August 12, 2024

Will Sex Help Sell Your Stuff?

In this week's Maverick's Monday Morning Marketing Memo, we explore whether sex really sells and how you can leverage people's desire for increased mating options to boost your sales. While customers might purchase products for various reasons like health, wealth, convenience, and status, today, we focus on the subtle art of persuasion through mating options.

From consulting with a new club in Las Vegas to analyzing GoDaddy's provocative Super Bowl ads, we uncover how brands can authentically integrate this strategy into their marketing campaigns. Remember, unless your branding sincerely incorporates these elements, using sex appeal as a gimmick can backfire.

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Understanding Why People Buy
Customers don't purchase products and services for the reasons you might think. Instead, they typically buy for one (or more) of the following reasons:

1. Health: Products that improve physical or mental well-being.
2. Wealth: Offerings that increase financial status or savings.
3. Mating Options: Opportunities to improve their romantic or social life.
4. Convenience: Solutions that simplify their lives.
5. Status: Enhancements to their self-esteem or external reputation.

This status can be:
Internal: Feeling good about oneself.

External: Improving one's image in the eyes of others, both online and offline.

Once you grasp that purchases are motivated by these factors, you can use persuasive techniques to integrate these key benefits into your marketing strategies.

Focus of the Day: Mating Options
Let's delve into how leveraging mating options can be a powerful motivator.

Case Study: A New Club in Las Vegas
In consulting with a new club in Las Vegas, we capitalized on status where other clubs weren't. By promoting the club's exclusivity and the potential to meet high-status individuals, we created a unique selling proposition.

Using Mating Options in Video Ads
An example from a campaign targeting single parents highlights this strategy. We designed video ads promoting online group activities for parents and their children. The undertone? The possibility of meeting another single parent who could be their dream partner.

Lessons from GoDaddy
GoDaddy's Super Bowl ads are a famous example of leveraging mating options. Despite having little to do with web hosting, they embedded their brand in the sexy allure of GoDaddy models. This strategy was memorable and effective because it was consistent and authentic. Morever, they were the first Superbowl ad to do so.

Pitfall of Clickbait
A client of mine experienced high click-through rates but low conversions because their landing pages didn't follow through on the promise of their alluring ads. This discrepancy led to disappointment and a lack of trust.

Conclusion
Unless you're fully committed to embedding sex appeal authentically into your brand, don't use it as a mere gimmick. It can backfire if it appears insincere or disconnected from your product or service.

By genuinely integrating the motivation of mating options into your branding, you can tap into a powerful driver of consumer behavior and enhance your overall marketing effectiveness.

To your success!