We may not like to admit it, but physical appearance is an important factor in many decisions we all make in our lives -- from hiring an employee, to selecting business associates, to choosing a romantic partner.

Although we are tempted to dismiss our predisposition to beauty as shallow, we can't argue with the fact that numerous studies on physical appearance have demonstrated advantages tilted in favor of the beautiful person.

Good Looks Versus Substance

All things being equal, the interviewee who has a better physical appearance will get the job. Oftentimes, people will choose business associates, vendors, suppliers or merchants on the basis of looks rather than substance. People are more inclined to buy from good-looking salespeople. It's not always the best product that makes it to the top of the heap -- oftentimes it's the one with the best packaging.

Both online and offline, appearance is of utmost importance. In the World Wide Web's extremely competitive environment, marketers need to polish their aesthetic appeal in order to stand out from the crowd. Many competing products are functionally equivalent, and therefore need the competitive edge that a sleek online appearance can give.

The importance of physical appearance in relating to people is widely acknowledged. Now, there has emerged a little known finding that points to physical unattractiveness having an adverse effect on our very well-being.

Uh, Oh -- Now What?

University of Michigan social psychologist Barbara L. Fredrickson reports that in a study involving 350 men and women, there is significant evidence that proves that when one feels unattractive, it produces diminished mental performance especially when it comes to performing demanding tasks such as solving advanced math problems. A poor self-image brings about low productivity. I'm sure you know this to be true in your own experience. Recall a day when you were looking particularly great -- do you remember how people responded favorably to you, how empowered you felt, how productive you became as a result? Now recall a day when you were looking particularly unattractive -- do you remember how indifferently people responded to you, how disempowered you felt, how you moped and became unproductive in the process? Enough said.

The pursuit of physical attractiveness has now been elevated to a necessity.

How to Have an Unfair Advantage

Here's the good news. There are many challenges in life that are difficult to overcome -- financial, educational, technological, physical, intellectual -- but physical appearance isn't one of them. In fact, your physical appearance is one thing over which you have great control. Just as a coat of paint, new carpeting and a few home improvement tricks can make a house "sexy" to homebuyers, imagine what a few sexy makeover tips can do for you -- no matter how attractive you already are.

Looking good is the best revenge. Creating for yourself an unfair advantage over the competition through the improvement of your physical appearance is a vital key to success -- in business and in your personal life. An investment in your physical appearance pays handsome dividends.

So You've Got A Website -- But Are You Sexy ?