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Don’t get me wrong. I love my job. But as a copywriter, you often find yourself trying to say similar things a thousand different ways. A hundred product descriptions. A hundred sales pages.

A hundred bios of people who are passionate about what they do.

Everybody is passionate about something. When you’re mostly working with small businesses, the likelihood that the person who commissioned the copy is pursuing their passion is high.

With small businesses, building an emotional bond is imperative. You need to convince your potential customer that you’re trustworthy. As a consumer, with what feels like countless businesses frantically trying to convince you of their earnestness, it can get tiring.

But at the same time, we want the best service we can find. We’ve all experienced the difference between service from someone who loves what they do and someone who doesn’t really care.

We get it. You’re passionate. Just don’t use that word. Consumers have heard it so many times it’s become an automatic cue to disengage.

So without further ado, I present to you a by-no-means-comprehensive list of Words You Can Use Instead Of…

“PASSION”

So next time you find yourself typing the words “my passion is” or “I’m passionate about”, try subbing in some of these:

I aspire to…
I have an insatiable appetite to…
My motivation is/ I’m motivated by…
I’m fascinated by…
I’m driven by…
My ambition is…
I’m devoted to…
I’m dedicated to…
I’m excited by…
I have an appetite for…
I crave…

Want me to write it (or fix it) for you?