above the

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fold you want to make sure you are

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delivering as much information you're

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giving them um the promise you're

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showing them you're basically giving

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them like the table of contents of what

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they can expect in this video and what

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they can expect to get out of this video

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um so focus on so add in it and above

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the fold promise don't just Dive Right

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into hey let me show you how this works

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always be closing cliche to say but I'll

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show you how to structure the demo video

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but throughout you since you are on your

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website you are on your app your

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whatever your web app you can have it in

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another tab like hey and if you have any

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questions or if you want to go this is

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available every like every now and then

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just drop in little sprinkles of like

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hey go to our pricing page or hey if you

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want to sign up or hey if you are not a

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customer yet all these little doesn't

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have to be a hardcore sales pitch it's

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just these little tiny lines like hey if

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you're watching this video right now

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we're about 10 minutes into it you're on

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ni Studio you can stop here you can

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subscribe or you can go to our shop. nly

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studio.com and get all our free training

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and then let's get and then you kind of

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swing back into the demo you can go hey

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if you have any questions this feature

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is specifically available on tier 2 and

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let me show you if you want to get tier

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2 go to the pricing page okay let's get

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back to the demo it's that kind of like

play11:01

subtl so you always be closing and then

play11:03

at the very end do that call to action

play11:06

clear audio I read a lot of Reddit post

play11:09

of like hey what makes a great demo

play11:11

video leading up to this what's most

play11:13

people think most people like you got to

play11:15

have lighting you got to have a camera

play11:17

you got to have great Audio Great

play11:19

editing software the number one thing

play11:21

you need it could be you can have no

play11:24

camera on good clear audio your Macbook

play11:27

will probably do

play11:30

uh the heavy lifting go get descript go

play11:33

get some kind of

play11:34

audio processing uh software to take

play11:38

your shitty audio and make it nice dript

play11:40

has great has that studio sound button

play11:43

that you just hit Studio sound and it

play11:45

makes all the Echoes and the you know

play11:47

just makes everything nice and warm

play11:48

sounding clear audio they got to hear

play11:51

what you're saying when you're giving

play11:52

the presentation when you're going

play11:54

through the demo video if they can't

play11:55

understand you or if it's too annoying

play11:57

they're going to bounce

play11:59

uh use cases and examples just again

play12:01

it's adding that context to the feature

play12:03

just

play12:04

showing here's how it works given an

play12:07

example set it up when you set up the

play12:09

feature talk about an example a customer

play12:12

that you ran into the popular use case

play12:17

um like connected to the real world show

play12:20

show what it actually does Give an

play12:21

example be specific a lot of times it

play12:24

just be like hey you're you can connect

play12:26

you know you can connect your apps and

play12:27

do it all together with everything you

play12:29

want available worldwide it's just like

play12:32

very your customer's like okay but is

play12:35

this for me how does this work can I use

play12:37

this is this specifically built for me

play12:40

that's what your customer always asking

play12:41

when they're watching this like is this

play12:42

for me does this work for me can I do

play12:44

this uh and then last this kind of oh

play12:48

I'm like cutting it off a little bit

play12:49

preview review and overview throughout

play12:53

the demo video you have to kind of like

play12:56

pause take their temperature hey you

play12:59

still with me here are we good okay hey

play13:01

next we're going to do this hey what we

play13:02

just talked about was this so for

play13:04

example be like hey we just covered what

play13:07

