‘Go Back to Africa!’ How the Democratic Party Became the Party of Xenophobes and Racists.

There’s an old piece of sales advice. It’s been quoted by all the brilliant business minds of our age, including the founder of Kramerica:

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“You don’t sell the steak, you sell the sizzle!”

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Alas, Cosmo Kramer is wrong. The best strategy isn’t to “sell” the steak or the sizzle. Instead of accentuating the actual product (the steak) or the appearance and/or excitement (the sizzle), it’s better to lead with something else.

But what?

Well, think about Victoria’s Secret: Do they market the durability of their material? The quality of their stitching? The creative artistry of their designers? Or… are they (ahem) accentuating something else?

Axe Body Spray gets it:

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“If you wanna be sexually harassed by TSA agents at the airport, buy Axe Body Spray!”

It’s

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