When I first meet with a potential client, one of the first questions I ask is, “In one year from now, where do you want your business to be?”  Most people can tell me what they want their life to look like or feel like... But you’d be surprised by the number of business owners who do not have a concrete answer to that question. 

This is an incredibly important question.  If you do not know what you really want, how can you know you are doing what it takes to get there? 

As I begin with my copywriting clients, I first help them get to know themselves a little bit better. Through defining their business mission, vision, and goals so that I can write with clear brand messaging.

Step 1: Define your Core Values

Some example values are empathy, transparency, authenticity, loyalty, compassion, integrity, kindness, collaboration, flexibility, service, and quality.  

Step 2: Use these values to write a mission statement.

A mission statement is a phrase or sentence describing the purpose of your business. It typically involves a brief statement about the reason why you created your business, your core values, and your aspirations. 

Why does your business exist? Who do you serve and why? What need is your business meeting? 

Step 3: Develop a Vision Statement. 

Take it a step further to develop a vision statement. A vision statement displays your vision and your plan for the future. Your vision statement encompasses things like your aspirational goals and long-term hopes. 

According to Hubspot, "A vision statement is a brand looking toward the future and saying what it hopes to achieve through its mission statement."

What do you want to achieve? What impact do you want to have on your clients, customers, and the community?

Step 4: Write out SMART Goals

How many times have you said, “This year I am going to be healthy.” But what does healthy even mean?!  Does this mean you are going to exercise 3x a week, limit your salt intake, or reduce your stress?  You are setting yourself up for failure when you fail to define what your goals mean.  The SMART template is a smart place to start (pun intended ;] ) 

Specific: Define your goal in as much detail as you can. List out the details about who, what, when, where, and how.   The greater the specificity of your goal, the better you can plan out the action steps needed to achieve your SMART goal. 

Measurable: At the end of your specified time frame, your goal should be objectively met or not met.  You should be able to objectively measure your success.  Using numbers or data helps make your goal quantifiable and measurable. 

Achievable: Your goal should be realistic. If you have big dreams, break them into smaller pieces to make them more achievable. 

Relevant: Your goal should make sense for your business. This goal should propel you closer to meeting your mission and vision. If it does not, it is not relevant.  

Time-Bound: Set a time limit for your goal. Will you achieve this in 2 weeks, 2 months, or 2 years? I typically recommend starting small. Make a small goal for 2 weeks from now. Then adjust as needed. According to Indeed, this aspect of your goal increases your motivation and task prioritization. 

Case Scenario:

Business: Perinatal Mental Health Clinic with 5 therapists

Mission Statement: We exist to provide affordable and effective therapy for women experiencing perinatal mental health challenges.

Vision Statement: To reach women who have been unable to seek treatment due to cost, isolation, or time. 

Goal:  To create content online to inform and educate women on the importance of maternal mental health. To increase online presence on the business website and social media.  

• SMART goal: Post 1 blog per month on the website and 2 social media posts per month on Instagram and Facebook for the next 3 months.

• Topics for posting include: statistics on perinatal mental health issues, treatment options, success stories, highlighting treatment providers 

• This goal is:

• Specific: This goal measures exactly how much copy the business is aiming to create.  

• Measurable: You will be able to objectively know if you met the goal or not. Did you make the set amount of posts for that specific time period?

• Achievable: This is realistic as this amount of content will be relatively easy for the staff to produce. 

• Relevant: This goal helps the business meet the goal of reaching underserved women who need perinatal care.

• Time-Bound: The goal specifically outlines a timeline – by month and for 3 months. 

Can you the developmental process? Do you recognize the importance of each step? 

The wonderful news is that once you actually take the time to develop your mission and vision, it is done. And it informs everything else that you do in your business. Now, every time you make a decision, you go back to your foundation and ask, is this in line with the mission and vision? Is this pushing the business towards fulfilling them? 

Decisions like, is it time to hire a mental health copywriter, like Ashley?! Well, will it help you? The answer is a resounding, YES! 

Let me help you walk through this process with a brand voice and messaging guide.

Can’t wait to meet you.

Ashley