DON’T SELL THE STEAK – SELL THE SIZZLE
This is a phrase coined by Elmer Wheeler author of the book Tested Salesmanship. He wrote it many years ago in 1948. I strongly believe is still true today.
It’s the SIZZLE that sells the steak, and not the beef. Sizzles are the things that put a smile on your face, lights up your eyes, like the smell of the coffee in the morning.
DON’T WRITE – COMMUNICATE
Once your sizzles are lined up, it all depends on how you frame them into sure-fire selling sentences. Your first 10 words are MORE IMPORTANT than your next 10,000. In fact if the first 10 words aren’t the right words you won’t have a chance to use the next 10,000.
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Keywords are important for the Sizzle
Keywords are instrumental to communicate the Sizzle in your selling sentences.
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