You’ve probably heard the phrase “Sell the sizzle, not the steak” more times than you can count, but have you ever stopped to think about what it actually means and how it applies to your marketing strategy?
Let’s start with the sizzle. Picture yourself sitting in a Chili’s restaurant. When a server walks by carrying a sizzling platter of fajitas, your ears perk up. You smell the spices, hear that sizzling sound, and feel something. You weren’t even thinking about fajitas, but now? You’re sold. The menu becomes irrelevant. The sizzle did the selling.
That, right there, is the power of emotional marketing. People buy based on emotion and then use logic to justify their decision afterward. That’s not just an opinion—it’s neuroscience. According to research by Harvard professor Gerald Zaltman, 95% of purchasing decisions are subconscious and emotionally driven. The rational brain gets involved after the fact to defend the decision, not to make it.
Now think about how this plays out in political psychology. Ever noticed how people tend to stay firmly rooted in their political beliefs? That’s because once the emotional decision is made—say, identifying as a liberal or conservative—our brains begin to filter out anything that contradicts that belief. It’s a process known as confirmation bias, and marketers should pay attention to it. It’s not just politics—it’s everything, including whether someone chooses to buy from you.
The real job of marketing, then, is to stimulate the emotions that spark action. You’re not selling a product or a service; you’re selling an outcome, a feeling, a dream. You’re selling the promise of relief, joy, success, safety, belonging, status—or whatever emotional end state your customer genuinely desires.
For example:
A high-end watch isn’t about timekeeping—it’s about prestige.
A business consultant isn’t selling advice—they’re selling clarity and confidence.
A massage therapist isn’t just offering muscle relief—they’re selling peace of mind.
So, ask yourself: Is your marketing copy highlighting features or feelings? Are your social media posts dry descriptions, or are they stories that stir emotion? Is your brand the steak or the sizzle?
Here’s a quick gut-check:
Does your website copy include emotional language?
Do your testimonials reflect how people felt after working with you?
Are you painting a picture of life after someone uses your product or service?
If not, it might be time to reframe how you connect with your audience.
Want to go deeper? You might enjoy related posts like:
The Secret to Better Sales – This article emphasizes that customers often buy based on feelings like trust and confidence in the seller rather than just product features.
Sales Advice To Understand Buyer Psychology – This is an entire series of posts that explores how a prospect’s emotional state can influence their buying behavior and how recognizing emotional vulnerability can enhance sales strategies.
Emotion is the spark that lights the fire of decision-making. Your job as a business owner is to strike the match.
What changes could you make in your messaging today to spark more emotional engagement with your customers?
