Twitter Facebook LinkedIn Flipboard 0 There’s a big difference between describing what your business does… and what your business does for your customer. Anyone can sell steak… but the sizzle is what customers are buying. On a recent episode of the sitcom Modern Family, Manny, the young stepson of Jay, was trying to raise money for his school. His door-to-door fundraising activities weren’t going well and he was very discouraged. When Manny complained about his lack of results, Jay asked Manny what he was selling. Manny responded, “Wrapping paper.” ”Wrong,” said Jay, “you’re selling Christmas — holidays, joy, celebration; the anticipation of giving…and receiving.. gifts.” When someone asks you about your business, are you selling “what you do” or “what you can do” for your client?” Selling the sizzle means revealing the results your product or service can achieve. A personal trainer doesn’t just show people how to exercise; he or she is helping to improve their client’s health, fitness and self-confidence. In addition to solving a legal problem, an attorney provides peace of mind. Financial advisors manage wealth to grow assets and minimize tax implications, but their long term goal may be a well-funded retirement or a lasting family legacy. A website developer builds a new site but is really helping to successfully brand, promote and generate leads for a business. Sizzle factors include the value you and your business bring to the working relationship (extensive expertise and experience in your industry); the benefits customers reap by choosing to buy from or work with you (why what you offer is a plus for your customer) and results (the positive outcome other customers achieved working with you). The sizzle is what differentiates your product or service from your competition…and why you get the job or make the sale. A well-written case study and the best testimonials and recommendations incorporate those “sizzle-factors” (be sure to helpfully list what these factors are when you’re requesting a recommendation or testimonial). Focus on including your “sizzle factors” into your elevator pitch, marketing communications, website and presentation content Remember…you want to “stake” your reputation on the sizzle. Twitter Tweet Facebook Share Email This article originally appeared on Martha Spelman's Blog and has been republished with permission.Find out how to syndicate your content with B2C Author: Kane Pepi Kane Pepi is an experienced financial and cryptocurrency writer with over 2,000+ published articles, guides, and market insights in the public domain. Expert niche subjects include asset valuation and analysis, portfolio management, and the prevention of financial crime. Kane is particularly skilled in explaining complex financial topics in a user-friendlyView full profile ›More by this author:VoIP Basics: Everything Beginners Should Know!Bitcoin Investment, Trading & Mining: The Ultimate Guide for BeginnersIs This a Better Way to Set Your 2020 Goals and Resolutions?