How do I plan a product demo?

Write six lines before recording: who is watching, the one claim it proves, the literal last click, the first screen, the clicks in between, and the single ask at the end. That takes about ninety seconds and removes every decision you would otherwise make mid-recording.

How many steps should a demo have?

Five to nine for most products. Enough to reach one clear payoff, few enough that each step earns its place -- and after recording, delete any step that teaches nothing even if it was on your plan.

Why do people re-record demos so many times?

Because they are deciding what to show while recording. Recording is quick; the deciding is what makes it slow, and doing it beforehand on paper is what turns five takes into one.

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A Storyboard Template for Product Demos

August 28, 2026

Almost everybody who re-records a demo five times skipped this. Recording is quick; deciding what to record while recording is what makes it slow.

Six lines, filled in before you press anything.

The six lines

Who is watching, specifically. "A finance director evaluating us" produces a different demo from "a developer".
The one claim this demo proves, in a sentence. If you cannot write it, the demo will not make it.
The last click, literally. The exact action that ends it.
The first screen, which should already contain realistic data.
The steps between, as a list of clicks. Aim for five to nine.
The ask at the end, which is one thing, not two.

A worked example

Watching: a small-business owner comparing invoicing tools. Claim: sending an invoice takes under a minute. Last click: "Send invoice". First screen: a client list with real-looking names.

Steps: open client, new invoice, add line item, apply tax, preview, send. Ask: start free.

That took ninety seconds to write, and it removes every decision you would otherwise have made mid-recording.

What the template stops you doing

Starting at the login screen, because line four forces a better first screen.
Wandering, because line three defines the end.
Covering everything, because line two allows one claim.
Finishing on a screenshot, because line six is an ask.

Then break it once

After recording, watch it once as a stranger and delete any step that teaches nothing, even if it is on your list.

The storyboard exists to get you to a first take. It is not a contract, and the demo is better for one honest cut afterwards.

Frequently asked questions

How do I plan a product demo?: Write six lines before recording: who is watching, the one claim it proves, the literal last click, the first screen, the clicks in between, and the single ask at the end. That takes about ninety seconds and removes every decision you would otherwise make mid-recording.
How many steps should a demo have?: Five to nine for most products. Enough to reach one clear payoff, few enough that each step earns its place -- and after recording, delete any step that teaches nothing even if it was on your plan.
Why do people re-record demos so many times?: Because they are deciding what to show while recording. Recording is quick; the deciding is what makes it slow, and doing it beforehand on paper is what turns five takes into one.

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