Brands are always looking for a way to stand out, and any marketing expert will tell you that to be unique you must develop a brand voice.
But what happens if you’re going for the personalized, we’re-a-big-family brand voice? Is it okay to say “sh*t” or “f*ck” like you would if you and your customers were hanging out at a super bowl party and someone dropped all the buffalo chicken dip? Well, sometimes it is.
In the last few years, there have been an increase of brands taking advantage of this profanity-laced content marketing strategy. Here are some tips to help you decide whether dropping the F-word in your next blog post is a good idea for your brand.
Why You Should Swear in Your Marketing Content
Swearing is a part of many people’s daily lives. It’s engrained in their language, and it’s what they’re used to. Being a brand that “gets it” helps your audience connect on a more personal level. Swearing in marketing can also offer some shock value and humor to a post, which means people are more likely to share it with their friends and family.
So, Should You Use Profanity?
Let’s just start by saying this strategy isn’t for everyone. You should take into consideration the current voice of your brand, your industry, and your audience before diving into this new tactic.
What tone do you usually use when you write your content? Is it intellectual and sophisticated, or is it quirky and casual? Switching over to casual cussing in your writing will be a seamless transition if you already have a brand voice that would be expected to curse. If your content leans more on the serious side, it’s best to stick to less casual language.
What is the culture of your industry and those who work in it? Although this shouldn’t be the only determining factor, people do have opinions of what professionals in certain industries should be like. It may put people off if their doctor started blasting the F-word all over their marketing materials, or they might just think that’s a really cool doctor. It’s up to you to decide what you want your brand to be.
Taking a close look at your audience will help you determine whether using profanity in your marketing strategy is a good tactic for your business or organization. With a move like this, you’re bound to offend some people, and you have to decide if that’s a risk you’re willing to take. Having a clearly defined ideal audience will help you recognize if swearing is a tactic that’ll be received well by them.
Know When to Stop
If you’re set on the notion that swearing in your marketing is a good idea, it’s important to know when to stop. Although it may be fun to plop a “f*ck” into your next nine blog post titles, it likely won’t sit well with your audience. While a curse word every so often can provide a sense of authenticity, overdoing it could do the opposite for your brand.
Need Help Finding Your Voice?
If you’re looking for a way to make your content match your brand voice, contact us at Headline Consultants. Hell, we’d love it!