You need to answer this about your community. You're allowed 12 words max, so make them count. The more specific, the better. You're not allowed an 'and' or an 'or'.
One more crucial rule, it has to improve the life of the member. No-one's going to participate because it boosts the company's quarterly earnings.
So for example:
People will participate in this community because they want great advice from recovering alcoholics.
People will participate in this community because they want to build their reputation as a great gamer.
People will participate in this community because they might find perfect partner.
People will participate in this community because it helps them get a dream job.
Don't rush, there is plenty of time to get this right.
Be very precise with the wording. Precise actions, precise people and precise benefits. Take a week or so, do some research. Ask your target members what they would love and try that.
This is your mission statement. Day by day you work to make that single appeal even stronger.
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