By Chris Fitz
The best way to sell a steak is not to sell a steak. Steak is a piece of dead animal that was bloody, smelly, and uncooked, and no one who is a waiter talks about that to the person interested in steak.
They focus on the sizzle of the steak, the flavor, the presentation and how it appears in the end, not beginning.
Sell the sizzle.
Sizzlemanship by Elmer Wheeler is a Good read for those who want to know about selling the sizzle. It’s a full book.