“Don’t sell the steak, sell the sizzle” is a classic sales line. In other words, people don’t care about your product, they care about what it does for them. People don’t buy a TV, they buy entertainment. They don’t buy a Rolex watch, they buy the feeling of prestige.
You get it.
I agree with this line 99% of the time – except when I don’t: when selling the steak is actually juicier than the sizzle.