Buy the Steak, not the Sizzle

Marketers and salespeople are taught very early in their careers to “sell the sizzle, not the steak.”  Why would they do that?  The idea is to involve the senses and imagination of the customers, and get them excited and easier to part with their hard earn money.  You can find examples in almost very luxury brand.

But as a buyer, I want the freakin steak!  Sure it’d be nice to have the sizzle as well.  But if I’m paying for it, I want something substantial, not some hype or glamorization that will soon vanish after purchase.

Unfortunately most people don’t really look for the value.  Instead they will get what makes them feel better, and often pay a premium.  With the economy downturn, that spendthrift tenacity has moderated.

The same is true in many area of life.  The things that we buy, wear, live, drive.  We’re trying to show off to the world that we’re special and deserving. 

It’s also brain versus heart.  The heart is emotional and buys things based gut feelings.  The brain is analytical, and trying to weight the pros and cons. 

So if you want to make sure that you get the steak, ask the following questions when making a purchase:

1. Do I really need this?  Needs and wants are often confused.  Need is the steak.  Want is the sizzle.
2. Am I buying this because it will make me feel better?  Not to minimize this emotion, but depression shouldn’t be mitigated by spending money!  Go out exercise, socialize, and get the energy flowing.
3. Who’s putting the thought there?  We like to pride ourselves as independent thinkers.  But some desires are actually planted by clever marketers.

A basic rule of getting the steak is to look for quality and value.  Quality is doing something that it’s suppose to do, ideally for a long time without maintenance.  Value is getting more for less.  The sizzle is reverse, or getting less for more.  It’s a game that companies, governments, and people play with your perception.  That’s why you have to be consciously aware of it.  Don’t get suckered by the images.  They’re illusion that fade away. Or to borrow a Star War reference, they’re “Jedi Mind Tricks.” 

Some more tricks that marketers use to sell the sizzle is by stressing factors like:

1. Sexiness.  Sex sells.  It’s almost a timeless statement.  But by focusing on a product’s qualities like youthfulness, attractiveness, and vitality are powerful motivators to cause people buy things.
2. Health. People cares about their health which directly relates to their quality and length of the life.
3. Prestige.  Most people are social creatures and care vastly how others perceive them.  Status symbols tell others without words of our supposed status in life.  People who wish to set themselves apart are keenly aware of these items.

All these factors are shortcuts that bypass our rationality, and instead to get us to automatically pay more.  Be vigilant and buy things only on your terms.

As a seller it makes sense to focus on the sizzle.  But as a buyer, get the biggest, juiciest steak for the least amount of money.