Knowing what business you are really in is one of the most important secrets of marketing - and one that is most misunderstood.
Most company owners get so involved with their product and its features that they forget about the customer. They sell the features and not the benefits. Learn more in this web post-www.artistry-in-glass.com/wha...
The correct approach was identified way back in the 1930s by the legendary Elmer Wheeler whose catchphrase was Sell the Sizzle - not the Steak.
Veteran marketing guru John Wakefield from Artistry in Glass gives classic examples of selling the sizzle in this enlightening video.