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Is Your Advertising... Sexy?


Ever hear the term 'sexy' advertising? It's not necessarily what you think. Sure, some people's idea of sexy advertising is hot babes in bikinis spraying beer all over each other, but that's overtly sexual and not what we're about to discuss here.

Do you engage sexy advertising in your marketing campaign? If not, you should.

"Sexy" advertising refers to ads that are highly targeted, yet artfully subtle - and therefore, extremely attractive to the key consumer.

I'm going to try and curb my use of the word 'sexy' now because I think it's quite blatant, and therefore not sexy at all. So from now on we'll try and call them ads that are "attractive."

What makes an ad (or a person) attractive? People perceive the world through their senses- sight, sound, smell, taste, touch. So if you can appeal to them in any of these five ways, then you may very well become attractive to them.

Let's talk about the word sensual. Not sexual, but sensual. What's that mean?

Are you a sensual person? Maybe you savor the feeling of cool water against your bare skin on a hot summer's day. Perhaps you're easily carried away on a wild reverie by something as simple as the smell of fresh cut grass. More people are sensual than not sensual, and this greatly affects their buying habits. Appeal to their senses in just the right way, and you've got paying customers!

Did you know: too much stimulation actually dulls the senses. If your brain is bombarded with a high concentration of sensation all at once, it just tunes out! Sounds crazy but it's true. Ever see someone who went overboard with the Botox? Whoa, keep those crazy lips away from me! It's like this: if your eyes are big, and your nose is sort of big too, then your lips should be small. Too much Bigness = NOT a good thing.

Too much Bigness in your advertising is not a good thing either. Again, it's about sensory overload. If your website is flashing, waving, winking, blinking, making loud crashing noises and also has a very long diatribe on it that puts the fear of God into your reader... well, who do you expect would sit there and take that? NOBODY! A sensual person knows to take it slow and easy, one sensation at a time. So does a smart marketer.

In advertising and in life, you are the master of how people perceive you. Solid branding is simple, direct, and consistent - and appeals to the customer by way of their senses. That's attractive advertising. That's the kind of advertising that will bring in SALES.

Let's ponder this attraction thing a bit more.

Attraction is not only about a visual, auditory and tactile presentation, but it's also about pure energy. The key is to be subtle. Energy that's too strong sends people running the other way!

Direct your energy. Be in the right place at the right time. You can't be attractive if you're not even there! So join the entrepreneur and special interest clubs, participate, speak out, pay a few dollars for those memberships. Visibility is the first step in becoming attractive. Get yourself noticed!

Use subtle messages. Suppose you're a fellow who's trying to get a little from your lady. How to approach the situation? Well, you could grab her by the hair. But here's a better idea: be subtly suggestive. Hold her gaze for a little longer than usual. If you're walking together, brush against her ever so lightly. Maybe later you might gently press your hand into the small of her back, and in this way, quietly plant some thoughts in her head. It's this slow, steady directing of energy that says, "Let's get it on, baby" - without actually SAYING those words! You need to be equally subtle in your advertising. You don't want your customer to know what you're doing. You just want them to be very, very aware of you.

Attract your customers with advertising that intrigues, teases, and piques their curiousity. Imagine your reader, meandering along, exploring your website with its taseful, understated message and thought-provoking design. They're not really thinking much about it on a conscious, active level. But underneath, it's sinking in and getting to them, slowly but surely. THIS is sexy advertising, doing its thing!

Suppose you sell flowers and plants - both of which are quite lovely and don't need much hype to attract attention. In your advertising, use quality images that really zoom in on the details... a single dewdrop on a velvety petal, some delicate ivy creeping along a handsome stone wall. Sell your product with understated elegance, tasteful design, short copy and text that's easy on the eyes. That's how to attract a customer!

The most important and yet most often overlooked fact about attractive advertising is this: You must emotionally connect with your audience.

