We’re not suggesting anyone goes out and does anything illegal or immoral, goodness no! The secret is to understand how to make your business more exciting, more appealing, more sexy to your existing and potential clients. Think of The Lynx Effect, Cadbury’s Flake and Haagen Dazs who all made their products look sexy or, more to the point, they make you think you’ll look, feel or appear more sexy when you buy them. Do you remember the ‘Hello Boys’ campaign that catapulted Wonderbra into the lingerie market in the 1980’s or, if you’re female and of a certain age, Nick Kamen stripping off and stonewashing his Levi 501s in a laundrette. Those two ads catapulted those brands to super success. Happy memories! Attitudes are changing. Ann Summers for example is over 30 years old, and is still a privately owned company with 140 stores nationwide and 4000 parties held each week.More recently EL James has completely rewritten all the rules with her 50 Shades of Grey trilogy. Does she care if a minority complain about the style and literary content of her books? Of course not! Why should she? Her book sales are at the top of the publishing charts in unprecedented volumes. EL James alone has sold more books than the next 250 top selling authors have sold combined…. every week for 16 weeks.
Cars, cosmetic dentistry and swimming pools all sell a fantasy, and a lifestyle aspiration
What can we learn from this?
Think of the strategies we use to attract someone we like; we should be attracting customers in the same way.
- It doesn’t matter what we think, only what the client thinks. What’s in it for them?
- Understand what they want, where they shop, how they feel. What problems do you solve, what fantasies do you fulfil? Men don’t generally buy a Range Rover because they need it, it’s because they want it!
- What are their secret desires? I wouldn’t go to a gym to reduce my body fat percentage and increase my cardio vascular capacity – I’d go because I want to look gorgeous!
- Seize the moment. Be bold. Stand out from the competition. If you don’t stand out, someone else will! My 13 year old son will only use Lynx, and earlier this week a girl on the bus told him he was hot. Whether it was the Lynx or not, he won’t consider another brand!
- Timing does matter; seduction is a slow and considered process. Remember the candlelit dinners, the flowers! One email newsletter or a postcard through the door is simply not enough to capture the attention of your target audience.
- A service is the technical way you deliver your product;a sexy service delivers your product in a way that makes your customers ‘feel’ …. valued, satisfied, inspired, motivated, delighted! They like what you’ve got and they’ll come back for more.
- Show them that you care; take time to learn what makes them tick. A tanning salon client isn’t interested in being brown, but in looking sun kissed and sexy! It’s not about you, – your customers only care about what they want so you need to really understand them.
Sales is a seduction and you need to satisfy your clients secret desires or you risk being a one night stand!
Remember that service is a monologue whilst sexy service is a dialogue that means you’re on their side and you’re listening to them.
Thanks to Kim Morrison of Morrison Social Media co-author of this article and Business Growth Adviser for the Entrepreneurs Circle. Lisa and Kim wrote the article on the train back from an EC event on ‘Sex Sells’ last Monday. It was brilliant fun and of course there was a serious message behind the subject, no really!