I've been known to let loose with some colourful language in my time. Whether I've just hit my thumb with the hammer, the barman has cocked up the order, or there's no **@!** milk in the fridge for breakfast.
But I rarely use the really bad words when I'm writing something.
One of the reasons is that it's very hard to 'eff and blind' stylishly and effectively on the printed page.
But here's someone who can swear like a trooper while making brilliant points too.
His name is Bob Hoffman, an American marketer who doesn't pull any punches while writing about the things he loathes in the world of digital marketing.
Here's a link to his latest piece, and here's a few of the 'swear-iest' bits in it:
"We can't do anything these days without someone annoying the shit out of us for feedback.
Every morning I go to a coffee shop called Peet's. Every morning they ask me if I have their app. Every morning I say no. Every morning they tell me I should download the app because I can accumulate points and get a free cup of coffee. Every morning I tell them that if I wanted a free cup of coffee I would stay the fuck home and make it myself.
Consumers, on the other hand, mostly don't give a good flying shit about their brand. They want a cup of coffee and they want it now. And they don't want to stand in line while the barista wastes everybody's time trying to peddle a useless app to every bleary-eyed bastard who's late for the bus."
Brilliant stuff. I recommend that anyone remotely interested in how modern advertising is evolving should read Bob - and learn.
Hi. I’m a writer of highly effective copy for every marketing sector under the sun. If you've got a copywriting, advertising or design project, please get in touch - I'd love to help.