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Does Sex Sell?

Guest post by: Jessica Swanson

Article Overview: Know what you're selling and learn the importance of making an emotional connection.

Does Sex Sell?

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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Article Tags: Jessica Swanson, shoestring marketing, small business marketing



Related Forum Posts
Your advantage over others - Sell using your USP - unique selling proposition. Why should people buy from you, instead of your competitors? Think about it, why are you so great? It may be a hard question, but finding the answer can multiply the effectiveness of any advertising or marketing activities you undertake.
Re: When do entrepreneurs retire, if ever? - Why would you ever retire when you love what you are doing? Sell the business and start another one maybe - but retire - NEVER! You should all read, The 4 Hour Work Week - By Timothy Ferris. He talks about building your business so that you can take mini 'retirement's throughout your life, instead of saving it all up for when you are old. Great concept - what do you think??
Re: SES Toronto - Day 1! - ...oh and even though it's 21 secrets, why do you have [quote:1gz722fe]Tip #22: Use Your Thank You Page to Sell[/quote:1gz722fe] on your blog? Are you holding out on secrets or are you adding your own? Hope to see you at the next conference!
Re: Run when you can, walk when you have to, crawl if you must; - Thanks Jason I was overseas during the Hippie Generation (but i understand according to you, we have not completed that generation) I just don't see the long hair, bare breasted flower children and open drugs as I understand was so prevalent then or I haven't been looking in the right places. OFF THE CHAIN got me? As to sex and age, I always prefer to see a warning to others, especially minors A question for you, "With so much FREE sex, videos, pictures, stories as such available on the interest, readily accessible to all - Why does SEX still Sell online?
Some online business suggstions debunked - 2. Sell photos on stock photography sites --- I tried this, couldn't even get in the front door. But then, I'm apparently a lousy photographer... However, if you do get in, I think you only get something like 25 cents a download... 8. Build services atop Amazon Web Services ---I've been an Amazon associate for a loooong time, selling books, and business has been lousy since the beginning. Nobody reads anymore...I do get a few DVD sales every now and again... but frankly I make much more money though Google Ads on my site. It took several months for that to build up, but now as my website has more readers those ads are starting to pay off, whereas there's been no corresponding jump from Amazon ads on the same pages...


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