As prospects get closer to evaluation time, stop telling them what your brand or value offer will do for them and start showing them.

“Being it” is more than conventional tactics like sampling. Or product demonstrations. Or testimonials. Or case histories.

In this new age of business communications, it includes finding any excuse you can muster to get your prospects' hands on your brand. To experience it. Even if it’s a computer simulation of the product. Or a spreadsheet program that can show the specific dollar-and-cents impact of your product on their business. “Being it” is interacting with cutaways of the product on the Internet. (See how interactive you really are. Take this quiz.)