Marketing Manna

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Sizzle vs. Steak

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.

Takeaway

Sell the steak, but ensure that there is a sizzle you can start with.

Are you ensuring that you are selling the steak but starting with the sizzle? Share with me here.

If you want to sell a steak, you can't just have the sizzle, you gotta have sauce.

Don King

Kurian Babykutty

CEO, 40 Parables

Kurian's a steward of storytelling and a keen observer of people, which is why he geeks out on making marketing meaningful.

Manna is tastiest when shared together.
Share this with someone who needs it today.

Manna is tastiest when shared together. Share this with someone who needs it today.