Small Business Marketing by Jillian Shaw Marketing, Advertising & Public Relations for the Small Business

Guerrilla Marketing Book Review – Writing Your Mission Statement

04.29.2010 · Posted in Books, Planning, Small Business Tools

Jay Levinson, in his book Guerrilla Marketing, recommends that marketers come up with a common direction to guide the messaging for a business.  As a small business owner, this is pretty much all up to you.  Levinson says to start with no more than seven sentences and whittle it down to seven words.

I usually call this directional messaging a mission statement, and recommend a solid one to two sentences that encompasses your vision.  But the purpose is the same.  In just a few steps, you can develop a solid messaging mission statement to guide the rest of your marketing activities.

Put it in writing.  This helps you organize your thoughts and determine what your real priorities are.

Be succinct.  The fewer words you use, the better.  This streamlines your message to make it clearer for your target audience.

Don’t lose focus.  Post your mission statement somewhere prominent so that you can revisit it often.  Every time you plan a new marketing endeavor, event or project, paste this mission statement into your proposal or plan (you need to have a written plan for that, too).

Measure your success.  Use your mission statement as a ruler for your achievements and the profitability of your small business.  Keeping track of how well you are accomplishing your goals will help you to further hone your messaging to produce a greater return on your time and effort investment.

Most small businesses start out with at least a germ of a mission statement to work from.  If you don’t have a formal written mission statement now, return to your reasons for starting your business in the first place and  rekindle the spirit that you had in the beginning.

In chapter four, Guerrilla Marketing goes into much greater detail about developing a marketing plan, and how to get those seven original sentences down on paper.  Pick it up and check it out for yourself.

Jillian's Currently Reading: Guerrilla Marketing, 4th edition: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business
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