Advertising sexy women is generally NOT an effective advertising strategy if you are selling a product or service that does not directly enhance a person's ability to mate with another.
In other words, if a man or woman doesn't use your products before a date, than it has nothing to do with sex, and a sexy star will only cannibalize mindspace from the product in your ad.
Here are some examples of products that can use sex to sell products:
- Body spray, perfume or cologne
- Jeans, t-shirts, etc.
- Personal Trainers
- Dating websites
When beer commercials use sexy females, they are advertising a way of life: Attractive people drinking alcohol invites sexual options. After all, don't you like to have a drink as you serenade your loved one?
However, all too often I see brands leveraging pretty faces and sexy bodies just to drive attention.
Do you really think this is a good long-term strategy?
After all, it may get a glance, or even a stream of clicks today, but your branding and advertising strategy must work together to make your brand memorable, and distinct, with every dollar you spend.
There is nothing distinct about pretty women in adverting, and they only thing memorable about your ad will be double D's, and NOT your offering.
So, unless you're using attractive people to brand your product or service as a pathway to sex, please avoid using sexually proactive eye/click-bait.
Don't compete — DOMINATE.
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Matt Steffen was Listed by Forbes as the #1 Marketing Consultant Who Avoids the B.S.