I previously wrote that being the eMarketing Manager is not necessarily about having the technical background in your industry, but the ability to find and tell the story that you want to share.

So, what is the quest of the eMarketer? So far, I believe it’s to tell your story, or find the people in your company best suited to tell the story of your company.

I’ve been reading “Brains on Fire” at the suggestion of my boss, and it’s been a great read so far. In general, the book is about creating a sustainable movement about your company. (That’s definitely selling the book and its authors short, but you’ll have to check it out for yourself!) How do you go about creating this movement?

Find the passion.

In my first few weeks in my new job, it’s been easy to see the passion in my coworkers. But it’s even easier to see the passion in our customers. You see, what matters to customers is not always a new feature, or a lower price, or another bullet point in your product’s technical specs. No, what matters quite a bit is your ability to connect on a personal level with your customer.

“Hi, my name is John Wiedenheft. When I was starting out blogging, one of the biggest problems I faced was… I eventually overcame this when I started these 3 easy steps…”

Instead of:

“STARTING A NEW BLOG? FOLLOW MY NO-FAIL-GUARANTEE 3-STEP PROCESS!”

It’s easy to confuse enthusiasm with passion. I believe that sometimes you can fake the former, but you definitely cannot fake passion.

In this day and age, there are many ways to get your message across. But one of the best things to remember no matter the medium or the message is this:

Find your passion, and share it with others.