The Fiver | Paying actual money to gnaw on their company’s sizzle-free steak

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One of the guiding principles employed by Elmer Wheeler, America’s greatest salesman, was that “you don’t sell the steak, you sell the sizzle”. Whether it is the tang in the cheese, the bubbles in the champagne, the crunch in the cracker or the pucker in the pickle, Elmer believed there was a “sizzle” hidden in everything you sell in life and that identifying it was crucial if you were to successfully market that product. His is apparently not a view shared by José Mourinho, who has been struggling to identify anything resembling a sizzle in the Manchester United side currently touring the USA! USA!! USA!!! and has been wondering aloud why any of their fans would pay actual money to come to see one of the world’s biggest football clubs go through their pre-season motions minus a dizzying array of big name players who are either: a) knacked; b) on holiday after the Ethics World Cup; and c) still just names on a shopping list he handed to his employers last March.

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from Football | The Guardian https://www.theguardian.com/football/2018/jul/30/the-fiver-manchester-united-jose-mourinho

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