What's rolling down The Stairwell? This week we examine how marketers can economically demonstrate how their products work and provide interaction to boost sales, instead of just telling potential customers about benefits. Read more here.

Excerpt: Companies spend a lot of effort trying to get people aware of what they offer and then converting those people into consumers. This can be extremely tricky. A relationship is delicate at the very beginning and this makes it difficult to start asking folks for something. Lots of finesse is required in getting people to part with their personal time, privacy, and money. Since there is very little room for error at this stage, you’ll want to minimize any type of negative experience with your pitch.