Contrary to what most people expect, software presentations that work best barely show the product or demonstrate it. They concentrate on dramatizing the benefits, often just including the odd establishing shot towards the end partly for the following reasons.

♦ All software discs look so similar.

♦ They want to show that the product exists.

♦ Software houses think they are selling their product.

Customers know they are buying a solution. A good presentation is a compilation of many people's selling experiences.

Keep presentations short. Five to six minutes is ideal. Twenty minutes is absolute tops.

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