Compelling software sales demos are all the rage right now, offering brands a dependable method to connect and resonate with viewers in a way that sells. In fact, studies show 74% of users who watched an explainer video about a product subsequently bought it. But, does the thought of creating a walk-through video throw you outside of your comfort zone?
To be honest, the need to produce one that’s nothing but silky smooth can be a bit stressful. Where do you even begin? There are quite a few pieces to the puzzle from compiling a shot list to showing off key features with screen recordings and slides, recording a lean voiceover, and more. And, finally, connecting all those pieces together into a clear and effective video that delivers.
There’s no need to be intimidated, however. You know what it is that makes your SaaS product worthy to your audience. Get on out there and show them—don’t just tell! Maybe your offering isn’t all puppies and rainbows to talk about in a way that brings warm and fuzzies to the table. But, hey, that’s okay. All you’ve got to do is show how your product solves your viewer’s biggest headaches, illustrating it’s too valuable for them to pass up.
So, today, to help you make your sales demo go off without a hitch, I’m sharing an 8-step guide to creating one that’ll get your people to buy. You’ll be well on your way to producing quality material, inspiring your viewers to give you their undivided attention (and wallets!).
I’m also going to stand on my soapbox for a minute and tell you that creating your sales demo is all about the script. Even with this guide, however, you may feel like you’ve got too much on your plate to worry about writing content to pair with your video. But, the last thing you want to do is wing the whole thing and risk fumbling over your words when it comes time to hit the record button. Thankfully, I’m letting you in on a timesaving secret later on below—hint: it involves a tool that will help you create compelling video sales letter scripts at the click of a button. Trust me, you’ll want to stick around!
Your 8-Step Guide to Creating a SaaS Sales Demo That Gets People to Buy
1. Narrow your focus—think about who this is really for.
Before you even begin the process of producing your recorded sales demo, the first order of business is to think about where in your marketing funnel you want this video to live. Is it intended for your prospects? Leads? New customers? Maybe all of the above to go on your landing page? When you hone in on your intended audience versus speaking to the masses, you’ll find you’re more effective at connecting with your viewer on a more personal level.
After narrowing your focus, you’ll then be able to answer equally important questions that’ll set you up for success. For instance:
- What is your one goal for this video?
- How technical does it need to be?
- How long or short should it be to accomplish the goal while keeping the viewer’s attention?
2. Plan ahead—map out ideas through your script and shot list.
As I mentioned earlier, the backbone of a successful sales demo is a quality script. I know what you might be thinking… It’s not like this is live. I can cut out any slip-ups. Why on earth do I need to invest time in writing a freaking script? Because it pays to plan ahead.
Spend some time putting together your talking points and a shot list to accompany them. You’ll ensure you cut to the chase, hitting all the key points necessary to propel your viewer to take the next step, whatever that step may be. Consider it your investment to saving some time in the recording process.
(Remember…if you don’t know where to begin, I’ll be sharing a tool here VERY soon to help you tackle script writing in MINUTES).
3. Come out swinging—capture your viewer’s attention in seconds.
Think about how impatient you get as you wait for a YouTube video to play after what feels like a never-ending ad. If you feel that way about a 15-second plug, imagine how your viewers would feel if you waited until the 30-second mark to get to the good stuff.
You’ve got about 8 seconds to reel in your audience. Ask them a question that piques their curiosity. Tell them how your product aims to solve. It may seem like a lot to tackle in a split second, but take a look at how Slack makes this step look so easy.
They don’t waste any time showing viewers how their software can tackle their biggest headaches, while still being easy to use. All in a friendly, conversational tone. Doesn’t it make you want to jump on board and start using the product right away? Kick your demo off with a strong opener like this one and you’ll have the upper hand, encouraging your viewers to watch from beginning to end.
4. Remember to KISS—Keep It Simple, Silly.
If you have a complex product, you probably have an urge to cram all there is to know about it into your sales demo. Not so fast, my friend. Avoid overloading your viewers with a library of information. Otherwise, they’ll glaze over and stop your video dead in its tracks. Let them familiarize themselves with all the nuances at another point in time.
Remember, your sales demo is just another stepping-stone towards the overall goal: getting them to buy. So, it’s best to “KISS” and be on your way. You can become the master of this by breaking your video into four simple components:
How it works.
& What’s next.
5. Master the art of persuasion—features tell, benefits sell.
Refrain from piling on the technical lingo when communicating all your lovely features. Yes, they add credibility and might make sense to you, but your viewers will quickly lose steam as they try to digest what you throw their way.
Instead, break into your ideal customer’s mind and shine the spotlight on their biggest desires. When you understand what exactly it is they’re looking for, you’ll find it’s easier to build off your features and translate them into real benefits that help seal the deal. Take this graphic as an example.
