Your content needs to sell the sizzle AND the bacon

October 28, 2021
Minimal inspiration
Jacqui Patton
2 min

"Make sure to tell them what you actually sell. Not just the concept, not just the benefits. What do they get if they give you their money?"

This was a tip we shared at a recent pitch and when we wrapped up, one of the attendees told us it was refreshing to hear this, because she has always been told to sell the sizzle, not the bacon.

We love this analogy! And it got us thinking.

You've got to sell the sizzle, your secret sauce, what makes you special. But your audience also have to understand your product or service enough to know what is sizzling!

So how do you figure this out?

The bacon:

  • What is the product or service they get when they hand over their cash?
  • How does it work?
  • What does it include?

The sizzle:

  • How is this different than the competition?
  • How is this better than the competition?
  • What are the benefits of your product or service?

If you find it difficult to answer these questions quickly and easily get in touch with us today.

We're experts at building your value proposition so that you can talk about your business with ease and confidence in your marketing.

Jacqui Patton
Jacqui Patton is the MD of Ink Blot Creative and Marketing Strategist.