M23 Myth: Sell the sizzle and not the steak. Truth: Sell the solution and not the sizzle. The easiest way to sell a product is to offer it as the solutions to a problem. If you tend to look for the sizzle rather than the problem, you are looking in the wrong direction. Your prospects might appreciate the sizzle, but they will write the check for the solution. Do all you can to identify problems your prospects have, then position your product or service as the best solution to that problem.

If you think solutions, you'll market solutions. If you think sizzle, you'll sell sizzle. People love sizzle as much as ever. But given a choice of purchasing sizzle or a solution with discretionary income, customers will put their money on the solution every time.