Sex Still Sells

Cosmopolitan magazine

I’m looking at the September cover of this month’s Cosmo (no, I don’t read it, but my wife does) and I’m amazed at the titles.

  • “Guys answer your sexiest sex Q’s”
  • “Naughty thoughts he has at work”
  • “What your va-jay-jay is dying to tell you”
  • “Go Naked. 19 ways to feel instant pleasure”
  • “The smile that gets you what you want”

If I didn’t know any better, I’d say this was a porno magazine. Some might say it’s soft-porn. Without discussing the distinction, let’s focus on just the headlines. What conclusions could you reach about readers who buy this magazine, based only on the headlines?

It’s a popular magazine. Lots of ads, which means companies are spending big money to advertise. The only way they’re advertising is because they believe their target demographic reads this magazine and there’s profit in those numbers.

Why do you think the editors of Cosmopolitan magazine consistently focus on sex-related topics to  drive readership and sales? The reason is simple. Sex still sells.

Although it’s unlikely you’ll be able to translate or use sex-related topics into marketing your law firm, a creative lawyer will immediately understand the significance of creating content that people want to learn about.

Imagine this law-related headline…

“Sexy baby-mama in crib dispute with hot and hunky absentee dad. Find out who gets the love-making bed in today’s episode of the legal reality show…”

Go out there and create great ethical video content and then tell me what you created.


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The nice thing that we’re doing here is that we’re targeting specific cases, specific case types, specific injuries where everybody is searching for these things on the web.
If you don’t do TV advertising, it’s an absolute must. If you do TV advertising, it’s a great piece of the puzzle. The difference with this is that they’re already on the internet searching for an attorney or searching for answers regarding a problem that they have. So it’s already targeted to those people.

Paul Hernandez
Kalfus & Nachman