If your blog was a car, your mission statement would be the fuel in the tank, and a road map for the journey ahead.
If your blog feels more like a dilapidated Volvo from 1983 that can’t even make it across town (like the one I drove in high school) than a stylish Mustang convertible that you want to drive across the country (like the one I wish I had), it may be because it lacks a mission statement.
Your mission statement fuels your blog because it contains your purpose for writing in the first place. And your purpose will keep you going long after the excitement of having a new blog wanes.
And it provides a road map because it gives you a scope for your blog. Suddenly it becomes easier to see which topics makes sense, and which don’t.
Writing a mission statement is easy – once you’ve answered the essential questions of what, how, who, and why.
1. What will you be writing about in your blog?
This is basically your main topic. For me, it’s blogging. For you, it might be inspirational posts, or freelancing, or time management systems.
This topic can be pretty broad – we’ll narrow it down in a minute. But for now, just write down your big topic.
2. How will you cover your topic differently than other bloggers?
Unless you have a super specific topic already, like Training Tips for Goldendoodle Puppies, the how is where you differentiate yourself from other bloggers.
My how is that I focus on purpose, clarity, and strategy for bloggers. I try to go deeper and write about core ideas, like finding your voice, having a purpose for each post, etc.
I worked with a coaching client yesterday who has a terrific blog. Her blog topic is also blogging, but her how is that she helps beginning bloggers make money from their blogs.
Your how helps your blog stand out from others with the same topic.
3. Who is reading your blog?
Does it really matter if you know who is reading your blog?
I think it does.
But I also think that once you know your topic and how you cover it differently from other bloggers, it is much easier to define your audience.
What kind of people would want to read a blog about your specific topic and angle?
For me, it’s bloggers who care about the underlying issues involved in blogging well. They are deep thinkers and problem solvers. Many of them have their own businesses. They want to write their own blogs, and they want to write them well.
How do I know all of this?
It’s not because I sat down and wrote about who I want to read my blog. It’s because I know who is already reading my blog.
So if you have a blog, notice the people who leave comments, the people who share your stuff, the people who tell you how much they enjoy reading your blog. That’s your who.
And if you don’t have a blog, you might want to wait and write this part of your mission statement later. Or you can make some educated guesses and refine later.
4. Why do you care?
Blogging is hard. It takes time, and energy, and commitment. And it’s not a short process. To have a truly successful blog, you have to keep doing it.
That’s why this question is SO important.
You have to know why your blog really, really, really matters to you.
I care about my blog because I believe that every person has the right to live her life on her own terms. And I believe that blogging, and blogging well, is a powerful vehicle for making that happen.
Take a minute. Think about your topic, your unique angle, and your audience. Why do you really care about them? Can you put that feeling into words?
Now let’s put your answers into a mission statement.
Here’s my formula for a mission statement that fuels your blog and gives it purpose:
I write about [your topic ] in order to help [your audience + your unique angle]. I do this because [your purpose].
Putting it all together, here’s my mission statement:
I write about blogging and writing in order to help purpose driven business owners gain clarity and connect with their ideal clients. I do this because I believe that blogging is one of the best ways to connect with our truth and to build relationships with the people we’re meant to serve.