Secret weapon: Passion?
Clichéd. Overused. Misused. Lost its meaning. Passion?
But it is in our DNA as human beings to share things we find valuable and meaningful with others. Can it be taught? Is it real? Does it belong in business, or is it a word best saved for artists, romance novels, religious stories, or young lovers who can’t stand the thought of being apart?
As business owners we should feel wildly romantic and passionate about the people who help fuel our businesses and spread our causes. Passion fuels word-of-mouth conversations and excitement.
Passion is contagious.
Passion is not something you own; it’s something you pass forward. So if you take the time to understand your own unique passion as well as the passions that excite those you serve, something amazing will happen.
All companies have customers. Lucky companies have fans. But the most fortunate companies have audiences. An audience can be your secret weapon.
Instead of going out to reach people, you want people to come to you. An audience returns often—on its own—to see what you have to say. This is the most receptive group of customers and potential customers you’ll ever have.
When you build an audience, you don’t have to buy people’s attention—they give it to you. This is a huge advantage. So build an audience. Speak, write, blog, tweet, make videos, whatever. Share information that’s valuable and you’ll slowly but surely build a loyal audience. Then when you need to get the word out about what you are doing, the right people will already be listening.
Are you ‘on fire’ when you talk about your business? Do you have an audience?
Based on the books: The Passion Conversation by Robbin Phillips, Greg Cordell, Geno Church, and John Moore; and Rework by Jason Fried and David Heinemeier Hansson