that covers everything we just covered

play13:09

what to do in your demo video before

play13:11

that we we went over demo video mistakes

play13:15

we've talked about no ending sales fish

play13:18

the their feature overload we've talked

play13:19

about all these things we've covered

play13:21

everything we've talked about the five

play13:25

deadly mistakes next we're going to talk

play13:27

about is how to structure your demo

play13:30

video and then at the very end I'll show

play13:31

you where to place this demo video to

play13:34

get the most customers and to convert

play13:35

the most customers possible so with that

play13:38

we're going to wrap up what to do see

play13:40

like that like you're you're giving them

play13:42

you're you're kind of taking again is

play13:45

you're taking their temperature you're

play13:46

get you're setting

play13:47

expectations it's a nice kind of way to

play13:49

like break the fourth wall a little bit

play13:51

hey you you know you're kind of like

play13:53

checking in on them and you're giving

play13:57

you're setting expectations you're

play13:58

letting people know like hey this is

play13:59

this is what's coming up next so that

play14:01

they're not just sitting there like okay

play14:02

how how much longer this video is I just

play14:04

I'm waiting to see if my feature is

play14:06

coming up or the I have one specific

play14:08

question is that going to be addressed

play14:10

you're telling them that you're get

play14:11

you're kind of you started with the

play14:13

table of content at the beginning of the

play14:14

video and then you're going to bring it

play14:15

back up and then you're going to end

play14:16

with the table of content you're going

play14:17

to end with that review so now that

play14:20

we've talked about what to do in your

play14:22

demo video you know add that above the

play14:24

full promise always be closing add in

play14:27

those little sales call to actions can

play14:29

be very subtle clear audio you don't

play14:31

need a great camera you don't need a

play14:33

great uh great lighting add use cases

play14:35

and examples to connected to the real

play14:38

world make make your customer understand

play14:40

like is this for me can I use this and

play14:42

then finally do a preview overview and

play14:44

review throughout your demo video teach

play14:48

them or it's always like tell them what

play14:50

you're going to teach them teach them

play14:52

tell them what you just taught them and

play14:54

then start over tell them what you're

play14:56

going to teach them next it's that over

play14:59

over and over now let's go into the

play15:01

structure how do I structure this demo

play15:03

video what should I talk about first

play15:05

what is most important how do I keep

play15:07

people's attention and how do I convert

play15:09

customers with my demo video you're

play15:12

going to start as you can guess with the

play15:15

above the full promise 20 to 60 seconds

play15:18

you're looking right at the camera

play15:19

you're talking to you can read a script

play15:20

you can read a teleprompter you can put

play15:23

the wording on the screen as you read it

play15:26

out loud to the customers and show them

play15:28

the table of content tell them

play15:30

everything that they're going to get out

play15:31

of this video tell tell them uh you can

play15:34

also narrow it down say like if you're a

play15:36

Founder if you're a startup founder with

play15:38

less than 11 employees and making less

play15:41

than $1,000 mrr then in the next 20

play15:44

minutes I'm going to show you exactly

play15:46

how we are going to do XYZ with this new

play15:49

app that I've just showed you something

play15:52

like that now you're listening and

play15:54

you're watching that and go huh I'm not

play15:55

a startup founder I don't have less than

play15:57

11 employees and I'm not making $1,000

play15:59

mrr this video is not for me but who if

play16:02

it is for them then you they're like

play16:04

locked in they are ready to go so added

play16:07

above the full promise set expectations

play16:09

talk about the table of contents tell

play16:11

them zoom out show them everything

play16:13

you're going to cover literally or

play16:16

figuratively and say hey we're going to

play16:17

talk about this we're talk this this and

play16:19

this and then we're going to finish with

play16:21

this and let's get started that's what

play16:24

you do you you go right into it you

play16:26

always list with your most notable

play16:28

featur feature your most coolest action

play16:30

the most uh whatever You' be like the

play16:33

most the 8020 version of this most

play16:37

notable feature don't start small don't

play16:40

start at feature number three and build

play16:41

up to two and one start with feature

play16:44

number one your biggest baddest feature

play16:46

and then go into two use cases when

play16:49

you're going through showing them how

play16:51

the feature Works how to do it then do a

play16:54

use case make it do a specific action if

play16:58

it's like a check out do a test checkout

play17:00

if you're building a Blog if you're

play17:01

writing a newsletter if you're doing

play17:02

automation demos show them in action and

play17:07

then do a very different use case that

play17:09

is still popular not don't do two

play17:11

obscure ones or like a very popular use

play17:13

case one and an obscure use case do like

play17:17

the two most popular but try to make

play17:19

them different so that you're casting

play17:22

the widest net possible on use cases so

play17:24

that your customers aren't like is this

play17:26

going to work for me can how is this

play17:27

going to work and then you're going to

play17:29

do that over for features two and three

play17:33

and I say do just two or three features

