While going through a brochure or a website, the reader often overlooks the ‘Vision and Mission’ section.
In fact, the company itself hardly uses it as the core voice of the brand.
That indirectly implies that it lacks something. But what is that ‘something’? Let’s find out –
Here’s how the Vision and Mission will grab Buyer’s attention:
Be honest but inclusive
Yes, you honestly want to be the customer’s favorite – admit it. Any prospective customer would like the brand which wants to make him/her its favorite. On the other hand, saying that the organization wants to be the country’s number #01 – it has nothing to do with the buyers’ interest. So only present your goals keeping the prospective and existing buyers on the mind.
Be original with the words
The formal tone of ‘Vision and Mission’ is outdated. Not admitting it won’t make any difference. Prepare a set of words which are very close to what your organization’s aims. Besides, base the verbal selection on the colloquial language of the ideal customer. So that the text is more relatable to them.
Be in a certain mood
The commonly used self-praising or charitable tone tends to sound ingenuine. Be in a mood to humor the readers. Be a little aggressive as well as entertaining. In short, don’t be boring.
It’s highly desirable to be different for a brand. Then only it gets noticed. A ‘Vision and Mission’ is the textual essence of company’s outlook. Therefore, make it attractive enough to be noteworthy.