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Business Unplugged™
This blog features Carol Roth's tough love on business and entrepreneurship, as well as insights from Carol's community of contributors.

Are You Selling Sizzle or Are You Selling Steak?

Written By: Carol Roth | Comments Off on Are You Selling Sizzle or Are You Selling Steak?

Everyday your customers are bombarded by countless offers from a wide variety of business.  And if those businesses are online, they may be selling lots of sizzle.  I have seen amazing and also garish campaigns, ads and other marketing tactics selling shiny, glossy, exciting, fabulous things where it was clear that the majority of the attention was put on the sizzle.

Sizzle may land you a customer once.  But if you don’t have the steak, those customers won’t return and they won’t tell anyone else to come back with them.  Or even worse, they will tell their network that you are all talk and no action.

You can have a fantastic conference will an exciting speaker line up, but if those speakers aren’t delivering content of direct value to the attendees, well that’s just a sizzle job;

If your product doesn’t perform as you promised, when then your customers leave hungry for something more.

Whatever product, service or experience you promise, you need to at least deliver that- and hopefully more- in the eyes of what’s important to your customer.

If you deliver the steak, your customers will come back over and over again.  And it’s much easier to sell more steak to customers who love your steak, than to someone who’s never tried your steak before (or perhaps is even a vegetarian).

Sizzle is important, but make sure you have the steak to back it up.

Article written by
Carol Roth is a national media personality, ‘recovering’ investment banker, investor, speaker and author of the New York Times bestselling book, The Entrepreneur Equation. She is a judge on the Mark Burnett (Shark Tank, The Voice, Survivor, The Apprentice) produced technology competition series, America's Greatest Makers, airing on TBS and Host of Microsoft's Office Small Business Academy show. Previously, Carol was the host and co-producer of The Noon Show, a current events talk show on WGN Radio, one of the top stations in the country, and a contributor to CNBC, as well as a frequent guest on Fox News, CNN, Fox Business and other stations. Carol's multimedia commentary covers business and the economy, current events, politics and pop culture topics. Carol has helped her clients complete more than $2 billion in capital raising and M&A transactions. She is a Top 100 Small Business Influencer (2011-2015) and has her own action figure. Twitter: @CarolJSRoth