play17:36

four features in total so You' be it

play17:38

would show them how the feature works

play17:40

and then do two use cases look something

play17:43

like

play17:44

this this and

play17:48

then you know and then you do it again

play17:51

you get and after you do that that's

play17:53

you've gone through three features now

play17:55

that you're about to hit the 20-minute

play17:56

Mark you're getting pretty close then

play17:58

then you're going to review talk about

play17:59

everything you just talked about talked

play18:01

about the takeaways what they can learn

play18:03

from this it review if you are this type

play18:06

of person living this type of life doing

play18:08

this type of action in search of this

play18:10

type of solution then this is the app

play18:13

for you just like spell it out for them

play18:15

and then do a very hyp specific cult

play18:18

action when I say hypers specific cult

play18:21

action again you're showing them your

play18:24

website you're showing them your web app

play18:26

Go and show them how to sign up like if

play18:31

you're already there just like okay uh

play18:32

let me show you how to sign up so if

play18:33

you're watching this video right now go

play18:35

to blank blank SL pricing you're going

play18:37

to click tier 2 you're going to click

play18:39

sign up like do a test purchase for them

play18:41

in front of them showing them everything

play18:43

that they're going to get and let me

play18:44

show you and this is how it works and

play18:45

you're going to click like go all the

play18:47

way to like customer empty

play18:50

dashboard in the cult action like you're

play18:52

going to do this you're going to add

play18:53

your credit card you're going to add

play18:56

your email your name and then it's going

play18:57

to ask you a couple question questions

play18:59

and then that's it and then it's going

play19:01

to take you to your dashboard and that's

play19:03

how you get started you'll go take a

play19:04

tour like make them feel comfortable let

play19:07

them know what's ex what's on the other

play19:09

side of that door of check

play19:11

out and that

play19:14

is I mean that's going to be super

play19:16

effective now I added this right here

play19:17

and we kind of already talked about it

play19:19

the Casual CTA in between your use cases

play19:22

I I would kind of put it there that's

play19:23

kind of a nice um lull a nice trough in

play19:27

the Peaks and valleys of your demo

play19:31

video as you're going from use case to

play19:33

use case again drop in that casual call

play19:35

to action hey go to ni Studio go to

play19:38

shop. studio.com and do this and get our

play19:41

download our free training it's like

play19:43

those kind of like very subtle things

play19:44

okay let's wrap it up now let's go to

play19:47

okay now I've made the demo video Jordan

play19:50

where should I place this video to get

play19:56

the most customers in no particular

play19:58

order and you can do it all here all of

play20:00

these blue options email number three or

play20:02

four so if they've signed up for a free

play20:04

trial if they have signed up for your

play20:07

newsletter if they've signed up for a

play20:08

lead magnet if they have signed up for

play20:11

anything in your email flows add the

play20:14

demo video in email number three or four

play20:17

number one being whatever the delivery

play20:19

is number two being kind of like an

play20:20

overview of the problem and number three

play20:22

or four as a way to like hey want to see

play20:24

how all this works click here watch this

play20:27

video parenthe 20 minutes long

play20:30

parentheses 15 minutes long like set the

play20:32

expectation and drop it there add a link

play20:34

add a YouTube link uh watch the demo

play20:37

button duh a lot of if you're in B2B SAS

play20:41

you can just add it to on the other side

play20:44

of the demo button so they click watch

play20:46

demo they fill out a form they fill out

play20:48

contact form and then they get shown the

play20:51

video and then they get added to a you

play20:52

know whatever your sales process is if

play20:54

they get add to a calendly appointment

play20:56

with a sales rep to talk about the demo

play20:58

video

play21:00

um right there duh on YouTube great

play21:03

place to do it people are long form

play21:06

YouTube videos work amazing on YouTube

play21:09

um sit there for 15 20 minutes like

play21:11

that's where people are there that's

play21:13

where the attention is and then in the

play21:14

link down below add your sign up button

play21:17

add your sign up link help articles um

play21:20

not a conventional place to put your

play21:24

demo video but a lot of times when

play21:26

people are shopping around for software

play21:28

they'll go to The Help Center they'll go

play21:29

to a help article or maybe they started

play21:31

a free

play21:32

trial and put it in your getting started

play21:35

section of your help articles so like

play21:38

whatever your top five top 10 articles

play21:40

are on your help desk put it there so

play21:43

they say like hey watch how all this

play21:45

works there full overview full walk

play21:47

through parenthesis 20 minutes on how

play21:50

this app works and they're there they're

play21:53

L they are specifically there learning

play21:55

how to use your app and this is at the

play21:58

very end you going to have your little

play21:59

sales pitch so that's a great place to

play22:01

add your demo video and then of course

play22:03

in the post launch add it into the post

play22:06

launch we don't put it in the launch uh

play22:08

when you're doing a feature launch and I

play22:10

I'll show you what this launch is I'm

play22:12

talking about this is the nice size

play22:14

