Tuesday, February 24, 2009

Adwords Management - Unique Selling Point

By George Kristopher

It's time to distill your message to its most salient point. Although you may think you have pared it down to a tight message, have you told your customers why exactly they need to buy from you?

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?

Another way of asking the same question is:

What do you guarantee?

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.


Your USP is that one thing special about you that your customer can't find anyplace else. It's your Unique Selling Proposition. It's what you bring to the table that no other business does, or even can.

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.

Many of the difficulties people have with Google come from a USP that isn't clear and unique. If you have your USP right up front, everything from the keywords and ads to the price of your product, everything will fall into place, making you and your customers satisfied. - 16651

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