There’s an old saying in marketing, “Sell the Sizzle, Not the Steak.” What
this means is that marketers need to promote the benefits of a product or
service and not the features. For instance, people buy a drill to make a hole
or they buy a light bulb to provide light.

When selling these products, it is often better to promote how easily the
product provides the benefits rather than offer a comprehensive list of the
product’s features (which many consumers may not even understand).

After having assisted over 600 companies and ventures in strategizing,
defining, articulating, and packaging their business plans and models over the
past 7 years, and after having spoken to literally thousands of executives
regarding their growth and business-building initiatives, we at Growthink like
to think that we have a unique and perspective on the “ideas to reality”
manifestation process.