Historically, using naughty naughty potty words in business advertising has been looked at as controversial. But, there are a few arguments in favor of using it. In the world of social media marketing, relatability and trust is #1. It's what modern day buyers are looking for. We aren't introduced to new products and services through commercials and billboards as much these days. Now it's a word-of-mouth experience on social media. Trust is everything. We want to hear what's good from what feels most like a trusted friend. Here are a couple of reasons why some believe swearing in your advertising voice can be beneficial:
1. Attention-grabbing and memorable: Swearing has the potential to capture attention and make your message stand out in a sea of advertisements. It can create a sense of shock or surprise, which may help your brand stick in people's minds. In a crowded marketplace, a well-placed swear word can help your ad break through the noise.
2. Authenticity and relatability: Swearing can make your brand appear more authentic, relatable, and down-to-earth.
It can create a sense of connection with your target audience by using language that they use in their everyday lives. This can foster a sense of familiarity and trust between your brand and potential customers.
However, it's important to note that these arguments are not universally accepted, and there are potential downsides to consider. You are going to connect with some and turn off others. But I'm arguing that that's ok. If you're looking to evenly please everyone, you're going to connect genuinely with no one. The level of candid & potty mouthed can vary from business to business. Like I tell my kids, swear words are really just "strong words" and should be used thoughtfully.
Get clear as a bell on who it is you're talking to. Does your target client swear? Does it put them at ease to hear a relatable, comfortable, well placed F-bomb? That'll help you determine how much to work it in. Ultimately, it's about authenticity. A trusting audience is an audience that invests in you. So let down your hair & talk to your people the way you'd talk to the people YOU know in real life. That you trust. That you love. Because they deserve it!
