Hot Ideas & Hot Air

Confusing tagline? Confusing topic.
 

Really, think long and hard about it. Why do you do what you do? There is a reason that you chose to start your business (other than money of course…). What was it? Has it been lost in the piles of papers on your desk, buried beneath the billing you should have gotten sent out 2 weeks ago?

For many business owners, we lose sight of why we’re doing what we do. Not because we lose faith it our ideals, but because we become so overwhelmed with trying to be successful that we forget why we did it in the first place.

So, take a step back. Think. Really THINK!
When you first started your business, what was the answer to the question, why? It could have been as simple as ‘because no one else is offering this service’ or ‘I love to do it, and think others would want to share’.

Your marketing purpose statement (MPS) should be just that: a statement of the purpose of your business. This is not meant for your clients. This is not a message that is going to be found on your letterhead, your emails or your business cards. This is a statement that is going to be an internal motto for you and your team members.

For example, the logo on our business cards and letterhead and pretty much anywhere you see Tornado Marketing is “Strategies for Sales Velocity”. That’s our creative tagline. It sums up our business for our clients. But when we think about the why? for ourselves, it’s because we want to provide small to medium size businesses with more sales leads trough better copy and marketing campaigns. So, our marketing purpose statement is “We’re marketing consultants that will turn around a company’s sales and marketing strategies though high quality copywriting and marketing campaigns”.

Final thought: Decide on a marketing purpose statement. And then tell everyone that is internal to your business. Your accountant, your employees, your assistants, your family members (yes, they are important because they keep you grounded and reminded of why you work so hard), everyone who is involved in the inside of your company.

This entry was posted on Wednesday, January 23rd, 2008 at 9:25 am and is filed under Entrepreneur Excellence. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.