From the looks of things, Bob Hoffman found his inner contrarian a long time ago.
In the most recent post on his blog, Ad Contrarian, he spells out what it takes to write copy that will court an online audience.
The F Word: It’s Fucking Awesome!
On the internet, content is king. And dirty words is queen.
If you are writing a blog, you must be hard-boiled and never show weakness. You must not let on that you are from Scarsdale and went to Hofstra and worked at Grey. You must show the world that you’re an anarchistic, hard-living, hard-drinking bastard. And what better way to be a bad-ass mothafucka than to use naughty language.
Words like “fuck”, “bullshit”, “douchenozzle” and “dickhead” make your copy sing! Put a few of them together and you’ve got magic — “Fucking dickhead!”, “Fucking douchenozzle!”, “Fucking fuck!”
The ability to express complex concepts in a censorship-free environment is what makes the web great. Well, that and those super hot pictures of Brit.