The limits of emotional marketing: How personal self-presentations negatively influence the charisma of competence and the acquisition of new customers

What it’s all about

Emotional marketing has become a central element in the communication of entrepreneurs on social media. Especially on platforms such as LinkedIn, which promote professional networks and business relationships, start-up founders try to show closeness and authenticity through personal self-presentations. But where is the line between authenticity and losing the aura of competence?

The following statements published in a post by a start-up owner on LinkedIn, which are used very frequently in their basic self-revelation tendency, are used to analyse this boundary:

“I want to do too many things at once.”
“I don’t manage to do everything I set out to do every day.”
“I find it difficult to socialise.”
“I’m not always as confident as I appear on the outside.”
“I compare myself to people on social media and often get frustrated.”

Authenticity versus competence

The importance of authenticity in marketing

Authenticity is a key concept in the digital age. People crave real, tangible experiences and personalities that stand out from the often artificial perfection that is prevalent on social media. Personal insights can strengthen the sense of connection and trust between an entrepreneur and their target group. They show that there is a real person with real challenges behind the business.

Risks of over-authenticity

While authenticity offers benefits, it also harbours risks. Too much openness, especially when it emphasises weaknesses and insecurities, undermines perceived competence and reliability. The examples above tend to give the impression that the start-up owner is unable to manage their priorities, which deters potential investors and customers.

Example analysis: “I want to do too many things at once.”

This statement shows an inner urge to tackle everything with commitment and at the same time, but it comes across as a lack of focus and prioritisation. It is crucial for an entrepreneur to set clear goals and manage effectively. This revelation raises lasting doubts about the founder’s ability to manage the business.

Example analysis: “I don’t manage to do everything I set out to do every day.”

While it is human to not always complete all tasks, this statement can also be interpreted as a sign of a lack of efficiency and organisation. However, customers and investors are looking for players who not only have visions, but can also realise them.

The fine line: uncertainty and expertise

Example analysis: “I’m not always as confident as I appear on the outside.”

This openness can promote sympathy and trust, but it tends to create the image of an unstable personality. It is important to maintain a balance – to admit weaknesses, but at the same time present solutions and growth.

Example analysis: “I compare myself to people on social media and am often frustrated.”

Comparisons and frustrations are human, but they also reveal a potential weakness in self-awareness and emotional resilience. This diminishes confidence in the founder’s ability to thrive under pressure.

Strategies for balancing authenticity and professionalism

Conscious communication

Entrepreneurs should consciously decide which personal insights they share on social media. It is advisable to formulate posts that radiate both authenticity and expertise. For example, the founder could share their challenges but also emphasise the strategies they have developed to overcome them.

Emphasise learning processes and solutions

Instead of just revealing weaknesses, the focus should be on learning and growing. Statements could be rephrased to strike a positive and solution-orientated tone:

“I have learnt to prioritise my many ideas in order to work in a more focused way.”
“Although I don’t always manage to do everything I set out to do, I am continuously improving my efficiency.”
“It’s a challenge to maintain contacts, but I’m working on strengthening my networking skills.”
“Uncertainty is part of the process, but it drives me to keep improving.”
“Social media comparisons can be frustrating, but they also motivate me to appreciate my own authentic journey.”

Conclusion

The boundary of emotional marketing on social media is a fine line between authenticity and the loss of expertise. Entrepreneurs need to carefully consider what personal insights they share to create trust and closeness without jeopardising their professional credibility. Through conscious communication, emphasising solutions and professional support, they can build an effective and authentic presence that highlights both their humanity and their leadership qualities.