We’ve all heard (or read) the advice, “sell the sizzle and not the steak.” And this is good advice to follow, as long as you’ve got a great “steak” to sell.
But, I think many online marketers are misinterpreting that saying to mean that as long as you “hype the sizzle”, the meat isn’t important. That kind of thinking will get you in trouble.
Sure, you can fool people into buying (for a while.) But, you simply can’t build a healthy, long term business around the “all sizzle and no steak” model. After all, even if you sold them the steak by focusing on the sizzle, they are still eventually going to try and take a bite and discover that you ripped them off.
As a copywriter I’ve heard other, well respected copywriters say things like…
“The cure for a bad product is good copy.”
Or,
…
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