May 21, 2004      (continued)

Carefully writing your mission statement
A powerful mission statement that has a lot of “punch” can be summarized as explaining your single most important benefit to a prospect or client. An easy way to write this would be to accurately describe what your company does, using only one or two sentences. A good example to this could be: “Our company produces powerful accounting software helping Fortune 500 companies get more work done in one day, while at the same time saving them hundreds of thousands of dollars every year”.

Another good example could be: “Our company designs and manufactures highly accurate automated robots used in the automotive industry”. Note the words that are the most important in each message are highlighted and in bold. Those are strong words that will remain in your prospects memory.

What’s important to note here is that anybody that receives such a mission statement could be a potential client or industry partner. It may not be right away, but some time down the road. The important thing is that he or she gets the right message, the first time.

You should always try to keep your mission statement short and to the point. If some of these people need more information, they will ask you.

Unique selling points
In writing your unique selling points, try to think of a unique fact or feature that truly places your company above all the others. Is your product or service really superior from the ones offered by your competition? Is it offered at a lower price? Maybe the warranty lasts longer or the product can be shipped the same day.

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Article written by Serge Thibodeau,
President & CEO,
Rank for $ales
Copyright (c) Serge Thibodeau 2004

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