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.

Perhaps the most famous USP of all is from Domino's Pizza:

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

Domino's was the first to make such promises in their statement. They were pioneers. And because they had this clear vision or statement they were able to build a multi billion dollar business.

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. 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. There is nothing else on the menu to distract.

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

In thirty minutes or less. Everyone works fast.

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 have this message defined and focused, it will liberate you. You become the specialist. People ask you to solve problems that you're not geared to deal with, and you simply refer them elsewhere. Nobody expects you to be an expert on anything other than your one niche.

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.