Using the F bomb in my headline

LOL! Seriously though, if you decide to give it a go please share your results. In my case though using that kind of language is a complete no-go.

My own personal opinion . . . it's a total turn-off! I would click away in a heartbeat.

How you write (and speak) says a lot about you (and ultimately your product or offer). Conversions come after trust and, to me at least, poor language, swearing, cursing, etc doesn't lead to trust.

Call me old fashioned but I believe your headline will negatively affect a lot of people and definitely offend probably more than you think.

Of course, testing is the answer. But I think the "gains" you get from the shock value will be more than offset by the losses you'll experience.

Steve

There's a difference between conversation among friends and conversation with customers/potential customers. Do you think it would be a good idea to drop the F-bomb and other forms of profanity during a job interview? After all, folks talk that way with their friends, right?

The correct answer is to test it. But let me give you folks a little thought experiment. How many times have you or someone you know said "You know, I was going to buy, but he didn't use enough profanity, so I'm going to have to pass"?

Apart from the case before the Advertising Standards Authority and the litigation over that, you mean, presumably?!

I'm not criticising them: they're a huge company with deep pockets, and they got the publicity they wanted out of it, after all. But to portray it as "totally non-offensive", after what happened, is just unreal ... huge numbers of people were offended and said so very publicly indeed. FC had already decided (probably rightly?) that those people weren't their potential customers anyway, but were fully aware how many people were offended. This situation may be rather different.

What you're really saying is that you want to stand out by doing the same thing as everyone else.

Does that really make sense?

All the best,
Michael

But what if that's the whole point? The person who said the quote in mind is not some super educated professional marketer ... he is just a normal every day person, like most who swear on occasion to one degree or another.

Don't get me wrong - this wasn't just some everyday thing like "hey man let's f'ing go to McDonalds". This was a "shocking" event that took place, and the f-bomb was pretty appropriate.

I'm sure some of you disagree, but I think that the right swear word, used at the right time, is often extremely funny - and could possibly be extremely effective in marketing.

I appreciate everyone's replies. I'm surprised at the number of people who are so strongly against the idea. Thankfully you people aren't the target prospects. I hope my tests prove you wrong!

A lot of excellent points have been made.

I know the OP is going to do what he wants to do, but I thought I'd offer some points anyway:

As others have said, test. Only testing will tell you if it's worth doing. There can be situations where swearing can be done. It depends on the business, marketing campaign, product/service being sold and audience. The best situation I can think of would be if you had a "character" or mascot doing the talking and he swore. (A pirate-type of character for example.)

BUT even if it's profitable, there are other considerations. Like your long-term reputation for one. Do you really want to be known as the guy who swears in his marketing? Swearing might give you a profitable campaign or two, but possibly at the expense of long-term profitability -- or even at the expense of a better, higher-class of customer.

Time-tested rules of business like not talking about politics or religion, and not swearing are rules for a reason.

Exactly what I was thinking! I heard somewhere (from a teacher or copywriter or some such type), that swearing was a sign of laziness and lack of imagination and education. A well-educated person with a good vocabulary has no need of profanity and is able to shock and get even more attention than someone who used profanity.

As Michael said further down in the thread, swearing is so ubiquitous that you're really just like everyone else and don't really stand out. Since "everyone does it" (or at least, it's done so often), you really don't have as much of an advantage as you think.

To me, using the "F bomb" is simply signals a lack of class and dignity -- and respect for me as your customer.

But hey... If you're selling beer to drunks at a rowdy football game, maybe class and dignity isn't a consideration.

Michelle

I don't think the homosexual community would appreciate it.

Personally, I would never use any vulgar or offensive language in my business ever!

Also, personally, I would never be a client/customer of any business that did, as they would lose my respect almost instantly.

And there you have my humble opinion, since you asked...

Terra

I understand as marketers we need to "think outside the box"
to differentiate ourselves from our competitors..

But as a father of an eight year old, (who regularly uses the F-bomb in different contexts, away from my child)..

I wouldn't appreciate him coming to me and asking what your headline meant if he some how stumbled on to your page..

While I agree with Troy, (American by birth, Southern by choice, in my case), I have a practical question for you to ponder...

You know you'll offend some percentage of your visitors enough to leave without reading past that F-bomb. Will the others, the ones who think nothing of it, really stand up and pay attention when you use a word they use every day? Will it be effective enough to make up for the people you lose forever?

When Lenny Bruce worked blue, it had shock value. When I hear a stand-up comic rely on his selection of four-letter words now, I just question whether he has any jokes, or if this is the best he can do. When copywriters rely on F-bombs and other vulgarities to get attention, I question their skill and market knowledge.

There's the Troy I know, always such a gentleman!

But, I'm a Yankee and expect the behavior you just described. I agree wholeheartedly with all of the above, as well as live by those same rules.

So is it an "old school" thing or am I just a yank with deep south tendencies?

Terra

Do you think all publicity is good publicity?

Interesting how often people ask what others think - and then defend their original idea rather than consider the opinions posted. If this what you want to do - do it.

I'm guessing in a wide demographic - that page will fail big time. To me it says "I don't have anything else" as profanity doesn't take skill or education or salesmanship.

In a crowded niche, you need to stand out as a business - not as someone screaming "look at me". For some niches, it might work...but may not be the best way to enter a new niche.

Your mind is made up - but be sure to split test this approach with a decently written, professional page.

kay

Having spent most of my adult life in and around the construction industry, even the most vulgar of men ( and sometimes women) have the good common sense to talk with respect and consideration for others when necessary.
As I have tried to teach my kids, use appropriate language for the appropriate environment you are in.
As a newcomer in your niche, consider the consequences to being perceived as an "F-BOMBER".
Imho, it lacks creativity and far too commonly used for the potential "shock" value your seeking.

Actually I might change the headline to "You Will Finally Get To Tell Your Bank To F Off!" That really personalizes it, and pulls you into the copy.

I now see why you want to use the F word. Really. It fits your headline.
But I still would change it to something like "Bug off" or "Go Take A Leap".

Paul McKenna does too (UK based NLP / Hypnotist) in his range of books.

Used in the same way comedians use the words for impact.