In part 1 we highlighted the problem most of us face, that is, most of us have no idea what our passion really is. In part 2 we looked at a way of solving that problem – a way to discover what we’re really interested in, and use that as a stepping to stone to find a niche.
One of the catalysts for writing this mini series was a reply in the Science of Copywriting Survey where a member wrote in asking what to do about writing copy for “something I don’t believe in”.
I write copy for a double-glazing client. I love it, and the more copy I write, the better I get at it (for this niche). I’ve been writing for them for two years now, so you could call it a passion (or at least the start of a passion).
But when I first took them on, I didn’t feel the same way I do now. The niche was new to me. Obviously, I knew a little about double-glazing, but the thought of championing a double-glazing company was not exactly top of my list of “great things I need to do before I die” (shame on me).
The client found me through the web. We arranged a face to face meeting, and after a two hour session, I was hired.
One of the things that bubbled up in my memory during that meeting was the fact that I had helped a double-glazing rep in my teens (to earn pocket money). I didn’t enjoy knocking on people’s front doors very much, but I absolutely LOVED that we were driven about in the rep’s Aston Martin, and that afterwards he’d buy us all fish and chips (he knew how to motivate his crew).
That memory brought back a sense of nostalgia and no doubt helped me win the business.
We all have memories of the past, some good, some bad, but somewhere among those memories will be other hints at what we may be good at (i.e. finding our first niche).
The biggest takeaway of all though is that unless you try something (anything), you’ll never know if it’s “something you don’t believe in”.
The work I do for my double-glazing client revolves around thinking up new (usually simple) angles for getting people to think about upgrading their homes. That might be to make them more cosy, or to save money on energy costs, or to increase the value of their property, but whatever the theme is, it has to be through fresh eyes every time.
And that’s the challenge I enjoy. The more we use our imaginations to dream up new angles the better we get at it. Meanwhile, trawl back through your memories and write down all the good things you remember doing whilst growing up. You’ll find your gold right there.
PS. In part 2, some people mentioned their passion was writing. It took me nearly 40 years to discover I had that same passion. When you’ve been doing something all your life without thinking about it, it’s easy to overlook the obvious. I’ve turned that passion into the Science of Copywriting website and Facebook groups. What are you going to do (or are already doing) with your hidden talents? Let me know in the comments.
I've spent my working life starting and running a whole variety of businesses, from my first QPL Express Couriers where I travelled over 100,000 miles every year delivering packages on a motorcycle (along with a whole bunch of colleagues) to Accountz.com which made a major in-road in the UK, to ProofMEDIA my current business that focuses on Copywriting and the International Copywriters Association, which helps copywriters learn more about copywriting and the copywriting industry around the world.
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