The Passion Myth
Posted On: 2014-01-08
by: James J Jones
Lately I've received some emails from my subscribers that address an important issue. Here's an example of one of the emails I received (names have been changed to protect the innocent) from one of my subscribers that I wanted to share with you.
It exposes a myth about info publishing that leads a lot of potential info publishers astray.
Here is the email:
I really enjoy Self Publisher Today. The site is looking good. I look forward to receiving each issue.
Would you mind answering a question for me? I want to write an eBook to sell on Amazon. I'm still a new-ish internet marketer and Kindle seems like a good place to increase my income. I've bought several books and courses on internet marketing and Amazon. I'm ready to start the marketing aspect of selling eBooks but I don't know what to write my eBook about. I start out with these really high expectations but then I get lost in the process of coming up with a topic to write about. It's frustrating.
I know I am supposed to find a market that I am passionate about and then write something that appeals to that market. But, here is the problem:
The things that I am passionate about just don't seem like good markets to go after. They are all either over-saturated or just not targeted enough to differentiate myself from the crowd. I found one topic I was really excited about but when I checked Amazon and Google there weren't many searches for my topic. I don't think the book will do well since there's practically no demand for it.
I'm stuck. There's things that I know a lot about or like to do but none of them seem like very appealing niche products.
What should I do?
Jenn has fallen for what I call the "Passion Myth."
Most "gurus" will tell you the first step to creating an info product is to find something that you are passionate about and then write a report or manual about that topic.
They will generally tell you to sit down with a piece of paper and a pencil and write down your hobbies, interests, work experiences, etc. and from that long list you should find some topic that has a large starving market of potential customers and then create a product for that market.
It seems to me that there is a big problem with this technique. That is -- it limits you on the type of information products you can create and sell.
I realized the pitfalls of the "Passion Myth" years ago after I had a really successful run making purses out of cigar boxes.
Do you think I had this burning desire to teach people how to make cigar box purses? Do you think as a child while all the other kids were outside playing kickball I was dreaming of one day making a purse out of a cigar box?
Heck, do you think I even knew what a cigar box purse was even a few weeks before I started making them? I had no idea. To me "cigar box purses" were just random words strung together, not an actual product that people bought.
There was a time where if you had told me that I should create a video on making cigar box purses I would have laughed at you. Not only didn't I know anything about the subject but I had no interest in the topic at all. No passion whatsoever.
But, if you had said to me instead...
"Hey James, here is a huge starving market of people that no one else is tapping into, and it's called 'Cigar Box Purses'" I would have said,"Cigar Box Purses: I LOVE 'em!"
Of course, I highly recommend doing some quick research BEFORE spending time creating any product (eBooks or otherwise) to verify that this market did indeed exist. And that is exactly what I did.
But, you know what happened? In the course of researching the market I fell in love with the product. The more I learned about Cigar Box Purses the more excited I got about the market. And that is where the passion came from.
Take your blinders off and throw those "passion" lists away. There are millions of niche markets out there -- most you have never even heard of. And there are rabid customers in these markets looking for eBooks.
Find the market first. Don't worry about whether or not you are passionate about the market. If you find a hot untapped niche market I can almost guarantee you will get passionate about it.
Thanks for reading,
James J. Jones