When it comes to blog titles, we all want to use some clever slogan to attract attention or generate a buzz. A clever title draws the reader in and makes them want to click through and read the entire article.
Now, over the past few months, I have noticed the term "sucks" used in over 100 posts and I don't really get the motivation for using it. It is debatable whether it is profanity or not. Whether it is or isn't, it may turn off customers, colleagues and idle readers. Here are some stories about the use of the term:
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In 2005, USA Today did a story on linguistics and baseball that debated whether "Yankees suck" on t-shirts was profanity on not.
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Recently, the issue has reared its head in Baltimore, Seattle and Arlington where fans have been asked to either remove their t-shirts or leave for violating bans on profanity contained in the fan code of conduct and ticket license agreement. Here is a recent story from the Dallas Morning News involving the Texas Rangers.
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In contrast to the stance of Major League Baseball teams, other businesses don't view it as profanity. In fact, Dish Network recently used it in an ad campaign featuring the slogan "TV doesn't have to suck." The ad campaign struck a nerve with OneMillionMoms.com which launched an e-mail campaign protesting the use of crude language in advertising. It also drew a commentary from the National Review Online that stated as follows:
"But why does DISH think it's acceptable to offer up, as a reason for customers to subscribe to it, the opinion that it doesn't "suck?" The entire campaign is infantile. It captures the language of 13-year-old boys in an attempt to persuade parents to buy a somewhat expensive luxury product. It seems to have sought the lowest common usage with which to describe the lack of quality, and it has built its entire public image around this usage. Which, if you think about it, is very bad marketing. DISH Network has associated itself with a word that is counterproductive to its goal."
Whether it is profanity or not, I know that my older, educated customers either view it as a vulgar term with a sexual connotation or, even if not profanity, they view it as a low class slang word. I suspect that some would simple delete the post, unsubscribe and stop reading. Now, I'm not a prude. I simply am cautious or judicious with the language that I choose to use so that customers see me in the best light, strongest terms, most positive circumstances, etc.
Maybe Dish Network's plan succeeded. If its goal was to shock people and generate publicity, it probably did work as you can see that some are talking about it more than 4 year later. However, as a profession whose target market isn't 13-year old boys who watch Beavis and Butthead and laugh at fart sounds, it seems like we can do better.
So, it leads me to the question: If the term offends some as profanity, why use it? If you have used the term in a blog post, did it really attract readers to your blog?
Interested in developing clever marketing campaigns that don't use profanity and that focus on simple values to sell your home in St. Louis, Missouri? Contact Ryan Shaughnessy at PREA Signature Realty at 314-971-4381 or send an e-mail to Ryan@PREASignatureRealty.com.
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