Studio launch uh formula if you want to

play22:16

get this go to uh I'll link it down

play22:18

below it's niiz studio.com

play22:22

trining 500k and we talk about how to

play22:24

set up your launch but here it's you

play22:28

know position your startup pre-launch

play22:30

your launch that's where I would put

play22:31

your keynote video and for the demo

play22:34

video I would put it in the postlaunch

play22:35

so 2 3 four days after the big bang

play22:38

after the big keynote video where

play22:40

everyone is excited and signing up it's

play22:42

a way to like bring those last

play22:45

straggling customers in get those last

play22:47

few customers those last stubborn

play22:49

customers over the hill like they

play22:51

they're excited they understand the

play22:53

problem they

play22:54

understand they have a good sort of an

play22:56

understanding of what it does and they

play22:57

just need one more piece of content one

play23:00

more video to just see exactly how it

play23:03

works like they they know it's for them

play23:06

but they just really just okay just show

play23:08

me what it looks like and that's where I

play23:11

would put it in your post launch where

play23:13

not to put it not in your hero section

play23:17

you'll see a lot of people say like put

play23:18

your demo video or hey I have a 3 to

play23:20

five minute demo video from the founder

play23:24

Hero video your hero section that is not

play23:26

the time or place for a long demo video

play23:29

for people to sit and walk you to walk

play23:31

through your app it's a place like

play23:33

people are going to scroll pass your

play23:35

demo your hero section is for your

play23:37

Splash video your trailer your keynote

play23:40

your vssl a sales oriented video that is

play23:43

there to quickly capture attention Drive

play23:46

emotion and drive people to sign up your

play23:49

demo video is just going to be a little

play23:51

too slow paced and it's going to not do

play23:55

what you think it's going to do it's

play23:56

like okay I'll put my 20-minute video

play23:57

there and people will I'll increase

play23:59

retention on my website and people will

play24:01

hang out in the hero section of the

play24:03

video no they'll click play it they'll

play24:05

realize that it's 20 minutes long and

play24:07

they'll like pause it start scrolling

play24:09

search around go to your pricing page

play24:11

they won't sit there to watch your demo

play24:13

video so it's like it's all kind of time

play24:14

at place like demo video that's where

play24:16

you need to settle in a little bit and

play24:18

you're really doing some fact finding or

play24:21

is this app for me should I sign up as a

play24:23

customer hero section is not there not

play24:25

thr a time and place for it okay so that

play24:29

is a pretty solid understanding and

play24:33

training here on how to set up your demo

play24:36

video again a demo video is not a video

play24:40

sales letter it is not your hero video

play24:41

it is not a product hunt video it is not

play24:43

your hype uh Slash Splash video right

play24:47

there uh some demo video mistakes to

play24:51

avoid no ending sales pitch you have to

play24:54

include this it is a sales video it's a

play24:57

mild it's not spicy it's mild uh feature

play25:01

overload don't get too crazy with too

play25:02

many features limit it to three or is

play25:05

pushing it keep it less than three

play25:07

features that you're going to do a demo

play25:08

of um ignoring your customer pain points

play25:11

again add that context connect it to a

play25:13

problem a feature is not just a feature

play25:15

a feature is solving a problem talk

play25:17

about that problem too long over 20

play25:20

minutes cap 10 to 20 minutes that's your

play25:22

sweet spot uh too easy too hard again

play25:25

don't get too far into the weeds and

play25:27

don't go 80 m miles an hour over a

play25:29

feature like show people how it works

play25:31

what to do is do that above the full

play25:34

promise show people set expectations

play25:36

capture attention it's the word would be

play25:39

like a YouTube hook write me a YouTube

play25:41

hook chat gbt on this video always be

play25:45

closing uh clear audio you don't need a

play25:47

camera you don't need lighting add use

play25:49

cases again contexts connections is this

play25:52

for me uh and then do a review preview

play25:56

and an overview of what you just talked

play25:59

about how to structure it above the fold

play26:01

do your table of contents most notable

play26:03

feature first your biggest baddest

play26:05

feature first biggest baddest bestest

play26:07

sexiest feature first uh do two similar

play26:11

no sorry dissimilar not similar use

play26:14

cases that are but there two use cases

play26:16

that are your most popular sprinkle in

play26:19

the Casual call to action repeat that

play26:22

for features two and three review

play26:24

everything you just talked about and

play26:25

then do a hypers specific cult action

play26:27

show people how to sign up tell them

play26:28

where to go to sign up walk hold their

play26:30

hand take them to the very end

play26:32

and just it it's show people just

play26:36

literally how to sign up and then where

play26:38

to place this in a email three or four

play26:40

of your email flows uh on the other side

play26:43

of the watch demo button on YouTube and

play26:45

your help articles in the top getting

play26:47

started section in your post launch if

play26:50

you're launching and not your hero

play26:52

section and that is going to end it

play26:54

thank you guys for watching be sure to

play26:55

subscribe here to ni Life Studio check

play26:57

out the link links down below and I will

play27:00

catch you in the next one

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