People care very little about the fact that a product has storage for 1GB of MP3s. But, flip that feature into a benefit, however, and there’s the answer to the burning question of “What’s in it for me?” Charles Revson, a cosmetics industry executive, clearly understood and practiced this marketing principle. He said, “In the factory we make cosmetics; in the drugstore we sell hope.” Once you start selling your benefits, viewers will visualize their life or business improving as a result of using your software.
6. Capitalize on any and all interest—guide viewers to the next step.
This is such a simple step, but it’s sometimes easily forgotten when creating a sales demo. Once you’ve gotten your audience to stick around until the very end, the last thing you want to do is skip out of town, so to speak. Don’t tie things off with a loose, crummy bow saying, “That’s it. Thanks for sticking around. I hope you enjoyed watching the demo.”
What you need to do is offer a little bit of handholding. In your closing, tidy things up with a strong call to action, aka “the ask.” Ask your viewers to sign up, talk to you, buy now, or whatever it is you want them to do next. Consider it your virtual handshake to propel them further along the buyer’s journey.
7. Keep a professional appearance—tote the right production tools in your toolbox.
There’s a lot of noise out there when it comes to all the tools you can invest in to produce a quality sales demo. But, if you’re a bootstrapped entrepreneur, chances are you’re looking for something that will save you a chunk of money while still keeping up with your brand’s professional appearance.
Here are some tools you can use to save time and money:
- Record your voiceover with your iPhone or USB microphone—head to a quiet space (sans echoes). Use Audacity to record your track for free if you choose to go with a USB mic.
- Cut out any slipups with Audacity—using that same free software I mentioned earlier, you can easily clean up your voice track. Here’s a quick tutorial.
- Use ScreenFlow or Camtasia to record your presentation—using your shot list, create your demo using either piece of software. Practice reading your script aloud a few times as you go through it before hitting record. Need an even cheaper option? Try out Screencast-O-Matic.
- Edit the video and audio together with iMovie, ScreenFlow, or Camtasia— Mac user? Give iMovie a go. Otherwise, you have the option to use ScreenFlow or Camtasia again, which offer basic editing capabilities.
Once you’re ready, upload it to YouTube to share with your audience!
8. Toss in some flavor—spice things up with effects and a dash of humor.
Reading off a script can turn your voice into a monotone mess. Avoid that by having fun with your content, using an appropriate combination of music, humor, and non-cheesy transitions. You can do all this and more with YouTube’s Video Editor once you have at least one video on your YouTube account. Consider it your chance to connect with your audience in a way that a simple blog post or email can’t.
Searching for a way to quickly and painlessly write your sales demo script?
Well, the search is over. That’s because I’m about to let you in on a little secret that’ll give you a ready-to-use script at the push of a button. The “secret” is ScriptDoll—a one-of-a-kind piece of software that helps entrepreneurs like you craft sales copy for any product or service offering. All you do is create a product portfolio, answer a handful of painless questions, and voilà, ScriptDoll drops those answers into thoughtfully crafted video sales letter scripts (VSLs) that sell.
Here’s how you can benefit from using ScriptDoll:
- Saves you time writing attention-grabbing content—thanks to the product portfolio I mentioned earlier, the intro, product features and benefits, call to action, and so much more are all done for you. ScriptDoll provides you with your trusty VSL script sidekick to produce a powerful video that sells.
- Allows you the opportunity to keep your copywriting in house—there’s no need to spend thousands of dollars outsourcing your video marketing writing to copywriters. ScriptDoll crafts its effective VSL templates thanks to its connections with some serious first-class copywriters around the world!
- Decreases your workload to almost nothing with pre-made product profiles—are you a puppy trainer, dentist, plastic surgeon or graphic designer? If so, you’re in luck because your product profile has already been completed for you. There are many more waiting to be used within the software engine, making it that much easier to push out video content that converts.
It’s time to say goodbye to hours spent performing time-sucking improv with your videos, leaving you with a never-ending blooper reel. Take the first step towards producing sales demos that sell—grab hold of these benefits today.
Get Your Attention-Grabbing Video Script Today!
Whew. Let’s take a minute to reflect on all this information you just digested. Finally, you’ve got a step-by-step guide to create a SaaS sales demo that gets your people to buy. And, best of all, you now know of a tool to help you craft appealing video sales letter scripts—the backbone of it all. Say it with me now…lights, camera, action!
Your audience is waiting to see your product up-close and personal. Go ahead and join entrepreneurs like you who are raving about ScriptDoll—helping harness the power of compelling sales videos. Have questions or something to share? Let us know in the comments section below. We’d love to hear from you.
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