Writing your business manifesto or credo
“To equip solopreneurs with the resources and support to market and enjoy a profitable lifestyle business.”
No one cares about your mission statement or your core values
No prospective client will choose you over another provider because of your guiding principles. People want a solution to their problem, to understand what’s involved and the cost of getting that problem solved. That’s it.
So why develop a statement or series of statements designed to express what your solopreneur business is committed to upholding? Because it is the heart of your business brand and reflects who you are at its core. It’s almost more for you than it is for your clients or audience. It will help keep your nose clean and on track with what you’re committed to doing.
What type of statement is best for your solopreneur business?
When I drafted the PappyClub mission statement, I was focused on creating a statement that captured the essence of the problem I solved and who I solved it for. This is written as a clear, succinct message that can be expanded elsewhere in story form throughout a website, marketing collateral and advertising. However, it may not be sufficient in capturing your entire commitment, vision and purpose—the heart of why you do what you do and what you’re committed to.
Core values and guiding principles can be crafted to demonstrate expected behaviors and experiences for the business owner, team, vendors as well as customers and clients. They can serve as the underpinnings and expansion of the mission and how the mission is implemented and expressed in the world.
For a solopreneur business, however, I prefer utilizing a manifesto or a credo because either can more easily be connected to the solopreneur, their primary vision and the why behind what they do. But that doesn’t mean you can’t create a mission statement or a set of core values that further clarify and detail the specific actions of your business. In addition, these instruments can be helpful when creating a culture within your team, even if they are a team of subcontractors or virtual helpers.
Manifesto vs credo
The difference between a manifesto and a credo is that a manifesto is generally a public declaration of principles, policies or intentions and is usually in story form. A credo is a set of beliefs and why you often find a credo starting with the words, “We believe.” You can have both, however, I recommend you choose one over the other as to not confuse your audience or having one compete with the other.
For either a manifesto or a credo, the following can serve to shape what you’re crafting:
What you believe to be true about the work you do or the problems you solve or your target market
What you’re committed to doing and having integrity in as you deliver your goods and services
An aspirational future or identity you are working toward bringing about for yourself and/or those you serve
Honestly, you can commit whatever sentiment you want to your statement(s) as long as you own them, meaning, they resonate with your heart and intention for what you do and can execute through your solo business. Below is the credo I crafted for PappyClub. It drives everything I’m about and the solutions I provide inside PappyClub as well as how I market it, and is an aspirational identity of those I serve. This can be key to your marketing copy since you want your tribe to resonate with your “why” as well as your solution.
I generated the PappyClub credo based on how I felt personally about being a solopreneur as well as what I believe will facilitate a solopreneur thriving in their business. It also was inspired by many of my client’s experiences, journeys and challenges and how they overcame them to achieve true happiness doing what they love to do.
~ The PappyClub™ Credo ~
The Seven Characteristics of Solopreneur Happiness
PAPPYCLUB BELIEVES THAT EVERY SOLOPRENEUR DESERVES:
To have creative autonomy fulfilling their dreams
To be nourished within a community of other solopreneurs
To have access to reliable, expert resources and support
To be confident about their business and income
To be known, understood and valued for who they are and how they serve others
To have clarity around their business marketing and operations
To be happy with their progress yet hunger for more
Crafting your manifesto or credo
Here are a few writing prompts that can get you going as you clarify your statement:
Why are you doing what you’re doing?
What do you believe to be true about solving the problem you’re solving?
What are you noticing that’s missing in your specific industry, niche or marketplace that you’ve decided to address and why?
What future do you want to create for your client or customer?
What do you want them to experience and how do you want them to feel when working with you and afterward?
How do you want them to realize that you are the perfect fit for them?
What is the spirit, energy or passion of your business (which is typically something you are personally passionate about)?
What cultural, industry, technology, belief or approach do you want to change or improve?
What or who do you want to acknowledge and advocate for through your business?
What are the unique characteristics of your tribe that you want to recognize, cater to and care for?
Structuring your statement
There’s no rhyme or reason around the structure of your credo or manifesto. If you Google each, you’ll find examples that run the gamut. Some are in story form, some are bulleted lists and some are just one simple statement that captures it all.
The only caution I would advise when you’re creating yours is that you not try to make it “cute” or “confusing.” What you are writing should be clear and easily understood by you and your audience while packing a punch that resonates with you and your tribe.
If you need me to read your drafts, I’m happy to give you some feedback or kick around ideas. That’s what I’m here for! The goal is that you feel good about what you create and that it reflects what you’re up to.
Also, your credo or manifesto can evolve with you as you evolve and grow in your business. It’s a living thing that evolves and grows with you. Now get to it! ✍️
