“We have no interest in collaborating based on an email with that kind of language. Especially coming from a woman.”
That’s the response one prospect gave us last week after an email campaign we sent out for a client.
The email included a few profanities—strategically placed.
And you know what? That reaction didn’t bother us. In fact, it was intentional.
Your Brand Message Is Your Filter
At Buzzworks, we specialize in crafting websites that are not just beautiful but deeply aligned with your brand. Your website isn’t just a digital storefront—it’s a filter, a tool that helps the right people find you and gently nudges the wrong ones out the door.
Take SCN’s website, for example (a project we worked on). The first thing you see is: “A networking community full of GSD people.”
We put that line there on purpose.
Why? Because it’s the quickest way to polarize an audience.
If someone doesn’t align with a bold, no-nonsense approach, they know immediately this isn’t the community for them. And that’s okay.
The same principle applies to your website. The words you choose have the power to:
- Attract the right people,
- Repel those who won’t be a good fit, and
- Save everyone time in the process.
Why Bold Words Matter
In this email campaign, we tested the same idea: bold language to connect with bold people. Some people loved it. Others didn’t.
Here’s the kicker: a friend from one of our team’s communities—who received the exact same email—laughed, said she loved it, and felt honored to be included. Her only critique? She was hoping for an even spicier twist at the end. 😉
This wasn’t about the words themselves. It was about who resonated with them.
And that’s the key to a great brand message—it reflects your true identity, not some watered-down version designed to please everyone.
Finding Your Brand Voice
Every website we create at Buzzworks starts with one question: Who are you trying to talk to?
Because when you know your audience, you can speak directly to them. You’ll use words that resonate with their values, their struggles, and their goals.
But just as important, you’ll disqualify those who aren’t a fit.
Not every customer is your customer. And that’s a good thing.
The Right Words Build the Right Relationships
The moral of the story? The words on your website (or in your email campaigns) are more than just text. They’re the first step in building a relationship.
The right message will:
- Draw your people in,
- Help them feel seen and understood, and
- Show them why they belong with you.
At Buzzworks, we call these “Super Sticky Sweet Websites”—websites so engaging that they make people stick around.
If you’re tired of a website that speaks to everyone but connects with no one, let’s talk.
Your people are out there, waiting for your message to guide them home. Let’s make sure your website says exactly what it needs to.