Last night I attended the first “Demo Night” sponsored by Silicon Halton and HalTech, and hosted by Teatro Conference and Event Centre in Milton, Ontario.
The idea was for local Halton companies to demonstrate their products or technology projects to the general public, Silicon Halton and HalTech members, angel investors, government officials and the media.
Silicon Halton is a grassroots high-tech community of people who “make a living, make meaning, and make things happen in technology in Halton Region.” HalTech is the Regional Innovation Centre for Halton, delivering “services and programs to help Halton-based tech entrepreneurs and SME companies grow and thrive.”
Kudos to the presenters who fearlessly stood in front of the crowd to show off their babies:
Vengeo
Salistera, who showed Canary
CSE Games, with Scoreboard (pictured above)
I Am Mpowered
Tabillo
Enable Education
For me, the networking at Demo Night was great: I caught up with folks from the local high-tech sector and got acquainted with new people, including someone from the Federal Economic Development Agency who’s doing interesting work.
As I watched the presenters, the communicator and marketer in me began to take notes on what worked and what didn’t. During my career I’ve planned, scripted and delivered many a demo and presentation. Perhaps I can share some of the things I’ve learned – sometimes painfully!
Share a story
People don’t go to a demo to read bullet
points. They want to learn something, to be surprised, and to discover products,
services and potential opportunities. And they may just decide
to invest in you and your business.
Include yourself
If you’re part of the story of the product,
be sure to share your experience with us. If you developed a reading game for
kids because you’re dyslexic, tell us. Such information breathes life into your
story. Even if you just joined the company as a salesperson, convey your passion!
Show, don’t tell
When you can, show us how the product works, don’t tell us. Failing that, explain the problem that the product solves,
in human terms. Perhaps you can paint a “before” and “after” picture.
Details count
Light blue type on a blue slide? Can’t read
it. If you’re using slides (and you don’t have
to use slides), be sure they make sense and are legible.
More data is not better
Rattling off figures doesn’t dazzle the audience;
instead, it might induce a headache. Sure, have all the numbers at your fingertips
so you can answer questions, but don’t attempt to cram every bit of data possible
into your demo. Stick to high-level benefits. Overall, you want to show us how
your product or service solves a problem in the marketplace in a way that no
one else can.
Do not stand there and read your slides
I can’t emphasize this enough: If you want us
to read your slides, just email them to us. You are there to share the story,
not to read to us.
Emphasize features over benefits
Geeks love features, but business people prefer
to focus on benefits. What makes your product special? Why should anyone care?
Slow down
Most of us, including me (all too often), talk too fast. Please take your time. Breathe. Allow us the space to digest what you’re saying.
What tips would you add?
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Visit the Trafalgar
Communications website for information about how we can help you share your story.
My tip: hire a professional communicator to help. Few people are brilliant at everything.
Posted by: Barb Sawyers | August 24, 2012 at 02:59 PM
IF ONLY, Barb. It's interesting that some companies won't hesitate to hire a pro because they recognize the value. Others are penny-wise and pound-foolish, as my mom would say.
Posted by: Donna Papacosta | August 24, 2012 at 03:07 PM
Can you imagine if us communicators decided to invent our own technology? Though I am still working on the particle accelerator in my backyard.
Posted by: Barb Sawyers | August 24, 2012 at 03:15 PM
Great tips Donna
How many times we forget to tell our stories .. and it is not to our benefit.
Posted by: Cheryl Scoffield | August 27, 2012 at 09:58 AM
WOW....This site is so cool!
Posted by: Monica | November 10, 2012 at 07:38 AM
Its too good. Nice tips.
Posted by: himu | March 12, 2013 at 04:45 PM
share story section you says about bullet point "People don’t go to a demo to read bullet points". Can you please explain what kind of bullet point you are talking about?
Posted by: Crain | April 24, 2013 at 09:45 AM