Pre-Recorded Demo Reference
Mode-specific guidance for producing a pre-recorded demo script.
Script Format
The script is a two-column document: voiceover text on the left, screen directions on the right. Each row is one "beat" -- a single idea paired with a single screen state. A beat should never try to say two things at once or show two screens at once.
| Voiceover | Screen Direction |
|-----------|-----------------|
| "This is what [outcome] looks like for a [role] at a [industry] company." | Show the end-state dashboard / report / deliverable. Full screen, no clicks yet. Hold 3-4 seconds before VO starts to let the visual land. |
Each phase (Outcome, Magic, Use Cases, Depth) starts on a new section header in the script with a timing target.
Timing Guidance
Total target: 3-5 minutes unless the user specifies otherwise.
| Phase | Time allocation | Notes |
|---|---|---|
| Phase 1: Outcome | 30-45 seconds | One screen. One statement. Let it breathe. |
| Phase 2: Magic | 45-60 seconds | Maximum two screens (before/after or side-by-side comparison). This is a bridge, not a lecture. |
| Phase 3: Use Cases | 90-150 seconds | 2-3 use cases at 45-60 seconds each. Most important first. Each use case is situation-action-result. |
| Phase 4: Depth | 0-30 seconds | Only include if a specific deep-dive was requested. Otherwise, omit entirely or add as a separate linked video. |
| Phase 5: Close | 20-30 seconds | Outcome recap, one social proof beat, one CTA. |
If the script runs over 5 minutes, cut use cases (not outcome or magic). Two strong use cases beat three rushed ones.
Screen Direction Conventions
Write screen directions as if briefing a screen recorder, not a cinematographer. Be specific about what's visible, what's clicked, and what's highlighted.
- Show: A static screen. "Show the demand planning dashboard with the 30-day forecast view active."
- Click: A specific interaction. "Click the 'Generate Forecast' button. Pause 1 second on the loading state, then show the result."
- Highlight: Call attention to a specific area. "Highlight the MAPE metric in the top-right card (zoom or annotation)."
- Transition: Moving between screens. "Transition to the inventory view via the left nav. No animation -- hard cut."
- Hold: Let a screen sit. "Hold on this view for 3 seconds before voiceover begins." Use holds after outcome reveals and after use case results.
- Split/Compare: Side-by-side. "Split screen: left shows the ERP forecast (static spreadsheet), right shows [Product] forecast (live, updating)."
Do not write vague directions like "show the product" or "navigate around." Every direction should be reproducible by someone who has never seen the product, given access to the demo environment.
Voiceover Writing Rules
Conversational, not scripted. Write the way a confident practitioner would explain it over coffee. No marketing voice. No "leverage" or "empower" or "seamlessly." If it sounds like a brochure, rewrite it.
Second person. Talk to the viewer: "You're looking at..." / "What this means for you..." / "Instead of spending your Friday afternoon..." Not "Users can..." or "The platform enables..."
Industry language. Use the terminology from Phase 0 industry input. SKUs not products (F&B). IRR not ROI (real estate). Batch yield not output (manufacturing). If you don't know the right term, flag it for the user rather than defaulting to generic language.
Short sentences. Voiceover needs breathing room. 12-18 words per sentence maximum. Read it aloud -- if you can't say it in one breath, split it.
One idea per beat. Each voiceover segment makes one point. "This dashboard shows you your cash tied up in inventory, broken down by SKU and shelf life" -- that's one idea. Don't follow it immediately with "and also you can see the production schedule and the supplier lead times" -- that's a second beat.
Signpost transitions. Between phases, use a brief verbal bridge: "So that's what the result looks like. Now let me show you why [Product] can deliver this when your ERP can't." / "Now let's see this in action with a real use case."
No feature narration. Never say "Now I'm going to click on Settings." The screen shows what you're clicking. The voiceover explains WHY it matters: "To get this level of accuracy, you need the right inputs. Here's how you connect your CRM data in under two minutes."
The opinion runs through. The demo's opinion (from Phase 0) should be the undercurrent of the voiceover. In an F&B demo where the opinion is "cash and margin," the voiceover returns to cash impact at every transition, not just in the opening.