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Software can be difficult to advertise from your web site. You can make a trial version available for download, but the customer has to figure out how to use it and what to do with it.
Personal demonstrations by your sales team deliver effective results but are expensive.
You can write pages of text to describe the software, explain its features, and use screenshots to show it working in practice; but this can't really show the interactive nature of an application.
A Screencast can help to increase sales by providing an effective advertisement to complement your current strategy. By delivering a narrated video demonstration of your software from your web site you can clearly show the benefits of your product to potential customers.
Training
Screencasts can be integrated into software training programmes and help systems to deliver on-demand help.