There is an old saying in advertising: Sell the Sizzle, not the steak. This refers to the anticipation we all feel about buying an appealing product, which of course may not always live up to expectations.
An almost literal example of selling the sizzle is this month’s ad. McDonalds have released a series of ads doing exactly that for it’s burgers with actors, in this case John Goodman, describing the sensations that a customer is experiencing as they eat their burger.
A lot of effort went into this script to sell the sizzle, and of course using a great actor for the part to give the script feeling. It’s almost enough to get me to walk into my local Macca’s and order a Big Mac. Almost. How can you better sell your sizzle with a great script?
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Lea ding Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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