A lot of wellness business owners won’t just start reading this blog. If you’re reading this, there’s a chance I sent you here after convincing you it was important.
Usually, it’s not because a business owner doesn’t think defining your mission is important, it’s usually because they’re convinced they already have it figured out.
Which could be true. It’s certainly possible and if that’s the case, cheers to you! Because that is your first sold step towards a good marketing strategy for your wellness business.
For the rest of you, this is what I often hear, “My mission is to make the world a better place.” For clarification, I love this mission. It’s mighty but possible. The problem with it in a marketing strategy is that it is far too vague. It doesn’t give us enough ground to jump off of when getting into our marketing strategy.
It’s vital that we dissect this to make it clear and gives us direction for our marketing strategy. This will make sure you aren’t wasting time and money and your strategy effectively brings you to your goals.
I broke this down into four simple steps. I have a free download you can access below if you would like to follow along and define your mission.
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What happened to you that inspired you to start this business? Stories are an important part of connecting with your audience. It displays you as a human being and gives your business meaning. The more you connect with your audience, the more trust you will have with them. Trust is the new currency in 2019, so this is why I always start with the story.
To put together your story, you can divide it into three parts:
A problem you had
How you solved your problem
What you decided to do with the solution
Everyone’s story is different, so this template may not fit yours, but it commonly does. If you haven’t already, you will want to spend some time here.
Once your story is put together, you can use pieces of this story in social media posts, sales pages, Facebook ads and of course all over your website. You want your marketing copy to speak to your audience and not all about you, but you still want a balance of being able to connect with them as people. This requires a bit of sharing. About pages on websites are often the most visited because people want to know. So keep this in mind when you have your story put together.
After you have a written out story, you are ready for step two.
What kind of transformation do you provide after using your services or product? I’m confident you can explain this very well, but this is where we condense it into a short sentence or two. We need to make it incredibly clear and easy to understand.
If you have to explain in paragraphs or minutes of speaking about how your services will impact your clients, you will have a really hard time getting a marketing message across.
The attention spans of our audience are going to be short. More than likely, this is true regardless of your audience. It is true that older audiences tend to have a bit longer attention span, but you can’t always count on this.
Instead of thinking about how your services help your clients, focus on the outcome here. What does it look like afterward? Are they healthier? More energetic? Wiser? Write this out in short and move on to step three.
What kind of people do you serve with your product or service? Typically I would be pushing you to be as clear and defined as possible, but for the sake of your mission, this can be fairly vague. If you would like to be as simple as “unhealthy people over 40,” that will work here. We just want a basic idea of who you want to serve with your business.
If you continue on my 5 steps to your marketing strategy, you will be defining your target audience later. This is when you will be as specific as possible, but for now, we just want the general idea. This step usually takes people 30 seconds, since it’s so straight forward.
Some people struggle with this step because it defines branding, which is a concept that many have a hard time with. Branding is how people feel when working with your business.
When you think of the Red Cross, how do you feel? What kinds of things come to mind? For many, ideas of helping, caring, and charity come to mind. It’s not just because the Red Cross does do caring things and is an organization built on saving lives, it’s because of their branding.
Many businesses do amazing things each year to make the world better, but if it’s not in their brand, the act itself is often not enough to give people this feeling. It must be branded that way.
So, what kind of experience do you want people to have with your brand? What do you want them to think of you? Caring? Strong and smart? Maybe your brand is a little more aggressive or maybe it’s “cool” and attractive.
If you’re wondering what this has to do with your business’ mission, it’s a good time to explain that everything must be on-brand. I can’t stress this enough and I don’t want you to even think about another step in your marketing strategy without understanding your brand. Anytime you are inconsistent with your brand, you are missing out on an opportunity to build it.
Building a brand is not easy and certainly not something that happens overnight, so you do not want to miss out on opportunities to build it. You must be consistent and the only way to do that is to fully understand what you want your brand to be and go with it.
Now that you have these questions answered and your mission is more defined, you can turn it into a statement that addresses all of these parts, which would be your mission statement. You can spend some time on this to craft a nice mission statement for your business.
If you aren’t interested in making a fancy statement, your mission is to create the outcome you defined in step two for the people you defined in step three with the experience you chose in step four.
The biggest thing I want you to do with your mission is to refer back to these answers to help guide you in your marketing. You will want to check everything you’re doing to make sure it matches your mission. I can’t stress enough that your work must be on-brand but also be leading to your mission. This will ensure your marketing is focused, clear and much more effective.
If you're ready to put these steps into action, you can follow my downloadable guide to get your started.
With this guide, you can follow along to put in your own answers and define your mission for your wellness business at the end.
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