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Guest post by: Jessica Swanson Become an Author

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If you’ve heard it once, you’ve heard it a hundred times: sex sells. Our TV commercials, magazine ads and outdoor billboards are satiated with scantily-clad women hanging all over tanned and toned young men.

So, the question is, are these advertisements actually selling sex? Let’s go one layer deeper and look at one of the most “sexy” brands around, Calvin Klein.

When you look at a Calvin Klein ad, it’s almost impossible to figure out the actual product that they’re trying to sell. Jeans? Underwear? Perfume?

But, Calvin Klein knows exactly what they’re selling, and they know that they’re NOT selling jeans or underwear or perfume.

They’re selling sex.

Like it or not, Calvin Klein has created a strong brand image around the whole idea of sex. If you want to look sexy, fresh and young, buy Calvin Klein.

As a small business owner, you need to follow the lessons of Calvin Klein and understand that you’re never selling your actual product or service. Instead, you’re trying to connect with your prospects on a purely emotional level.

It’s only when your prospect has made that emotional connection that they’re ready to buy from you.

And, to sum it all up, your prospects buy for one of two reasons:

1. To solve a problem.

2. To feel good.

It’s your job to determine whether your product or service solves a problem for your prospects or makes them feel good.

So, the question to ask yourself is: what are you really selling?

• You’re not selling a home; you’re selling comfort, pride and contentment.

• You’re not selling books; you’re selling relaxation, a vicarious experience and the opportunity to learn something new.

• You’re not selling clothes; you’re selling style, sexiness and attractiveness.

• You’re not selling life insurance; you’re selling peace of mind and the chance to take care of the family.

• You’re not selling toys; you’re selling happy moments and a memorable experience.

It’s important to know exactly what you’re selling so that you can communicate effectively in all of your sales copy including your emails, sales brochures, website and blog.

So, stop selling your actual product or service and start selling an emotional connection. Your small business will thank you.

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