If you’re unsure what your mission is, it won’t be easy to communicate it to your audience. One way you can connect with your audience and ultimately build an email list full of potential customers who need your solutions – is to be very clear about what your real mission is.

Before you get started creating and building your email list, you need to take the time to understand your purpose. It helps consumers separate you from the competition at a glance. Because remember, you want subscribers who want what you’re offering, and the key to that is to know what you stand for.

Your mission statement explains what you do, who you do it for, and why you exist, what makes you different. The elements of your mission statement include the value you offer to your customers (and even your team), explain who they are, and let them know why you and how you are different from the competition.

The mission statement should be to the point. You only need a few concise sentences to get your point across. However, you do want to think long term and include your big ideas so that your mission statement is not just relevant now but in the future. However, it’s always OK to improve your mission statement over time as you learn more.

Let’s look at a few mission statement examples you may already be familiar with to help you get your creative juices flowing.

  • LG: Life is Good: To spread the power of optimism
  • Patagonia: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
  • Chick-Fil-A: Be America’s best quick-service restaurant. To glorify God by being a faithful steward of all that is entrusted to us.
  • TED: Spread ideas.

As you can see, a well-crafted mission statement not only focuses on the direction you want to go with your business, but it helps provide boundaries that help you make good decisions. For example, if you are offered something or are creating a new product or service, you can look to your mission statement to ensure that it fits with your business or not.

To ensure that your mission statement does what you need it to do, remember to include your target audience, the product or service results, and why this product or service is the right one over the others. As you work through creating it, you can cut extra words and perfect it as you go.

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