Podcast Summary
Swear_Words_Power: Swear words have the power to persuade, convince, and motivate, and can even receive more helpful votes in reviews, but only up to a certain point. They're not offensive when used to describe a product.
While some may view swear words as offensive or rude, they can actually hold significant power and benefits. Professor Sarah Moore, a marketing expert, believes that swear words are "magical" due to their versatility and ability to persuade, convince, and motivate. In a study with her colleagues, they found that reviews containing swear words receive more helpful votes than those without, but only up to a certain point. Swear words are not offensive when used to describe a product rather than directed at someone. Despite initial pushback, research on swear words is essential as it uncovers their impact on perception and persuasion. The Dutch and German governments may heavily fine or imprison individuals for using certain taboo words, but swear words continue to be a part of our language and culture, holding both negative and positive implications. For more insights on the world of direct-to-consumer brands, check out the D2C Pod by the HubSpot Podcast Network. In episode 318, they feature the CMO of Feastables, sharing stories behind your favorite consumer brands. Listen to the D2C Pod wherever you get your podcasts. If you're interested in learning more about the power of swear words, tune in to Nudge, where I chat with Professor Sarah Moore about her research on this intriguing topic. Note that today's episode contains strong language.
Swear words in online reviews: Reviews with swear words receive more upvotes and likes due to perceived strong feelings and intensity, but businesses should use them strategically to add authenticity and passion in their marketing and customer feedback.
The use of swear words in online reviews can make them more persuasive and impactful. According to the research, reviews containing swear words received more upvotes and likes than equivalent reviews without swear words, both for mild and strong language. This is because people infer that the reviewer feels strongly about the product or service being reviewed, making the attribute (quietness of a dishwasher or funniness of a comedy show) stand out. Swear words also act as the most intense intensifiers due to their taboo nature, implying a stronger meaning and showing that the reviewer is passionate about their feelings. However, it's important to note that using too many swear words may not be effective. Businesses could benefit from encouraging customers to use explicit language in their reviews and even consider using these reviews in their apps. In marketing, swear words could be used strategically in advertising to show authenticity and passion. Overall, the use of swear words in online reviews adds credibility and helpfulness to the information provided, making them more impactful for both the reviewer and the reader.
Swear words in online reviews: Swear words in online reviews can impact perceived emotion and persuasiveness, but their effectiveness varies depending on platform and context. Amazon's uncensored and euphemistic swear words were more helpful, while Yelp's censored swear words were. Transparency about censorship and understanding context is key.
The use of swear words in online reviews can significantly impact the perceived emotion and persuasiveness of the message. However, the effectiveness of swear words, whether uncensored, euphemistic, or censored, can vary depending on the platform and context. For instance, Amazon and Yelp, which have different swearing policies, yielded different results in a study conducted by Sarah. In the Amazon dataset, uncensored and euphemistic swear words were found to be more helpful than no swear words at all. In contrast, censored swear words were more helpful in the Yelp dataset. This difference could be due to the fact that in the Yelp dataset, it was less clear who did the censoring – the reviewer or the platform itself. If the platform censored the swear word, it could potentially weaken the perceived emotion associated with the review. Additionally, the number of asterisks used to censor a swear word can also impact the attention it grabs. For businesses, it's important to be transparent about review censorship to avoid confusion among readers. Furthermore, mild swears like "damn" can make messaging more convincing and memorable in various contexts beyond online reviews. Overall, the use of swear words in online reviews and messaging can be a powerful tool, but it's essential to understand the context and potential implications.
Swearing in Testimonies and Business: Swearing can make testimonies more believable and increase resilience, but its use in business contexts should be carefully considered due to varying norms and expectations
Swearing, whether in a courtroom testimony or in everyday life, can have unexpected benefits. Doctor Emma Bryan's research suggests that swearing can make testimonies more believable to juries. Meanwhile, Doctor Richard Stevens' studies show that swearing can increase our own resilience, allowing us to endure painful experiences for longer periods. However, the application of swearing in marketing and business contexts is more complex. While some studies suggest that swearing in ads can be effective, the norms and expectations of communication in these contexts are different. Swear words may be seen as humorous or edgy, but they can also be perceived as negative or inappropriate. The use of swearing in business contexts should be carefully considered and strategically employed, if at all. Instead, businesses can focus on providing exceptional customer service through tools like HubSpot's Service Hub, which uses AI to anticipate customer needs and personalize interactions. By prioritizing personalized and effective customer service, businesses can build stronger relationships and drive retention and revenue.
Swearing in Marketing: Swearing in marketing can humanize brands, create empathy, and boost marketing efforts. KFC's 'FCK' campaign during a crisis is an example. However, not all brands can benefit, and it can lead to ads being banned.
Swearing in marketing, particularly in crisis management and apologies, can help humanize brands and create a sense of empathy and connection with consumers. This was effectively demonstrated by KFC's "FCK" campaign during their chicken shortage crisis in 2018, which not only allowed people to empathize with the brand but also boosted their marketing efforts. Swearing can also act as a social indicator, making consumers feel closer to the brand and creating a sense of shared experience. However, it's important to note that not all brands can benefit from using swearing in their marketing, and it can lead to ads being banned. Sarah, the researcher mentioned in the discussion, is continuing her research on the topic. Additionally, using explicit language in customer reviews, whether positive or negative, can be beneficial for companies as it adds authenticity and transparency to their feedback. Sarah also shared a tip on customer service pronoun usage in a bonus episode, which can help put dissatisfied customers at ease. Overall, the use of swearing in marketing is a complex issue, and it's essential to consider the specific context and brand before implementing it.
Podcast Feedback: Leaving explicit reviews for podcasts can help test research findings, capture more attention, and support the creators. Share your thoughts via tweets, emails, LinkedIn, or WhatsApp.
The importance of sharing your honest feedback about the podcast. Host Phil Agnew encourages listeners to leave an explicit review if they've enjoyed the show. This could be a tweet, an email, a LinkedIn post, or a WhatsApp message. Phil believes that explicit reviews might capture more attention and could help test the findings of his guest, Sarah, whose research was discussed in the episode. Sarah's work is also available in the show notes for those who want to learn more. Phil expresses his gratitude to Sarah for being on the show and invites listeners to check out the bonus episode mentioned in the conversation by clicking the link in the show notes and entering their email address. He assures listeners that they won't be subscribed twice. Overall, the episode emphasizes the value of sharing feedback and discovering new insights through podcasts.