“99% of the people you’re talking to have heard something pretty similar to what you’re saying.”  

That’s what you’ll hear when you tune into the 5Cs podcast this week. My guest, a professor, nonprofit director, and author, drops this truth bomb while discussing funding for sustainability projects. But here’s the thing: this applies to literally everything in your life.  

Trying to land a career change? Yep. Looking to expand your network or find new business opportunities? Absolutely. Need funding for that side hustle you’ve been dreaming about? You bet. Hoping to make new connections, find the right contractor, or even convince your spouse that yes, you really do need that home office setup? Check, check, and double check.  

There’s this old marketing saying:

“Sell the sizzle, not the steak.” I first heard it decades ago.  (I didn’t really understand it. I thought a picture of a good-looking steak sold itself.) Then I heard it again when I was job hunting and a career coach told me it was about selling myself, not just reciting my skills and accomplishments. And then, later, from a good friend after I had totally bombed a big client opportunity. This concept is not unique to me or a select few, it’s a universal truth that we all can tap into.  

I’ve been sharing this idea with friends and colleagues lately because it’s pure gold. And before you roll your eyes — this isn’t about being fake or trying to trick anyone. It’s definitely NOT about putting on an act. It’s about showing up as your absolute best self so the person you’re talking to thinks, “Wow! I wanna know more!”  

How Do We Find Our Sizzle?

First, we need to figure out what the other person actually wants. Then we need to know what we bring to the table and what people rely on us for. (Not quite as easy as it sounds.) Finally, we connect those dots like we’re solving the world’s most important puzzle.  

Example 1: Let’s say you’re interviewing for a project management role, and the hiring manager keeps mentioning they need someone who can “handle multiple priorities without dropping the ball.” Instead of just listing your credentials, your sizzle might be: “I’m the person who coordinated my daughter’s wedding while managing a kitchen renovation and caring for my aging father – and somehow kept everyone happy and on schedule.”

Example 2: Perhaps you’re pitching your consulting services to a small business owner who is stressed about their cash flow. They mention needing someone who “gets what it’s like to run a small operation.” Your sizzle could be: “I’ve been where you are – I know what it feels like to lie awake at 3 AM wondering if you can make payroll. That’s exactly why I focus on practical solutions that work in the real world, not just on paper.”  
The whole thing comes down to your honesty, being genuine about who you are, and keeping your word when you make a promise. Remember, your ‘sizzle’ is not about putting on a show, it’s about authentically showcasing your unique value.  

The Bottom Line

Your sizzle is not some elusive quality that only a few possess. It’s already there – it’s been inside you this whole time. You just need to dig it out and put it into words. Then you ask the right questions to understand what the other person needs. Finally, you figure out if your particular brand of awesome is what they’re looking for. If it is, you find the perfect way to say it that makes them lean forward and want to know more. It’s that simple, and you’re more than capable of doing it.  

Try this:

Think about people in your professional or personal circles who seem to have this figured out. How do they present themselves at networking events, social gatherings, or even sports events? What makes you want to listen when they’re describing a new project or opportunity? Now work backwards to create your own version.  

Your sizzle isn’t about being someone else. It’s about being the most you version of YOU.