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The wider the beam, the weaker it becomes. If you tighten that beam it will become a laser. Get my point?

# 2 - To help you take care of......

Do not assume that your target market values the same things you do. More than likely in this stage, they do not. You must know what your target customers want and need, not what you think they want, need or should have. This is where you make it clear what you believe they may need and how you can fill that need with your product or service.

Always make sure that whatever your client's actually needs are, that you first and foremost focus on fulfilling those needs. You can fight to your last breath, trying to sell or market what you think they need or should have, but in the end they will always beat you.

# 3 - By offering......

Business owners insist on using terms and technical talk that the normal client will never understand. This is what I call "the ego talk" and if you think that you will impress them - wrong, think again! You will confuse them and insult them by making them feel inadequate. This is where you make it clear what they will get from your service or product.

You should be able to clearly define the benefits they will gain from your product or service. It's important that you make your intentions plain and clear. Please do not plan on using hype, feel good words or techniques because in the end that will only carry you so far.

Don't worry if your first couple of drafts seems a bit weak, they always are. The important thing is to get it on paper.

Last Minute Tip:

Do not confuse your mission statements with direct advertising. I myself have used and still use "power words" for direct advertising, but when writing your mission statement, don't bother. This is not the place for split-second decision-making direct advertising. However, for those of you that may be interested in writing direct advertising, you can find some great power words on-line or in a thesaurus but please, don't use them here.

So, where were we? Keep working on your mission statement until it clicks. Then re-read it once in awhile, keep it updated to make sure it still clicks. If it doesn't sound perfect, update and rewrite it until it does.

Learn more about this author, Pam Lawhorne.
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