Let's talk about that hypothetical skilled lover guy I mentioned earlier. "Prince Charming," we'll call him. Why's he so charming? He is able to gauge his lovers' emotions, know their fears and weaknesses, and then say just the right thing that will make them feel safe, protected and appreciated. In doing this, he charms, or mesmerizes the object of his desire. In doing this, he mentally connects with them- and that's the biggest attractor of all.

Everybody's talking about hypnotic copy. It's the kind of writing that, like Prince Charming, puts a spell on your customer, attracts and endears them to you, and most of all, makes them trust you.

A huge part of branding is trust. When your customers feels connected to your brand, they'll come back again and again. They'll tell all of their friends about you. They'll invest their money in your product beause they really believe in you!

Want a perfect example of attractive advertising and expert branding? Disney. You love and believe in Disney, right? How did that happen? Disney slowly and steadily positioned themselves as an icon of childhood dreams, a safe haven for the imagination and a company that's as devoted to your family as you are. Disney cares... right? Of course they do. They said so, in their advertising! They make those movies with tender baby animals, and mommies and magic and true love, and it's so emotional and the animation is so perfect, that you can see the love dripping right down the movie screen and you can feel it beating right along with your heart.

Talk to your customers they way that Disney talks to theirs. Show them love, every day. Do it in your written materials, and also in your daily interactions with them. They should feel like they're being heard, catered to, appreciated and understood. This is the stuff that big, big dreams are made of, and it is damned sexy advertising.

Okay, let's review. We want our ads to be sexy. We want to attract and mesmerize our key customers. How do we do this?

1. Stimulate their senses (but don't overload them)
2. Direct and focus your energy
3. Keep it subtle
4. Establish an emotional connection

Now you have everything you need go out there and captivate your audience of buyers. They're ready for love, so give it to them. Charm them and disarm them, with attractive advertising that sells your product and keeps them coming back for more. Go on, I know you can do it! You sexy thang.

Copyright 2005 Dina Giolitto. All rights reserved.

Find out how crisp, targeted copywriting can make a world of difference for your business. Dina Giolitto is a Copywriting Consultant with ten years of experience. Visit http://Wordfeeder.com for free tips on branding, copywriting, marketing, and more. Request a project quote by email: seniorcopywriter@yahoo.com.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sat. January / 18 / 2020

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How Doubling Down on Addressable Technology Can Transform An Advertising Buy  Broadcasting & Cable

Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates - WKOW
Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates  WKOW

Programmatic Advertising Is Driving Rapid Growth in Mobile Video - eMarketer
Programmatic Advertising Is Driving Rapid Growth in Mobile Video  eMarketer

U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020 - Adweek
U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020  Adweek

Skala: Advertising agencies tell strange stories - Kearney Hub
Skala: Advertising agencies tell strange stories  Kearney Hub

Why Advertising Icon PJ Pereira Wrote a Novel About Kung Fu and AI - Adweek
Why Advertising Icon PJ Pereira Wrote a Novel About Kung Fu and AI  Adweek

AdTech Roundup: Top Coolest Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Coolest Things in Advertising Technology  MarTech Series

11 key Walmart executives who are leading its advertising business - Business Insider Nordic
11 key Walmart executives who are leading its advertising business  Business Insider Nordic

Hypocrisy is at the heart of Facebook’s refusal to ban false political advertising - The Guardian
Hypocrisy is at the heart of Facebook’s refusal to ban false political advertising  The Guardian

4 Best Practices To Keep In Mind For Your AR Advertising Campaign - Grit Daily
4 Best Practices To Keep In Mind For Your AR Advertising Campaign  Grit Daily

Exhibit features historic Venice advertising from the 1920s - Sarasota Herald-Tribune
Exhibit features historic Venice advertising from the 1920s  Sarasota Herald-Tribune

Comscore Television Viewing Data Helps Predict Advertising Audience Decline - MarTech Series
Comscore Television Viewing Data Helps Predict Advertising Audience Decline  MarTech Series

