Énoncé de mission de marque en 15 minutes : une formule de copywriting pour raconter votre histoire | Ruth Clowes | Skillshare
Search

Vitesse de lecture


  • 0.5x
  • 1 x (normale)
  • 1.25x
  • 1.5x
  • 2x

Énoncé de mission de marque en 15 minutes : une formule de copywriting pour raconter votre histoire

teacher avatar Ruth Clowes, Professional Copywriter

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.

      Introduction

      1:06

    • 2.

      Inspirez-vous

      1:22

    • 3.

      Présentez-vous

      2:31

    • 4.

      Définissez votre identité

      1:59

    • 5.

      Expliquez ce que vous faites

      2:29

    • 6.

      Fabriquez votre mission

      2:26

    • 7.

      Perfectionnez et adaptez

      2:17

    • 8.

      Étapes suivantes

      1:12

  • --
  • Niveau débutant
  • Niveau intermédiaire
  • Niveau avancé
  • Tous niveaux

Généré par la communauté

Le niveau est déterminé par l'opinion majoritaire des apprenants qui ont évalué ce cours. La recommandation de l'enseignant est affichée jusqu'à ce qu'au moins 5 réponses d'apprenants soient collectées.

1 655

apprenants

83

projets

About This Class

Rédigez un énoncé de mission pour votre activité ou votre marque personnel à l'aide de ma formule éprouvée de copywriting, en seulement 15 minutes.

À la fin de ce petit cours sur le copywriting, vous disposerez d'un énoncé de mission dynamique et engageant qui pourra vous servir de base pour vos bios sur les réseaux sociaux, vos pages de profil, vos pages à propos, vos CV et plus encore.

La formule polyvalente que je vais vous partager aujourd'hui peut être adaptée à n'importe quelle situation où vous devez décrire ce que vous faites rapidement et de manière authentique qui soit à la fois informative et qui claire en ce qui concerne l'histoire et à la personnalité de votre marque.

Ce que vous apprendrez

  • Comment utiliser ma formule d'énoncé de mission simple et efficace (aucune expérience préalable en copywriting n'est nécessaire)
  • Où trouver l'inspiration pour l'énoncé de mission de votre marque
  • Des conseils pour créer une connexion immédiate avec votre lectorat
  • Comment vous décrire, vous et votre travail, dans votre ton unique
  • Des façons d'adapter votre énoncé de mission à différents contextes

Pourquoi suivre ce cours ?

Les premières impressions sont importantes. Elles sont souvent basées sur la bio de vos comptes sur les réseaux sociaux, votre profil en ligne, votre site Web ou la première ligne de votre CV ou de votre e-mail de présentation. C'est pourquoi il est essentiel que ce texte fonctionne parfaitement pour votre marque.

Votre temps est lui aussi important ! Cessez de consacrer autant d'heures à l'écriture et à la réécriture de vos bios ou de votre page à propos pour finalement obtenir un résultat qui ne vous satisfait pas. En seulement 15 minutes, vous pouvez écrire un énoncé attrayant et authentique qui englobe parfaitement la mission de votre marque. 

En tant que professionnelle en copywriting à temps plein, je suis payée pour rédiger des textes promotionnels qui augmentent les ventes, encouragent l'interaction de la clientèle et atteignent les objectifs de marketing. Je sais donc ce qui fonctionne.

À qui s'adresse ce cours

Vous n'avez pas besoin d'avoir des compétences ou de l'expérience en écriture pour suivre ce cours, juste l'envie de raconter votre histoire.

Vous n'êtes pas à l'aise lorsqu'il s'agit d'écrire en anglais ? Pas de problème. La technique que je vais vous partager aujourd'hui suit une formule étape par étape qui vous permettra de vous assurer que votre énoncé de mission soit clair, concis et grammaticalement correct.

Vous êtes un écrivain plus avancé ? Excellent ! La beauté de cette formule est sa polyvalence : une fois que vous avez posé les bases, vous pouvez étendre et peaufiner votre énoncé de mission jusqu'à ce qu'il soit unique et très caractéristique de votre marque.

Ressources nécessaires

Téléchargez la fiche de travail Mission Statement Worksheet avant de commencer le cours. Cette fiche de travail comprend des thèmes et des idées qui vous guideront tout au long des leçons. Elle vous sera utile tout au long du cours.

Je vous recommande d'écrire votre énoncé de mission pas à pas au fur et à mesure des leçons, vous aurez donc besoin de quoi écrire. Il serait également utile d'avoir des bios et des profils existants sous la main, les vôtres ou ceux d'autres personnes que vous trouvez inspirants.

