Sell the Sizzle
Author: Lindsay Merwald/Monday, August 15, 2016/Categories: Industry News - Textile
(Quoted from Marshall Atkinson at atkinsontshirt.com. Full article here.)
One of the age-old advertising mantras as been “Don’t sell the steak, sell the sizzle.” You’ve heard that before, right? That phrase is so intriguing I looked up who coined the term. The answer is: Elmer Wheeler, and he was one of the pioneers of persuasion in marketing. (More about his thinking at the end of this article.)
For a good number of decorating apparel shops, their marketing revolves around conversations about price. They are selling the steak and forgetting about the sizzle.
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