We're doing a homepage redesign and part of that is exploring a new tagline. In a meeting, one of us randomly threw out that one of our value propositions is "no bullshit" when finding a credit card processor. Somehow it stuck, and we all like "no bullshit" in our tagline... but we're unsure how the market perceives this.
Do you guys know if this turns some people off? We are a B2B site - FeeFighters.com … many of our customers are online businesses, but we also have a number of small businesses - dentists, restaurants, etc. We're contemplating changing our tagline to "Compare credit card processors. They compete. You win. No bullshit."
Is the general population offended by the word "bullshit" or has that gone by the wayside?
When you say something along the lines of "we're not lying", in my mind you are implicitly reminding me "this is a situation in which we might reasonably be expected to lie". Thus, an attempt to inspire confidence may in fact be subtly undermining it.
Okay, so lying might not be the issue, but something negative is the issue. Do be careful that the message you want to send, might not be the same one that is received.