Every marketing campaign needs a “hook” to pull in customers – or even voters. Till a couple of weeks ago, John McCain’s presidential campaign was in need of a “message” that voters could relate to.  Then the cameras turned on to a discussion between presidential rival, Barack Obama, and Samuel Joseph Wurzelbacher – now known as “Joe the Plumber”.  Joe became an instant media sensation. He was the talk at office water coolers all around the country and gave the McCain campaign something to focus on with voters to get their message out to the masses.  It’s no different than Sarah Peller’s appearance in Wendy’s commercials back in the 80s exclaiming, “Where’s the beef?!”  Or the current Apple Computer ads featuring a MAC vs. a PC.  They all stick in our minds.  With Joe the Plumber, it only took was one intelligent question to breathe life back into McCain’s campaign.

There is a famous advertising slogan:  Sell the sizzle and not the steak.

Which does your company sell? 

Ultimately, consumers – and hopefully, voters, buy the sizzle. 

Why?  Because the sizzle captures their imagination.  It makes them want “it”.  Just look at the ads for Outback Steakhouse and you’ll have a very clear picture of what it means to sell the sizzle and not the steak.  Then take a look at your marketing campaign.  If you aren’t selling the sizzle, re-evaluate your campaign and make it sizzle.  Dull, boring marketing, telling people how wonderful you are, doesn’t sell. Add in the message of value and you’ll have an award winning marketing campaign that will serve you well.