The Balance of Steak and Sizzle

Most of us have heard the phrase of "Sizzle and Steak," more like the balance of marketing/sales versus the needed Joe Friday "just the facts" in a business plan. It is critically important for a business plan to be nearly all a combination of high quality Porterhouse or Filet Mignon (depending on our tastes) and tidbits of sizzle. The Marketing Plan within the Business Plan or attached as appendix should be also all steak as well. The true sizzle should be in your sample ad copies to attract customers (which hopefully has the steak too!) and your ability to market your services or products with even high temperature sizzle to cook a Morton's steak should included with your plan.

Superlatives belong in conversations to some degree and in your ad copy and should limited in business plans. Assurances must include a caveat unless your statement or plan has to do with something like weather and you assure someone in will either be rainy or sunny today.
Words and statements fall into many categories, and when to use a certain kind of emphasis in a business plan is best served by a team or rare individual who can think like a financial analyst, marketing guru, attorney or respected author all rolled into one and from one moment to next. It's all about balance, like having enough sizzle to be sure the greatest steak is a lead part of a perfect meal…my apologies to all vegetarians!