Creating an impressive product demo video is an essential step for companies of all sizes to promote their products and services in the modern world. Product demo videos can appear as short, simple advertisement videos or longer detailed presentations showcasing how users interact with your offerings. To achieve great results, you must combine creative thinking and strategic planning when writing scripts for these videos.
In this blog, we’ll explore best practices for creating high-converting SaaS product marketing scripts so businesses have everything they need when attempting to produce one on their own. But before that, let’s look at what a SaaS product demo video is, and how to create one.
SaaS Product demo videos typically demonstrate or explain the features and benefits of a product. It is generally used to launch new products, boost customer confidence in existing products, increase buyer commitment, set itself apart from the competition, and promote brand recognition.
A good SaaS product demo video has many key ingredients. If one should truly stand out, the video should focus on issues through its clear and concise script, showcase necessary features, and contain a strong call to action to increase engagement and conversion rates.
But every SaaS product demo video starts as a script. And a good product demo video script can do wonders for your business.
A high-converting B2B SaaS product demo video is essential for creating an effective B2B SaaS video as it helps with lead generation and sales. A good script should highlight the benefits of the product and how it will help the customer while keeping it short, straightforward, and easy to understand.
It should demonstrate how the product works through engaging visuals, relevant examples, and well-structured scenarios. Additionally, the script should include an enticing call to action to prompt viewers to take further action. Here are 7 tips for writing a well-thought-out script, to create a compelling B2B SaaS product demo video to draw the viewers in and drive conversions.
Start your product marketing script with a catchy and compelling line that grabs the viewer’s attention from the get-go. It should be interesting, and relevant to your target audience, and show how your product will solve their problems.
This U.S. Navy principle from the 1960s can be implemented for B2B SaaS product demo videos too. Keep all phrases in your B2B SaaS product demo video script short and sweet so viewers won’t have to exert any mental effort to interpret them. Rather than adding length, focus on how this specific solution can provide value for them quickly. If written thoughtfully each phrase will add substance without confusing potential customers.
Many videos struggle to be heard and get their point across, even if they have a valuable and helpful offering. You can include casual language, a storyline, a narrative, and humor in the script to make the B2B SaaS product demo video more engaging and easy to consume. The harder you try to sell the product, the more disinterested the viewer might get. Instead, casually walk them through product features while dropping in customer pain points, all in simple language.
The next step is to highlight the commonly encountered pain points which your viewer might have faced with their existing solution. Listing the pain points consecutively can showcase the problems with the older product, and might be the push they need to make the switch.
While writing the product marketing script, write for your audience and not the product. This way, your video has a better chance of staying in their minds. Along with this, use supporting images and clips to drive the point home. A video that resonates with the audience has a better chance of turning a viewer into a customer.
While writing the product demo video script, aim to include an “AHA moment”, a line, or a point that is a deal closer. The AHA moment is a line that sets your product apart from the competition. This could be anything from product USP, discounts, membership deals, or even customer support. But this should be a strong enough reason for the viewer to make the switch from their existing solution to yours.
End your video with a strong call to action so the interested audience knows how to take the next step. For example, you may ask them to register on the product’s website, book a demo, or get in touch through email about pricing.
It can be easy to get lost in the moment and want to include a lot of things in your product demo script. Besides being detrimental to your cause, it can also negatively affect your product demo video. Here are a few tips to avoid while writing a product demo video script.
Words such as synergy and cutting edge may sound cool but do little to add value to a B2B product demo video. Instead of convincing your viewer, this can confuse them. Instead, focus on using simple language that clearly explains the features of your product in an easy-to-understand way.
The more features you add to your B2B product demo video script, the longer the runtime becomes, and the harder it is to follow and remember. A study by Content Beta found that the ideal length of a product demo video should be around 2 minutes and 31 seconds. Keeping the video around this length is ideal for social media platforms, YouTube, or your product’s landing page.
You will leave your audience confused if you include every small detail or niche feature in your video. Instead, choose to tie key features together with the help of a story. This helps the viewer better understand your product as it helps the viewer picture themself using the product.
Use sentences that are short and straightforward. Avoid long and technical sentences as this makes it hard for the audience to follow along with the point you are trying to make. Instead, keep your sentences between 20 to 30 words long, using simple and non-technical language.
Your product might be the new and improved version of your competitors’ offerings. Bragging about it can seem like you’re overselling the product. Instead, focus on how your product can address your viewer’s needs and solve their problems – be it through a story. Share a few key features and how they uniquely position your product and put your customer at ease.
A good product demo video script can help create an effective and engaging B2B SaaS video by ensuring that all the key elements of your message are included. The main focus should be on demonstrating how valuable your service is to potential customers, using language that speaks directly to their needs.
To do this effectively, you need to identify your customer personas before writing a script, so that you do not make any assumptions about what they expect. Additionally, including supportive data points such as industry-wide statistics and expert opinions within the storyline gives further evidence for why prospects should trust in utilizing/investing with your business.
Finally don’t forget there’s no right way when it comes to crafting compelling content. Have fun with unique approaches like humor, interviews & webinars, while still keeping the true essence of a results-oriented pitch intact.
A well-crafted product demo video script can be a powerful tool to engage your audience and drive conversions. In this article, we have discussed how to write a script that can help you create a highly converting video demo of your product.
To create an impactful video, each step is essential, from researching your target audience to crafting compelling stories and calls to action. With the right approach, you can use your product demo video script as an effective way to showcase your products or services and drive more sales.
A good product demo video script opens with a hook line describing the key pain points, then builds upon them while highlighting how your service can solve their potential problems. The video should be in simple, conversational language to make it easy to understand.
The product demo video script should start with a hook line to grab the viewer’s attention. This hook line should contain the biggest pain point of their current solution so the viewer sees the benefit of switching solutions.
A study by Content Beta found that the ideal length averaged around 2 minutes and 31 seconds. This makes the video short enough to watch and understand while being the ideal length to include highlights about your offering. This is usually around 360 words.
It depends. If your intention is to get people to watch your videos, then the answer is yes. If it is to increase sales, mere view count may not mean much to you. But the consolation you can draw is that your video is made well enough to attract a random surfer!
Khyati is a seasoned writer and a hands-on marketing professional. She specializes in inbound and growth marketing, content marketing, lead generation, public relations, brand amplification, B2B communications and partnerships, and social media marketing.
Khyati is a seasoned writer and a hands-on marketing professional. She specializes in inbound and growth marketing, content marketing, lead generation, public relations, brand amplification, B2B communications and partnerships, and social media marketing.
