OK, Esso, lol :)
As someone who smokes tobacco (Old Holborn in the UK,
"Pohn Sagu" in Malaysia) I can assure you very few people don't care about the brand, as unlike conventional cigarettes there's a very noticable difference between different brands.
I'd rather go without a cigarette than smoke Golden Virginia for example, though it sells more than Old Holborn.
I'm not talking so much about the sizzle as the CUSTOMER. What resonates with them, what's THEIR "sizzle"?
Drop the word "sales" for a moment - "How fast can you write a powerful letter?". Your first question should not be "What about?" but "Who am I writing to?".
Your entire writing style, language, reading level, stance, pretty much everything, comes down to WHO and backed up by what makes THEM interested? What do they like, dislike? What do they hate? What do they love? What are they scared of? What's held them back in the past? What are their problems? What solutions have they tried?
Sticking to a subject already mentioned, Esso gas, spend 20 minutes with google trying searches such as "What I love about Esso", "what I hate about Esso", "I think Esso", "Esso should", "if Esso" and note the results.
Now you already know what people love and hate about the brand, what they think of them, what peeps think they should do - and that's just the brand. More to the point, "I love gas station", "I hate gas station..." etc.
It doesn't always suit every product (and is a poor fit for fuel or gas stations) but it's a very useful way of doing instant 'market research'. For me that's just the first step; like I said I'll spend at least 2 weeks just researching the market and finding the ideal customer. Then I write DIRECTLY to them and screw everybody else.
Write like your lifestyle depends on it. Because it does.