3 THINK BEFORE YOU INK
There’s an old marketing saying: sell the sizzle, not the sausage. We buy sausages not because of what’s in them – for many of us that’s something we would rather not think about – but because of how we think they will taste. What matters is the benefit, not the ingredients.
Effective business communication does the same thing. It doesn’t have to be selling a product: it could be an idea, or a proposal. But it’s the sizzle that you need to think about before you start writing.
In this chapter you will discover the difference between describing what something does, and what it can do for the person you’re describing it to.
SELLING THE SIZZLE: AN IT EXAMPLE
Let’s return to Apple’s iPhone sales page. In many ways Apple are ...
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