Passion Needs a Hungry Audience

The other day, someone asked me: "So Jordan, how do you turn your passions into profits?"

They were referring to one of my self-branding taglines used in social media, which says that I turn my passions into profits, and then asks what's your passion?

Then I heard someone describe just that, on one of the many podcasts I listen to -- passion needs a hungry audience.

People are passionate about coffee.

We're often told to follow our passions, and the rest will come.

That is true, so long there is a need for that passion, and a history of people paying for the fulfillment of that need.

Some people are passionate about coffee, so much so they call themselves coffee connoisseurs. And it doesn't hurt that the active ingredient in coffee -- caffeine -- is highly addictive too.

Ask any self-proclaimed coffee connoisseur, and they will boast how they aren't addicted to the brown brew, they love the various tastes and smells -- or pardon me -- I mean aromas -- as they like to say.

Regardless of whether these coffee connoisseurs are addicted or not, they are so passionate about coffee, they are willing to pay for it -- big time. 

Coffee beans are grown in over 70 countries, and it is one of the most traded agricultural commodities in the world. Over $4 USD billion was spent last year importing coffee into the United States, to serve the 100 million daily coffee drinkers of that country. It's estimated that over $18 USD billion was spent by Americans alone, just on speciality coffees -- lattes, cappuccinos and mochas.

Clearly, coffee connoisseurs are passionate, hungry and willing to pay to feed that passionate hunger.

Coffee art -- don't know if it makes it taste better
but it sure is pretty.

Coffee shops are turning passions into profits -- and one would hope that those who own those shops are just as passionate about their products as their customers.

Because that's part of the equation too. If you aren't passionate about whatever it is you are peddling to the world, those who are will quickly catch on, and you'll lose customers.

Pretty faces must
be passionate about
what they sell,
or they'll cost
you money.

When I was at the Business Franchise and Investment Expo a few weeks ago, I talked to many people trying to sell me on becoming one of their franchisees. A well known fast food restaurant chain had these gorgeous women, handing out brochures to lure in potential franchisees. Whenever someone stops me with paper, I always ask questions -- I'm just weird that way I suppose.

The young lady simply flung her long hair back and said: "I dunno, ask him," as she pointed to her "pimp," -- the company had hired a bunch of models which weren't passionate about the product, the company or anything else other than getting paid, from what I could tell.

I politely thanked the young lady, and kept walking. 

And it wasn't because fast food isn't nearly as addictive as coffee. You don't have to have an addictive product to guarantee profits.

People are passionate about their pets. There are almost 75 million dog owners -- and 88 million cat owners -- in the United States. These pet owners on average spend between $150 to $250 USD annually on vet bills. Last year, American's spent over $53 billion on their pets -- healthcare, food, and yes, even pet clothing and accessories.

People passionate about pets are a hungry audience, and have a history of spending to feed that hunger.

Cute puppies decked out for a stroll.

Just that model wasn't passionate about what she was representing.

Passion needs a hungry audience -- and those feeding that passion must have it too. Passion is just as contagious as a lack of passion is.

And if you are passionate about something which people are willing to pay for to feed their own passions, that's how you turn passions into profits.

So, what are you passionate about?