Buried in every spool of thread, in every row of safety pins, in every automobile, in every insurance policy, in every grocery, drug, or toilet goods item, are reasons why people will want to buy it. These big reasons we call the “sizzles.”
Before you even start to see your prospects, you must line up, in your own mind, the “sizzles” they will consider important. You will then have a “planned presentation,” based on all the information you can get about your prospects and your selling package. You will find that the use of the word “you” in your sales presentation will have far more results than the word “I.” Being able to say “you” instead of “I” is known as “you - ability.” Remember this first Wheelerpoint: “Don’t sell the steak – sell the sizzle.” Then with “you - ability” in mind you can convey these “sizzles” effectively to the prospect in the “telegraphic” manner explained in the next chapter.
It’s the sizzle that sells the steak – not the cow.
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