To start building your very first Mission Statement, you will need to answer three questions: 1) Who is your target market?
This identifies your ideal customer group or "Niche".
2) What does your target market want and need?
Here is
"meat" of your mission statement. This what they want and/or need that you are (hopefully) going to help them get.
3) How can you fulfill these wants and needs?
This specifies actual product you are providing or services that you perform, and how you will create a benefit fulfilling answers to first two questions.
This is most important to remember; when you tell them what you do, say it (or write it) in words they will understand fully. If you have to re-explain to them any part to make them understand what you have already conveyed, you have lost sight of your primary objective.
Remember whom it is you are attempting to serve and explain accordingly. Tell them what they need and how you can supply them with this need. Tell them what you do, not how you do it!
Ask yourself; What adversity do all of your clients face that your service will help them with most. This is your mission!
If you have a pen and paper write these down. Later you can redo this, scrutinizing each word. You must write, rewrite and rewrite again. Sound familiar?
When you're ready, plug answer to these questions into this statement.
I/We provide .....(1)..... in necessity to fulfill ......(2)...... by offering ......(3)......
This will be first draft of your Mission Statement.
Don't worry if your first couple of drafts seems a bit weak, they "always" are.
Part 1:
Number 1 above should be easily, answered by you. If not then you need to re-think your whole marketing strategy. You must know whom you are serving, before you can serve them. Another quick note here is too well known word "Niche". Don't try to serve everybody. You need to focus your marketing strategy to one unique target. If others come along that you can serve that are outside of your target group, great! Serve them. But never lose focus of target market. Think of your market as a beam of light. The wider beam, weaker it becomes. Tighten that beam it becomes a laser.
