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Sell the Sizzle

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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