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