Marketing Plan: Successes and challenges in writing them

I've finally figured out a mantra statement for my business and just want to tell someone the good news. A mantra statement is pretty much a marketing slogan that you can put on all your business paperwork. It is 10 words or less and encompasses your mission statement, your vision statement and your firm's motivating approach to how you do business. It is a sentence that describes your business which your employees can rally behind, and will persuade people to try your product or service.I had the vision statement and mission statement by the 2nd revision of the business plan (after we certified our firm in environmentally friendly kitchen exhaust system cleaning). But the mantra has eluded me for over a year now. Two more revisions of the business plan later, I finally got a mantra that my husband and I can both agree on. My new mantra statement isWe keep our customers both fire-resistant and profitable. We also have a secondary slogan to use in our marketing efforts - Cleanliness is the best way to prevent a kitchen fire!I counsel a lot of small business owners in financial recovery intervention consulting. I've found that if they can develop a polished marketing plan and business plan (these are 2 different things) that they have a much higher probability of recovery. It is easier to return to profitable operations when you have a written plan based on reality to follow.I'm greatly interested in hearing about your successes and challenges in developing your marketing plan. Please share your experiences.