If you ask the average person on the street what the connection between sex and marketing is, they’ll probably say it’s using sex to sell. And they’d be correct. That’s not, however, where I’m going. I’ll be pointing out a different association between sex (yes, I mean having sex) and marketing. One that most people don’t talk about: the ways in which sex and marketing are alike.
Why does this matter? Because once you see the similarities you can use this knowledge to write your marketing materials in a more effective way. But first, a little introductory foreplay, if you will. For the purposes of marketing professionals there are 2 main ways that sex and marketing are alike:
- Both are goal-oriented.
- Both are about connection.
Both are goal-oriented.
With sex, the main goal is (usually) orgasm. Orgasm is the big pay-off, so to speak. In marketing, the main goal is making money. With sex, the pay-off is physical. With marketing, the pay-off is financial.
Both are about connection.
Although there are plenty of people who prefer to have sex with no strings attached, I’m going to guess for the majority of people it’s also about connecting with another person emotionally. Ideally, in any situation, it’s also about sharing, which is another form of connection. Even if you’re not interested in connecting emotionally with a partner, there at least needs to be an initial attraction and a mutual desire to hook up, which are also forms of connection. (Even the words “attraction”, “partner” and “hook up” connote connection).
The big pay-off: your takeaway
Now that we’ve established similarities between sex and marketing, what can we learn from them? Well, we all know that sex and marketing can be both good and bad. And here’s the key: what makes sex good is also what makes marketing materials good. So we can use good sex as a model for how to write great marketing materials.
Although people can have great sex devoid of emotions, an emotional connection typically enhances the total experience, often exponentially. That’s the kind of good sex I’ll be referring to from now on. Just like with good sex, marketing materials that emotionally connect and resonate with the person receiving them, the target consumer, are more likely to lead to the best results. It’s not enough to merely get a target’s attention with an eye-catching headline or visual only to follow it up with empty copy. That would be similar to seducing someone and then being horrible in bed.
Technique, technique, technique!
So how do we connect with a consumer when writing marketing materials? A good way to start is by showing empathy. We do this by identifying the potential consumer’s problem, their pain, and their desires. Empathy is connection. It helps people feel validated and can lead to a degree of credibility for the person providing it. We are more likely to believe that those who “get” us will be more likely to know how to help us.
After providing empathy, we offer a thoughtful solution (our product or service) and explain how and why it will help. Then, when possible, we take it a step further and point out how their life could be better once they accept our solution.
By the way, what I’m describing above is not about BS-ing. Most people can see through BS and when they do, you’ll instantly lose all potential credibility. We have to respect the customer by assuming they’re smart and can see through hollow bait.
How does the goal-oriented part come into play, you ask? Bottom line: with sex it’s possible to get your pay-off without connection. But powerful marketing—the kind that actually brings in more clients and money in the long run–needs to engage people emotionally before the financial reward is received. By being honest and aiming for a connection, you can turn what might have been a one night stand into a marketing relationship. So be real. Be in tune. Connect, baby! And enjoy your big pay-off
