Don’t Sell The Steak. Sell The Sizzle.

This is a great quote from the great copywriter, Elmer Wheeler.

Basically, as humans, we are all emotional creatures. A lot of what we do are driven by emotions. And you will include buying decision in that.

Emotions are what we made us buy. And then we use logic to justify the purchase.

Therefore, if you can appeal successful to your prospect’s emotions…and press his hot buttons repeatedly…you are going to get his business.

So what can spark off his emotions, you may ask?

The short answer is put your focus on “benefits”.

Elmer Wheeler, calls this selling the “sizzle”.

“WHAT WE MEAN by the “sizzle” is the BIGGEST selling point in your proposition – the MAIN reasons why your prospects will want to buy. The sizzling of the steak starts the sale more than the cow ever did, though the cow is, of course, very necessary!

Hidden in everything you sell, whether a tangible or an intangible, are “sizzles.” Find them and use them to start the sale. Then, after desire has been established in the prospect’s thinking, you can bring in the necessary technical points.

The good waiter realizes he must sell the bubbles – not the champagne. The grocery clerk sells the pucker – not the pickles, the whiff – not the coffee. It is the tang in the cheese that sells it!

The insurance man sells PROTECTION, not cost per week. Only the butcher sells the cow and not the sizzle, yet even he knows that the promise of the sizzle brings him more sales of his better cuts.”

Wise words indeed.

To illustrate further, consider this:

• Don’t sell the toothpaste. Sell the captivating smile.
• Don’t sell the house. Sell the warm fuzzy feeling of a home.
• Don’t sell the software. Sell how much time and money it can save for you.
• Don’t sell the fast luxury car. Sell him the convenience, and his need for REAL speed!

Get the drift?

Appeal to his inner desires, and reach deep down into his longings. Explain it to him better than he can explain it himself.

And then make him imagine it in a way only he can. With that, I guarantee you, the sale will be in the bag.

Applicable to both copywriting and offline salesmanship.

What do you think? Let me know your comments below.

All success,

Jag Foo

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Excellent post. I deal with marketing and I can tell you that you found a main tool to come to the goal. This way of thinking is phenomenal and I congratulate you.
Nina´s last blog ..Yuor Best Bet for Earning Your Degree

It is the perfect example of one of the principles of Tested Selling, which are masterfully explained in an essay written by Mr. Wheeler some years ago and recently expanded into a book with a red-and-yellow jacket.

Mundey

You are right on the point. To be able to market effectively we need to be able to satisfy the true “desire” behind one’s mind. A hot dog booth on the street with a lot of smoke coming off the grills will sell a lot better than the ones that don’t. My 2 cents.

Aaron Lee

Very meaningful post. You’ve somewhat inspired me to keep blogging. It might sound weird, but for a while I was getting stuck in a rut posting payment proofs, etc etc.. but I sort of forgot that I need to tap into the emotions of people more by making them realize that they don’t WANT to make money, they NEED to..

Not sure if I’m making any sense to you lol but I’m making ALOT to me.. and this post made a lot of sense to me too..

I love your writing style.

Just my .02cents ;)

TriNi
Make Money Online Free´s last blog ..Total Earnings Update of Money Made Online in August!

You know, if you just think about it, Elmer’s words are a basic reality. You have a product, and in order to sale it you have to think of why people will need that product. And then you advertise those needs. Looks pretty simple, but actually it’s an art to make people think they actually need something and that they need it bad…I hope I’ll manage to achieve this to. I’m going to take copywriting and advertising classes this year.. :)

Kelly.

@Kelly:

Copywriting is an art alright. Looks simple.
But not that simple to do it well. Then again, I will
always encourage you to keep it simple. Hope I don’t sound so contradicting here.

You wanna take copywriting classes? Go for it!
It’s one of the most valuable skills you can have!

@Trini:
I’m glad this post inspired you.
Elmer Wheeler inspired me too.

And now you can go on to inspire others,
through your words. There is so empowering!

Keep up the hard work, Trini!

One more thing – feels so good
when you say you like my writing style.

Now that’s a great way to get my emotions
going. Damn, Trini…you got it going
for you already! =)

Cheers,
Jag

Jag, you’ve the point here! The buyers are caring more about the functionality and usability of the product, rather than the appearance!

this is what actually the people should do……..see the art no the product………thank you for this light of knowledge that you have provided…….

Jerry Coffey
vintage t shirts´s last blog ..“Something Old” or “Something New” – A Vintage Wedding Dress Buyer’s Guide

I think that you are absolutly right. WISH YOU LUCK:)!
Kristin´s last blog ..Why you need dog accessories

This is good advice that anyone who is marketing a product should know. You don’t sell features, you sell benefits. It makes it more personal and caues someone to think about how they’ll enjoy the product.

Copywriting is an art alright. Looks simple.
But not that simple to do it well.
Thank u.
Tavla´s last blog ..?nternette Tavla ve Okey

that’s are true advices about how to sell a product. however, that is the way we say. clients will not feel all benefit of product before they buy it. how can we sell the convenience! :) any way, thanks for nice post.

Sell the benefits? Great advice. It’s true, the result of buying something should be advertised. This appeals to logic which is a powerful factor in decision making.

Jones

Sell the sizzle? I agree with this. Good ads are those that sell the experience one can get from buying the product.

Abi Baker
free college admission essays´s last blog ..College Scholarship for Minority Groups

My opinion is like yours. Why not and think will sells the products very successfuly!

I can tell one more original slogan: don’t sell season ticket to a swimming pool – sell perfect body!