Lazy Advertising Thinking Is A Deadly Sin - Forbes
Lazy Advertising Thinking Is A Deadly Sin  Forbes

Winterberry Group Research Finds US Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020, up More Than Seven Percent Over 2019 - MarTech Series
Winterberry Group Research Finds US Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020, up More Than Seven Percent Over 2019  MarTech Series

Sign spinning isn't just about advertising, it's a sport too - WBTV
Sign spinning isn't just about advertising, it's a sport too  WBTV

Tenn. lawmaker files bill allowing college athletes to be compensated for advertising - WMC
Tenn. lawmaker files bill allowing college athletes to be compensated for advertising  WMC

Digital Advertising and Data Privacy Regulation Debate - The National Law Review
Digital Advertising and Data Privacy Regulation Debate  The National Law Review

Opportunity knocks: navigating a route to the golden age of addressable advertising - Videonet
Opportunity knocks: navigating a route to the golden age of addressable advertising  Videonet

Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups - CNBC
Advertisers beg Google not to kill Chrome cookies without a plan B, warning it could hurt start-ups  CNBC

Ladders 2020 Resume Guide: Resumes are advertising, and advertising sells - Ladders
Ladders 2020 Resume Guide: Resumes are advertising, and advertising sells  Ladders

Should Massachusetts ban billboards advertising marijuana products? - The Boston Globe
Should Massachusetts ban billboards advertising marijuana products?  The Boston Globe

Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser - The Motley Fool
Spotify's New Podcast Advertising Tool Had 'Major' Results for One Early Advertiser  The Motley Fool

Amazon's Expanding Its Video-Advertising Business - The Motley Fool
Amazon's Expanding Its Video-Advertising Business  The Motley Fool

Your Digital Detox May Be Toxic for Advertising - The New York Times
Your Digital Detox May Be Toxic for Advertising  The New York Times

Windstream Pushes Misleading Advertising Claims Against Charter - Wall Street Journal
Windstream Pushes Misleading Advertising Claims Against Charter  Wall Street Journal

Twitter Sorry for Helping Advertisers Reach Homophobes - Advocate.com
Twitter Sorry for Helping Advertisers Reach Homophobes  Advocate.com

Is the Viral Non-Ad Ad the Future of Advertising? - The New York Times
Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

Student-run advertising agency looks to expand - The Appalachian Online
Student-run advertising agency looks to expand  The Appalachian Online

Verizon’s Super Bowl advertising will focus on, what else, 5G - Fortune
Verizon’s Super Bowl advertising will focus on, what else, 5G  Fortune

NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push - Wall Street Journal
NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push  Wall Street Journal

Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder - NBCNews.com
Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder  NBCNews.com

Advertising As We Know It Is Dead - Forbes
Advertising As We Know It Is Dead  Forbes

Majority of Advertisers Used Advanced TV Solutions in 2019, New Survey Finds - MarTech Series
Majority of Advertisers Used Advanced TV Solutions in 2019, New Survey Finds  MarTech Series

Hulu gets creative in effort to reinvent TV for streaming - AdAge.com
Hulu gets creative in effort to reinvent TV for streaming  AdAge.com

Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers - NPR
Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers  NPR

Microsoft Advertising to deprecate average position after all - Search Engine Land
Microsoft Advertising to deprecate average position after all  Search Engine Land

'Ghost signs' offer glimpse into SC's advertising past - Charleston Post Courier
'Ghost signs' offer glimpse into SC's advertising past  Charleston Post Courier

ADVERTISING: Advertorial — GEORGE BALLING: The wine event of the year - Coeur d'Alene Press
ADVERTISING: Advertorial — GEORGE BALLING: The wine event of the year  Coeur d'Alene Press

Chipotle Won the Advertising Battle Last Quarter - QSR magazine
Chipotle Won the Advertising Battle Last Quarter  QSR magazine

