Copyswearing

I write for several people in the fitness market. I also write for several guys who are dating coaches.

Several of these guys… their personas online incorporate liberal amounts of swearing.
In real life, I don’t swear (much).

But I can tell you this, salt your language and people respond.

It could be because swear words naturally evoke an emotional response.

It could be because the communication sounds more authentic.

But it works.
For marketers that don’t swear and don’t want to swear, I understand. This email is not for you.

But if you’re ok with swearing, a little or a lot, try it judiciously in an email and notice the response.

Another other thing I encourage you do is soften the delivery of the word.

Instead of “fuck”, say “fvck” or “f*ck”. The communication will still be delivered as intended.

I think you might be surprised.

– Matt

PS: Trust me, there’s an art to swearing on paper. I had a copy cub recently who thought he could just vomit swear words and he’d get the same response as me.

The promotion back fired. Lesson learned.

The operative word when it comes to swearing is “judicious”. A little goes a long way.

Matt is a copywriter, marketing consultant and conversion expert from the UK. Husband to Faye and daddy to Martha and Elliott.

Please note: I reserve the right to delete comments that are offensive or off-topic.