It’s sad to say, but in today’s society, where we have to be so politically correct all the time, you really have to be careful about the marketing phrases that you use. What may seem okay now, may end up to be a bad idea down the road. There is a fine line between cutting edge and living on the edge. In this article, I’m going to give you some examples of what I’m talking about and dive into this subject a little deeper than most have. I think you’ll find this interesting reading.

On a forum I attend, one member brought up a topic of what to call his product. He wanted to know if he should use the product name and then add the words “on crack”, “on steroids” or “on acid” at the end of the product. This is a perfect example of how you have to be careful with what you do. Let’s take the “on steroids” tag.

Unless you’re living in a cave, you can’t help but notice that steroids is a big issue today. Many sports figures have been caught cheating and it’s left a bad taste in the mouths of many people. Baseball players who were sure locks for the Hall of Fame are probably not going to make it. Many average folks are outraged by the steroid use. Now, many of these average folks may just be a potential customer of yours. If they see your product named “on steroids” they just may be turned off by the idea and on principal, not buy your product.

You’re going to run into the same problem with “on crack” and “on acid” as well. There are going to be people who are dead set against drug use or any reference to drugs. Maybe they lost loved ones because of drug use. These products are going to be total turn offs for these people, and again, you’ll lose potential customers.

Now don’t get me wrong. I’m not saying that your product descriptions have to be bland and boring. That’s not good either. But you need to be careful about the words you choose. There are many positive words in the world that are great sellers and they won’t alienate your target market in the process.

Marketing is a tricky business…no two ways about it. Many ad campaigns have bit the dust because they were offensive to too many people. So make sure when you run one yourself that you’re not risking losing a significant share of your business…if not your WHOLE business.

To YOUR Success,

Steven Wagenheim

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