Define your marketing image

You might have heard marketing experts recommending that you ramp up the emotionality of your headlines and blog posts. This can include casting overheated blame on villains, for example, or indulging in an angry, get-it-all-off-your-chest rant.

It's true that emotional content is more likely shared. But does that mean it would benefit your business?

After all, a rant is a tirade. Do you want your potential customers to view you as someone who runs your mouth, gripes and accuses? It is preferable to present yourself as eloquent, empathetic, or controversial yet reasonable.

Much depends, of course, on clients' expectations of you. Focus on the image you're carving out in the marketplace. For some audiences, trust grows when you're being outrageous. But that's not for everyone.

Remember that getting noticed is not an end in itself. The more tilted your prose, the more likely your words are to crash back down on you in some way. Having something you wrote go viral might be the best thing that ever happened to your business - or the worst.

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