Sex Sells. Are You Using It?
Axe Cologne gets it. You’ve undoubtedly seen this company’s commercials on TV. They always feature scruffy young men who are immediately swarmed by model-level women once they spray on some Axe.
The commercials are silly. You might even consider them a bit offensive. But you can’t argue with one thing: The promotional folks at Axe know their target market. They know that young men don’t just think about sex, they think about it all the time. So Axe fills its commercials with skinny women in tight shorts and halter-tops.
Here is a classic Axe commercial.
Sex sells, to the right audience. And Axe knows it.
But what about you? Sex sells. Are you using it?
A little bit of sex never hurt anyone
I’m not suggesting that you turn your advertising materials into Axe-level raciness. But I do think that personal trainers should be using at least a bit of sex appeal to sell their services.
This only makes sense. If you’re a personal trainer, you have a nice body. At least you better have. You should use this body to convince potential clients that they, too, can look sexier and buffer by taking your fitness classes. If your current clients are willing, you might also include them in your advertising materials, whether it’s a flyer in the local bookstore window or a video on your business’ Web site. Just make sure that everyone is wearing workout clothes that show off their muscles and curves.
Ever watch the commercials that national health club chains run? They’re filled with beautiful men and women in skintight workout clothes running, lifting weights, swimming and, of course, toweling off. The chains aren’t subtle about what they’re promoting here: They’re selling sex.
You do have to be careful when creating sexy ads. It’s one thing to sell sex. It’s another to draft ads that border on pornography. You don’t want to go too far or you risk turning off potential customers. As a business owner, you have a reputation to protect, too. Sex is fine if it’s done in a tasteful way. If it seems gratuitous, potential clients might turn away.
The science behind sex
The Journal of Consumer Research recently released the results of an interesting studythat looked at the different ways in which men and women reacted to sex in advertising. The study reported that most men had positive feelings about casual and recreational sex. They responded well to commercials that featured scantily clad women or relied on sexually suggestive humor.
But women didn’t react the same way. The study said that they reacted better when the sex in advertising suggested devotion and commitment.
You want to attract both men and women to your personal training business. If you want to use sex in your ads – and you should – then you need to use it in a way that doesn’t turn one gender off.
To find more marketing tips head over to Essential Fitness Marketing Tips.
Your best bet is to let your body and the bodies of your clients do the talking for you. Show off your physique. You’ve worked hard to sculpt it; you may as well take advantage of it.
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I love this commercial. It makes me laugh every time I watch it. Is it just me?