The marketing phrase “Sell the sizzle, not the steak” has been extremely overcooked. 

During a recent visit to a restaurant, we suddenly heard a loud sizzling noise and all eyes turned toward a waiter who was bringing a steak for a guest.

Everyone stopped eating to look up and we all wanted to know what the guest was eating.

A few patrons even asked the waiter about the steak he had just served.

But then the sizzle faded out in a few seconds and everything was immediately back to normal.

So if we sold the sizzle, what would we actually be selling? Something very temporal? 

That’s why we must actually sell the steak itself. 

People never come for the sizzle, but the sizzle is what sets up the steak. 

The problem is that 95% of steaks have no sizzle. 

They may be great steaks, but very few people know about them.