Featured Site Links

  • Strategy
  • Decision-Making
  • Product - Market Mgmt
  • Sales Mgmt
  • Innovation
  • Leadership

Product Marketing Strategy was created to be a resource of building blocks of marketing strategy including thoughts dealing with the Product Life Cycle.

Visit Site

Research shows that 1/2 of all decisions fail. This website was created to help improve decision-making for both people and organizations.

  Learn More

Product Marketing Strategy was created to be a resource of building blocks of marketing strategy including thoughts dealing with the Product Life Cycle. 

Learn More

Sales Management Insights is the compilation of learnings from my experience as Sales Manager, Vice President of Sales and Marketing and Senior Vice President of Sales and Marketing across a variety of industries working with hundreds of different sales people and organizations. 

Learn More

Product Innovation Now is the collection of what I learned about Marketing New Product and it’s application inside organizations.               

Learn More

Engaged Leadership Now was created to be a resource of leadership actions that have worked, rather than the trial and error process of learning from leadership actions that didn’t work. 

Learn More


The Cannon Advantage helps clarify sales, marketing and leadership issues for manufacturers, explore opportunities rather than fix problems, provide education about tools to achieve their business goals, and empower the people in small to mid size manufacturing marketing organizations to achieve higher levels of success!

Marketing the Experience

Selling the SizzleThe trend in business today is marketing the experience. It really isn’t all that new, it is just another way of developing a unique selling proposition. Elmer Wheeler (1903 – 1968) is credited with the famous maxim: “Don’t sell the steak—sell the sizzle!”  The quote was a part of his 1937 book, “Tested Sentences That Sell”. While marketing the experience may go much deeper than selling the sizzle, the underlying principle is the same. Isn’t it amazing how something from 1937 is retitled and presented as new all over again?

There are lots of examples of selling the sizzle or marketing the experience. One that readily comes to mind is Sure deodorant. In this instance, even the name is selling the sizzle and promising an experience of staying dry. Pretty simple, right. My friend Kordell Norton likes to talk about the difference between Hershey’s chocolate and Godiva. Packaging and price are very different. Godiva has done a much better job of creating an experiential difference in the consumer’s mind. (If you are not familiar with “Positioning the Battle for Your Mind” by Ries and Trout, you might want to pick up a copy.)

Another example of using experience to create a unique selling proposition is Chuck E. Cheese’s.  Here the presentation of pizza is way different than your local pizza shop.

There are lots of people promoting “marketing the experience” as is evident in the linked article. The truth is, marketing the experience is nothing more than a variation on the theme of selling the sizzle.




Share the knowledge!

    head-and-sholders  Robert Cannon

       With over 30 years of expertise in manufacturing marketing, and leadership, Bob creates innovative systems, products and services for small to mid-size manufacturers. Contact Bob today for more information on the Cannon Advantage services and solutions.