Waitrose apologises for offending vegans by advertising meat and dairy during ITV's first plant-based cooking show - The Telegraph
Waitrose apologises for offending vegans by advertising meat and dairy during ITV's first plant-based cooking show  The Telegraph

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WiCipedia: CES Recap, Salary Reveals & Outdated Advertising  Light Reading

YouTube overhauls advertising, data collection on kids content - The Washington Post
YouTube overhauls advertising, data collection on kids content  The Washington Post

Company pitches real revenue from virtual advertising - My Citizens News
Company pitches real revenue from virtual advertising  My Citizens News

36 of Madison Avenue's rising advertising stars under 36 - Business Insider Nordic
36 of Madison Avenue's rising advertising stars under 36  Business Insider Nordic

Trump knocks 'mini Mike Bloomberg' over health care, 'false advertising' | TheHill - The Hill
Trump knocks 'mini Mike Bloomberg' over health care, 'false advertising' | TheHill  The Hill

Outdoor Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2024 – Dagoretti News - Dagoretti News
Outdoor Advertising Market in 2020: Global Industry Growth Analysis, Size, Share, Future Trends, Segmentation, Demands and Top Players Updates by Forecast to 2024 – Dagoretti News  Dagoretti News

Fishbat Explains the Vital Role Patient Recruitment Advertising Will Play in 2020 - PRNewswire
Fishbat Explains the Vital Role Patient Recruitment Advertising Will Play in 2020  PRNewswire

YouTube advertisers blindsided by climate change denial videos - The Verge
YouTube advertisers blindsided by climate change denial videos  The Verge

Facebook Revises Rules On Political Advertising - NPR
Facebook Revises Rules On Political Advertising  NPR

Microsoft Advertising To Also Sunset Average Position - Search Engine Roundtable
Microsoft Advertising To Also Sunset Average Position  Search Engine Roundtable

Reynolds named regional advertising director for Lee Enterprises Central Illinois - Bloomington Pantagraph
Reynolds named regional advertising director for Lee Enterprises Central Illinois  Bloomington Pantagraph

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Can revenue-hungry retailers rise to meet digital advertising's opportunity?  Marketing Dive

UPDATED: 22 Months After Advertising, Framingham City Council Yet To Hire An Auditor - framinghamsource.com
UPDATED: 22 Months After Advertising, Framingham City Council Yet To Hire An Auditor  framinghamsource.com

What Amazon Advertising Will Look Like in 2020 - Adweek
What Amazon Advertising Will Look Like in 2020  Adweek

Facebook’s revised political advertising policy doubles down on division - The Verge
Facebook’s revised political advertising policy doubles down on division  The Verge

New Subway boss John Chidsey seizes control of ad budget - New York Post
New Subway boss John Chidsey seizes control of ad budget  New York Post

Inside the Biggest 2020 Advertising War Against Trump - The New York Times
Inside the Biggest 2020 Advertising War Against Trump  The New York Times

CenturyLink Settles a Case for Deceptive Advertising - Cord Cutters News, LLC
CenturyLink Settles a Case for Deceptive Advertising  Cord Cutters News, LLC

Why Is the Apple TV Constantly Advertising at Us? - TidBITS
Why Is the Apple TV Constantly Advertising at Us?  TidBITS

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Expansion of the video advertising business of Amazon  Industry Global News 24

Global In-Game Advertising Market-Trends, Analysis and Forecast till 2029 – Dagoretti News - Dagoretti News
Global In-Game Advertising Market-Trends, Analysis and Forecast till 2029 – Dagoretti News  Dagoretti News

FMSI Offering Advertising in 2020 Gold Edition book - The BRAKE Report
FMSI Offering Advertising in 2020 Gold Edition book  The BRAKE Report

Brands and Agencies Are Bullish on New Walmart Advertising Partners Program - Adweek
Brands and Agencies Are Bullish on New Walmart Advertising Partners Program  Adweek

