Swearing has been around for a long time, but it is only in the last few years that people have started to take notice of its effects on brands. So how do you feel about Swearing in your company’s marketing? In today’s marketing world, there’s a lot of noise and saturation. Brands are constantly competing to outdo one another. It’s never been more challenging to distinguish apart in a world where many sectors are hyper-competitive and more saturated.
On the other hand, Swearing seems to work (at least for the companies who do it properly). Thug Kitchen, Vinomofo, and Dollar Shave Club are just a few examples of prominent businesses that have done this off perfectly. It’s also something I’ve played around with in the past.
In this article, I’ll discuss the benefits and drawbacks of this brand approach, as well as whether or not you should attempt it. Finally, I’ll offer examples from my personal experience to help you determine if this is a feasible strategy for your business. Please note that there will be some cursing, so continue reading if you’re okay with that.
What’s the point of Swearing in your marketing?
It’s crucial to note that cursing isn’t appropriate for many businesses. If you’re selling children’s toys, for example, this strategy isn’t going to work for you. It will only harm your reputation if you utilize it. However, if you’re appealing to a specific audience (e.g., sarcastic twenty-somethings), this may work in your favor. So why would dropping a few f-bombs be a good idea?
There are four primary reasons, in my opinion, why you would desire to swear.
1. It’s amusing
If your audience is relaxed—not too stuffy or rigid—there’s a high possibility that some of them may like cursing. They’ll find it amusing. It’s like channeling your inner Beavis and Butthead, who can’t stop himself from laughing at filthy humor and Swearing. I believe the amusement element is amplified even more when it takes you off guard when you hear someone cursings, such as an older woman or a little girl. Consider the Potty-Mouthed Princesses. FCKH8.com’s ad features innocent young girls dressed as princesses dropping f-bombs in support of feminism: (FCKH8.com’s Potty-Mouthed Princesses Drop F-Bombs for Feminism is a video by FCKH8.com.) It catches you off guard, and you can’t help but chuckle when you hear young girls cursing like sailors.
2. It exudes genuineness
It’s nice to see a company that lets free a bit after all the excessively corporate, polished companies out there who are careful about maintaining a pristine image. When I see a brand swear, I get the impression that they’re “keeping it genuine” and know how to have a good time. It demonstrates that a business understands its mission and isn’t scared to pursue it.
3. It exudes assurance
Swearing is a risky marketing strategy. It’s not for the faint of heart. It demonstrates that you’re not afraid to be a bit rebellious and defy marketing conventions. Unfortunately, some well-known people have formed their whole image on a nasty phrase. Is it obnoxious? Maybe. It depends on who you are. Is it assured? Yes, absolutely. A few well-placed swear words, in my opinion, also demonstrate that a business has the guts to rock the boat, which is attractive to many consumers.
4. It allows you to engage with your audience deeper
It’s safe to assume that “rocking the boat” by cursing won’t enable you to reach as broad a population as if your marketing was spotless. Who cares, though? This technique demonstrates that you understand your target audience and aren’t attempting to be all things to all people. Alternatively, as Tyler Durden from Fight Club would put it, you’ll need a couple of eggs to create an omelet.
What are the possible ramifications?
Of course, if you integrate cursing into your marketing, it won’t all be rainbows and puppies. There may be some disadvantages. After all, not everyone enjoys being controversial. I even published a blog post about a test I ran to see how my email subscribers would react if I sent them an email with a contentious subject.
Here’s what I discovered:
- I expected a rise in the open rate, but it remained the same (roughly 26 percent ).
- It got more views than the majority of the other postings. Compared to a typical Monday blog post, it received an additional 4,061 visits, and my social media traffic increased by 134 percent.
- It hurt my earnings. The revenue fell by 26% when compared to a typical Monday. The payment for that day was approximately 4% lower than it had been on days when I hadn’t written a blog article.
