In our last article we covered the important of a Mission Statement at a high level. So what are the key elements to a winning Mission Statement? 
1. It needs to define who your intended clients or customers are. It must address WHO you serve. It’s important to get that description down to the niche level that you may serve. For instance, it’s not enough to say we serve those interested in cars if you specialize in exotic European high performance cars – as you’re likely to attract someone looking for a Ford Focus. Not that a Ford Focus is a bad thing … you’re just talking to (and about) the wrong audience.
2. You should address the scope of the market that you serve. If you sell widgets, one widget at a time, you want to specify that. On the other hand, if you sell widgets by the semi load (only), you’ll certainly want to specify that as well. Doing so will identify your area of expertise to the intended prospect or interested party.
3. You certainly must address the WIIFM (What’s In It For Me) factor. WHY should they do business with you instead of someone in another City, State or Country (thanks to the internet)? How does your service save them money, increase their sales or increase their profit? How does your product save them time or money, save a tree or protects a three-legged spotted gecko in the rain forest? Be sure to appeal to the emotions of the intended audience.
4. Finally, identify how your product or service leaves a positive impact on human kind. People like to feel that in buying a particular product or service they have invested in something bigger than themselves.
Once complete, be sure to post it on your website, in your social media channels and in your written materials. Display it where your customers and team can see it. Revisit it regularly, as it should change as your business changes.
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