Over the years I’ve met with hundreds of small business owners. The meetings that stand out are the ones where the passion in the owner’s heart lights up his or her eyes. These are the people I love to help. I once met with the owner of a small athletic club. Both he and his wife had day jobs to support their 9-year old business. Although he had spent more money in advertising it had been his worst year ever.
When I asked why he continued to run the business he began to tell me about his passion for helping people get in shape and doing everything in his power to help them succeed. As he talked he became animated, his eyes lit up and his voice rose. Then I asked if he’d ever put those words in his ads. The deer in the headlights look told me all I needed to know. His ads were typical blah blah meaninglessness. By refocusing his message to capture his passion his advertising improved overnight.
Why are you in business? Are you hiding your passion from potential customers? Remember your passion is the one thing your competitors can’t copy.