One of the largest clichés in business is that sex sells. Many people are tempted to implement sex (or sexy-ness) into their websites or businesses in an effort to drum up more business and to increase their revenue. Why is the idea of sex selling so popular? Is it because it is true? Or is it just something that most people assume.

Here are four reasons that sex sells:

1. There is a little bit of a voyeur in all of us. We all like to look at attractive people and we all like to look at images that are “sexy.”

2. Fantasies increase profit. When you use sex or something that is considered sexy to promote your business, you are really trying to sell people a fantasy. Lots of people like to fantasize about being in certain situations or being perceived in certain ways. Fantasies sell.

3. Imitation. When presented with a sexy image, the idea is to try to get the viewer to want to emulate the person in the ad. People want to be looked at in the same way that they are looking at the ads, so they are more likely to buy the product.

4. Testosterone. The idea that sex sells is largely based on the idea that when presented with a sexy female (or even just certain parts of her), a man’s testosterone level will rise and this will make him more susceptible to the idea that the advertising is trying to put across. This is because he isn’t using logic to make his decisions, he’s using an, um, “gut instinct.”

However, using sex to sell your products or your businesses is risky. Studies have shown that most women do not respond to ads of a sexual nature and in fact are less likely to buy the product being offered in the ads. Make sure you know who your target audience is and that you are not offending them!