No...noooo...not the actual act...but...more precisely...
"sexiness" or more
accurately, how does the appeal to the DESIRE to have sex sell?
Survey says: Duh. If the person being influenced links the possibility
of their engaging...with the image or with someone triggered by the image...well...you have a likely "yes," coming soon to a theater near you...
The only impulse that influences more predictably than sensuality are those triggers that act on our
survival instinct...(flight/fight). In other words, that biological drive to reproduce (or just practice) is pretty ...big.
So yes, "sex" is the second strongest of our instincts, right behind
self-preservation. (If you don't survive, you won't get to enjoy said experience.)
Since anything having to do with sex tends to get our attention, sensuality
is potentially a perfect tool for marketing and, certainly, it is often impossible to beat in sales and in many moments of influence!
A few interesting stats:
Billboards advertising alcohol that used "sexual appeals" were
remembered 91% more often compared to those without sexual appeals.
The annual Sports Illustrated Swimsuit Edition generates sales to 59 million readers, compared to the magazine's average of 21 million
(Sure, I get it, too...but I just read the articles....)
The Cosmo "Sex Poll" issue sold 2.3 million copies, compared with its
average 1.7 million copies.
(How would you like to add 600,000 issues to your subscriber base?!)
KEYPOINT: The sensually charged images in advertising lead a consumer to believe that by purchasing the products, he/she will:
perhaps look like the people in the ads…(I don't carry this delusion around...)
have fun like the people in the ads…(This one works on me..)
BECOME the people in the ads. (I'm not that gullible.)
...or something similar.
Men and Women View Sex Differently
Advertisers use different strategies for each gender, and with good
reason. "Sexually appealing" has a different meaning for men and women.
And the distinction between men and women must be dealt with carefully because you can walk a real skinny tight rope with sensuality and sex. If you pull the rubber band, you can get a lot of distance out of it. Pull TOO FAR and it will snap you on the nose.
So how do you KNOW what to do? How do you know when to TRIGGER the powerful impulse of the sex drive as a way of getting agreement, making the sale, driving customers to your product, getting the date?
A study conducted at Washington State University showed that simply
showing an attractive woman’s body catches a man’s attention and convinces
him to buy.
No surprise here...and even though women often talk about how much they
like the hot guy (and they DO); they aren't triggered to BUY by seeing a
hot dude on the cover of the magazine. In fact, the opposite is true.
Women WANT the hot guy standing in front of them, but they aren't persuaded to buy a pair of shorts because of an IMAGE of that same hot guy. Men are much easier to trigger.
KEY: Both men AND women want to see attractive women on the covers of
magazines. (We men get no respect from evolution...)
Why are men so easily "manipulated" (in what I would argue is a "good way") by women? And why are men so easily manipulated by just seeing an attractive woman?
And if men are so easily manipulated, why not make EVERY communication, ad, proposal, interaction you have grounded in sexuality or sensuality?!
Sex...here's how to know when...: Page | 1 | 2 | 3 | 4 | 5 |
Coffee cup Photo appears under license with Stockexpert. First model photo appears under license with istockphoto/nicolamargaret and next model photo appears under license with istockphoto/4FR.
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A few interesting stats:
No surprise here...and even though women often talk about how much they
like the hot guy (and they DO); they aren't triggered to BUY by seeing a
hot dude on the cover of the magazine. In fact, the opposite is true.
