Manage Your PPC - Identify your USP

To begin with you need to answer the 4 questions below:

1. Why should I read or listen to you?

2. Why should I believe what you have to say?

3. Why should I do anything about what you are offering?

4. Why should I act now?

In fact, these are a powerful guideline for what to include in your Google ad and on your web page when folks click through. Answer them, and you've taken your message and made it that much more compelling.

We have failed to live up to our potential because we have tried to be everything to everyone. This is not possible. If your vision of what your company is and what it wants to achieve or be is unclear then your clients won't know what it is either, and that will uselessly spend your time and energy.

Most likely you remember this easily recognized USP of Domino's Pizza:

Fresh, hot pizza delivered to your door in 30 minutes or less, guaranteed.

This isn't unique now, but in the early days of Domino's, it most definitely was. A multibillion dollar business was built from this very unique, simple statement of value.

Here is what the 13 words of Domino's USP did to the daily processes of their business:

Fresh. No need to fill freezers with prepared inventory. They have every thing they need right there, as well as sufficient personnel to ready the orders. And they were not obligated to have it taste good.

Hot. The time schedule is everythin, get the pizzas in the oven on time as the orders come in. Have the right containers available and the delivery team makes sure the pizzas are packed right.

Pizza. No spaghetti. No lasagna. No fine wines. No burgers.

Delivered. We aren't talking about a restaurant There aren't any servers, busboys or tables and chairs.

In thirty minutes or less. Everything is quick and efficient.

Guaranteed. As the consumer hears this, you have his attention. As well as the manager's, this is motivation to keep the business productive.

When you are able to define and focus your message, you will be free, because then you are specialized. If you were asked to find solutions to problems outside your field of focus, you would send them to someone else. Your niche is the only thing you are expected to have expertise in.

You can certainly expand into other areas, and many businesses have multiple USPs. Every product in a retail store has its own USP. But in each case, it needs to be unique, and it needs to be clear.