Lipstick sales are red-hot according to a recent article in the Wall Street Journal, and this directly affects you, your company and your personal sales.

Whoa, there... How can this be? You don't sell lipstick!

Well, neither do I, but the fact is that the "Lipstick Sales Factor" applies to all of us no matter what we are selling. The reason lipstick sales are off the charts is because thanks to all the recession talk we had this winter, ladies are looking for an inexpensive way to feel better about themselves and life. Buying some new lipstick is their way to fill this basic human need. This desire is not unique to women, it applies to us men too. Which means it applies to every one of our prospects and customers.

We all like to feel good and are constantly looking for a little pick-me-up in life. Even during a recession, folks will spend money on any product that brightens their lives, improves their condition or lightens their load. This might be a small thing like lipstick for the gals or some chow for us guys, but it also applies to any size or price product that makes us feel good.

In fact, due to our independent natures, we tend to look for a reason to indulge ourselves. We aren't about to let problems disrupt our lives and rob us of our pleasures. So the lipstick factor applies to us all and gives sharp marketers an advantage.

What is it about your product or service that is fun, makes things easier or improves the quality of life for your customers? What are the pick-me-ups that you are offering? Every product and service has these components, so show them off in your advertising and marketing efforts and watch your sales results get red-hot, too.

Remember: Wanting to have some fun and to feel better is truly ageless, so be sure to focus your sales efforts on the senior segment too.

Published: July 24, 2002

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Gary Onks, founder of Sold On Seniors, Inc., is an author and marketing consultant who has been featured in The New York Times, The Chicago Tribune, The Washington Times, CBS Radio Marketwatch, Microsoft bCentral and other publications. His book "How You Can Reach & Sell the $20 Trillion Senior Marketplace" is acclaimed as "the 'Art' of pleasing senior customers." Onks has sold millions in goods directly, one-on-one to seniors. His experience includes serving as executive director of a large retirement community and selling to seniors for over a decade. His trademarked Seniorized marketing methods deliver exceptional results. You can reach him at 800-416-8785, GaryOnks@SoldOnSeniors.com or at his website www.SoldOnSeniors.com.