Jetez également un œil à mon exemple de projet : j'y ai inclus 12 exemples d'énoncé de mission pour différentes marques personnelles et professionnelles pour vous inspirer.

Aide et ressources

Dites-moi si vous avez des questions ou si vous souhaitez obtenir un retour de ma part ou encore si vous avez besoin d'aide au sujet de n'importe quel aspect de la rédaction de votre énoncé.

Le livre que j'utilise dans la leçon 4 est intitulé Words that Sell, de Richard Bayan. Un véritable classique du copywriting, il comprend plus de 6 000 mots et phrases qui obtiennent des résultats. Si vous écrivez de nombreux textes de vente, ce livre est un excellent investissement. Vous pouvez vous le procurer auprès de n'importe quel libraire majeur.

N'oubliez pas de partager votre nouvel énoncé de mission dans la section des projets pour inspirer les autres apprenants.

-

Apprenez le copywriting auprès d'une professionnelle en suivant ces cours de qualité :

Copywriting pour débutants : compétences essentielles pour des textes marketing convaincants (33 min) - Le point de départ parfait pour toute personne qui souhaite se lancer dans le copywriting ou revoir les principes et les techniques de base. 

Copywriting pour les professionnels créatifs : écrire authentiquement pour votre marque (1 h) - Ce cours de copywriting de niche est destiné aux entrepreneurs créatifs. Découvrez des techniques simples pour améliorer votre texte marketing pour que vous puissiez consacrer plus de temps à faire ce que vous aimez. 

Rédaction de titres : stratégie de copywriting pour stimuler le trafic et les clics (41 min) - Apprenez les secrets de la création de titres attrayants. Avec trois guides rapides pour vous inspirer à tout moment. 

Rencontrez votre enseignant·e

Teacher Profile Image

Ruth Clowes

Professional Copywriter

Top Teacher

I'm a full-time professional copywriter and copywriting trainer with over two decades experience in marketing and communications roles.

My job is to write promotional copy that increases sales, builds customer engagement and achieves marketing goals. So I know what works - online, on social media and in print.

I've been teaching on Skillshare since 2019. My mission is to demystify marketing copy and make powerful copywriting techniques accessible to everyone.

I'm a member of ProCopywriters and I trained with the Chartered Institute of Marketing and the Andy Maslen Copywriting Academy. Further training in SEO, Google AdWords and Google Analytics means I know how to write copy that sounds great and gets results.

Voir le profil complet

Level: Beginner

Class Ratings

Expectations Met?
    Exceeded!
  • 0%
  • Yes
  • 0%
  • Somewhat
  • 0%
  • Not really
  • 0%

Why Join Skillshare?

Take award-winning Skillshare Original Classes

Each class has short lessons, hands-on projects

Your membership supports Skillshare teachers

Learn From Anywhere

Take classes on the go with the Skillshare app. Stream or download to watch on the plane, the subway, or wherever you learn best.

