Part 2: Dangerous Demos

Part 2 of our three-part series of how to deal with the news media:
So you’re ready to launch your startup, you’ve sent out the press releases and it’s now time to do one-on-one demo’s with influential journalists and analysts. Here are eight common mistakes presenters make when demonstrating startups.

Part 2: Dangerous Demos

    1. Failing to explain what the startup does. Don’t assume that the journalist or analyst has read your press release or visited your website. They may know nothing about your product, who it serves and what it does. If they do know, they are likely to let you know. But if they don’t know and you think they do know, it can be very awkward on both sides. And don’t be insulted if the writer asks basic questions, she may well know the answers but wants to hear how you present it. Keep in mind that these folks typically see literally hundreds of demos.
    2. Too much drill down. You live and breath your startup, but the journalists and analysts probably don’t want or need that level of detail. If they do, they’ll ask. Less is often definitely more.
    3. One size does not fill all. Know the individuals—and the publication or agency—and tailor your demo to fit your visitor. Journalists and analysts are (usually) not going to buy the product so don’t use the same generic script you use for potential buyers. Before the meeting, read recent articles they have published—and comment about them during your demo. Create relationships—not just a body count of how many people you talked to. Relationships will help you—and your startup—in the long run.
    4. PowerPoint or computer crashes are not fatal. In fact, they can be a blessing in disguise, because a crash triggers instant empathy from the audience. Crashes happen at almost every event, so if it happens to you, take a deep breath and trust yourself. You know your stuff (but always come prepared with a cheat sheet). Just start talking. You can always reschedule the meeting for the people who want to see the visuals. You’re human. Things happen. Brush it off.
    5. Demos at trade shows are not ideal venues. Trying to do a demo at a crowded exhibit hall booth or on cramped table can be challenging, especially on a small laptop. For the journalist/analyst, screens can be difficult to read, especially if reading glasses are necessary. Always have a press kit, and let that speak for the nuances.
    6. Don’t be afraid to go off script. Journalists and analysts have their own agendas and will interrupt you, ask odd questions and take the conversation into uncharted waters. Roll with it. It’s actually a good thing, because it means the guest is engaged in the conversation.
    7. Don’t bring expensive gifts. Most journalists have strict restrictions on what they can accept, and it can be awkward if you try to insist.
    8. Don’t be a close talker. Trade shows and after-parties can be jammed, noisy and loud. But be very careful about invading personal space. Watch body language. If the analyst or journalist steps back, or crosses his or her arms, don’t step into them. Some people are very sensitive to close talkers and will completely tune you out and look for ways to escape. And it never hurts to have breath mints in your pocket.

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Part 1: “How to Guarantee Your Startup Won’t Get News Media Attention.”  http://stanford.io/1PUSqy8

Part 2: Dangerous Demos: http://stanford.io/1Q4oD9O

Part 3: “How to Not Alienate Journalists.”   http://stanford.io/1Qgo4pO

Monica Bay is a Fellow at CodeX and a member of the California Bar. Twitter: @MonicaBay. Email: mbay@codex.stanford.edu.

Updated 10-17-16 to update links.