We've all heard the expression "Sell the sizzle, not the steak", but which one does your business try to sell? Which one should you sell?

Translating the phrase into plain English, the expression states that you should sell the benefits of the product, not the product itself. And I'll certainly concede that that's pretty good advice.

The trouble is it's an oversimplification of the issue. Benefits are great. Benefits will attract attention. Benefits answer the all-important question of "What's in it for me?" But benefits raise questions too.

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