Demos are more than just walkthroughs of software. Done correctly, they are powerful narratives, carefully crafted to resonate with your audience, solve their problems, and leave a lasting impression. Whether you’re showcasing your product to a potential client, an investor, or a new hire, every demo should be as unique as the person watching it. This guide explores how we at Opto seek to approach demos with intentionality and creativity.

The foundation of great demos

No two demos should ever be the same. Tailor every aspect of your presentation to your audience, their goals, and their challenges.

1. Define the goal and context

A great demo doesn’t start when you log in—it starts before that. Set the stage on the login screen:

  • Who are you? Define your persona: your role, the type of firm you work for, and your clients.
  • Who is your client? Understand their portfolio size, pain points, composition, and goals.
  • What are you solving today? Whether it’s building a fund, crafting a proposal, or subscribing to a fund, explain how the task is impactful.

By grounding your demo in this narrative, you ensure your audience is engaged before they even see a screen.

2. Build a narrative

A demo is never just about the app. It’s a story—a story about solving your audience’s problems. The buttons, charts, and textboxes are just props. If the app crashes, the story continues. People remember the narrative, not the interface.

3. Skip the homepage

The homepage is a distraction. It’s a collection of hooks, not the story itself. Jump straight into workflows that matter to your audience.

4. Pause on key concepts

Don’t gloss over details. For example, instead of saying, “I select an entity,” explain: “Your client may have multiple entities—a personal account, a holding company, or a trust. This step ensures you allocate your client’s investments to the fund correctly.”

5. Foster interaction

Demos should be a conversation, not a monologue. Slow down. Ask questions like:

  • Does that make sense?
  • What else can I show you?

If there are no questions, you’re going too fast or not connecting with the audience.

But what if I’m not a salesperson?

At Opto, everyone demos. We should all be able to tell our story through the lens of the software platform we are building. The story can and should change based on the perspective of your role. For instance, as a software engineer giving a demo to a prospective client or candidate, consider the following.

1. Embrace what you don’t know

It’s okay not to have all the answers. Focus on what you do know, and use it as a foundation to ask the audience about their knowledge and interests.

2. Share your journey

Talk about features you’ve built, why they’re impactful, and the challenges involved. Highlight what you’re working on next and why it excites you. This personal touch adds authenticity and enthusiasm.

3. Showcase the tools

Feel free to pull back the curtain and show off internal applications or scripts that your team uses. These are more than tools—they are symbols of the thought and care you put into your work.

Mastering the art

Prepare in advance

Since every demo is different, every demo requires some preparation. Not only do you need to invest time in understanding your audience, you also need to stay current with the state of the application you are planning to demo. Don’t put yourself in the awkward position of bumping into a recent application change or having to demo a new feature with which you are not familiar.

Record and reflect

Record your demos (with permission!) and share them with peers for feedback. Reviewing your performance is a surefire way to improve.

Now go tell your story

A well-executed demo isn’t just a presentation; it’s a story that bridges the gap between your audience’s challenges and your product’s solutions. By treating every demo as an opportunity to connect, engage, and solve, you elevate your craft—and your impact.

Whether you’re an engineer showcasing your work or a team member pitching to a client, approach each demo with care, creativity, and purpose. Because in the art of the demo, the story is everything.