Do you sell the sizzle?

A 16-valve, 2.5 litre turbo engine doesn’t mean a great deal to me! 0-60 mph in 13.36 seconds – wow that speaks! That’s selling the sizzle, not the sausage! Although the sizzle can sometimes be extremely difficult to identify, you simply won’t survive by relying on FEATURES to sell your business. A great way to turn features into benefits (or sizzles) is to add the phrase “which means that…” eg. a feature of cashmere socks is that they are made from the hair (hand plucked) from the under-belly of Himalayan goats – the benefit is that you won’t find a better or more luxurious way to keep your feet warm! Today’s a great day to revisit your sales communication and see if you’re selling the sizzle!