Sex Does Not Sell

Watch TV, read popular magazines, newspapers, even the radio and you might get the idea that using sex in advertising is a great way to sell products. Many ad agencies and salespeople seem to think it is.

It's not.

Sex in advertising only works well when the product or service being promoted is erotic or sexual. Otherwise it’s just a lazy way to get attention.

The trouble is, it’s not the kind of attention you want because it’s not motivated by the product or service you’re selling. It’s like having a 40-foot gorilla balloon tied to the top of your car dealership. The gorilla gets people’s attention.

But, so what? What does it have to do with selling cars? Nothing! So, the attention or exposure delivered by the balloon is almost worthless.

Remember, your marketing exists to deliver the right message to the right people as often as possible within your budget.

If you use an irrelevant disruptor (like a bikini-clad model or a 40-foot gorilla balloon) then you are not necessarily going to deliver your message to the right people. You’re failing a major part of the marketing equation.

You need to have the right message delivered to the right people. Spending money on ads that attract the wrong people wastes your time and money.

So, keep your ads relevant to your audience, your business and your message. Make everything work together, in harmony. Sure, it’s more work. But in marketing, as in life, there are no shortcuts.