How to Craft an Easy, Meaningful Mission Statement

You hear it all the time- you need a Mission Statement to focus your marketing.

Yet, your eyes cross and your brain screams, “Overload! Overload!”, every time you try to figure it out.

Without a doubt, you need a Mission Statement.  It not only defines your company’s purpose,  it provides a framework on which to build your marketing strategy.

In every business I’ve owned, I tried to come up with a clear, though simple, statement and never got it right. All I ended up with was a bunch of meaningless buzz words strung together or a vague sentence that meant nothing.

Awhile ago, I came upon an excellent article by Kathryn Aragon.  Immediately the process came into focus.

In brief, we struggle because we don’t know the answers to three easy questions that will give a clear message to our customers. Specifically, we need these answers:

  1. I am a _________________ (what you sell or do).
  2. I provide this service or sell ____________to_____________________ (target customer).
  3. So that ______________________________ (key benefits).

Okay- What Goes in My Mission Statement?

To complete this exercise, you need to:

  • Summarize your target market in one sentence.
  • List the three biggest and most important problems these customers face, relevant to your product/service.
  • Describe how you solve their problem with real solutions.
  • Show the actual results they will get.
  • Reveal the deeper core, emotional benefits they will receive.

For example,  Bob  owns an auto repair business and his target market is:

Auto owners within 50 miles of the shop, including those who are using their warranty.

The customer’s problems are likely:

  1. “My vehicle is broken or needs routine service.”
  2. “I need to get it quickly repaired at a fair price.”
  3. “I worry about being taken advantage of by a dishonest mechanic who tries to sell me unnecessary repairs.”

You can solve her problems when you:

  • Provide quality repair services done by well-trained, experienced mechanics.
  • Run a professional shop, so she retrieves her car quickly at a reasonable price.
  • Display your Better Business Bureau and satisfied customer testimonials and offer a  guarantee on all repairs.

She will get the results of:

A repaired vehicle.

Picking it up when promised, fixed by the expert, honest mechanics.

The customer gets the added emotional benefits of:

Confidence that her vehicle will be fixed quickly by qualified technicians.

Peace-of-mind knowing you will not be suggesting unneeded additional repairs.

 Now we can use these statements to fill in our three Elements of a Mission Statement:

Bob’s Auto Repair is an auto-service business serving Central Texas. Our passion is (2) providing honest, efficient service and repair at reasonable prices so (3) customers are confident in trusting us with their vehicles.

Now you have your Mission Statement and you can shape all of your statements to reinforce the main benefits to your customer.

For example, your website content and blog post can highlight the ongoing training that your technicians receive, customer testimonials that reinforce how satisfied they are with your service and informative articles that illustrate your expertise.

Try the three-step method I have outlined and see if it helps you crystallize the goals and marketing for your business; I’m sure it will.

When you need writing to communicate your business message and reinforce your company’s identity, send me an email and let me know how we can work together to build your successful and profitable business.