By Denise Michaels, Author, “Testosterone-Free Marketing”

Be passionate.

As a business owner: your enthusiasm, your positive energy and your problem-solving skills are sometimes exactly what it takes to save the day and the deal in a business transaction. Passion can actually be a great part of your marketing as a woman. Also, chances are what you offer is a product or service that you’ll be offering for a long time. It’s important that you love your product and believe in it – but it’s even more important for you to love and believe in your customer.

Be passionate first about serving the customer, not just from a customer service standpoint after they become a customer but also in the marketing message that you build before they become a customer. Don’t fall in love with your products (in terms of where your time and energy goes) fall in love with your customers – their needs, what matters to them, how you can help. For many women business owners we have a tendency to wait a little bit until others sort of draw us out and approve of what we do. Passion says, “I’m sold on this. I’m enthusiastic about this. I’d love you to be, too.”

One of the things we love about famous people is their passion: consider the intensity of Donald Trump, the mirth and ease of Jay Leno, the conviction and honesty of Oprah Winfrey and the outrageousness of comedienne Joan Rivers. All of them have a “brand” with their look, their personality and the way they come across to others. We like them (or not) because we know what we can expect with them consistently. You have to own it, be it and work it. When you believe it and convey your convictions others will be drawn into your passion and want to do business with you as a result.

If something doesn’t quite work the way you’d like it to at first – don’t blame your customers for “not getting it.” They are never to blame – the responsibility belongs to us as the business owner to help them “get it.” Your target market is the final arbiter – the problem isn’t about them. It’s about you and your message. Be passionate enough to discover the best way for you to get through.

PS: Get your personally autographed copy of Denise Michaels business bestseller by clicking here. And, you can get her free tips to help you be marketing savvy and more confident as a woman business owner at Empower U Academy.