S – Specific: make your goal concrete and defined
A goal must be specific to be attainable with focused effort. A specific goal states:
- what you want to achieve
- who is responsible for this
Example: “I want to grow my email list” is a more clearly defined goal than saying “I want more leads.”
Thanks to a specific goal like this, you know whether you are ‘on target’ or whether you need to make adjustments.
M – Measurable: make sure you can measure it
To determine goals that can actually be measured, ask yourself the following questions:
- what exactly do I want to achieve?
- how am I going to measure the results?
It is best not only to put a number on the final goal, but also on some interim milestones.
Example: “I want to grow my email list by 10 people per week”
A – Attainable: is the goal attainable?
Your goals should feel scary, but not cause you to panic. If goals are too easy, they will be reached, but not much is really gained. If goals are too big, you can end up discouraged or lose money or resources unnecessarily.
Example: “I want to grow my email list by 10,000 people per week in three months.”
As much as this is a great goal, it may not be attainable in that timeframe. Be ambitious, but make sure your goal is achievable.
R – Relevant: does it contribute to the growth of your business?
The goals you choose should fit your business, mission and vision. So think carefully about whether the goals add value and help your business to grow in the longer term. For example, as a growing business, do you want better brand awareness? Then the start of a new marketing campaign with a new radio spot, or more online advertising can be a good next goal.
T – Timely: set a clear deadline
Set a specific deadline or time period for achieving each goal. This way you are building in accountability, as you have a date to aim for.
“I want to grow my email list by 10 people per week from 1st October 20xx – December 20xx.”
