For decades, we’ve heard the old adage that “You don’t sell the steak, you sell the sizzle.”

The statement means that you don’t sell the actual thing, you sell the experience. You sell the visceral, the emotion, the adjective and powerful visual.

I think that idea still works in some situations but comedian Chris Rock once shared a different approach.

When Rock prepares a new comedy special he does what a lot of comedians do, he practices. He goes to a small, local night club and goes through his routine dozens of times. What makes Rock different is HOW he does it.

When he is practicing, Rock deliberately leaves off the sizzle.

He deliberately leaves off his signature flair and personality.

He leaves out his over the top delivery and bombastic style.

Why?

Because he wants the jokes to be strong enough on their own.

He doesn’t want the sizzle to become a crutch.

He knows that if the jokes alone kill, then imagine how much harder they will kill once he adds the sizzle!

The same goes with you.

Your book should be so strong that even without a crazy sizzle marketing plan people would talk about it.

The ad for your business better visually look so great that even if the words got accidentally left off you would sell product.

Your speech better be so solid that even if your amazing slides don’t work well you still destroy that audience.

Add the sizzle later.

That’s how I write books. My first draft is just the idea. Then in the second draft I add more jokes, more insight and hopefully, more awesome.

Sizzle is great.

Sizzle like a crazy person, but first, get yourself a fantastic steak.