It just does. That’s why you clicked on this post. I admit it was a cheap trick to get you to read this post (for which I apologize), but hang in here and you will understand the point I am making with the title. Getting you to click on this post isn’t enough to build credibility or a lasting business relationship.

Sex is used every day in marketing and advertising as a way to drive sales. But is driving sales enough to maintain a client relationship that last? My conclusion that it is not. Companies such as Abercrombie and Fitch and Carl’s Jr. have learned the hard lessons of using a cheap sex-based ad campaign that hyper-sexualizes women and men alike.

Using an ad campaign with overt sexuality or sexual innuendos can have the opposite effect of the desired. Families may find them offensive or inappropriate. Turning off entire families can have an adverse result across multiple demographics.

Perhaps more dangerous than offending is what a “sex sells” ad/marketing campaign lacks. Flaunting sex isn’t enough to build a client base of loyal fans who rave about your brand (unless of course, your product is entirely adult).

Relationships. The ability to problem-solve. The care and compassion for each client. These are the foundations on which a solid brand is built.

By shifting your brand strategy from sex to relationships, your sales and referrals will grow.

Sex sells. But relationships sustain.

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