Don’t Sell the Steak, Sell the SIZZLE
Elmer Wheeler’s first guiding principle in advertising was: Don’t Sell the Steak, Sell the Sizzle
A Sales Technique to Make Department Stores Sell Out of Toothbrushes?
My last post was how it came that Elmer Wheeler was commissioned to make a study of salespeople. Now a bit of info about the scope and impressive results from this study, which was referred to as the Wheeler Word Laboratory.
The Final Word in Sales
As I mentionned in my last post Elmer Wheeler had a job selling advertising space. After he was told that newspaper ads often bring people to stores, but those people rarely buy, he thought he would test out this statement.
So What is a Good Advertising Idea?
The question, what is a good advertising idea, might seem ridiculously simple. A good advertising idea is one that brings results, right?
The Need for the Best Advertising Ideas
Here’s a good statement on why you need the best selling ideas:
Your salespeople can be the strong or the weak link in your company’s sales chain. If one link of the chain will hold fifty pounds, another thirty pounds, and another six pounds, altogether the chain can support only six pounds – the “holding power” of the weakest link.
