In your AdWords management this might be the most important aspect. In marketing this could be the part that overshadows everything else. With this thing, every other aspect of marketing gets easier. When it is missing, people wander in a fog, aimlessly for years.
What's this "thing," this magic ingredient? It's having a good answer to the following 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 can you offer that no one else can?
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.
Less is more. Your business will grow, the world will sit up and take notice, and even your Google ads will write themselves, when you stand out from the crowd with a clear, simple, and utterly unique message.
USP, What Is It?
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.
Your USP is about the uniqueness of your product, and it's more than that. It's your whole argument for not just your product but also its accompanying services, why it's necessary in the first place, and the timing of getting the product and seeing your problem solved now, rather than later.
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.
