Sell the sizzle, not the steak.

Summary

This quote refers to the idea of marketing or advertising a product or idea based on its desirable or enticing features, rather than focusing solely on its basic functionality or merits. Instead of simply highlighting the practical aspects of the "steak" (the product), one should emphasize the "sizzle" (the appealing qualities) that make it attractive and captivating to potential customers. It suggests that emphasizing the sensory, emotional, or aspirational aspects of a product is often more effective in capturing consumer interest and driving sales.

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