Hello,
Could you please explain for me the meaning of “selling the sizzle”.
Many thanks.
Hi Ann
Without any context, it’s hard to be 100% sure, but I assume that the word sizzle is used to indicate an emotional or especially interesting aspect of something that is sold.
In essence, how to sell a product by presenting the “sizzling hot” aspect(s) of it.
.
Ooh! I know this one.
Amy is right - the “interesting aspect” is the part that has an emotional response.
When talking about advertising, you often hear people refer to “features” and “benefits.” The first is what the thing is/does, while the second is how it’s useful.
Sometimes we talk about “the steak and the sizzle.” By itself, steak is not that interesting - it’s a piece of beef. But when you walk by a grill that has steak cooking on it, you can smell the aroma, you can hear the sizzle – that’s what gets your interest, makes you start to salivate, makes you imagine eating a steak.
“Selling the sizzle” means that you remind people about this sensory connnection to the inaminate object.
Or, in general that you sell them on whatever is exciting about it, whether it’s sensory or not.
I agree with Jamie.
Ken: ‘Have you bought that new plasma TV?’
Ben: ‘Yeah, I got it yesterday.’
Ken: ‘Did you get it at Phat Electrics?’
Ben: ‘Sure I did. And they sold me the sizzle - I got the Testsieger 42" plasma screen for nine ninety nine!’