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 "thing," this magic ingredient? It's having a good answer to the following 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?

You can ask that same question this way:

What do you uniquely guarantee?

When you have a convincing answer to these two questions, you will have ads that can write themselves. When you have a convincing answer to these two questions, you will have customers waiting to buy from you.

If your business's mission is pure and uncomplicated, it will be noticed in this time of obscure marketing messages and twisted business messages. Your solution to this situation is your unique selling proposition (USP), a declaration of worth that is so pointed and crisp that misunderstandings are not possible.

No need to guild the lily. Your interests will compound, clients will take note and your AdWords will compose themselves, when your message is so pointed and unclouded that it is as if you are in a spotlight.

What Is A USP?

A USP is the singular description about you that isn't available anywhere else. It is your Unique Selling Proposition. No other vendor offers this item or has this service. It is what sets you apart.

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.

Many of the problems advertisers have with Google, does not necessarily result from improper use of the AdWords service, but from an unclear or unoriginal USP. Spell out your USP right from the beginning and everything else will fall into place, from product pricing, to keywords, to ad copy.