I was searching the New Yorker archives yesterday for a couple old favorites and inadvertently found a favorite 50 years older than anything in my subscription history. What advertising or sales person hasn't heard the adage - "Sell the sizzle, not the steak!" And here it is - back when it was a new idea - from 1938! - The Sizzle by John McNulty. http://www.newyorker.com/archive/1938/04/16/1938_04_16_021_TNY_CARDS_000170940?currentPage=1
Give credit to Elmer Wheeler and his Tested Selling Institute. Makes you wonder how many ideas today are really new or just forgotten by a culture of short attention spans with little interest in history.
