Why you should avoid saying I’m passionate

Why you should avoid saying you’re passionate in marketing

It doesn’t matter how passionately you say the word passionate. It will always come across as one of the least passionate things you can ever do.

It’s totally understandable that any business person would want to get this across in their marketing but to get the desired result, we need to show, not tell.

For example. Imagine if an accountant said “I’m just so passionate about numbers and tax returns”

or an IT firm said “We are probably the most passionate people ever when it comes to IT support”

It doesn’t mean anything to the viewer, and there’s a movie reason why.

 

Use actions to show your passion

If in a movie all they did was talk about how strong Superman was, you’d be pretty disappointed right?

You want to see Superman lift a car or fly around the world or shoot laser beams from his eyes.

In Jaws, Chief Brody didn’t say “oh look there’s a huge shark” he said “We’re gonna need a bigger boat.”

In the film world, we call this “actions.”

The result is implied using narrative that is less obvious and “on the nose”

Actions allow the viewer to fill in the gaps. This makes them feel more involved.

When people feel this way they are more engaged and they take on and understand points significantly better.

They become part of your world, which in marketing, is vital.

 

avoid saying im passionate in video marketing

Examples of small businesses using actions to show their passion

In the video at the top of the page, the accountancy firm makes their passion clear in a few seconds by showing the creative way they work.

They line up balloons in their office and pop one every time a tax return gets filed.

They still managed to achieve the result of passion without ever actually saying it because it’s obvious they care about and enjoy what they do through their creative processes.

The second example shows an IT firm getting creative with a metaphor to once again, show their passion.

“You could argue that all food is the same, sure they all provide nourishment, but at the end of the day, there is a heck of a difference between a five-course meal and a Big Mac.”

You can even tell by the way they talk just how passionate they are.

 

How to show you’re passionate in marketing, 5 practical tips.

 

1. Create educational content

Shoot short vlogs which educate your viewer on topics you have a lot of knowledge about.

The detail and the way it is presented will not only show you care a lot about what you do through your broad understanding of your topic, but it will help your viewers learn too, making them more engaged.

Example of educational content showing passion for a topic:

2. Show off your company culture

People who look like they love their job is infectious viewing. It’s amazing how much a simple smile can get across the passion you have for results, people and your business.

Capture the energy your team has, and your viewer will want to be part of it.

Example of people showing their passion through culture:

3. Testimonials

Get someone else to say it for you.

Your clients can unpack just how passionate you are through their own unique experiences with you.

Like the time you worked all weekend because their servers went down or how you hit their unrealistic deadline because you were so excited to help grow their business.

Check out the example of a testimonial proving passion:

4. Tell a story

Start with your why, the reason you exist, what you want to achieve and where you see your industry going. Your opinions and experiences will get the desired results for you.

In business, we all like to think we’re different, that we provide the best service and that we’ll do better than the competition.

If you want to show the world how passionate you are, the only way is to show it because saying it will make for boring and unbelievable content your viewer won’t connect with.

Check out this example of passion through a visual story:

In Summary

In business, we all like to think we’re different, that we provide the best service and that we’ll do better than the competition.

If you want to show the world how passionate you are, the only way is to show it because saying it will make for boring and unbelievable content your viewer won’t connect with.

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