To make a hissing sound like something frying, or to be very exciting or impressive.
Imitative in origin, first appearing in English around the 1500s. The 'z' sound mimics the actual sound made by hot oil or a frying pan.
Marketing professionals love the word 'sizzle'—'sell the sizzle, not the steak' is a classic advertising principle meaning people buy excitement and emotion, not just products.
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