The Importance of Passion

Passion. This is the fire in your belly that motivates you. The drive that forces you onward. When someone is passionate about something you can see it in their eyes—they shine. Their speech is animated, their cheekbones raised which strengthens the timbre of their voice. The quiet, unassuming soul who would usually stay unnoticed, suddenly assumes a presence that commands attention.

What does this have to do with marketing your business?

Well, if you're passionate about your business and the products or services you provide, everything! Passion moves people to notice you and, more importantly, to listen.

What a position to be in!

Imagine speaking to potential customers in such a way that they cannot turn away from you. You're speaking with such feeling that they can't help but be as excited as you are about your product. Now, this doesn't mean being aggressive. When you're passionate about something you don't need aggression. You will naturally exude an aura or magnetism that articulates your feelings.

That's great, you say. But what about my written materials? How can I infuse passion into a sales letter or web page?

I'm glad you asked!

Whenever you believe in what you're saying, your words, whether spoken or in print will have the power of your passion.

Write as you feel. Don't be afraid to display your enthusiasm for your product and commitment to service in anything you write. Because most people prefer to do business with other people - as opposed to faceless organisations - letting your humanity shine through gives you an edge.

So get excited! Remember why you started your business in the first place and why you love it so much. You're excellent at what you do and have so much to give that the world needs to hear about it. And when it does, the passion in your voice will make it your oyster.