Sometimes common sense is the hardest thing to grasp, when you’re so deep into “savvy marketing” and “Web 2.0″. Riding the wave of new marketing technology, we sometimes forget to implement basic marketing concepts such as a “mission statement”.

I’m not talking about the type of stuff you’re forced to memorize at work, the ones that go like “We strive to achieve excellence and serve the regional markets to provide better value-added services and increase our shareholder’s value..”

Those type of statements are crap, simple because (1) they are not memorable (2) they mean nothing.

If you’re trying to get opt-in leads from your e-mail marketing campaign, you need a “mission statement”. My definition; a simple statement of an achievable goal; of what someone should expect to get from surrendering their name and email address to you.

For example:

1. Master the guitar in 30 days
2. Lose 30 pounds in 2 weeks
3. Quit your day job in 14 weeks

I was looking at my opt-in boxes for Internet Millionaires Club and I realized that it needs a stronger “mission statement”. Something that would spark the imagination (and curiosity) of potential subscribers.

So here’s the mission statement I created:

You may or may not agree with me, and I may or may not have hit the nail on its head. But don’t you agree that you need to set yourself apart from everyone else in your market?