Everyone loves Victoria's Secret; women love it, and men probably love it more. The company became a powerhouse, and it used these 2 strategies to get there. Your business should use them too.

1. Give your audience a reason to be interested in your company

Victoria's Secret throws a massive made for TV event each year, right before the Christmas shopping season(not a coincidence). But this is actually nothing new; your local shopping mall tries to get your attention right before Christmas too (look no further than the 'Santa Clause' that they bring in, who looks nothing like Santa Clause). The difference between the two, is that Victoria's Secret actually generates excitement.

Victoria's Secret uses their show to grab the interest of both male and female shoppers. What might seem like an hour long spectacle, is really just an elaborate hour-long advertisement of their latest inventory. Men gobble it up because it has Adriana Lima walking around in her underwear; women love it, because they might get some fashion ideas. It's a win-win, and Victoria's Secret knows that lots of couples are watching it together; they know that the words "oooh, I want that" are going to be uttered by girlfriends around the world. They use the show to create a buzz around their product so efficiently, that you don't even realize you're watching an hour long advertisement (and for many men, re-watching it several times).

Your business can apply similar tactics (no, I don't mean having your employees march around in their underwear on a webcam). Like Victoria's Secret, you need to provide compelling content to your audience that will get them talking. Obviously it's hard to top a bunch of supermodels strutting in lingerie while Seal tries to resurrect his career in the background; but if you can create excellent content, you will get people talking about your business. Use social media marketing to help your content generate buzz. Create enough buzz, and you'll create interest in your company, which leads to more sales. The more people that know your business, and trust what you have to say, the more sales you are going to make. Give your audience a reason to be interested in you


2. Make it easy for your customers to help themselves

While shopping with my girlfriend in Seattle last week, I came across a Victoria's Secret store in the mall. In the front of the store however was not what you'd expect. Staring me right in the face were actually Men's clothes (I believe it was the 'For Him' collection). Why would they put Men's clothes in the prime real estate out front? Simple: They know that women are going to walk to the back of the store anyways, to look around. Women enjoy shopping more than men. They really don't mind heading into the store to check it out. For many guys however, we could care less about entering the store, let alone walking to the back to look around. They know that if they want my attention, they'd better make it easy for me to see what they're offering. Victoria's Secret isn't the only store to use this tactic; in fact, most stores do (check out Banana Republic next time you walk by). Clothing stores realize that they have a much smaller window of time to capture the attention of Men, so they go right after them. By doing this, I became aware of the 'For Him' apparel at Victoria' Secret (no, I didn't buy any of it). If it had been hidden in the back, I never would have known that it existed,

Your business needs to implement this tactic too. Make it easy for your audience to help themselves. If your business sells shoes, make sure it's ridiculously easy for users to find what they're looking for. If I want to see all the white shoes on your website, it should be easy for me to do so. I shouldn't have to go through page after page searching; if I have to dig through your site to find them, then you've basically done the equivalent of stuffing your 'For Him' section at the back of the store. I'm not going to look there; I'm going to keep walking. Be like Victoria's Secret, and make it easy for your customers to help themselves

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