What is Return on Emotion (ROE) worth in today’s market? - Part 2
In the first part of this post, which you can read here, we talked about "Return on Emotion" and how your personal brand is now, more than ever, so important to your business.
UK marketing bloggers Rant and Rave said in their blog post “RoE is a measure of your customer's experience based on customer loyalty and retention. Many customer emotion advocates know for a fact that investing in customer emotion produces considerable returns, particularly regarding retention.”
But for me, it’s also what return you might expect, in exchange for going metaphorically out on a limb, for really AUTHENTICALLY sharing - warts and all - your most personal story, journey and thoughts.
Even the traditional media, like Forbes Magazine agree, as this article on Return on Investment notes:
“Emotion is the new lever for corporate value.”
Authenticity then becomes critical to the success of your story as an engagement tool.
When Entrepreneur Magazine listed the top ten social media influencers to follow, in their article 10 Personal Branding Experts to Follow This Year they opened with the very authentic and personal story of Leonard Kim:
Leonard Kim
Leonard Kim was almost homeless by the end of 2010. Yet in 2016, he was recognised by Inc. Magazine as a top digital and youth marketer. He creates content that inspires people, as well as teaches them how to discover, establish and grow their own personal brands.
They didn't start the article talking about his revenue, or other business stats, it was his STORY that came first.
And according to marketing blog AnthroStrategy: “Storytelling is not simply narrative. It is an opportunity to communicate values in a way that is resonant and memorable, allowing the people taking it in to position themselves in the story, see its relevance to their current situation, and then play forward a narrative about their own role in the story of now.”
The next step is to get your content to go viral, and that’s a massive challenge. Story-telling helps here too:
Australian social media doyen Jeff Bullas observes in this recent post that, “New research analysed the roles arousal and dominance play in generating viral content and concluded that…feelings of inspiration and admiration – tended to encourage more social shares.
How prepared are you to truly tell your story?
The Return on Emotion could be massive!
Scaling Female-Led RTOs Beyond $2.5M | RTO Business Coach | Compliance & Growth Strategy | Leadership & Automation | Cash Flow & Profitability Mentor
7 年Thanks for sharing once again - you will be pleased to know Charles Fairlie "50 Unsung Business Heroes" that I am actually writing my story - worts and all. So stay tuned.
I help professional services firms clarify their message, so they can get more clients. Email me at [email protected] for the 3 biggest 'Pitch Pitfalls' which cost firms clients.
7 年Thanks for sharing Charles! Engaging, relevant storytelling builds trust and adds value for both parties - more important than ever now in providing context amidst all the content.
ICF-Certified Executive Coach | Empowering Leaders with Emotional Intelligence and Strengths-based Leadership | Mental Wellbeing and Work-Life Harmony Advocate ??
7 年Great share, thank you
Author and Musician with a background in Biotechnology, Clinical Hypnotherapy and Botanical Medicine
7 年Story telling for business seems to be the go!
Waste to Zero Recycling consultant. Business Owner Essential Recycling. Expertise at turning waste into recycling
7 年Thanks Charles, great articles, 1&2. I have never been in the marketing, advertising or related industries. So this idea of providing a service or product for the sake of making a buck without placing your customers needs first is foreign to me. When we analyse this lack of authenticity it seems our species took a wrong turn. I suppose this is to do with the industrial revolution. I don't want to get into this too deeply as I don't think people are interested, however to state that being authentic is being human. Being a salesperson without emotional content or authenticity is a separation of being human. Working for a buck only, that to me seems like living many can't do. I can't get that.