Transcripts

1. Introduction: By the end of this class, you'll have an engaging and dynamic mission statement you can use as the basis for your social media bios, profile pages, about pages, resume, and even your Skillshare class intros. In fact, the versatile formula I'll share with you today can be adapted for any situation where you need to describe what you do quickly and authentically in a way that's both informative and that gets across your brand's personality. You don't need any special writing skills or experience to take this class, just an appetite to tell your story. Hello, I'm Ruth. I'm a creative copywriter and storyteller who writes persuasive copy for businesses and charities. I'm on a mission to help you write your own mission statement for your business or personal brand. As a full-time professional copywriter, I'm paid to write promotional copy that increases sales, builds customer engagement, and achieves marketing goals so I know what works. What I'm about to teach you will take your brand storytelling to the next level. Let's get started. 2. Get Inspired: In this lesson, we'll gather the resources and tools you'll need to write your mission statement and complete your project. First, open Download or Print out the mission statement worksheet. You can find a link in the class description or the Resources tab. Here is the full-sentence formula you'll use to craft your mission statement. You will start by introducing yourself, then move on to who you are, what you do, who you do it for, and the mission you're looking to achieve. In the lessons that follow, I'll guide you through each section of your mission statement. Worksheet contains prompts and ideas to support you, so you'll find it useful to have it nearby to refer to. You'll also need something to write with and on. I always prefer pencil and paper for more creative exercises like this but you can also do it electronically. It can be helpful to have existing bios or profiles handy, both your own and those of others you find inspiring. In particular, note any descriptive words or phrases you're drawn to and would like to include. Have a browse through the class projects and comments to get inspiration from the examples I've curated and the mission statements of other people who've taken this class. When you've completed this class and written your own mission statement, please share it here too as a project, so that your mission can inspire others. 3. Introduce Yourself: Hello. I'm Ruth. I know you knew that already. But I'm saying it again because the first step in the mission statement formula is to greet your reader and to introduce yourself. This step may seem simple and even obvious, but the words you use at the very start of your mission statements are significant because they set the tone for what follows. For example hello, hi, hey, and howdy, are all informal greetings, perfect if you want to come across as friendly and approachable. Alternatively, greetings, welcome, or good day, are more formal or perhaps a little quirky. They're good choices if those qualities are central to your personal or business brand. Other options are including a greeting in another language if that aligns with your cultural identity. Or perhaps there's a greeting that's specific to your role or industry that may resonate with your audience. For example, ahoy, might work well for a nautical themed brand. Now that you've greeted your reader, you're going to introduce yourself. For a personal brand, "I'm" works well as an informal option, and "I am", for a more formal one. The business or group equivalents are plural forms, "we're" and "we are". An important thing to note about these options is that they're first-person pronouns. They set the perspective for the rest of the mission statement, which will all be written in the first-person. When you write in the first-person using the words I and we, you're writing feels person and direct. It helps create a connection and empathy with your reader. The alternative is writing in the third person. This is where you talk about yourself or your brand from the point of view of an outside observer. Writing in this way comes across as more formal and impersonal. So while there might be occasions where you need to convert your mission statement into the third person, the first-person is almost always a better choice, starting right here with your introduction. To finish this first sentence, simply add your name or the name of your brand. As with your greeting, think about how formal or casual you want to sound, the context your statement will appear in, and the expectations of your audience. The first few words of your mission statement are an opportunity to set the tone for what follows and there are lots of options. Write your own intro now and remember, you can always revisit it later on and make changes. Next up, you'll define your identity. 4. Define Your Identity: The next sentence of your mission statement will tell your reader a lot about who you are and your brand personality in just a few short words. Start by identifying an objective that describes your personal or business brand. How do you want to come across? What's the most important quality of your brand that makes you stand apart? There are so many options to choose from here. I've listed a handful on the worksheets. If you search online for adjectives to describe myself or adjectives to describe a business, you'll see hundreds more. It's a good idea to brainstorm possible ideas here. You can ask friends, family, or colleagues for positive words they would use to describe you or your brand. This is a useful exercise in itself because it helps you see your brand more clearly and explore what's important to you. Come up with a short list of six or seven adjectives, that way you have a few different options to experiment with. When you've written the rest of your statements, it might be that one adjective fits better with the overall feel of your mission. The second part of this sentence is a noun that describes what you are or what your brand is. Here are a few examples. The ones on the left apply to an individual and the ones on the right apply to a business or group. How specific you want to be here may depend on your target audience or the context your mission statement is used in. For example in your Instagram bio, it might be enough to describe yourself as an artist. On your Etsy page you might want to be more specific and describe yourself as a watercolor artist. In your profile for an art studio, you could be even more descriptive, describing yourself as a watercolor artist specializing in landscapes. Again, create a few variations and revisit this sentence later on when the rest of your statement is complete. Have you got a few ideas but defining your identity? Great. Your mission statement is really starting to take shape. Now let's explain what you do and who you do it for. 5. Explain What You Do: The next sentence you'll work on sits at the heart of your mission statement, it explains what you do and who you do it for. Crucially, it brings your target audience, so probably also the people who will be reading your mission statement into your story and begins to explain what you can do for them. Start by saying what you do, keep it simple, and avoid jargon. If you're not sure where to start, begin with a two-word verb, noun description. For example, a jewelry maker might start with, I make jewelry. There's nothing wrong with that description, but if we look at the previous sentence of this jewelry maker's mission