If we think back to Jerry Maguire, there is one scene that particularly stands out (no, not Rod Tidwell yelling “show me the money” over the phone). In fact, it’s the catalyst of the entire movie – Jerry Maguire typing out what is to be his mission statement, “The Things We Think and Do Not Say.”
That mission statement gets him sacked, but it paves the way to the pinnacle of his success and his relationship with his client.
Similarly, every business needs to have a driving force behind it. In the world of ecommerce, perhaps the best known mission statement is that of Amazon. Amazon aimts to be “the Earth’s most customer-centric company and a place where people can find anything they might want to buy online.”
Let’s explore how you can craft an equally impactful mission statement for your ecommerce store.
The Importance of Having a Mission Statement
A mission statement may seem like not much more than some words put down on a piece of paper. And if you choose to treat them as such, they will remain just something you’ve scribbled down after an evening with some bad pizza.
However, a mission statement can also provide your ecommerce business a clear direction for the future. It can help you make the right decisions and realize what the right next steps will be for your store.
It can provide focus and motivation when you or your team are feeling lazy. After all, working towards a palpable and clearly defined goal, bolstered by your mission statement, will make the everyday hustle and bustle more bearable.
The key lies in writing the right mission statement. It needs to not only state your purpose (or mission) but also to serve as a point of differentiation between you and the next guy.
Examples of Good Mission Statements
To get a feel for how a great mission statement would look, it’s best to see some examples first.
First, let’s take a look at Fantasy Jocks and what they have to say for themselves:
“Here at FantasyJocks, we’re on a mission. A mission to make your fantasy league even more awesome. What began as a hobby of making our own custom Fantasy Football Draft Boards has strangely morphed into our full time hustle. Our sole focus is coming up with fun & innovative new products that will make your next live draft one to remember.”
Not only do they use the word “mission” on their homepage but they’ve also used their mission statement to establish an instant connection with their shoppers. And that is, of course, through their mutual love of Fantasy Football.
Our other example comes from Bay Alarm Medical, which uses some carefully selected power words in their mission statement:
“For over 70 years, Bay Alarm Medical’s singular mission has been to protect the most important things in life – family, health, and independence.”
Put like that, the brand instantly becomes much more appealing. Since you’ve come to browse their products, you are already very passionate about caring for your family and your elderly parents. The brand’s voice helps you realize they will help you on this mission.
How to Write an Effective Mission Statement
To make sure your mission statement works, stick to the following tips:
- Keep it short – Use fewer words but make your words powerful.
- Explain what makes you different – Your goal is to show your customers and employees what sets you apart from similar businesses.
- Consider your target market – What do they need and want from a brand like yours? What can you say that will speak to them and make them want to do business with you? How can you help them solve a problem or make everyday life more enjoyable? Speak to them in a language they understand and can relate to.
- Stay grounded –It’s okay to be optimistic and to think ahead, but you need to stick to the reality of what your business can do. Don’t claim you’ll reverse global warming, as you most likely won’t.
- Make it catchy – Write 10+ versions of your mission statement and choose the one you like best.
- Stay positive – You want to highlight the best parts of your business, not your shortcomings.
Put It to Good Use
Finally, for a mission statement to do its magic, so to say, you need to use it.
Put it on your website just like our example brands have done. Use it in your internal communication, on your Slack channel, and on your Basecamp, for example. Use it to create marketing campaigns. Use it to vet new products.
The purpose of your mission statement is not merely to exist – it’s there to help you establish a connection with your customers and propel your ecommerce business in the right direction. By making it a prominent feature of every aspect of your operation, you’ll operate under its effect every day.
Final Thoughts
Mission statements are more than gimmicky words you slap on a website. If used correctly, they can be your ticket to success. Now that you know what constitutes an effective one, craft your own mission statement and stick to it – because as we all know, our thoughts (or in this case our statements) determine our outcome.
