Okay, so it's a real cliché and I'm sure that Alan Sugar has said this many times in the board room, but as far as advertising your products or services goes, never has a truer word been said!

'Sizzle' refers to the benefits. In this example, it refers to the smell and taste…. It certainly doesn't refer the features (or contents) of a sausage, which you'd probably rather not know! Good marketing messages sell the benefits of your product or service, they don't tell people

Read more: Sell the sizzle, not the sausage!