Sell the Sizzle Not the Steak
A member of a local mastermind group I run for the Loveland Chamber of Commerce articulated the idea of “sell the sizzle not the steak”. If you are new to marketing, this concept may be new to you. Think of the last time you were at a restaurant and a plate a sizzling fajitas passed your table.
Yeah that was selling the sizzle. You heard it. You smelled it. You probably commented and your mouth probably watered.
This idea is rather common, but is often missed in small business. This idea came up again in a client meeting. Good sales is about selling the story. To sell more, you need to have a good story & sell the story not the product itself. Remember people love to buy, but hate to be sold. Sell them what they want to buy. Sell them the community and culture of the product, but stop selling the product or how you deliver your service.
Apple has done this extremely well. If you doubt me, just talk about Apple with one of their brand advocates (anyone that owns pieces of the Apple suite of products.) They want the image and the community that comes with Apple, and all someone has to do to join this selective group of people is purchase an Apple products.
Sizzle is About Emotions
Are you selling the sizzle or the steak? Do you tend to try to sell your customers and clients on the features or your products and services or how it benefits them? You see the sizzle is emotional. It sparks desire.
In my industry, the coaching industry, I talk about the transformation, way more than the how we get you to the end result. The how sounds time consuming and like a chore, but by focusing on the transformation, I talk more about a client’s goals and how it would feel to achieve those goals.
What is in it for your client? Why work with you versus someone else in your specific industry? What is the outcome they receive? How can you spark their emotions? Remember, we all buy based on emotions. Good marketing is put together to trigger those emotional responses. Good marketing is all about the sizzle.