“Trying to be cute will often cost you will customers” article can be found at http://www.bizjournals.com/extraedge/consultants/sell_more/2006/01/30/column203.html

Sometimes people say things that they think are cute or funny, but can be found offensive by the recipient. We may think that the person will know that we are joking, but that is not always the case.

We need to learn to think before we speak. If we have a disenchanted audience, they will not be moved by our speeches and our message will be lost.