Steak vs. sizzle

You’ve probably heard this old sales advice: Don’t sell the steak, sell the sizzle. Credit for that phrase goes to Elmer Wheeler, who ran the Tested Selling Institute in Manhattan during the Great Depression. His point was that “steak” is just another word on a menu. But when a waiter carries a sizzling steak through … More Steak vs. sizzle

Press ‘Pause’

Every piece of writing benefits from a fresh set of eyes. When we write something, we know what we are trying to say. It’s all too easy to convince ourselves that we’ve said it clearly. A great way to test that notion is to put our masterpiece in front of someone who hasn’t seen it … More Press ‘Pause’