Why Focusing on the ‘Sizzle’ Is Key to Effective Hair Restoration Marketing

Elmer Wheeler was considered the best salesperson alive in the 1950s and 1960s. He sold newspapers and radio ads and was most famous for saying: 

“Don’t sell the steak. Sell the sizzle!”

Elmer says it’s the sizzle that sells the steak, not the cow. This method makes sales “more accurate, foolproof, and faster.”

You can see how this applies to your hair restoration practice, right? 

Wheeler said the sizzle, for example, that makes people buy is::

• the crunch in the cracker,
• the tang in the cheese,
• the whiff in the coffee,
• and the pucker in the pickle.
• That’s what people buy and nothing else.

The sizzle is the emotional side of the sale.

The steak is a factual side.

When it comes to using Elmer Wheeler’s advice, “Sell the sizzle, not the steak” in the context of hair restoration, the idea is to focus on the benefits and the emotional appeal of the treatment rather than just the technical details.

Here’s an example of how you could apply this principle:

Instead of simply talking about the technical aspects of a hair restoration procedure, emphasize the emotional benefits of the treatment, such as how it can help boost self-confidence, improve the prospect’s appearance, and make them feel more comfortable and at ease in social situations.

For instance, you could say something like this:

“Imagine waking up every morning feeling confident and excited about your hair. With our hair restoration procedure, you can achieve a fuller, more natural-looking head of hair that will enhance your appearance and boost your self-esteem. Don’t settle for a balding or thinning head of hair – let us help you regain your confidence and feel great about yourself.”

By using language that speaks to the emotional benefits and outcomes of the treatment, you are more likely to capture the attention and interest of potential clients and ultimately increase your chances of making a sale.

Here are a few examples of how you might apply this principle to selling hair restoration:

1. Emphasize the emotional benefits. Rather than simply talking about the technical aspects of the hair restoration procedure, focus on how it will make the client feel. For example, you might say something like, “Imagine waking up every morning feeling confident and self-assured because you know your hair looks great. That’s the kind of emotional benefit that hair restoration can provide.”
2. Use compelling visuals. One of the keys to selling the sizzle is creating a vivid mental picture of the benefits you’re offering. Use before-and-after photos of previous hair restoration clients to show the dramatic results of the hair restoration process, or use images and videos that convey the emotional impact of having a full head of hair. Take your time before the call to have your photos organized. Show the prospect only images they can relate to—gender to Gender, Age to Age, Similar Hair Loss Areas, Ethnicity, etc.
3. Use language that creates excitement. Elmer Wheeler’s famous phrase is about creating excitement and enthusiasm for a product or service. When discussing hair restoration, use language that evokes excitement and anticipation, such as “imagine the possibilities” or “get ready to transform your look.”

By focusing on the emotional benefits and creating excitement and anticipation, you can use the “sell the sizzle” principle to sell hair restoration to potential clients effectively.

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Jerry Garcia, the lead guitarist, vocalist, and songwriter for the rock band The Grateful Dead, once said, “It’s not enough to be the best at what you do; you must be perceived as the only one who does what you do.” This quote is one of our all-time favorites.

Suppose your practice faces difficulties being perceived as the only one who does what you do. In that case, you can schedule a complimentary review and strategy session with Joe Garraffo, our VP of Client Relations and the author of this article, using this link to find a suitable time.