In that endless debate of what’s more important, style over substance (sizzle over steak), of course, they are both important.
In this metaphor, the steak is what is reality, what you have. What are your capabilities? What are your skills? What are your talents? It is what you actually can do for an employer (if you’re looking for a job) or for a client or a customer (if you’re selling a service or product). That’s the substance, the steak.
But I’m here to tell you – and you probably already know this – it’s not the steak that sells the steak; it’s the sizzle.
It is style AND substance.
So you had better sizzle if you want to sell steak, metaphorically speaking.
How do you sizzle?
It’s all about attitude. It’s about enthusiasm. It’s about confidence. That’s what attracts people to you as a potential employee. It is what attracts people to you as a service provider or as someone selling something. You could have the greatest steak in the world; but if it doesn’t sizzle, people won’t pay attention to it.
Of course, if you have the greatest sizzle but a horrible steak, they might buy from you one time, but they won’t be repeat customers. They won’t be loyal, satisfied customers.
You must have both.
I have discovered there are a whole lot of very capable people out there, people with a great deal of substance, a lot of good steak. But they are not attracting the kind of opportunities they want to their business or to themselves.
Why? It’s because they don’t sizzle.
You don’t have to be flashy. You simply need passion, enthusiasm for your product or service, and confidence.
Ultimately, that’s what attracts people to you and your business.