I have a family friend. Let’s call her “Donna”.
And not too long ago, Donna — a Trump-supporting religious zealot — thrashed me.
Donna was complaining about her shoulder and I — stupidly — gave her some advice (Note To Self: Stop giving stupid people advice).
My advice was harmless… or so I thought.
All I said was:
“Hanging should help your shoulder. Think about it, we evolved from monkeys, so our shoulders were meant to hang from trees and swing and stuff.”
Mon dieu was her reaction to that wild.
She told me she didn’t evolve from a monkey, she was never a monkey, she wasn’t meant to hang.
Ok Donna... (I should've called "Karen" amirite?)
The craziest part is, I had no idea she was even religious. I’ve never heard her talk about her faith… or talk about going to church… or seen a bible at her house… or nuffin.
Which teaches us some powerful copywriting lessons:
1) Always do your research
2) Some phrases will trigger people's coo-koo and piss them off to the point they’ll never buy what you’re selling.
Even phrases you think are totally harmless and inane (if you sell to liberal markets, I am sure this is a million times worse, as just using “he” instead of the indeterminate “they” can get some non-gendered panties in a bunch).
But really this is any market.
So always find the taboos of what can’t be said or promised or you risk a Trump-supporting religious zealot tearing off your head.
If you want my help writing your copy, the client waiting list waits below: