Sell the Sizzle as much as the Steak. It’s an old salesman’s adage, and some would insist the sizzle is all that matters. It’s the basis of modern marketing – you surround the product in an aura, a suggestive image of whatever lifestyle the client is likely to aspire to. Study advertisements for everything from toilet rolls to toupees, baby food to beach apartments. See how words are used to create a whole world around the product. Don’t be afraid to use this kind of heightened language in your own sales pitches.