RightSpot Media | Digital Performance Marketing

How swear words might improve your marketing

Posted on Thursday, January 1st, 2009 at 8:38 PM by Simon Smith  |  Comments (0)

Damn it. Here I’ve been working to swear less.

Meanwhile, it turns out that swear words might make you more persuasive.

So reports Noah Goldstein in the latest Inside Influence report (a free and worthwhile subscription if you’re interested in marketing and copywriting).

Just one minor swear word can make the difference

Apparently, research shows that—at least for speakers delivering presentations—obscenities can increase the perception of passion and enthusiasm. 

Goldstein reports that social psychologists Cory Scherer and Brad Sagarin had participants watch a taped five-minute speech.

For half the audience, the speaker uttered the phrase "damn it!"—once. For the other half, the presentation was kid-television friendly.

The result? Participants found the speaker more passionate about the topic and more persuasive when uttering the obscenity.

Experiment (carefully) with tame obscenities in your content

Does that mean your website content should read like a Chris Rock monologue?

Not necessarily. Goldstein notes two important factors: the swear word was tame, and it worked best for people who already agreed somewhat with the speaker.

The takeaway?

Experiment first with minor swear words (like "damn" and "hell") to people with whom you already have a relationship (like those on your mailing list).

Otherwise, you might find yourself swearing up a storm when sensitive prospects and customers give you the finger.

So, think you’ll give swear words a try in your marketing?

Tags: copywriting, persuasion, swear words