Great Unsexy Business

Let’s face it – we live in a world where “sexy” sells. Sleek cars, stylish tech, trendy clothes – these are the kinds of products that get the headlines, the Instagram influencers, and the spotlight on glossy magazine covers. But what about businesses that don’t exactly scream “glamour”? Think plumbing services, office supplies, industrial equipment. These are what we might call the “unsexy” sectors.

But here’s the thing: just because your product or service isn’t dripping with Instagrammable aesthetics doesn’t mean you’re doomed to boring marketing. In fact, if done right, the creative potential is endless – and often far more effective. Whether you’re fixing leaks or providing top-quality cleaning products, you can still dazzle your audience. It’s time to stop thinking of your business as unglamorous and start thinking about how to use creativity to make people care.

Embrace Your Identity – Don’t Hide It

One of the biggest mistakes businesses make is trying to force their brand into a mould it doesn’t fit. Not every business can be sexy – and that’s perfectly fine! Instead of shying away from what makes your sector “unsexy”, embrace it and have fun with it. Authenticity is one of the most powerful tools in marketing.

Take, for instance, Dollar Shave Club. Shaving is not the most thrilling activity – in fact, it’s pretty mundane. But their marketing approach took something mundane and injected it with humour, simplicity, and relatability. Remember their viral video? It wasn’t glitzy, but it was hilarious, down-to-earth, and spoke directly to their target market in a way that resonated.

Could you do something similar? Think about what makes your service unique and find a fresh way to communicate it – with personality. Maybe you run a cleaning company. Imagine a campaign where cleaning supplies become heroic characters, “saving the day” in epic (but very tongue-in-cheek) battles against mess. Be bold, have fun, and use the quirks of your business to create something memorable.

Educate, Don’t Sell

When your product isn’t the most exciting on the shelf, educating your audience becomes a superpower. Customers want to make informed decisions, and if you can position your business as the expert, you’ve already won half the battle.

Let’s say you sell industrial machinery – not the easiest to market, right? But with a bit of creativity, you can turn that around. Think explainer videos, behind-the-scenes content, or interesting “how it’s made” features. People love to see the processes behind things they don’t understand. You could showcase how your products work in real life or highlight customer success stories. Focus on the problems your business solves, and present it as a solution that people can trust.

One classic example is HubSpot. Not the sexiest company in the world, offering software for inbound marketing, sales, and service. Yet, HubSpot has built its empire on educational content. Their blog, webinars, and ebooks make them an indispensable resource. They’re not selling glamour, they’re selling knowledge – and it works!

Make It Relatable

No matter what product or service you provide, there’s always a way to make it relatable to your audience. The trick is understanding your customers’ pain points and building your marketing around solving those problems. It’s about empathy – showing that you get what they’re going through and can offer real solutions.

For example, plumbers and handymen don’t exactly scream “Hollywood”. But a savvy marketer would focus on the fact that a plumbing disaster can turn someone’s life upside down. Maybe your next campaign could show the chaos of a family dealing with a burst pipe, with your service stepping in like the reliable, unassuming hero.

You’re not just marketing the what; you’re marketing the why. Why do people need your product or service? Why should they trust you? By tapping into the emotional core of your customer’s needs, you create a connection that’s far stronger than anything shiny or glamorous could achieve.

Turn Boring Into Entertaining

Let’s circle back to humour for a moment. It’s a powerful tool in creative marketing – especially when your industry isn’t the most thrilling. People love to laugh, and if you can make them smile while you market your “boring” business, they’re far more likely to remember you.

Take a look at Old Spice. Once known as a relatively boring brand for older men, their “The Man Your Man Could Smell Like” campaign turned the brand into a viral sensation. Suddenly, Old Spice was cool, relevant, and even funny. They didn’t completely change their product, but they changed the way people perceived it.

If you can poke fun at yourself and add a little humour into your marketing strategy, you’ll make your brand far more approachable and memorable. It’s all about making your audience see your business in a fresh, new light.

How Will You Get Creative?

The bottom line is, you don’t need a “sexy” business to create a marketing campaign that pops. Whether you sell office supplies or heavy machinery, there’s a way to make your product stand out. You just need to get creative, stay authentic, and show people why they should care.

If you’re in a sector that’s often considered “boring”, this is your moment to shine. By injecting personality, educating your audience, and connecting on a relatable level, you can transform your marketing efforts into something genuinely exciting.

So, what are you waiting for? It’s time to stop worrying about being “unsexy” and start thinking about how you can market your business in a way that’s fun, clever, and impossible to ignore.

---

Let’s Get Real:
What’s the most “unsexy” business you’ve seen with great marketing? Or, better yet, what’s your biggest challenge when marketing your own business?