Online Content: The Power of Emotion

I ran across a thought-provoking article on Bloomberg Businessweek today, addressing how effective brands harness the power of emotion.

Steve McKee (@SteveMcKee) states,

“A feature can always be matched. A claim can always be mimicked. But an emotional sweet spot is something your brand can occupy all by itself.”

McKee’s words remind us to step outside of our overly-rational business “comfort zone.” When applied to the online world, those words may also remind us why we’re building a presence on the networks in the first place: Relationships.

Yes, we’re all in the business of staying in business–therefore your first reaction may have been “What about sales?!” But, dig deeper. You know that every sale you’ve ever made has required a connection first, relationship second, and a true business match third. That second step is a doozie — relationships take time and are often hard to nurture.

As Thought Leaders, we run the risk of assuming it’s all about what we know—never about what we feel—that drives our influence and following.

Take a close look at your online content and social media content this week. Is your online brand evoking any emotion and personality? Or is it safe and scientific? Sure, your blog and social networking efforts may win you respect, admiration and visibility. But, how effective have you been in truly connecting with your friends, fans, contacts and colleagues?

Examine your voice and tone. Revisit your customers’ pain-points. Think of how you can address their real needs head-on, emotions and all.

Then enter the networks and write your blog as you from every angle. Include the stats and credibility points. But, don’t be afraid to blurt out the silly stuff, show some emotion and get to the “sweet spot” that truly makes your brand unique.

Deana Goldasich

Deana Goldasich, CEO and founder of Well Planned Web, plans and implements Content Marketing to help clients nurture leads, market their expertise and create an impactful presence online.

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  1. jpetersen on August 30, 2010 at 5:02 pm

    @goldasich I’ve found transparency/emotion to be very good for online presence, even if it’s contrary to how my readers feel/think.

  2. goldasich on August 30, 2010 at 5:00 pm

    Is your online #content devoid of any and all emotion? Think that’s best for business? #engage –

  3. goldasich on August 31, 2010 at 1:47 am

    @jpetersen Exactly, Jesse! Yet so many businesses seem to “sterilize” their content, stearing clear of anything that shows emotion. Ugh!

  4. Ken Donaldson on September 9, 2010 at 10:34 am

    Thanks Deana…being the “relationship guy” I get what you're saying and couldn't agree more. I think one of the biggest challenges we have in the online world is figuring out how to make those relationships stick and last.

  5. Deana Goldasich on September 22, 2010 at 6:06 pm

    Hi Ken! Not sure how this comment slipped by me! Indeed… I think we all build relationships ultimately through trust…and SHOWING real emotion is a great way to build that. It makes us vulnerable, too…likely why we DON'T see it often in the business world!

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