Should I Swear in My Marketing Materials?
With text messaging and an increase in open communication, businesses are becoming more colloquial and informal in an effort to better connect with their audiences. Some businesses are even- gasp!- swearing in their marketing materials.
While using swear words may make some people laugh and relate more to a brand, others may be completely put off by it.
So should you swear in your business’ marketing materials or not? It all comes down to your brand and your target audience.
What is a brand?
Your brand is basically your business’ personality. Think of a few large brands who are in the same competitive market and compare how their packaging looks, the types of words they use in their ads, what visuals make up their commercials, etc.
The logo mark, fonts, and colors of your logo are reflective of your business’ outward personality while the copy (the words you use, including swear words) is more reflective of your business’ thoughts and beliefs, its inner personality. This post dives in deeper on what a brand is and how to get one.
What is a target audience?
Your target audience is who your offer is made for. The more specific, the better (this is called niching). Most business owners are afraid to niche down out of fear of losing business, but the opposite is actually true.
When you target a specific type of person, your marketing materials will connect directly with them and you’re more likely to get a sale. Read more on the benefits of niching here.
Ideal Customer Profile
It’s helpful to create an Ideal Customer Profile that outlines demographics and personality traits of your target audience. You want to know things like their age and gender, martial status and children, do they live in a rural, suburban, or urban setting and do they live in an apartment or house? What do they do for work and how much do they make?
What are their favorite books, magazines, movies, and blogs or podcasts?
Who are their idols and what are their dreams? What do they want more of in life? What problem can your offer solve for them?
And do swear words make them queasy?
Should I swear in my marketing materials?
Thinking about your target audience, are they laidback and upbeat people who don't give DA-YUM if you swear, or would you like to attract a more refined, sophisticated, and conservative sort?
If you’re like me and would prefer to work with the former, then lay down the curse words (sparingly, and for emphasis). If potential clients can't "handle" a silly little swear, they're probably not the people you want to be working with.
*Note: If you’re in a professional field such as law, medicine, or accounting, there is an air of professionalism your business will want to maintain. Therefore, it’s even more important to think about the type of clients you want to attract and how they would view your business if you included swear words in your marketing materials.
Don't be afraid that you're alienating a certain clientele and won't be able to make money as a result. Conversely, you'll be attracting your ideal client who will value, appreciate, and LOVE working with you.
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