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As someone who used to work in retail at a hobby shop that did demos, the best tip I've got is to make sure to sell the fantasy of the conflict. It's easy to get caught up in explaining what values need to be rolled, and how certain rules are resolved, and forget to keep the fun and flavor alive. Always make sure players know who they're playing as, what they want, and how they can get that. Add in fun little descriptions when things happen ("A bullet the size of a coke can punches through one of the Plague Marine's chest plates, but his bloated body just shrugs it off"), and try to keep the action going. I will always take a demo that is fun and memorable over one that is 100% rules accurate, so don't worry if you make a mistake.
Otherwise, just like most other parts of the hobby, you just have to practice. The more demos you do, the more you'll find what works or doesn't. And even the best demo-runner will have ups and downs, so don't get discouraged.
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