The Fizzle of Window Sizzle

Replacement windows, like storm windows before them, have prospered for decades using consumer direct in-home sales driven by the singular mantra introduced in the 1920’s by Elmer Wheeler: “Don’t Sell the Steak. Sell the SIZZLE!”

The Fizzle of Window Sizzle

He explained that it isn’t the cow that sells the Steak, but the sizzle and success is built on finding the sizzle in any product.

Windows have relied on “Sizzle” for 90 years.  

The History of Window Sizzle!  “Sizzle” is the core of all Features & Benefits

$16995ALL SIZ

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AS LOW AS

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Utility Service

••••

11 Common SizesBlock and Tackle Balance5/8” Dual Pane GlazingAvailable Double Hung 2-P anel Sliderand Picture Windo w/Fixed Lite

$25700ALL POPULAR

SIZES to 91 UI

INSTALLED

INCLUDES SCREEN

& LOW “E” GLASS

Basic EnergyEfficient Design

••••••

Welded Frame and SashSpiral Balances7/8” Dual Pane Low-e GlazingDeluxe Scr een IncludedInterlocking Meeting RailsMost Models and Sizes

$55600ALL SIZ

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up to 110 UI

INSTALLED

OPTIONAL COLORS

GAS-FILLED GLAZING

LIFETIME HARDWARE

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•••••

Welded Frame and SashConstant ForceBalances7/8” Dual Pane Gas-Filled Lo w-e GlazingPremium Scr een IncludedSelf-Clean Glass •All Models and Sizes

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The Best Replacement Windows areCareFree100% Rigid PVC Vinyl

10

CONSIDERATIONS WHEN 100% OTHER FRAME MATERIALSSELECTING FRAME RIGID Vinyl Clad Vinyl CladMATERIALS FOR WINDOWS VINYL Aluminum Wood Steel Wood AluminumWill It Remain StructurallyStrong for Years of Yes Yes Yes Yes Yes YesTrouble-Free Service?

U-Value of Frame 1.3 1416 1.2 312 1.3 250-600

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fI ,seY tsuM dooWyreVfI ,seYgnitniaP eriuqeR tI lliWor Other Regular Never Scratched Often Often Be Painted Scratched

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COMPARISON OF WINDOW FRAME CONSTRUCTION MATERIALS

IS THERE ANY DOUBT ABOUT THE SUPERIOR FRAMEMATERIAL IN CAREFREE WINDOWS?

Vinyl is superior to allother window materials!

OVER 1400

OVER 300

1.36

.77

.46

0 2 4 6 8

AluminumFrame

SteelFrame

Single GlazedWood Window

Wood Windoww/ Storm Sash

CARE-FREEPREMIUM

WINDOWS COMPARISONOF "BTU" LOSS

The History of Window Sizzle! Any Sizzle

creates favorable comparison to all other competitors

The History of Window Sizzle! Wood Windows

have existed from the 1500’s or earlier.

! The first “sizzle” feature created was a variety of frame designs Page from Paine Lumber Catalog 1893

AWDI Archives

The History of Window Sizzle! Then came

special shapes

Page from Roach Catalog 1893 AWDI Archives

The History of Window Sizzle!  In 1923 They began

to sell a new “Sizzle”! Offering Steel

Casement Windows so women didn’t have to struggle with opening stuck wood sash

Page from Hoffman Sales Brochure 1923 AWDI Archives

The History of Window Sizzle! Notice the

“Sales Pitch” ! These were

Steel Windows, selling women differentiation over wood

Page from Hoffman Sales Brochure 1923 AWDI Archives

The History of Window Sizzle! Next came the

pitch for Energy Saving

!  1929 “Sizzle” from Sears

Page from Sears Catalog Brochure 1929 AWDI Archives

The History of Window Sizzle! Next came the pitch

for Maintenance Free

! Kawneer introduces the Aluminum Window

!  1936 “Sizzle”Page from Kawneer Catalog 1936 AWDI Archives

The History of Window Sizzle

!  “Sizzle” moves to the Glass Package

!  Introduction of Dual Pane Glass

! PPG “Sizzle” in 1958

Page from PPG Catalog 1958 AWDI Archives

The History of Window Sizzle

Page from PPG Catalog 1958 AWDI Archives

With and Without Spacer.

The History of Window Sizzle

!  Next came another new frame material

!  First US PVC Window System

!  Goodyear, 1959!  Polytex and

Fiberlux !  Space Age Plastic

Sizzle Sideload Fiberlux Mechanically fastened AWDI Archives

The History of Window Sizzle

! Technology added “sizzle” in the 1970’s

! All welded frame and sash

Laser welded corners of frame and sash AWDI Archives

The History of Window Sizzle

! Technology added more “Sizzle” in the 1980’s

! Advent of Warm Edge IG units

AWDI Archives

The History of Window Sizzle

! More Glass “Sizzle” in the 1990’s

!  Low e Coatings and Heat Mirror Film

AWDI Archives

The History of Window Sizzle

! More Glass Performance “Sizzle” in the 1990’s

! Gas Filling

AWDI Archives

The History of Window Sizzle

! More became better

! Triple Glazing in 2000’s

AWDI Archives

COMMODITY

PRO

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PER

CEI

VED

VA

LUE

INN

OVA

TIO

N

INN

OVA

TIO

N

INN

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Window Sizzle Died in 2015! Every Product runs risk of turning into a

commodity when innovation runs out

Window Sizzle Died in 2015! There is little or no sizzle left. ! No differentiation.! Everyone is selling the same thing! No more “Mine is better”! Why?

Window Sizzle Died in 2015! No technology is coming that produces

economically justifiable results! EPA (Energy Star) and Building codes no

longer drive product improvement! Small, segmented features are being

added (Hurricane glass, ADA)! Tax incentives are being dropped

Window Sizzle Died in 2015! Energy Star halted raising the

performance bar for windows with Directive 6. Cost to make windows better over-took savings potential

! Efficient Windows Collaborative ceased showing performance of various configurations because there were little to no performance differences

Window Sizzle Died in 2015! ASTM 2112-(2007 version) was renewed

in 2016 with no changes or additions. Nothing significantly new to do.

! Utilities and IRS removed or reduced incentives

! Building code window requirements remain stagnant

What’s the Next Sizzle?

Email your thought to: info@awdi.com