This implies that cursing isn’t always a good idea for your business. You may come out as obnoxious, uncultured, and even ignorant. It can sour current connections, cause consumers to leave, and reduce overall profitability. This is why I don’t suggest launching yourself into cursing headfirst. Instead, before you start cursing like a sailor, you’ll want to grasp the entire extent of this marketing strategy and the possible consequences. I’m trying to convey that, like other things, cursing has advantages and disadvantages. It isn’t appropriate for every brand, but it works for some.
Brands that utilize cursing as an example
I’d want to call attention to three companies in particular that I believe have benefited from cursing. They’re all a bit cynical and sarcastic, and they’re all a little edgy. But they’re also a lot of fun to be around.
Example 1: Thuggish Kitchen
This brand, in my view, goes above and above. Take a peek at what visitors view when they arrive at the site’s homepage:
Remember that this is visible to the whole world above the fold. It isn’t tucked away on some obscure website page. It’s straight to the point and in your face. Not many companies would have the guts to take such a risk. They’re obscene, to put it that way. They’re referred to be hazardous. Call them obnoxious, but I think Thug Kitchen does a great job with them.
Take a peek at one of its blog entries, for example:
Alternatively, watch the trailer for the Thug Kitchen Cookbook. For a brief moment, you believe this is simply another ad in a sea of super-PC, mind-numbing commercials. But it’s clear right away that this isn’t like the others. Thug Kitchen makes an excessively (in my view) hilarious parody ad with its wit and smartassery. The team does this with ease and a high level of fun.
Example 2: Vinomofo
This business specializes in selling “epic wines” to wine connoisseurs all around the globe. Their brand identity emphasizes authenticity and pretentiousness. Vinomofo is certainly edgy, even if they’re not as extreme as Thug Kitchen when it comes to cursing. The “Mofo Tribe” is described in the “About” section of their website as follows:
They have a good understanding of their target market. However, it’s also apparent that they’re not concerned with pleasing everyone. They “understand it,” and all they want to do is connect with their small but devoted following.
Example 3: Dollar Shave Club
By now, almost everyone has heard about Dollar Shave Club. Michael Dubin, the company’s creator, is being sassy and snarky about how great his razor blades are. There’s no getting around it: Dollar Shave Club’s unique style of comedy is the main reason for their success and $615 million net worth. They’re marketing geniuses, in my view, who have discovered a way to add a little cursing to their brand identification.
Conclusion
Here’s the deal: Cursing and even outright vulgarity may be very effective in the proper situation. And now for the disclaimer: In dire situations, it may insult customers, damage your brand equity, and make you seem like a bigot. It’s remarkable how diverse the outcomes may be. Swearing has had a detrimental rather than good effect on my brand, but that doesn’t imply it can’t work for you. Consider the success of businesses like Thug Kitchen, Vinomofo, and, most notably, Dollar Shave Club. Consider celebrities like comedian George Carlin and novelist Chuck Palahniuk, whose names have come to be associated with being edgy and non-PC.
Consider your audience and ask yourself the following questions:
- For example, is your target audience mainly comprised of individuals willing to swear?
- Or would it turn them off and make their encounter less enjoyable?
- Is cursing also in line with the broader brand identity you’re attempting to establish?
If you think cursing might be beneficial to you, you should try it out. I wouldn’t go as far as Thug Kitchen and start throwing f-bombs everywhere. However, you might include a few swear words to observe how your audience responds. I also advise you to avoid being overly insulting. Be mature in your approach. Maintain a professional demeanor without alienating your audience. No profanity is a company that specializes in the creation of custom t-shirts. They have seen an increase in sales since they stopped using curse words on their shirts.
Frequently Asked Questions
What are the effects of Swearing?
Swearing is a word used to express intense anger, frustration, or disbelief. It can be used as an adjective, noun, verb, adverb, interjection, exclamation point.
Do swear words affect SEO?
No, they do not affect your SEO.
Does profanity enhance persuasion?
Profanity is not a persuasion technique.
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