Let’s be frank. Unless you are wired up completely different from most people, there’s nothing sexy about a tote bag, sparkly or otherwise. But calling it sexy is smart. Especially when you’re Victoria’s Secret, and sexy is what you sell. It’s like adding “Brazilian” in front of…well, almost anything. What Victoria’s Secret knows, and what more marketers should practice, is that words matter. Dressing your product or service up with words like sexy or smart draws in the audience for whom those qualities are aspirational. So no matter what you sell, add a little sparkle. It can’t hurt.