statement, we can see it's repetitive, which makes it boring to read. Swapping in synonyms, words that mean the same or similar will give it more personality. Some synonyms for make or create, produce, and craft. Any one of those will work here. Another way of describing jewelry is wearable art. Or instead of using a synonym, we could be more specific. For example, we could replace jewelry with earrings and necklaces. Finally, to add a bit of personality, this jewelry maker could pop in an extra adjective to describe their work. Consistency is important here. Earlier they described themselves as maverick, now they're describing their work as traditional. Those descriptions are almost opposites and it comes across as jarring. They first need to decide what kind of brand personality they want to portray, then choose words that reflect that. Maverick could become conventional or traditional could become zany. Next, name your target audience, the type of person you do what you do for, your ideal customer or client or consumer. Bear in mind that in most cases, people in this group will also be the ones reading your mission statement, so you'd language that your target group is likely to identify with. For example, if you run a restaurant with a target demographic of young people, the word foodie might resonate, whereas if you're aiming for an older clientele, gastrinoma might be more appropriate. Adjectives are at your service here too, and you can use them to narrow and flatter your target audience. In this example, we might add the word adventurous or discerning. Your mission statement is really taking shape. Now, you've defined what you do and identified your target audience, now, it's time for the really meaty part, your brand mission. 6. Craft Your Mission: Congratulations on your hard work so far. There's just one sentence left to right. This final sentence starts with the words, I'm on a mission to. The rest of the sentence is up to you. The fact that this part of the formula is so open means that this is the part of your mission statements where you can really exercise your creativity. Think about your vision, what you want to achieve through your work, and what you're passionate about, and put that into words. Here are a few pointers, starting with tone of voice. We touched on the importance of having a consistent tone throughout your mission statements in earlier lessons. Choosing individual words that reflect your story is the perfect way to develop a unique and recognizable voice for your brand. Here's part of the mission statements of two different garden designers. They both follow the mission statement formula and give the same basic information, but look at the difference in tone. One is sophisticated, stylish, and elegant, the other is down-to-earth, rugged, and vigorous. Here is the final sentence for one of these mission statements. Which one would you match it to? The words prettify, subtle, and delicacy, or a perfect match for our sophisticated gardener. How would you complete the down-to-earth gardener's mission statement? Of course, there are many options, but how about this with its imagery of stamping out blooms and injecting vigor? Think about your brand's personality and how you can bring it to life with vibrant, consistent language. Another thing we touched on earlier is the importance of putting your audience or target reader at the heart of your mission. Using the word you, somewhere in your mission statement is a straightforward but powerful way to do this. Addressing your reader as you in your copy creates a direct connection with them. It also makes it clear how your work can benefit them. Let's take another look at the final sentence of our down-to-earth gardener's mission statement. Look what happens when we replace the phrase local gardens with your garden. Just that small change has made this whole statement more immediate and relevant to the reader. Write the final sentence of your statement now. In the next lesson, you'll combine all the elements, give your mission a final polish, and learn how to adapt it for different contexts. 7. Perfect and Adapt: Now you've written each sentence of your mission statement. It's time to look at the statements as a whole and see if you need to make a few tweaks to perfect it. One thing you might notice about your statement is that it repeats the word I or we a lot, this can come across as a little clumsy. You can see what I mean in this example, the word we appears four times. One way to fix this is to combine two sentences into one. The first two sentences are often a good bet because they're probably also the shortest, so you don't risk ending up with a sentence that's long and difficult to follow. The last sentence can also be altered to remove the word we simply by replacing, we're on a mission to, with our mission is to. Similarly, if your mission statement reads, I'm on a mission to, you might replace that with my mission is to. Those simple changes have made this statement flow much more smoothly and as a bonus, they've also made it two words shorter. When you're writing social media buyers and most online copy, it's so important to be concise. Those few words can make a big difference. Spend a bit of time with your mission statement and see if there are any other small tweaks you want to make to give it a final polish. One thing I love about this mission statement copywriting formula is that it's extremely versatile. Once you've got your basic statements and it's getting across the right information in a consistent tone, you can tweak it to make it suitable for any context. If you need a shorter statement, you can easily cut out some of those adjectives without losing the meaning. If you have more space, you can use your mission statement as a foundation to build on. This would be a great tactic to use for the about page of a website for example. Your mission statement can also be adapted for specific purposes. Do you remember how I introduce myself at the start of this class? It was with the words, "Hello, I'm Ruth, I'm a creative copywriter and storyteller who writes persuasive copy for businesses and charities. Now I'm on a mission to help you write your own mission statement for your business or personal brand." Well, I hope we've both achieved our mission today and that you're happy with your new mission statement. I can't wait to read it. 8. Next Steps: Thank you for choosing this class today and congratulations you've written and engaging, dynamic and versatile mission statement you can use to tell your brand story and your unique voice. There's just one thing left to do, and that's to share your mission statement as a project. I'd love reading your projects and I'm really excited to see how you tell your unique story. Please let me know if you have any questions or if you'd like my feedback or help with any aspect of writing your statements. If you're ready to learn more advanced copywriting techniques or take a deeper dive into a particular area of copyrighting check out my other Skill Share classes for a thorough overview of the basics of copyrighting, join my copywriting essentials class, or learn to write better social content with my social media copywriting masterclass. Both classes are packed with detailed walkthroughs, real-life examples and professional templates, which will help you tell your brand story and write effective marketing copy. Visit my profile page to see my full collection of Skillshare copywriting classes. Thank you again for joining me today. Enjoy the rest of your day.