There’s an old saying in sales and marketing, “sell the sizzle, not the steak.”

You’re selling time shares in Hawaiian condos. Talk about the features, pricing, etc., or the practical benefits, you are selling the steak.

Talking about romantic hideaways in paradise sells the sizzle.

In consumer marketing, and even to a degree in business-to-business marketing, the sizzle sells. That doesn’t mean you ignore the features and benefits.

But look at any auto commercial and you’ll see a heavy emphasis on sizzle – and how many autos would sell without that?

Look for the romance, beauty or drama in your product and promote that with your marketing copy and imagery.