Don't sell the steak; sell the sizzle. It is the sizzle that sells the steak and not the cow, although the cow is, of course, mighty important.

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Wheeler, Elmer. "Wheelerpoint #1." Tested Sentences that Sell. Prentice-Hall, 1937.

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Illustrated Quote

A quote by Elmer Wheeler about advertising and marketing: “Don't sell the steak; sell the sizzle. It is the sizzle that…”

A quote by Elmer Wheeler about advertising and marketing: “Don't sell the steak; sell the sizzle. It is the sizzle that…”

A quote by Elmer Wheeler about advertising and marketing: “Don't sell the steak; sell the sizzle. It is the sizzle that…”