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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 Mon. January / 20 / 2020

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

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Susan Estrich: Microtargeting affects not only advertising but politics tpp  Omaha World-Herald

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[Trends 2020] Here's What Will Redefine Outdoor Advertising  Entrepreneur

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

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Programmatic Advertising Is Driving Rapid Growth in Mobile Video  eMarketer

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

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

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Former Tribune advertising director Smith dies | Local News  Citizentribune

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

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Thomas E. Lister: Don't allow false political advertising  La Crosse Tomah Journal

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

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

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Comscore Television Viewing Data Helps Predict Advertising Audience Decline  Yahoo Finance

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

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Lazy Advertising Thinking Is A Deadly Sin  Forbes

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

Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder - NBC News
Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder  NBC News

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

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Advertising As We Know It Is Dead  Forbes

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Should Massachusetts ban billboards advertising marijuana products?  The Boston Globe

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

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Greenwich Avenue banner issue could be sign of larger debate  CT Insider

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Scoop: Cargo pivots to car-top advertising, does layoffs  Axios

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

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

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

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

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

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Chipotle Won the Advertising Battle Last Quarter  QSR magazine

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Cloud Advertising Market – Market Data, Industry Analysis, Size, & Share 2016 – 2022 – Dagoretti News  Dagoretti News

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

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Legislation would allow student athletes to sign advertising contracts  WREG NewsChannel 3

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

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

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ADVERTISING: Advertorial — JONATHON M. SASSER: Health Detectives: Allies through your wellness adventure  Coeur d'Alene Press

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

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

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

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

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

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Responsive search ads available globally in all Microsoft Advertising interfaces  Search Engine Land

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Company pitches real revenue from virtual advertising  My Citizens News

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Twitter Sorry for Helping Advertisers Reach Homophobes  Advocate.com

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

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

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Microsoft Advertising to deprecate average position after all  Search Engine Land

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

Microsoft Advertising launches sweepstakes for advertisers - Search Engine Land
Microsoft Advertising launches sweepstakes for advertisers  Search Engine Land

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

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Spotify to Suspend Political Advertising  Wall Street Journal

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

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Multiple platforms of advertising now, says Goa's ad veteran  The Navhind Times

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YouTube advertisers blindsided by climate change denial videos  The Verge

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The Pitch: Advertising and marketing news for 1.14.20  RichmondBizSense

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

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Video is now more lucrative for Chinese advertisers than news sites  Abacus

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Waitrose slammed for advertising eggs before a VEGAN cooking show  Daily Mail

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Why Is the Apple TV Constantly Advertising at Us?  TidBITS

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

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Jan 18 | Win FREE Advertising Package for a Year!!! | Danbury  Patch.com

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

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

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

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

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

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Television Advertising Market Industry Analysis, Trend and Growth, 2016 – 2024 – Dagoretti News  Dagoretti News

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

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Fox relies on Trump, Bloomberg Super Bowl advertising, which stands out from other advertisers  themediatimes

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

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Facebook enables disinformation with advertising policy | Columns  Effingham Daily News

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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

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Microsoft Advertising’s PromoteIQ integration for retailers, brands is now in beta  Search Engine Land

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

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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

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The Duke of Wellington is advertising for a '100 per cent trustworthy' steward  Daily Mail

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

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Xumo CEO On Acquisition Rumors And The Unique Challenges Of CTV Advertising  AdExchanger

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

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TikTok explores curated content feed to lure advertisers  Financial Times

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Advertising in a world of consumer distrust | Analysis – Gulf News  Gulf News

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Verizon's Super Bowl advertising focuses on 5G  Daily Gaming Worlld

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

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Maryland lawmakers propose tax on digital advertising revenue  MNE Tax

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Facebook backtracks on plans to monetise WhatsApp with advertising  MobileMarketing Magazine

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Get ready to be bombarded with 2020 Census ads  Pittsburgh Post-Gazette

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Global Door to Door Advertising Market 2020 Industry Key Players, Size, Share, Growth, Trends, Sales, Supply, Demand Deployment Model and Growing Prominence Analysis by 2024 – Dagoretti News  Dagoretti News

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

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New report offers analysis on the Outdoor Advertising Machine Market  Fusion Science Academy

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Ferguson, Miller Propose Advertising Tax Bill  WBAL Radio

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Standard text ads will live on a bit longer, Microsoft Advertising says  Search Engine Land

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Celebrities Starting To Line Up For Super Bowl Advertisers  SportsBusiness Daily

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Traditional Advertising Agency Services Market – Survey on Consumption Benefits 2031  Fusion Science Academy

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I'm A Celebrity hands Ten another advertising demographic win as a second star is booted from the jungle  MuMbrella

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Super Bowl 2020: the ins and outs of the big game's advertisers  The Drum

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Facebook Aims to Show Users the Relationships Between Agencies, Marketers, Advertisers  Adweek

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Don't try to out-Chinese the Chinese in your Lunar New Year advertising. You'll lose  MuMbrella

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Sojern's digital advertising platform now available to all hotels  Web In Travel

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