Your business mission statement (BMS) is the foundation for all of your marketing. Accordingly, creating your business's mission should precede the thousands of dollars you'll invest to attract clients. And it becomes a valuable tool for recruiting the people you'll need to help you grow your company.
Your business mission statement should reflect your passion for what your business or team does. As an example, let me share with you the HPA Academy's mission statement:
HPA Academy provides real estate CEOs and Sales Managers with systems that motivate all sales team members to double sales and achieve Financial Freedom.
As you noticed, it is short and to the point. These 24 words were selected after thinking deeply and zeroing in on the essential thing HPA Academy does.
Here are five thoughts to stimulate your thinking for your business mission statement:
1. Your statement is from your heart. It's sincere—not window dressing or what you think people will like.
2. Keep it short and powerful, and a bit provocative.
3. Does it make people want to be on your team (they'd rather join a team than be a part of a company)?
4. Identify your target clients. You will use your mission statement for your marketing planning.
5. Will your statement endure? Will its message be the same in five years?
Here are some examples of the sorting out process I had to go through:
- For over forty years, we've been guiding sales leaders with systems that are guaranteed to double the effectiveness of their real estate sales team.
- Selling real estate is challenging, and hundreds of consultants help people succeed. Some may do better at teaching "listings" or using social media platforms, but we own the space between your salespeople's ears that makes the significant difference.
- We focus on the salespersons' desire for financial freedom, which opens their minds and triggers their subconscious with the intrinsic motivation to make more sales.
- We utilize the science of neuropsychology to direct the salesperson's focus and change their attitude. As a result, most above-average salespeople at least double their sales. We use spaced repetition to help above-average salespeople double their sales by focusing on their attitude and state of mind.
All of these are true, but nobody will read these statements and get the point.
Here's What To Do:
1. Complete your Vision Project, created by HPA Academy
2. Use your five-year Vision to identify your Purpose
3. From your Purpose, create your Personal Mission Statement
4. From your Personal Mission Statement, write your Business Mission Statement
5. Use your Business Mission Statement as the guide for your marketing and branding
Branding costs money, and you throw money away if you do branding before doing the deep thinking needed to craft your business mission statements.
