Klaviyo's million dollar demo video breakdown

COVER STORY

Klaviyo’s demo video breakdown

I think we all agree that Klaviyo is doing a decent job. And because I’m a bit jealous (maybe you, too?), I thought it’d be helpful to take a look at what they do. 

So in this issue of bucket, I’m going to break down their demo video.

It’s doing pretty well; uploaded October 4, 2022 and 23,500 views so far.

That’s 48 high-intent views every single day.

Before we dive in here are two resources for you that will enhance the whole breakdown.

1. Klaviyo’s copy style guide 

2. Klaviyo’s brand style guidelines

Without further ado, here’s the breakdown:

Oh, hi there, Klaviyo. Nice to meet you.

Klaviyo opens their demo in a simple and effective way. Adding social proof, their core benefits and the product’s core functionalities completes the introduction.

It’s basically their elevator pitch. Straight to the point and no filler words. Merchants get what Klaviyo does.

Moving from a nice introduction to the actual meat of demo content can be tricky. Often it’s an ugly hard cut. 

Klaviyo solved this by adding a “bridge-paragraph”. They’re easing-in with a simple “best of all, [...]”, which connects the new paragraph very nicely with the previous one. From there, merchants are reminded one more time why they should Klaviyo. And then, well, the party starts:

Klaviyo’s brand positioning is all about data. Here’s their homepage promise:

Data = growth.

The more you have, the better. And Klaviyo positions themselves as the platform where everything comes together. They don’t see themselves as just an app that sits on top of Shopify. Klaviyo is the marketing automation platform that connects Shopify with other important tools and platforms.

This positioning is very different from most of what we see in the ecosystem. (And it clearly works for them).

Oh, and bringing all the data to Klaviyo only takes a few minutes. Strong value prop.

Why would merchants want to do this, you ask? So they can personalize messages. Klaviyo always make sure to not just mention features, but to speak out the actual benefit.

Feature focus = bring in data.

Benefit focus = personalize messages.

Now, all of this data stuff may sound overwhelming. But Klaviyo has your back. 

Opening with “From there we help you” shows their customer-centric approach and also serves as a nice way to introduce the new paragraph.

And here, again, they first mention the features, then the benefit. 

What can I say? Same structure. (It’s proven to work).

In this part of the demo, they’re also taking a short break from explaining the product. They let the product speak for themselves. They chose a part of their product which is simple to demonstrate, easy to understand and, best of all, very impressive.

Boom! 

Klaviyo just showed you how easy it is to segment 4,000+ VIP customers; aka. your money maker.

Then they mention how you can leverage those 4K;

• Launch a new line.

• Run an exclusive sale.

• Build a referral program.

A marketer’s dream. Powered by Klaviyo.

The previous paragraph was a strong one with a very hard statement at the end.

Copywriting-wise, it’s not easy to keep the audience’s attention after such endings. That’s why they threw in a bridge sentence. It’s a soft intro to the next product section.

Such a nice… flow*:

(*I hope you appreciate the flow thing I did here)

By now you probably noticed a pattern here:

• Product name.

• Product explanation.

• Product benefit.

Simple, yet effective structure. 

I HAVE 99 PROBLEMS BUT ABANDONED CARTS AIN’T ONE

Said no DTC marketer ever…

Klaviyo knows this. That’s why they’re addressing it and chose this example here. Then, after mentioning this common problem, they show how to solve it with Klaviyo.

(The screenshot + comment says it all.)

Now they’re going to further explain the product. Not with a random choice of words, but with a relatable example. To make it appealing for the merchants, Klaviyo mentions the ultimate goal of it all: “get them to buy now”.

I love this.

Powerful message without using lame “power-words”.

In their brand guidelines, Klaviyo says “Be compelling without being loud”. This is a prime example of it.

“With Klaviyo, best practices are built in” - beautiful copy.

This sentence is a great example of strong copy that states a clear benefit. No fluff, just value.

If merchants stayed until this point in the demo, they’re definitely interested, but may not be fully convinced. That’s why Klaviyo is now adding more value and following one more time the “first feature, then benefit”-structure.

As we’re now heading towards the end of the demo video, Klaviyo aims for a strong finish by mentioning the final outcome of using Klaviyo and slowly but surely coming back to their brand positioning of data-driven marketing.

But that’s not all…

Addressing future growth, data-focused storytelling (brand positioning of Klaviyo) and a strong pitch is Klaviyo’s somewhat-final attempt to get merchants from discovery to decision.

And now, after four minutes of strong storytelling and effective demonstration of the product, Klaviyo ends it off with their brand positioning, a final pitch and then, last, but not least, a call to action.

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All in all, it’s easy to follow and easy to get convinced to try Klaviyo.

(This took me a while. If you liked it, I’d appreciate it if you share the link to this newsletter (this link here) with your app/agency friends).