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Manage Your PPC - Identify your USP

First thing to do is get answers to the four following questions:

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've all fallen on our faces attempting to be all things to all people. You can't please everybody. If your purpose is murky and your sense of identity vague, it confuses your customers and robs you of time and energy.

You will probably recognize this most famous USP from 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.

Just look at what a focused USP does in streamlining the daily routine for Domino's staff:

Fresh. They don't have to keep freezers full of prepared inventory. They keep all of the needed ingredients on hand, along with adequate staff to prepare the orders. And the pizza doesn't even have to taste good.

Hot. There has to be a strict timing, putting the pizzas into the oven in timed with the orders as they come in. Keeping the proper containers on hand, and the delivery team makes sure the pizzas are packaged properly.

Pizza. Not spaghetti, lasagna, fine wines or burgers.

Delivered. This isn't an eat-in joint. No servers or extra busboys, no extra chairs or tables.

In thirty minutes or less. Speed and efficiency is the motto here.

Guaranteed. When the customer hears this, he sits up and pays attention. And the manager has financial incentive to keep the operation moving.

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.

You want your USP to fit in a Google ad-At the very least the main points will need to.

Article Source: http://www.uberarticles.com/articles

Kirt Christensen's dynamic flair in PPC Management as he managed more than $612,000 of annual internet advertising for clients, has them praising about him! managemypayperclick.com Click here for other unique ppc articles.

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