All too often we get caught up in how amazing our own technology is. We know it so well: its capabilities, the solutions it provides…. we want the world to know it, too!
What can so easily be missed, however, is connecting a customer to the amazing nature of your product. And that—no matter all the bells and whistles in the world—comes down to quality storytelling. An engaging product story is one that drives an emotional response, and is one that a customer actually enjoys hearing.
Not every product demonstration succeeds in great storytelling. But the good news? Everyone can be a great storyteller. It’s all about understanding the basics.
The fundamentals of storytelling
Identify your story elements
The elements in your product demo aren’t too far off from those found in your favorite novel or movie.
Start with your characters. Namely, people in a similar situation with your customer who may share the problem your technology solves.
Have a clear dilemma or opportunity that may be at risk. Show your knowledge of what your customer is facing.
Solve a problem for your beloved characters with your technology as their secret weapon.
With these key elements, you are now ready for your hero to come to the rescue. And how will they save the day? With your technology, of course!
Craft a hero narrative
Once the stage has been set, it’s time to breathe life into your story. If your elements are the fabric of your story, plot is the thread. At 3Sharp, we use the “three-act story” approach to weave together a compelling story that guides the audience from introduction to conclusion, showing how your technology solves the problems they face.
ACT I: Introduce the customer and the problem.
Your goal is to build an emotional connection with your customer and show you understand the troubles they’re facing.
ACT II: Approach the problem.
Establish the “what if” scenario, building hope that something could solve the problem.
ACT III: The reveal.
Show how your technology solves the issue addressed in Acts I and II. Notice how your technology comes in at the end of the story?
The final act should feel like a very satisfying reveal, bringing about positive reactions like, ‘Ah-ha!’ or ‘Whoa!’ or ‘That’s amazing!’. Your technology just solved a big problem, so don’t be shy about framing it as a true hero moment.
Tell your story often
Even with a great demo script that hits all the right notes, the story is not yet your own.
As the narrator, it’s crucial to deliver that story again and again to establish your tone, your pacing, and discover the nuances that make your customer connect to you, not just your demo.
Don’t be afraid to practice your demo on your own and with coworkers. Next, practice your storytelling with a professional outside of your company. Giving the demo and narrating the story will get easier and easier, allowing you to focus more on telling a compelling product story than simply clicking through slides.
The more comfortable you are giving that demo, the better the product story, and the more engaged your customers will be.
Tell your best product story
Tech storytelling is what we do.
3Sharp is an industry leader in product demos. We design easy-to-present and easy-to-understand content that’s focused on accelerating sales cycles and turning your technology into your customer’s most valuable assets. Let us help you land the sale with relevant and compelling demo materials. Learn more.