Kathy Sierra gave an excellent presentation on how to engage the passionate side of your users and customers. She write on this often at her blog, Creating Passionate Users.

Products and items in and of themselves do not fire people’s passions … getting to use them and have kickass moments does. Audiophiles want the music to go and iPod makes the easy. Shredders want the rush of snowboarding, and their board give that to them. So you’re not selling them a product so much as a gateway to them getting to enjoy their passions.

Her MUST-LISTEN message is that what ever you are offering, it is not about you, your idea, your emotions, your company or your childhood experiences. It’s ALL ABOUT YOUR CUSTOME. It’s all about what they think. If you give them a feeling that they are special, they are kicking ass, they are advancing in their ranks, they will love what it is you offer.