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The streaming wars aim to kick off a new era in TV advertising  CNBC

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Trends of Internet Advertising Market Reviewed for 2019 with Industry Outlook to 2024  Technology Magazine

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Nearly $1 billion spent on political advertising in 2019 | TheHill  The Hill

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The Pitch: Advertising and marketing news for 1.14.20  RichmondBizSense

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Why the 2010s were a "decade of duality" in marketing and advertising - and what needs to change  Econsultancy

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Microsoft Advertising launches sweepstakes for advertisers  Search Engine Land

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W2O acquires advertising, medical education firm 21Grams - Agencies - MM&M  Medical Marketing and Media

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Spotify to Suspend Political Advertising  Wall Street Journal

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9 Comparative Advertising Examples to Help You Get Ahead  Business 2 Community

UST class imagines what advertising campaign could look like for the Catholic Church - The Catholic Spirit
UST class imagines what advertising campaign could look like for the Catholic Church  The Catholic Spirit

Global Contextual Advertising Market Likely to Grow Huge During 2020-2025 – Dagoretti News - Dagoretti News
Global Contextual Advertising Market Likely to Grow Huge During 2020-2025 – Dagoretti News  Dagoretti News

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National CineMedia CEO Touts Big-Screen Advertising Closer to Movies  Hollywood Reporter

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Quibi video startup explained: Marketing, revenue, execs, advertising  Business Insider

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Facebook enables disinformation with advertising policy | Columns  Effingham Daily News

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ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: How will poor posture affect your life?  Coeur d'Alene Press

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Amazon challenges Google and Facebook's hold on digital ad market  AdAge.com

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Apple iOS 13: Is Advertisers’ Worst Nightmare Coming True?  Forbes

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From internet to billboards, Ukraine's advertising market continues to grow  Kyiv Post

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Prwirepro advertising releases all new digital ebook online marketing series  MENAFN.COM

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Facebook backtracks on plans to monetise WhatsApp with advertising  MobileMarketing Magazine

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Television’s Biggest Advertisers Spent Almost $10 Billion in 2019  Adweek

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5 Things Retail Advertisers Should Focus on in 2020  Business 2 Community

Complete Overview of Internet Advertising Market by Emerging Trends, Incredible Possibilities and Opportunities – Dagoretti News - Dagoretti News
Complete Overview of Internet Advertising Market by Emerging Trends, Incredible Possibilities and Opportunities – Dagoretti News  Dagoretti News

Video sites now more attractive than news sites for online advertisers in China - Tech in Asia
Video sites now more attractive than news sites for online advertisers in China  Tech in Asia

How to Track Offline Conversions in Microsoft Advertising - Search Engine Journal
How to Track Offline Conversions in Microsoft Advertising  Search Engine Journal

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Spotify launches 'Streaming Ad Insertion' tool for podcast advertising  Music Business Worldwide

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FDA, DEA seize 44 websites advertising sale of illicit THC vaping cartridges to US consumers as part of Operation Vapor Lock  FDA.gov

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Digital Advertising Company Plugs Into Denver Community  University of Denver

More than half of Facebook's 7 million advertisers are now using Story ads - AdAge.com
More than half of Facebook's 7 million advertisers are now using Story ads  AdAge.com

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What Will It Take For Addressable Advertising to Come to Fruition? [VIDEO]  TVRev

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Study Shows Dating Apps Share Personal Data with Advertisers  Law Street Media

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Dating apps need women. Advertisers need diversity. AI companies offer a solution: fake people  Seattle Times

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The shared economy comes to advertising  The Next Web

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Maryland lawmakers propose tax on digital advertising revenue  MNE Tax

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TikTok explores curated content feed to lure advertisers  Financial Times

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As presidential candidates spend big on advertising, only a few invest in Snapchat  Yahoo News

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Washington Privacy Proposal Draws Praise From Some Advocates, Criticism From Advertisers 01/17/2020  MediaPost Communications

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