Somebody asked a question over at the Warrior Forum that I felt deserved an answer. Essentially, what they asked was if using bad language in your marketing was acceptable. Naturally, everybody had their own ideas on this topic. Some felt it wasn’t acceptable at all and others felt it depended on your audience. Well, this article is going to give you this marketer’s opinion. Take it for what it’s worth to you.

Each person has to do their own thing. That is ultimately what this all comes down to. I am not going to be anybody’s moral compass or profanity cop. It isn’t for me to decide what is acceptable and what is over the line. Truth is, you can hardly go to a movie anymore these days without hearing profanity. Even TV today has words on it that years ago you would have never heard. Times have changed and you need to decide for yourself if you’re going to change with them.

Having said that, here is my own personal opinion on profanity in marketing. Each target market IS different. That much is true. But how many of those target markets are prepared to hear four letter words sprinkled throughout your sales letter, article or blog post? More importantly, are you willing to risk turning those people off from your message and thus losing a sale? Whatever you may think of morality today, there are people out there who don’t come to a sales page to be sworn to. And those people WILL leave.

Now, if you have a point to make and you feel strong language is required to make that point, there are always replacement words that you can use. The TV folk used to use those words all the time when they were trying to make a point. It didn’t lessen the effect any, in my opinion. In fact, because there was so little profanity on TV, just saying the word bitch raised a few eyebrows. Today, well, you have to work a bit harder to get the point across strongly. But there are still substitution words that work…and work well.

Point is this, and take it for what it’s worth to you. Your ultimate goal is to make sales…as many as possible. If you think you can do this by using profanity, then do it. It’s YOUR business and like I said, I’m not going to be your moral compass. But if you feel that there is even the slightest chance that you could turn prospects away, then that is just bad business.

Anyway, like I said…screw what anybody else thinks.

Just do your own thing.

To YOUR Success

Steven Wagenheim

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