Elmer Wheeler was considered to be America’s Ultimate Salesman who offered probably the most important piece of sales advice ever in the 1930s. He was all about selling the sizzle, not the steak. While this is still a primary objective It’s more often called experience marketing these days, where marketers aim to provide experiences that tap into our emotions. In this lecture, we’re looking at the concept of getting beyond the features that reach minds (steak) to the benefits that reach their hearts (sizzle). Of course, the steak still has to be a succulent morsel or no amount of sizzle will be enough!