By Louis Silberman, National Laser Institute
When you hear the word sexy, what comes to mind? Is it good-looking vampires, a quiet dinner for two or a head-turning lingerie model? The point is, sexy means something
different to everyone and yet, marketing research is
unanimous when it comes to what sells: sex.
In business, sexy can be a bit tricky because you’re
trying to appeal to a wide demographic range—meaning
that you want to capture the attention of those customers
who would find overtly sexy marketing efforts intriguing,
while at the same time, avoid turning off customers who
might be offended by them. When we talk sexy in terms of
marketing, we’re really talking about content, images and
e-mails that are engaging—those that stop viewers in their
tracks and get people talking. Sexy social media posts get
likes, dislikes, tears, hearts and laughs, as well as hundreds
or, if you’re lucky, thousands of shares. Sexy social media
posts are often the ones that go viral. Engaging e-mails
are those that get opened, read and shared, rather than
Sexy…But Appropriately So
So, how do you create social media posts and e-mails that
make people say, “Whoa…check that out! I want to see or
know more”? The first questions I suggest you answer are:
What makes you stop what you’re doing to view
or read something?
What elements would it need to contain before
you’d share it with friends and family?
Personally, I’m a sucker for anything that includes
an attention-grabbing subject line and/or dramatic
before-and-after photo—the kind that makes people say,
is that too good to be true? Could a facial treatment, body
contouring treatment, etc. really work that well? For me,
seeing is believing and visual confirmation is mandatory.
Even better is when someone can assure me that the
photos are unretouched and that results are authentic
(throw in a couple third-party testimonials and you’ve
definitely got my attention).
Another way to keep the sexy alive in social media posts
and emails is to seduce viewers with provocative words
and images—think of these things as similar to wining
and dining a person you want to date. You don’t just throw