There is an old advertising maxim: "Sell the sizzle, not the steak." The maxim exists because selling the sizzle works much better. The current Old Spice ad c

There is an old advertising maxim: "Sell the sizzle, not the steak." The maxim exists because selling the sizzle works much better. The current Old Spice ad campaign is the best modern example of selling the sizzle.