Today, there’s an online demonstration available for pretty much every new product that’s released. From great new features in an operating system to step-by-step instructions on how to work a digital camera, online product demos are a great way to communicate high-level benefits in a self-running or interactive environment.

But do product demos really make a meaningful connection with the end-user? If the demo is solely a features-based walkthrough, you may have missed a golden opportunity. You can get better results by making a more personal connection to the end-user and creating a story that is directly connected to their profile and needs. It takes a little more work but it pays off in the end.

Imagine if you need to develop a demo for a new innovative web-based application that’s designed to reduce cash flow problems. A typical approach to developing this type of demo may include an introduction; features and benefits section; and a demonstration of how the product works. But imagine if you could convey the same information by creating a story that makes the subject matter more relevant to the end-user by crafting a story and gives them a moment of pause.

The development process will look something like this:

Cast real, believable characters
Dig deep into who your audience is and build a credible profile. Ask questions, gather research, study demographics, and review sales or marketing collateral. Is your leading character primarily male or female? How old? What title do they typically hold? Who do they report to? What are their job functions? What are their challenges and what do they need to do to get their job done effectively?

Match product value to profile needs.
Products are primary developed to satisfy a market need or fill a deficiency. You’ve identified your profile, now connect and provide value to their needs. How will your product enable them to have a better day and meet their short- and long-term objectives? How does it better their systems or processes? When you create a credible background story, the process of connecting product benefits is a lot easier and the end-result is a lot more meaningful.

Tell an interesting story.
Like a summer blockbuster, you need a great plot with an interesting cast of characters. Develop and record an engaging script and use dynamic visuals that activate the content and keep the target audience intrigued. An experienced writing and creative team can show your customers how the product can “save the day!”

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Here’s an example of setting up a credible profile:

For this innovative payment product for a multinational bank, our subject is a fictitious GPS company.

To build the story, we share key company stats: when was it founded, number of employees, etc.

Highlight their needs or pain points. In this case, comparing sales vs. spend.

For this story, we establish that the company is performing poorly…

…as a result of very specific reasons.

And then continue to demonstrate how the solution solves their specific needs.

Story-based demos may not make sense for everything. But if you want your product message to resonate with your target audience and bring it down to ground level needs, consider a story-based demo to make a meaningful impression and have a happily ever after.