Part Three of Personal Branding
Last week I wrote about the importance and value in using your story. It is one of the quickest ways to connect with a reader, client or prospect when they understand why you do what you do. This week, we’ll dive into a Mission Statement. Now, before you think it needs to be all starched-shirt and corporate, think again. Just like your story, your mission statement is unique, it’s your statement of where you are going, not a cut and pasted rewrite of someone else’s.
Step 3: Write Your Purpose Statement
At its most basic, your mission statement defines who you are, what you do, and for whom. Potential customers should be able to read your mission statement and immediately know whether or not you’re a good fit.
But a well-thought-out mission statement is so much more important than that. It’s the point on the horizon that will keep you focused. It’s the litmus test to which every new idea or strategy must stand up. And it has everything to do with your unique story.
You may choose to use your mission statement on your website, in your marketing materials, as your tagline, or elsewhere. At the very least, print and post it near your desk, where you will be able to see it every day. You can keep it completely to yourself, using it as a “touchstone” to guide every business-related decision.
Think of Your Mission Statement as a Litmus Test
Thinking of creating a new self-study program? Considering branching out into a related area? Intrigued by a hot new social platform? Test it against your mission statement first, and you’ll instantly know if it’s something you should pursue.
Your mission statement will also help you make difficult decisions about potential clients. Sometimes clients come our way who simply aren’t an ideal fit, and by carefully considering them in light of your mission statement, you’ll be able to easily see the truth.
I’ve been guilty of taking projects and working with clients that didn’t align with my mission. It didn’t take long to notice my error. Their work drained me and tried my patience. Once I realized this, I let them go. Crazy I know to fire a client, but that’s another blog for another day.
Exercise: Write your mission statement.
Here’s a basic template you can use, but feel free to write it your way, in your voice and style:
__________[company]_________ provides _________ [service or training] _________ to _______[market]_________ to assist with ___________[goal]___________.
– Or – try something completely different. Just think about why you do what you do. It may be as basic as having a skill set that other people will pay you for. Start there – why do you do that above other jobs, such as digging a ditch (besides the obvious). Imagine that you could do anything with your time. Why do you do what you do? Have fun with it, but also consider how it will represent you.
The great thing about a mission statement is that it will clear your vision and evolve as you evolve.
Don’t skip over this part.
Next week we’ll get into your USP. Anyone already know what that stands for?
Susan M Sparks offers book coaching, copywriting, and publishing services for aspiring authors. She is the author of four books, including the Amazon Best-Seller “The Student Life Jacket” and ghostwriter for many entrepreneurial non-fiction titles. Get your Personal Branding Guide and Checklist fr*ee by emailing; Susan@ASAPWritingServices.com. Use “Personal Branding Guide” in the subject line.