One of the overly used terms we hear today is “mission statement” or “purpose statement”.
Let me ask you this: How many times have you read a mission statement that really got you excited? Did you remember it?
For most, the answers are: “never” and “no.”
Let’s face it, a lot of mission statements get yawns from the readers, if that. Most won’t get even a second look!
A message from your company could be a concrete, actionable, measurable “mission statement” that actually gets read by your prospective customers. Why? Because it is written in the terms that they can relate to.
Here are some examples of such a mission statement (translated from the messages above):
- Two extra hours a day for every business owner
- A two-minute shoeshine for a very busy executive
- Creating businesses with five times the profits that last five generations or longer
- To help businesses discover hidden channels to explosive profits
- 30% more sales for every sales person in Washington DC metro area
With a message like this, you don’t need to spend so much money and time on advertising. With minimal marketing activity, you can get people to respond to you and your products and services.
A study done by Eureka Ranch, a marketing firm founded by Doug Hall, the author of Jump Start Your Business Brain, shows that having a message like this can increase your marketing effectiveness by 300%! Meaning if you are getting 10 leads a month, with the same amount of marketing, you will get 30 leads per month. With everything else constant, you can increase your sales by 300%.
If this is important to you:
- Invest some time regularly to find out what your customers get by doing business with you in specific terms that make sense in “their world.”
- Talk to your customers regularly to find out what they get by doing business with you. Make sure that you not just focus on the words but also their emotions: excitement, exhilaration, relief, calmness, relaxation etc.
- Look for ways to communicate those emotions and thoughts to your prospects in your marketing and prospecting activities.
- Always remember, words are the most basic tools we have to communicate with others. Do whatever you can to get your company’s core message down in 10 words or less.