After creating over 2,000+ keynote, youtube videos and product demos, I’ve seen what turns viewers into customers.

And I’ve seen what flops.

Here are the 4 elements that have been found in all the winners:

• Lean into your customer’s problems

• Focus on ONE feature

• Let your customers imagine all the use cases

• Show them how to buy your product

1. Focus on the problem first, not your product

It’s very tempting to jump right into your cool new features.

Stop.

Set up the problem and dig into the pain.

This isn’t for your customers.

This is for everyone else to realize that this video is not for them.

We don’t want randos watching our videos - we want soon-to-be customers watching.

Once the wrong people have left, now it’s time to talk about your app.

2. Show me the ONE thing that makes your product special

You’ve worked hard on every new feature.

During a launch you might have 5-10 new features that you want to show to the world.

Reel it in.

Highlight the one main thing that make your product different from others.

3. Show how flexible and compatible your product is

Demonstrate how your product can be used in different ways

Show how it works with other popular tools and platforms.

Let your customers imagine all the new, exciting and useful ways your product can be deployed.

Spend some time on this part of the video because this is usually the 1st FAQs that pop up.

4. Make it easy for people to try your product

When your video ends, tell people exactly what to do.

Do not assume they know what to do next.

Tell them the website.

Tell them what button to push.

Tell them what information they need to put down.

You might think you’re talking down to your customers - when in reality, you’re guiding them to the checkout page.