Writing a Mission Statement that Converts
What’s the first thing you click on whenever you first come across a website or blog? If you’re like me, it’s the “about page.” I want to learn about the person behind the screen. I want to know what they do, why they do it, and who they do it for. I want to know their story, where they’re from, what they were like in high school, and what they’re like in person. This whole digital age we live in is weird, but it’s also pretty cool because we get to “meet” people we would otherwise never come across.
In fact, this whole “digital age” makes it possible for me to run the business I run, so yeah, pretty awesome.
If you’re reading this, I bet that you’re also a business owner and rely heavily on the internet to run your website. Three cheers for the internet! It has brought us all here, but sometimes it can be hard to find the perfect customer/client on the internet, right? Maybe you’re attracting lots of peeps, but they aren’t your ideal customer. Or maybe you’re aren’t attracting enough people? Or perhaps, you’re attracting people, but you can’t get them to purchase your product or service. The struggle is real, folks.
Have you taken a step back and look at the reasons this could be the case? Do all these internet people know exactly who you are, what you do, and why you do it?
And perhaps, I’d like to argue the most important element that you might be missing is your WHY. I’m sure your about page shares your name and I’m sure it talks about your business (photography, calligraphy, jewelry, etc), but do you talk about WHY you take photos of couples? Or WHY you make jewelry?
It seems so “duh”, right? But, I see a lot of creative entrepreneurs forget this step.
This is a vital connection point with your audience. You need to catch their attention and connect with them right away. This connection point allows the reader to feel at home on your website. It encourages her to stay awhile. It nudges her to learn more about you and potentially be a customer.
So, what’s the secret to communicating the WHY?
I’m so glad you asked.
It’s pretty simple, really.
The most important element of writing a mission statement that converts, is by getting incredibly specific. It’s your job to take the reader through your about page and mission statement and tell her exactly who you serve. It’s your job to explain why that’s the case. And it’s your job to explain, in very specific terms, why you are running your business.
Brain dump. Write out as many adjectives that you can think of that describe what you do. Then write out as many reasons why you do what you do. Do this for at least 5-10 minutes.
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Remember: it’s all about connecting with the reader. Grab their attention. Talk directly to your ideal client. Get specific. And talk about it ALL the time!