"We are passionate about what we do" has been a tired, overused cliche in marketing for nearly 20 years now. We continue to be regaled with how much businesses want to tell you how much they like the things they do. It needs to go, and a return to showing your customer why they should care that you like your work, rather than talking our ear off about it.

This episode's guest, Anna Gunning, has been marketing and writing copy for even longer than passionate has been overused. She explains why passionate is rarely a good choice in your marketing language, especially when you're trying to differentiate yourself, and how it's better to "show, not tell" when it comes to passion in business.