With small businesses
(and authors starting out),
I often see mission statements
(and themes)
used in marketing materials.
(winces)
Don’t.
Please don’t.
Your customer doesn’t care
about your mission statement.
Your mission statement is about you.
Customers care about themselves.
What is in it for them?
One of my author brands
stands for tolerance.
I don’t communicate this theme to readers.
EVER.
Why?
Because readers don’t buy romance novels on tolerance.
They buy love stories,
interesting character and worlds,
light-hearted entertainment.
Themes and mission statements
are for internal use only.