18th July 2009

Do Your Targets Hear The Sizzle?

There's an old advertising adage that says "Sell the sizzle not the steak". In recent years, it's been distorted and misapplied by less scrupulous ad-men, to become "sell the sizzle, and forget the steak". marketers have taken products with little or no real value to the consumer and hyped them up just to increase the price. It's the basic premise behind the book "Never Mind the Sizzle...Where's the Sausage?" which I reviewed last year. Of course, one of the common misconceptions people have about personal branding - and branding in general - is that it's ALL about the sizzle, so I thought this afternoon I'd look at the world of sizzle and steaks.