First released in 1952 by Fotovox and Ideal Pictures, “Selling the Sizzle” sales and marketing film that capitalizes on the old business adage “Sell the Sizzle Not the Steak” — meaning to sell people what they want, not what they need” in order to make more sales. The phrase was created in 1936 by Elmer Wheeler, and it’s Wheeler (who was well-known as one of the pioneers of persuasion and persuasive writing) who’s the star of this film. Wheeler asks the viewer (starting at mark 03:20) what makes people buy. “The sizzle,” he explains, and outlines various sales techniques starting with “Don’t sell the steak; sell the sizzle” at mark 05:33 — or finding the “it” factor that will make a client want to purchase a product with several scenes illustrating the point. At mark 08:30 he emphasizes “Don’t write; telegraph” — meaning that the first 10 words in a sales pitch are more important than any other. Point three (mark 11:11) is “Say it with flowers,” as Wheeler explains “it’s as much what you do in front of people as what you say,” such as your posture and how you physically hold and present your product. The film continues with various examples of such showmanship until mark 13:43: “Don’t ask ‘if’; ask ‘which.’” “Always give people a choice between something and something, never between something and nothing,” Wheelers tells the camera.
After watching examples of some successful (and unsuccessful) “signatures sizzles” beginning at mark 15:15, followed by the “right and the wrong way to quote price,” the film notes such techniques can also be used socially. “Never call the wife up and say ‘Darling what are you gonna do tonight? Can I get out of the house to play poker with the boys?” Wheeler illustrates at mark 16:55. “Call up and say “Darling, which night this week don’t you mind staying home alone? Tuesday or Wednesday? Whatever the answer, you’re still the winner.” He explains his final point starting at mark 17:23 — “Watch your bark. It’s as much how you say what you say.” He recaps the sales points starting at mark 19:55.
Although the film appears to end, Wheeler reappears at mark 21:00 to explain how those five “Wheeler points” can really work. Using a DuMont television receiver as an example, the scene switches to a sales floor scene followed by a scene several minutes long from a “sales meeting” in which Wheeler’s points are reviewed once again.
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