AdWords Management - What Is USP? | Print |  E-mail
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Written by Kirt Christensen   
Sunday, 20 April 2008
Now you need to reduce your message to its most relevant points. You may believe you have done that, but have you told your clients why the need to buy from you?
by KirtChristensen


Now you need to reduce your message to its most relevant points. You may believe you have done that, but have you told your clients why the need to buy from you?

In your AdWords management this might be the most important aspect. In marketing this could be the part that overshadows everything else. With this thing, every other aspect of marketing gets easier. When it is missing, people wander in a fog, aimlessly for years.

What's this marvelous thing this Ingredient? Basically, it is having an exceptional answer to this question:

Why should I do business with you, instead of any and every other option available to me, including the option of doing absolutely nothing at all?

Another way of asking the same question is:

What do you uniquely guarantee?

When you have a really powerful answer to these two questions, your ads practically write themselves. When you have a really powerful answer to these questions, people will line up to buy from you.

In a day when most marketing messages are obscure and convoluted, if you have an uncomplicated and unclouded mission it will stand out. Your USP or unique selling proposition is the answer, an impossible-to-misunderstand statement that is pointed and plain.

Embellishments are not necessary. When your USP is straight and clear that it is like you are spotlighted, corporations will take note, your business will be profitable, and even your ads will nearly be composed spontaneously.

USP, What Is It?

The acronym USP stands for Unique Selling Proposition. It is the thing that sets you apart, the product or service or quality that no one else offers. It is all about your speciality.

A USP is totally built on the singularity of what you offer. Yet it is more. It is your entire foundation for not only your goods but, any services that go along with them, the reason clients need what you offer, and the timeliness of delivery and solutions.

A lot of the difficulties people have with Google come not from doing Google AdWords wrong per se, but from a USP that isn't clear or maybe isn't even unique in the first place. If you have your USP right up front, everything from the keywords and ads to the price of your product, all that falls into place.

About the Author:

Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When it comes to ppc outsourcing, he's the man!



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