Any bussiness small or large must make compelling marketing content to attract customers. Picture this: you’re tasked with selling a steak dinner and need to find a way to attract more customers. Which method of marketing do you think will sell more steak?
You could list the cut of meat, the ounces of each cut, the seasonings used, maybe even show a picture of the steaks you have to offer for the night. Alternatively, play a short video of a sizzling hot and glistening steak being served to a diner with eager anticipation in their eyes, fork and knife in hand.
You can easily tell that the second method would lead to more sales. This is referred to “Selling the Sizzle” in the world of marketing. Listing out the specifications of the steak dinner may be important, but evoking the feeling of enjoyment that comes with a tender steak dinner will drive more engagement. Businesses today can create more compelling marketing content for their products and services with this method.
What does “Sell the Sizzle” mean, more practically?
The phrase was first popularized by famous advertiser Elmer Wheeler in the 1930s [1]. “Sell the Sizzle” illustrates the importance of showcasing benefits instead of features. The steak represents whatever product or service you are selling. The sizzle is the experience, emotion, and value that makes a genuine connection and captures your audience’s attention.
Think about any impulse purchase you’ve made in the past few years. What about that purchase made you leap into it without too much careful thought? It was most likely some form of marketing that appealed to an experience or feeling that you desired, not some specification of the product. Essentially, you bought the sizzle.
Make More Compelling Marketing Content with “The Sizzle”
Rather than just listing out the what your product or service is capable of, turn your focus towards creating a story that appeals to your audience’s emotions and leans on vivid imagery connecting to the senses. Here are some considerations as you plan and produce your marketing content:
1. Turn Features Into Benefits
Translate the features of your product or service into a benefit for the consumer. The customer is primarily concerned with how your product or service will benefit them, not about how big, small, loud, or bright it is. For example, instead of saying, “Our new mattress offers luxury memory foam and a cooling gel layer,” say, “Sleep deeply and wake up totally refreshed with a mattress that adapts to your body and keeps you cool all night.”
2. Use Emotion-Driven Storytelling
Your product or service on its own likely doesn’t tell a story, and without a story it won’t connect with an audience. Rather than explaining what your product or service does, create narratives that connect with your audience’s desires, fears, challenges, and dreams. For example, instead of marketing a fitness app with “over 500 workout routines,” tell a compelling story of how it helped a busy parent regain their energy and confidence. As with most successful content marketing, engaging stories make genuine connections with your audience.
3. Use Text that Appeals to the Senses
For many small businesses, text copy is the primary form of content marketing. Therefore, it is vital to make heavy use of imagery and other text that connects with sensory experiences. Try to use language that evokes sights, sounds, and feelings associated with your product or service’s story (NOT just the product or service itself). Compare “Enjoy our premium coffee blend” to “Savor the rich aroma and velvety smooth taste of our freshly roasted coffee.” The first simply states the product, while the other immerses the reader in an experience, which is much more compelling marketing.
4. Leverage Testimonials from Satisfied Customers
Nothing amplifies the sizzle like real stories from satisfied customers. Testimonials, case studies, and influencer endorsements help potential buyers visualize themselves enjoying the same benefits. Find customers that are very happy with your product or service and can speak well to their experience or story. Essentially, let others show your “Sizzle.”
5. Incorporate Photo, Audio, and Video
Bring your product or service’s experience to life with visual and auditory media. Although text can certainly go a long way, most people have a very short attention span in today’s world. As such, a picture, video, or audio sample can capture attention in just a couple seconds. Alternatively, text describing the same thing may take 10 to 20 seconds. So, high quality media that tells the story and appeals to the senses will be extremely compelling marketing content for any product or service.
Why “Selling the Sizzle” Works
Most often, people make buying decisions based on emotions and later justify them with logic [2]. By focusing on the feeling, story, and emotional connections, you’re not just selling a product; you’re selling a lifestyle, a solution, or an experience. Nothing will sell your product or service better than solving your customer’s biggest problem or supplying their deepest desire. Compelling marketing content that “Sells the Sizzle” gives the customer a peak into a future that does just that.
Your Next Marketing Content
In content marketing, the key to standing out is often how you present the content. So, focus on how your product makes life better, easier, or more enjoyable, and you’ll make deeper connections with your customers that lead to more leads and sales.
Need help crafting the right story? Want to make a video that captures the “Sizzle” of your product? Arwing Creative can help your business create more compelling marketing content. Contact us today to see how we can help you “Sell the Sizzle!”