Writing about the craft of explaining software: how to script a demo, how to record it, and how to tell when a walkthrough is losing the person watching it.

Most advice about product video is written by marketers for marketers. It optimises for polish, mood and brand consistency. That advice works fine for consumer products and falls apart the moment your buyer is an engineer evaluating whether your tool belongs in their stack. Technical audiences forgive rough edges and punish vagueness. They want to see the actual interface, the actual output, and the failure case you would rather skip.

So these articles come at it from the build side. Scripting structure, screen recording setup, pacing and cuts, tool comparisons, and teardowns of demos from products you already know. Written for software product owners, developer-tool founders and WordPress plugin makers who need their product understood quickly by people who are hard to impress.

Articles

Topics covered here include demo scripting structure, screen recording and editing setup, choosing between tools like Loom, Screen Studio and Camtasia, onboarding and tutorial video, and teardowns of demos from well-known software products. New pieces are added as the work turns up something worth writing down.