Choose one task the viewer recognizes
Demonstrating ten features usually leaves little room to understand any one of them. Select the task connected to the advertised buying situation: compare products, prepare a report or organize incoming inquiries. Specify the starting state and what the customer needs before the demonstration works.
Use real product screens or accurately labeled mockups. Do not imply that a simulated interface is live product behavior. Hide personal information without obscuring the steps needed to understand the demonstration.
Give every scene a job
| Scene | What to show | Question it answers |
|---|---|---|
| Situation | The existing task or obstacle | Why does this matter? |
| Starting point | Inputs and prerequisites | What does the user need? |
| Action | The relevant product workflow | How does it work? |
| Outcome | The actual output or changed state | What did the action produce? |
| Next step | A matching demo, page or offer | What can I do now? |
The sequence is a planning aid, not a required duration or universal performance formula. Shorten or expand it according to the task.
Worked example: reporting without a magic transformation
Illustrative example: a reporting product imports a supported data file and creates an export. Show the file format, import action and final report. If the demonstration omits a lengthy manual cleanup, say so or include the necessary step. Editing should make the workflow understandable rather than conceal work that changes the promise.
The call to action can invite viewers to see the full workflow. The landing page should then explain compatibility and setup, instead of introducing an unrelated offer. Check the continuity between the last scene and the destination.
Review before production
Read the storyboard without the voiceover. Can someone identify the customer's task and result? Then read the voiceover without the visuals. Does it claim more than the demonstration proves? Repair either mismatch before filming or recording.
Confirm claim sources, asset permissions and the production owner. Give the editor a list of details that must remain visible. For a test involving several opening scenes, keep the rest of the demonstration comparable using the video test plan.
Ayoub Mouhachtt
Growth & performance marketing. Explore my working background.
An AI-assisted educational guide commissioned for Ayoub’s Growth Notebook. Worked examples are illustrative; they are separate from the portfolio’s client evidence. How these guides are prepared.