In a time when the hype machine is at an all-time high, it’s easy to be swept up in the excitement of big ideas and shiny new products. But what happens when these companies fail to deliver? When they just blow smoke without ever delivering on their promises?
For decades, I’ve believed that effective marketing offers benefits rather than goods. People are looking for holes, not drills. They don’t care about exercise or diets; they just want a good-looking physique. As a result, marketers create message that focuses on the advantages that consumers truly desire. It’s the sizzle that sells, not the meat.
Unfortunately, in many business sectors, individuals are unwilling to put in the effort, repetition, or discipline required to reap those advantages. They seek immediate satisfaction, such as a pre-written business plan that allegedly attracts investment, a medication that allows them to lose weight without having to eat healthily or exercise, or success that can potentially be purchased rather than earned.
As a result, it’s sizzle without the steak. It reminds me of the tales of snake oil from more than a century ago. They’d tell you it’d heal whatever ails you, that it’d make you stronger, happier, and more comfortable in bed… and it was purchased.
At the very least, the steak is ready to be served with the sizzle. But what about sizzle that isn’t accompanied with a steak?
Unfortunately, there are a lot of individuals peddling snake oil when it comes to business. Without putting forth any effort, promising outcomes are possible. Financing, site traffic, sales, and success are all things that people desire. But can they achieve success without putting in the effort? Without the preparation, execution, management, risk, waiting, and hoping, what are the results?
And there’s an intriguing option there, whether you like it or not: Assume you can get away with offering outcomes that are unrealistic or unachievable… Benefits that are one-of-a-kind… Do you have any experience with this?
