Good Practice

“Selling the sizzle” – A case study in marketing trade compliance

Issue 1.
February 2020

Author
John Pisa-Relli
+ About author

John Pisa-Relli currently serves as consulting legal counsel to a multinational aerospace and defense company headquartered in the United States, where he advises on a wide range of trade compliance matters. For the previous ten years, he directed the internal trade compliance program for Accenture, the world’s largest business consulting firm. Prior to joining Accenture, John served in the US federal government, practiced law privately, and served as in-house director of trade compliance with a multinational aerospace and defense group headquartered in Europe. Connect with John on LinkedIn..

Are we as good as we could be at articulating the value proposition of effective compliance?
Advertising guru Elmer Wheeler is credited with coining in the late 1930s the famous adage, “Don’t sell the steak – sell the sizzle”.  This fundamental sales advice means to emphasize the benefits of a product over its features; i.e., what will it do for you rather than how it works or what it is. The “sizzle” is the experience of enjoying the steak. So, it may be useful to describe that the steak c...

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