How to sell the sizzle
I came across a url the other day, through Longlostmarketingsecrets.com which took me to an ancient film of a happy salesman in a suit with a flip-board - a film hailing from 60 years ago. Rather like the presentation of the man himself, the film was simply done, crisp and clear and made a lot of sense.
It extolled some real wisdom about how to sell anything:
If you have a chance, visit this website and type in any of the following:
1. Don't sell the steak sell the sizzle
2. Don't write - telegraph
3. Say it with flowers
4. Don't ask if - ask which
5. Watch your bark
These were the tips being touted as useful in 1955; they're worth unfolding a little.
Don't sell the steak sell the sizzle
Advertisers do this day in day out, if they're good. They try to correlate the best and juiciest associations with the product they are selling to the audience they aim to engage.
Don't write - telegraph
It's not the words; its how you put them across using any medium but focusing on the three essential messages you wish people to hear.
Say it with flowers
Be positive assuring and make sure you are offering a gift of some kind direct to the bosom of your audience.
Don't ask if - ask which
This is fundamentally important. To maintain the positive notes so far you must offer a choice of either this product or that, this model or that one. Don't say "if you buy this you'll be happy ever after". That'll give you away as a pushy salesperson. Just say, "You can have this brilliant thing for this price or this brilliant thing for this price".
Watch your bark
This is about delivery and presentation; use your most assuring voice, smile and be happy, be sure you look bright-eyed and bushy-tailed, smart and well groomed; and don't try to apply pressure for a single moment, just explain yourself happily.
Sixty years old and the messages could be well learned in any organisation today from barrow stall to major corporation.
"Writing for business to sell, inform and persuade."
