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.

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. 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. They keep a disciplined time schedule, getting the pizzas into the oven in time with orders that come in. They keep the right containers on hand and the delivery guys make sure the pizzas are well packed.

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. Everyone works fast.

Guaranteed. With these words you have the customer's attention. And the business continues to progress because the management are financially motivated

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.

Expanding to other specialties is an option and you can adopt more than one USP, as many have. Each product a retailer sells has its own USP. Each one needs to be individual, and unclouded.

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