Who have YOU offended today?
Yesterday I sent out an email explaining why "being professional" is actually bad for your business, and why (as Dan Kennedy says) "if you're not offending at least one person by noon each day, you're probably not making any money."
I got an interesting comment from Bob T., about the whole issue--what's most interesting is, of course, that Bob read my email, had an emotional reaction, and responded to me. That's the key to using "real language"--it switches the question in your prospect's mind from, "Should I respond to Mr. X?" to "How should I respond to Mr. X?" That's a very important switch because it often leads to buying behavior.
You may think it's o.k. to use off color words in ads but let me say that they turn more people off than they turn on. You can be real without being vulgar. You can get your point across and be "real" without using language that offends. Why take a chance on offending one person. People aren't reading ads to see how many 4 letters words are in it they read ads to see if what your selling is what they want.
Bob T.
Mr. X.: Bob, I think you're slightly misinterpreting what I'm saying... you might want to go back and re-read yesterday's email because there are some important distinctions in there. I never said to be "vulgar" or "obscene," nor did I say to attempt to DELIBERATELY offend people. What I said was, it's vitally important to use "real language," not stiff, professional language. The use of most "four letter words" in marketing IS deliberately obscene and will have the effect of offending without selling UNLESS you're going to a market (like contractors) that uses that kind of language in a day in, day out basis, and will view you as an outsider if you shy away from that type of language.
The use of "colorful language," however, is vital. Think of guy who's "angry." Now, think of a guy who's "pissed as hell."
There's a big difference in the image that pops into your mind--"angry" is almost antiseptic, "pissed as hell" is real... everyone has a strong, single image of someone who's "pissed as hell."
The instant you start communicating with your customers in a way where you actively try NOT to offend them is the first step on the road to bankruptcy. There are some people in this world who take great joy in finding things to offend them (usually so they can avoid taking action or responsibility for their outcomes), and will be offended at the slightest thing.
They're offended because you didn't call them back when they wanted you to, they're offended because you said, "dang" or "heck," they're offended because you didn't wear a suit, and on and on and on. You can't let people like these prevent you from expressing a strong opinion, and when you express a strong opinion, some people (who have differing opinions) will be offended. Keep this in mind--just because they're offended, doesn't mean they won't buy... many will because they ENJOY being offended, and you're the guy who gives them what they want.
Also, different people are offended by different things. Some people think words like "idiot," "moron," "damn," "pissed," "sucks," "stinks," "BS," etc., are offensive, while some people pay them no mind. All of these words convey distinct images, and create an emotion, while their professional equivalent puts people to sleep (think of a college textbook, full of professional language, devoid of colorful language).
The greatest sin you can commit in marketing is not to offend someone, but to bore them. Professional language bores, "real language" sells--the results are reflected in your bank account.
Let's get to it...
Mr. X.
Group M Marketing
Kimble and Kennedy Publishing
I got an interesting comment from Bob T., about the whole issue--what's most interesting is, of course, that Bob read my email, had an emotional reaction, and responded to me. That's the key to using "real language"--it switches the question in your prospect's mind from, "Should I respond to Mr. X?" to "How should I respond to Mr. X?" That's a very important switch because it often leads to buying behavior.
You may think it's o.k. to use off color words in ads but let me say that they turn more people off than they turn on. You can be real without being vulgar. You can get your point across and be "real" without using language that offends. Why take a chance on offending one person. People aren't reading ads to see how many 4 letters words are in it they read ads to see if what your selling is what they want.
Bob T.
Mr. X.: Bob, I think you're slightly misinterpreting what I'm saying... you might want to go back and re-read yesterday's email because there are some important distinctions in there. I never said to be "vulgar" or "obscene," nor did I say to attempt to DELIBERATELY offend people. What I said was, it's vitally important to use "real language," not stiff, professional language. The use of most "four letter words" in marketing IS deliberately obscene and will have the effect of offending without selling UNLESS you're going to a market (like contractors) that uses that kind of language in a day in, day out basis, and will view you as an outsider if you shy away from that type of language.
The use of "colorful language," however, is vital. Think of guy who's "angry." Now, think of a guy who's "pissed as hell."
There's a big difference in the image that pops into your mind--"angry" is almost antiseptic, "pissed as hell" is real... everyone has a strong, single image of someone who's "pissed as hell."
The instant you start communicating with your customers in a way where you actively try NOT to offend them is the first step on the road to bankruptcy. There are some people in this world who take great joy in finding things to offend them (usually so they can avoid taking action or responsibility for their outcomes), and will be offended at the slightest thing.
They're offended because you didn't call them back when they wanted you to, they're offended because you said, "dang" or "heck," they're offended because you didn't wear a suit, and on and on and on. You can't let people like these prevent you from expressing a strong opinion, and when you express a strong opinion, some people (who have differing opinions) will be offended. Keep this in mind--just because they're offended, doesn't mean they won't buy... many will because they ENJOY being offended, and you're the guy who gives them what they want.
Also, different people are offended by different things. Some people think words like "idiot," "moron," "damn," "pissed," "sucks," "stinks," "BS," etc., are offensive, while some people pay them no mind. All of these words convey distinct images, and create an emotion, while their professional equivalent puts people to sleep (think of a college textbook, full of professional language, devoid of colorful language).
The greatest sin you can commit in marketing is not to offend someone, but to bore them. Professional language bores, "real language" sells--the results are reflected in your bank account.
Let's get to it...
Mr. X.
Group M Marketing
Kimble and Kennedy Publishing
