…is deeper passion.
So I say quit it with the influence thing. It’s a debate that’s been raging on for years now. And you know on which side of the line I stand – I’ll take passion over influence any day of the week and twice on Sunday.
Because passion is one of the things that fuels word of mouth. (The other is experience.) Influence is not sustainable. Influence is not long-lasting. Probably because the influencers that marketers are going after these days are having to make it their job to be influential. And people retire from jobs. But they don’t retire from experiences. And they don’t retire from being passionate about something. Passion has sticking power. You don’t have to work at it or maintain it like you do with being influential.
The only thing that can trump a passionate fan of your brand is someone who is MORE passionate. Not more influencial or who has more followers on Twitter. Remember, influence can be fabricated. But passion can’t. Social media influence can be built by almost anyone if they learn how to use the tools and dedicate time to growing and feeding their followers. But there are no tools to create passion. There are no tricks of the trade. There are no magic bullets. You either are passionate about something, or you’re not.
The other thing about passion is that it can’t be measured the same way “influence” can. As David Wilcox sings, “You can’t keep it in a camera. It’s not a trophy on a shelf. It’s not a tale to tell the children. Not a way to prove yourself. It’s much bigger than we are.”
So remember to look for the passionate ones. They might not be the loudest or the most opinionated or even the savviest. But rooted deep down within them is something special – a love for your brand and how it fits into their lives. And that is the acorn you need to grow that oak.