There is an age old saying that sex sells, is it true? Can it help you?

The other day I had a great discussion with a team of IT specialist, it was about how sexy their PC’s were! It made me think!

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Last night I stood in the local newsagent and looked along the magazines and newspapers, many pictures of scantily clad girls (and men) adorned the shelves.

Almost every time there is a TV ad break, you will get to see at least one provocative person, looking great, almost flirting with you.

Does sex sell?

From Schraeder tyre valves (yes, there is an example of a sexy picture selling tyre valves – click here to see Wikipedia’s example of sex in advertising!) through to modern day perfume, clothing and car ad’s it would appear that you are frequently being sold one thing….sex.

But is it true? Surely they actually want you to buy their product?

The advertisers are connecting with you on a very emotional level – if you want to look great and sexy, you need Calvin Klein or Jagermeister beer, or …..

What can you learn?

The advertisers are selling their product on the basis of what it does for you and more importantly how it will make you feel. They’re making you feel good. They know that selling is done on an emotional, not a rational, basis.

You sell on the same basis, your product / service is sold emotionally and maybe justified afterwards rationally, perhaps you just don’t realise it.

Time to get emotional.

Once you understand that you need to appeal emotionally before rationally you only need to think why they buy. Is it to:

  • feel good
  • solve a problem

How will they feel, what will they be left with?

What are you really selling?

  • Do accountants sell accounts, or peace of mind and security?
  • Jewellery is about feeling good and looking sexy
  • Do you sell time with the family, happy times and less fear?
  • Do you sell exciting hassle free, new holiday experiences?
  • Is double glazing about glass, or warmth and security?

Stop for a moment and think about what you really sell, then think again about how you should communicate those benefits.

Make that emotional connection you will sell more, whether in print, web or even at networking meetings.

Anyway, I’m off shopping!

What examples have you come across of people being really clear on what they sell, I’d love to read about them.

Written by Jon Baker The 5-50 Coach. I help professionals grow their firms from 5 to 50 employees, sustainably, profitably and still have fun. Have you got your "next step kitbag yet"? It's stuffed with guides, reports & templates helping you grow from 5 to 50 employees Click here for immediate access