Or maybe you think that, because you are so passionate about what you do, your passion will naturally communicate itself to the client?
But passion isn’t necessarily a good thing. Because clients don’t hire people based on their levels of passion. And in some circumstances, being passionate can be an actual disadvantage, as it can make you look naive. After all, passion is in some senses a loss of control of your intellect, in favour of your feelings.
Clients don’t want that. They are looking for grown up, considered advice, delivered by experts. Because at the end of the day, clients primarily buy, based on expertise.
And if you are not entirely convinced of this – and let’s face it, we are encouraged to be passionate about our work – think about this situation. You have been told you have a tumour that’s right next to an important artery in your body. Removing it safely will require great skill. So who would you go for, a surgeon visibly fizzing with passion, or a surgeon who is an acknowledged expert?
But maybe passion can be the decider in a closely matched contest? Perhaps, but what would be better is if you invested sufficiently in your IP, your processes and your marketing, to be generally acknowledged as more expert than the next firm.
All that said, it’s important not to come across as soulless, dull or boring. Enthusiasm works, as people tend to respond positively to folks who exhibit some enthusiasm for what they do. And merged with expertise – which is essential – I have found it makes a winning combination.
And enthusiasm has the added advantage that its something you really ought to be feeling about your work, anyway.
So, double down on that IP, those processes and your marketing. Be enthusiastic, but keep the passion for your Valentine.
As always, time is short and there’s much to do, so good luck and get cracking.