It’s no secret that people love to buy things that make them feel good. So many companies emphasize marketing and selling the “sizzle” instead of the actual product.
When you see a commercial for a new car, they’re not talking about the engine or the safety features. They’re talking about how the car will make you feel. The same goes for clothes, vacations, and just about anything else you can think of.
Maybe a better example is cologne or perfume. They don’t try to sell you on how long it will last or how strong the scent is. They show you a commercial with a handsome man or beautiful woman about to have a great time. And suddenly, you’re thinking, “I need that.”
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The Meaning Behind “Sell the Sizzle, Not the Steak”
So what does it mean to “sell the sizzle, not the steak?”
In short, it means that you should focus on the benefits of your product or service rather than the features. You may have heard the term “sell the benefits, not the features.” It’s the same concept.
It’s not about what your product or service does; it’s about what it can do for your customer. Moreso, it’s about how the product will make the customer feel.
People don’t care about the specs and details; they want to know what’s in it for them.
Think about the last time you made a purchase. Why did you buy the product? Was it because of the features, or was it how it would make you feel?
I’ll give you a prime example. I was expecting my first child and was recently in the market for a new car. I researched for safety first and narrowed it down to two options: a Mazda CX5 and a Honda CRV.
Both cars had great reviews and were highly rated. But in the end, I went with the Mazda because it made me feel better. The CRV, in all honestly, was more practical, but it didn’t make me feel as good. The Mazda had a sleeker-looking design, and I didn’t want to feel like I would be driving a “parent car.” I made my decision based on emotion and how it made me feel.
Of course, I’m not suggesting that you should sell products that don’t live up to the hype. But what I am saying is that you should focus on how your product or service will make your customer feel.
The Truth About Selling
Selling is emotional. People buy things because of how it makes them feel, not because of what it does.
Don’t get me wrong; people want to know what they’re getting for their money. But at the end of the day, they’re looking for a product or service that will make them feel good, AS WELL!
So the next time you’re selling something, focus on the benefits and how it will make your customer feel. If you can do that, you’ll be well on your way to making the sale.
Examples of Selling the Sizzle and Not the Steak
Here are a few examples of companies that have mastered the art of selling the sizzle and not the steak:
1. Apple
Apple is the quintessential example of a company that sells the sizzle and not the steak. They’re known for their sleek designs, user-friendly products, and top-notch customer service. And they don’t even try to hide it.
Their slogan is “Think different.” They want you to think about how their products will make you feel, not what they can do. And it’s worked like a charm. Do you know anyone that uses a
2. Lululemon
Lululemon is another great example of a company that sells the sizzle and not the steak. They focus on healthy living, and their products make you feel good. They’re also known for their excellent customer service and high-quality products.
3. Rolex
Rolex is a company that understands the importance of selling the sizzle and not the steak. They focus on luxury and prestige. And their slogan, “Life is just a little better with a Rolex,” says it all.
When was the last time you saw a Rolex ad where they spoke about a list of all the great features on their watch? Exactly. It hasn’t happened.
They want you to think about how their watches will make you feel: special, important, and successful. And that’s a feeling that money can’t buy.
4. Tesla
Everyone knows Tesla sells electric cars. But they don’t just sell cars; they sell a lifestyle. They focus on luxury, performance, and sustainability.
And because of the way they’ve marketed their products, driving down the road in a Tesla makes you feel pretty damn good about yourself.
Like Apple, Elon Musk has created a cult-like following by selling the sizzle and not the steak.
5. Nike
Nike is the world’s largest athletic apparel company. And they sell the dream of a healthy lifestyle. They’re all about fitness, sports, and health.
Their slogan, “Just Do It,” says it all. They want you to focus on how their products will make you feel: motivated, determined, and successful.
6. Harley-Davidson
Harley-Davidson is another great example of a company that sells the sizzle and not the steak. They focus on freedom and the open road.
Their slogan, “Live to Ride, Ride to Live,” makes you feel free and alive. So, although a very different emotion than Tesla, it’s still an emotion that sells.
7. Canon
Canon is a Japanese multinational corporation that sells cameras, printers, and other imaging products. They sell the dream of perfect pictures and memories.
Their slogan, “See Impossible,” says it all. They want you to focus on how their products will make you feel: nostalgic, accomplished, and proud.
8. Sony
Sony is a Japanese multinational conglomerate corporation that produces electronics, games, media, and more. They sell the dream of being entertained.
Their slogan, “Make. Believe,” says it all. They want you to focus on how their products will make you feel: happy, engaged, and inspired.
When I think of Sony, I think of next-generation, cutting-edge technology. They’re always at the forefront of new and innovative products. (Or at least, that’s what they want me to believe.)
9. Red Bull
Red Bull is another excellent example of selling the sizzle and not the steak. They sell the dream of energy and excitement better than anyone else.
Personally, I’m not a huge fan of their drinks, but when I hear the name Red Bull, I think adrenaline and adventure. And that’s exactly what they want me to think.
Their slogan, “Give You Wings,” is one of the best slogans out there, in my opinion.
They want you to focus on how their products will make you feel: energetic, alive, and fearless.
10. Disney
Disney is the happiest place on earth. They don’t need a summary, but I’ll give one anyway. Disney is the world’s largest media and entertainment company. Even with their acquisitions of ESPN and Marvel, they still focus their emotions on family-friendly entertainment.
When you think of Disney, you think of happiness, childhood nostalgia, and magic. And they’ve done a fantastic job at selling that experience and emotion.
The Bottom Line
As you can see, the companies that are the most successful are the ones that sell the sizzle and not the steak. Whether they focus on luxury, prestige, excitement, or happiness, they have a clear focus and emotion they want to evoke from their customer.
And if you want to be successful in sales, you need to do the same. Sell the sizzle, not the steak. It’s not about the features and benefits of your product; it’s about how your product will make your customer feel. And that’s what people really want to buy.
