Buy More Beef You Bastards’ (by a beef promotion board in Australia) is one of my all-time favourite headlines.
” –Doug Kessler, Creative Director and Co-founder of Velocity “As much as I may be Tonga Email List risking turning people off with a tagline that uses the word “mofo”, that’s a risk I’m willing to take to create a sticky, memorable message.
After all, who doesn’t want people to tweet about their tagline?” –Joanna Wiebe, Conversion Copywriter and creator of Copyhackers THE ART AND THE SCIENCE: KEY TAKEAWAYS Before you take the plunge into Swearlandia, here’s a recap of everything we’ve got to grips so far.
THE ART We all know that in general, swearing is crass and not classy at all.
But knowing how to handle swear words in your copy and campaign makes a big difference.
To be effective you should: Use a swear word only if there’s a meaningful purpose behind it.
Use it sparingly, mainly to attract the audience’s attention or give emphasis.
Never use swear words when they’re off-brand and not in line with your tone of voice.
THE SCIENCE Knowing how to swear properly goes beyond using the right swear words at the right time.
You also have to keep in mind who your audience is and how it can affect them.
Take these scientific facts into consideration: Swearing, at the onset, can have an offensive connotation because our brains are wired to automatically interpret them as obscene.