The Key To Writing Great Mission Statements

Estimated reading time: 7 minute(s)

As a copywriting agency, mission/vision statements fall deeply—and delightfully—into our purview. The other day, I sat down and wrote ours:

Most words are filler. A $100 million company*, MarketSmiths turns them into crisp little engines of strategy. In doing so, we employ 1,000 writers*, cultivating a fun, nimble, thoughtful, and intensely productive “copy bureau” at the top of Union Square, NYC.  By working with mission-driven brands and companies, we’ve helped restore power to the written word—and solidified our craft as crucial, vigorous leverage for commerce.

Do you like it? I hope so. Part of our classroom work, our mission/vision statements triggered a vote in my Goldman Sachs 10,000 Small Businesses program. New friends—my fellow entrepreneurs—found it simultaneously inspiring and concrete. For any copywriter, that’s a nice compliment—and a sure sign of success.


Anchored boat
Source: Matthew Wheeler,


The Swell of Human Emotion, Anchored

Mission statements aren’t intended to be literal. Their job is to say what you’re up to in the world (aka, your mission), launching a wave of emotion—and a solid sense of how your company contributes to the value of the human race. I’m not overstating this. I always direct our copywriters to go for goosebumps. Done well, readers should want to join you, to help you, to buy from you, to spread the word, to get involved.

At the same time, a great mission statement won’t leave your audience skeptical or mystified. It’s anchored by concepts that are tangible, literal, and concrete. In MarketSmiths’ statement, tangible elements are:

Mission Statement Tangible Circled

You don’t have to guess what we do (we’re writers). You get a snapshot of our culture, our team, our office—enough to give a few cues, and leaving the details for your mind to fill in. Because it’s also a vision statement, I threw in some hardcore goals. Done: five easy sentences.

In the next post, I’ll break the process down so that your team can write a powerful mission/vision statement—and use it to guide and inspire.

* This isn’t us now. This is where we’re going. Ergo: our vision.

Ready to write your own mission statement? Follow the link below!

8 Steps For Writing A Vivid, Inspiring Mission Statement

Posted in

Jean Tang

A champion of high-end content, Jean is a living tribute to copywriting for humans. In 2012, at a TEDx talk, she declared her now widely viewed “War Against Bland.” The visionary founder of MarketSmiths, Jean leads her growing team to captivate, inspire, and motivate readers. She has helped thousands of global clients generate revenue from words (up to 12,000% ROI), and transformed the writing of hundreds of seminar attendees at the SXSW Interactive Festival (2014 and 2015), SXSW V2V (2014), the Small Business Summit (2014, NYC), and other venues.

Leave a Reply

Your email address will not be published. Required fields are marked *

More from MarketSmiths

sales collateral

Why Well-Written Sales Collateral Closes More Deals (And How to Get That for Your Sales Team)

copywriting breeds trust

2 Ways to Build Consistent Trust (aka Thought Leadership) in a Fickle B2B Market 

b2b marketing copywriting.jpg

How to Turn Your Website Into a High-converting Sales Engine

image of jack playing card representing jack of all trades

Generalist vs Specialist Copywriters: Which Is Right for Your Project?

Subscribe to hear more from MarketSmiths!

Something went wrong. Please check your entries and try again.
Content Marketing Services

Stay in Touch

Join our mailing list to get actionable business, marketing, and content insights.

Thank you! We'll be in touch from time to time.

Powered byRapidology