Way back in the olden days (2001) I started my first marketing job for a television home shopping company. We made (or bought) infomercials. I was always astounded at just how persuasive they could be- even when I was sitting holding a pretty crappy product, after watching a 25 minute infomercial, I was ready to buy - with or without those steak knives!
The reason these were so powerful is that there were always demonstrations. SHOWING how the product or service could be used. It's the same reason cooking shows are so popular - even if people aren't going to cook, they love to watch it unfold.
These days, if you're selling a product, you dont need to buy expensive air time for demonstrations. You can make a video on your iphone, edit it on your Mac with the free iMovie software, and voila - you have a hugely powerful selling tool for knicks.
Check out this FABULOUS demo video on one of my favourite online stationary stores, Notemaker.com. I know I'm ready to buy some of these markers....even though I can't draw and have no real use for them!