We have talked before about the importance of creating a solid mission statement and a business message. Many people think that mission statements are for nonprofit organizations or charities, but a having a guiding mission statement is important for businesses of all sizes. Once your mission is in place, you can decide what your slogan or message is that you want to put out there into the world. One of the areas where small, start-up businesses run into trouble is that their message is not clear—it is convoluted and confusing and downright messy—customers have a hard time figuring out what the business is all about.
Think clear, simple, and to the point. Where many of us go awry is that we try to say as much as possible to get across to our prospects and customers ALL the things that our businesses are about. If you cannot come up with a strong statement that encompasses all the things that your business is about, it is better to identify one or two key things and make them the cornerstones of your marketing message or business slogan.
How do you know if your message is a mess? If people are often asking you questions like, “What exactly do you do?” or “What sort of a business is it again?” then you might have a problem. Also, do you get phone calls or e-mails from people thinking that your business offers something that is does not? This is also a good indication that your business mission and purpose are not getting through.
People should be able to sum up what you do and what your business is about in one sentence—a brief sentence. If you have multiple “arms” to your business then it is best to come up with an over-arching term to get the point across with clarity. For example, if you clean houses and run errands and do some personal care assisting—all as part of your home-based business, you might come up with something like “My job is to make it easier for you to do yours” or “Taking care of all of the little things, so you can focus on the big ones.” Then you can fill in the details as needed.
Also: Choosing the Right Words to Use in Your Marketing
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