Watch this video. It’s simple, not overproduced, and it will sell the heck out of the company, Resource Furniture. The video could be made in an afternoon using any consumer grade video camera and a copy of iMovie (though it was produced by the fine folks at Core77).
The video works because the features and benefits are made so clear. They don’t bury the lead, they get right into the good stuff: demoing their products.
Their website could use an update, but I’m still jealous of the lucky people who get to market stuff like this.