Purpose Statements Vs Marketing Strategies, Why Clarity Can Make All the Difference

Purpose Statements Vs Marketing Strategies, Why Clarity Can Make All the Difference

Lots of organizations and companies have statements of purpose. Even people can have statements of purpose. But sometimes the meaning of those statements of purpose can become clouded by a desire to have them sound catchy. It’s fine to have a succinct and memorable statement of purpose. In fact, that’s valuable to people on the inside of that purpose and on the outside. As an individual or an organization, a clear and easy-to-recall mission helps make every decision easier. And being able to articulate a purpose to others clearly can engage them in partnership, or at least pique their interest.

Marketing is another matter entirely. There are some very evocative words that make for great marketing, but are simply not precise enough to be a clear purpose. A sexy marketing slogan can attract customers and clients. A well-defined purpose actually challenges us to a clear vision of what we want to create. Marketing is all about getting other people excited about what we’re doing. A purpose statement is about reminding ourselves why we wouldn’t want to be doing anything else. Compelling marketing draws a target market’s attention away from everything else.

Take an organization that uses the idea of “creating community” prominently in its statement of purpose. While that’s an idea I instantly like, I’m not sure what it means. And I’m not sure that everyone in the organization would have the same definition for it either. The word community can have a strong positive connotation without being precisely defined. It’s the perfect thing to say if you want to attract people who are looking for something they define as “community.”

While vague or subjective terms may be fine for marketing purposes, they don’t make very many decisions easier. How you’re going to create community and why it’s important to do so are crucial aspects of a purpose or mission statement, even if they don’t necessarily work in a marketing campaign. To build effective teamwork and create compelling long-range strategies, it’s best to construct a clear statement of purpose with words that have consistent meaning for everyone involved.

A purpose is a clear statement of a person’s (or organization’s) reason for being. For instance, having a purpose “to improve the quality of life and opportunities of inner city youth,” not only directly communicates a value, but also provides some boundaries. Any decision can be weighed against that purpose: Will this serve to improve the quality of life and opportunities of inner city youth? Of course, the actual purpose probably has a fuller expression, like “to improve the quality of life and opportunities of inner city youth ethically and sustainably through an after-school job training program.” The more specific a purpose, the clearer the path to creating it.



Source by Randy Partain

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