Should you ever swear in your marketing?

If everybody else is doing it, why shouldn’t you?

[Image courtesy of Melissa Wiese at Flickr Creative Commons]

 “I don’t know why people get so worried about what others think of them,” said a friend last week, when we were talking about a mutual acquaintance. “Personally, I’m past caring.”

Good for you, I thought. Because most of us aren’t.

We’re all just a teensy bit afraid of being judged by others, and being found wanting. Not clever, or funny, or intelligent, or cultured, or polite enough. Or whatever. So most of the time, we mind our p’s and q’s and play it safe.

Most of the time. And most people. But not everyone, and not always.

My friend, who claims to be past caring, still doesn’t extend his nonchalance to swearing. Why? Well it’s not a matter of what people would think of him. The truth is much simpler: he’s just not a sweary person.

Because there are sweary people. We all know one – or knew one, if their potty mouth has caused us to avoid their company.

Swearing doesn’t have to be vulgar, and used cleverly, it can actually be quite funny. And a non-sweary person can achieve even greater effect by dipping into the arsenal (stop it) of bad language and pulling out a weapon every now and then. The fact that it’s unexpected makes it even more striking. 

So much for the personal sphere. But what about swearing in marketing? And branding?

The simple answer is that it depends, as in real life, on who you are and who you’re talking to. If you’re a big, serious, heavyweight brand you’re never going to swear or even come close. It’s simply not in keeping with your image. If you’re a B2B brand, it’s always better to err on the side of caution. Nobody was ever offended by not swearing, so it’s best to play it safe.

No, swearing – or even moderately risqué language – is best confined to B2C brands. And then, only those who feel comfortable with it and are ready to accept the consequences.

Just like in real life.

Get over it, dude

There’s no mistaking the message that Fat Bastard or Sassy Bitch are sending out. What’s surprising is that both are a brand of wine, traditionally not a product associated with colourful language. But by shaking things up, and saying up front who they are and what they stand for, they immediately identify with their target market. 

Which is a clever move.

It’s probably also what Holy Crap cereal is trying to do, though I don’t think I’ll be chowing down on that any time soon. On the other hand, Bigg Ass Fans kind of appeal to me, and sound like they might really keep me cool in a long hot summer.

If you’re like me, you’ve probably already reacted to these brands (currently available in the US, but inevitably heading everywhere else) based on their names. Either you’re their sort of customer or you’re not. 

And here’s the thing: they know that, and don’t want you if you’re not.

Like me, like my lingo

Which is almost exactly what Doug Kessler over at Velocity said to me a few months back.

He’d written a brilliant piece on the subject entitled How to use swear words in your f***ing marketing (except he didn’t use asterisks), which tickled me in all the right places, and went down a storm with his readership (“Funniest and most entertaining blog I can remember reading, EVER!”). 

The thing is, Doug is the first to admit he’s a sweary guy. It’s part of his shtick, and is inseparable from who he is. And when it comes to clients, it separates the men from the boys, the women from the girls, and the clients he wants from the ones he doesn’t. 

It works for him, and he feels comfortable with it.

(As an interesting aside, during our conversation lasting almost an hour, he didn’t swear once. Perhaps that was just because I opened  by mentioning the blog post, and the element of surprise, and spontaneity, had disappeared.)

I’m not sure the same approach would work for me, though. Strict parents, Catholic school and a natural aversion seem to stop me letting rip (most of the time – just don’t make me angry, as Bill Bixby used to say.)

And you know that? That suits me just fine.

I’m not offended in the least by other people swearing, and am even amused – or was, as the joke rapidly wore thin and became tiresome – by FCUK. (Yes, yes, we all know what it means. And yes, it’s clever. But if you’re going to swear, at least be honest and come right out with it.)

So should you swear? Or use risqué language? Or push the envelope just a little bit? It’s really up to you, your company voice and your target market. 

A good rule of thumb is never to say in writing what you wouldn’t say to somebody’s face: to an existing client, or a prospect, who’s standing there looking you straight in the eyes.

If that very thought makes you feel uncomfortable, then swearing’s not for you.

Find out more: 

• Every cuss word we know at the Bad Language blog.
• For fcuk’s sake – brands are swearing more than ever at The Guardian’s Marketing & PR blog.