This is the moment for you to boil down your message to its most pertinent element. Now you may believe you have it trimmed down, but have you let your clients know the reason they should buy from you?
This could be the most important part in your AdWords management. Because this is the ingredient in marketing that trumps all others. With this ingredient, everything in marketing gets easy. Without it, people wander around in an aimless stupor for years.
What’s this marvelous thing this Ingredient? Basically, it is having an exceptional answer to this question:
There’s a lot of options out there, but why should I be doing business with you instead of someone else or no one else?
You can ask that same question this way:
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.
When your business possesses a simple, unmistakable mission, it stands out in an age of obfuscated marketing messages and Byzantine corporatespeak. Your answer to this question is your unique selling proposition (USP). A statement of value that’s so clear and focused it’s almost impossible to misunderstand it.
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’s Up With That?
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.
With your USP you show off the individuality of your goods, though it doesn’t stop there. It is the core reasoning for the goods you off but for the services that go along with them, why clients need them and the timing of delivery and resolution to any problems that may arise.
When advertising with Google AdWords the trouble comes not always from improper use of Adwords but from having a hazy or unfocused USP. Make your USP clear, simple and utterly unique and all else will fit neatly together; keywords, ad copy, and pricing.
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