Welcome to CreativeDemand Copywriting Tips! I’m Anna, a professional copywriter. Today we’re talking about the key to developing an attractive message. 

If you have a tough time creating a compelling message for a business, chances are that there’s something unclear in the company mission or the target market. 

I wrote my book Mission, Market, Message for that very reason. 

The mission of a company is absolutely key to developing an attractive message. Here are three things you need to know about a mission:

1. Mission answers the question, “What are we trying to do?” If a business can’t clearly state why they exist and what their objective is, the message to potential customers will be weak and vague. There are a number of components that make up a mission, but the basics include what problem the business solves, how they solve it, and why. 
2. A mission is what keeps a company from losing its identity to market trends and keeps it steady in the wake of competition. It’s an anchor point, and even if parts of it may develop, it shouldn’t change. A mission can help you develop key messages that you should continue to repeat in marketing materials. 
3. A mission is an invitation. Customers don’t just want to buy things, they want to be part of something. When a company has a strong mission, you can ask customers to participate in something bigger than just the transaction. That builds trust and increases the customer’s investment with the brand. 

A clear message takes its cues from a clear mission. When you don’t know what you’re trying to do, you’ll have trouble telling anyone else about it. But when you have an accurate, compelling understanding of who you are and where you’re headed, you have the material you need to start shaping a truly attractive message. If you want a straightforward how-to on developing your message, this book will be your guide!