Yes, it is a somewhat crude title, but since you’re reading this I can comfortably say, "Made you look!"

Now before you get too upset and close out your browser, please keep in mind that I am not actually suggesting that you add urine to your marketing mix.

But you could - if you were the wildly popular Casual Pint Craft Beer Market. The Casual Pint, like many successful businesses, found the value (and by that I mean bottom-line enhancing dollars) of using positioning, humor and proper voice in their frequent marketing efforts. The frequent urination remark was from the subject line of one of their e-newsletters. The email introduced The Thirsty Orange Brew Extravaganza, a beer-tasting event benefiting an organization that works to increase men’s prostate health awareness.

Because the colorful remark fit the event and played well with the laid-back, fun & funny tone of the Casual Pint, this time around it wasn’t a bad idea to be just a bit comically crude.

How does this mean anything for your business?

Well, it means that, like The Casual Pint, you should consider the voice of your business. Customers and buyers only act when they are emotional. Those of us who have been in the business world too long may need to refer to the chart below for a guide on how to recognize emotions:

And the point is...

The point of all this is that without emotions, customers don’t buy, the gears don’t turn, and all of us are out of a job. So in order for us to all keep doing those things we love (or that at least provide us with paychecks) we need to be able to tap into the emotional side of our customers.

People don’t react to robots (unless they have a fear of them). So if your marketing messages sound like they were written by a robot, as in “We provide management solutions to our clients in a professional manner,” then you’re probably doing less business than you could be. Because your clients don’t like you – or dislike you – or have any kind of reaction to you at all, and are likely tuning you out like the white noise from a static-stricken television.

Organizational values set the tone. Marketing voice conveys the tone and the values.

Does your organization have values?

And if it does, then do they contain any kind or true human sentiment beyond, “to maintain profitability for our stakeholders”?

If not, then work on that first.

Then ask yourself this question… “How do we convey the emotional human qualities of our organization within the tone of our advertising and other marketing?”