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This talk was recorded at the Hot Stories Business Networking event in Cambridge, held every second Wednesday at The Red Lion, Cherry Hinton. Video and photography by Jamie Ellam Visuals. Hot Stories is organised by Gemini Web Media and brings professionals together through real stories, real experiences, and real connection.
Marketing is full of old sayings, but some survive because they are unfailingly true.
One of them is simple:
You don’t sell the steak - you sell the sizzle.
In our latest Hot Stories session, Nick O’Leary-Green, founder of vividspace Web Design, reminded us why this principle matters more than ever in the digital age.
Nick builds websites for businesses across Cambridge and beyond, and through his work, he sees the same mistake repeatedly: business owners want to showcase what they do instead of the results they deliver.
And results are what customers actually care about.
Who Is Nick O’Leary-Green?
Nick is the founder of vividspace Web Design, a Cambridge-based company focused on building clean, effective, purpose-driven websites that help businesses grow.
His approach is grounded in clarity:
• Show the outcome • Show the transformation • Show the experience • Show the benefit
Because the truth is simple - people buy the end result, not the tools used to get there.
Nick’s work combines design, strategy, and user experience to help businesses communicate what clients truly want to see.
The Story: Why the “Sizzle” Matters More Than the Process
Nick shared a recent client example that perfectly illustrates the challenge.
He was working with a business owner in the photography niche.
Their service?
Taking old film people have stored away in drawers or boxes and turning it into modern prints.
A sentimental, emotional, memory-driven service - full of nostalgia and value.
But what did the business owner want as their main hero image on the website?
The machine that prints the photos.
A technical tool. A piece of equipment. Functional, but emotionally flat.
Nick explained very tactfully that:
• People do not care about the machine • People care about the photos • People care about the memories • People care about the result
The machine is the steak.
But the printed memory - beautifully reproduced - is the sizzle.
This lesson applies across every industry.
Are You Showing the Result, or the Process?
Nick asked a question every business owner should consider:
In your digital spaces, are you selling the end result - or are you selling what you do?
This applies everywhere:
• your website • your social media • your ads • your landing pages • your printed materials • your videos • your brand photography
Most businesses unintentionally show:
• the tools • the equipment • the process • the behind-the-scenes detail
But people buy:
• the transformation • the improvement • the solved problem • the desired outcome
Examples That Hit Home
Nick gave multiple examples of how “selling the sizzle” transforms marketing.
If you’re a painter…
Your hero image should not be the paintbrush or bucket.
It should be the beautifully finished wall.
If you sell insurance or wills…
Clients don’t want to see paperwork.
They want to see families living confidently with peace of mind.
If you sell something abstract…
Sell the feeling. Sell the benefit. Sell the certainty. Sell the ease your service gives them.
If you’re a product-based business…
Even when the item is physical, what matters is the lifestyle it creates.
The rule is universal:
People want the outcome, not the operational detail.
Why Businesses Struggle With This
Nick explained that business owners often get so close to their work that they forget to zoom out.
They see:
• the hard work • the training • the materials • the complexity • the tools • the technical side • the process they are proud of
But clients don’t have that context.
They just want the benefit.
This disconnect can reduce sales, weaken digital engagement, and make websites feel flat or confusing.
Nick’s work helps businesses reposition their message so they speak directly to the needs and desires of their customers.
The Question Every Business Should Ask
Nick concluded with one simple question:
“Are we selling the sizzle in our digital spaces?”
It’s a question every business should revisit regularly.
Not just for websites - but for any place where clients see what you do.
A shift in imagery or wording can dramatically change how customers perceive value.
Your Story Matters - Share It
Nick’s story fits perfectly within the mission of Hot Stories: helping people express their value with clarity and confidence.
Sharing your story:
• builds trust • strengthens your brand • helps people understand your value • creates opportunities • connects you with the right clients
Your voice is powerful.
Don’t keep it private.
We always stand by your side.
Join Us at Hot Stories
Hot Stories Business Networking runs:
Cambridge - every second Wednesday of the month
Location: The Red Lion, Cherry Hinton, Cambridge
Duxford - every third Thursday of the month, 10:00–12:00
Location Partner: Mantle Space, The Officers’ Mess
We support one another, recommend one another, and grow through genuine stories and shared experiences.
Your next story could be the one that inspires someone else.
