Independent marketers and service business owners often are advised, "When choosing your niche and your business direction, be guided by your passion.
" There is some truth to this statement.
If you are bored and restless, your feelings will come through.
It's like going out on a date with the guy (or gal) your mother thought was perfect for you.
You go through the motions but there's no chemistry and no spark.
But when you turn to copywriting techniques to create your message, you need to view passions in a different perspective.
You allow your energy to come through in your message, even when you hire a copywriter.
But it's usually a good idea to avoid referring to your own motivation, values and purpose.
Guideline #1: It's about their pain and their problem, not your passion.
Review your content for statements made about you versus statements that address your reader's challenges.
Many service owners open their websites with a statement along the lines of, "My passion is about helping people accomplish...
" However, we need to remember that clients probably don't care about the passions of people who serve them.
That's why your mission statement and your value system should be included only when they show how you are uniquely qualified to solve your clients' problems.
For example, when you say, "I value freedom and independence," you focus on your own motivation.
But suppose a doctor says, "My value system includes keeping prescription medications to a minimum.
" Now you as a client can make an informed choice.
Guideline #2: Frame your bio as the answer to the question, "How is this person qualified to help me?" Relate your experience and credentials directly to the problems you solve.
When you follow this guideline, you may find an unexpected bonus.
Often your college major or weekend hobby turns out to be closer to your business than you realized.
Playing a musical instrument teaches you how to listen for what isn't said.
An anthropology major helps you decode symbols and signals in environments from office politics to street crime.
Guideline #3: Don't make readers work hard to figure out what you offer.
Use common definitions.
When you have to explain, "Yeah that's how most people use the term motivation, but I have a special way...
" readers get impatient.
On the positive side, often you can come up with what I call "concept stories" that illustrate exactly what you mean.
You can keep audiences hooked with a "show, don't tell" approach to content.