It’s time to get directly to the point in your message. Although you may think you have narrowed it down to a rather tight message, have you actually informed your customers as to why they need to buy from you?

This may possibly be the most important part of your AdWords management. This is the marketing ingredient that outweighs all others. This ingredient makes marketing easier. Without this basic yet vital ingedient, people wander aimlessly around 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? What do you have to offer that your competitor’s don’t.

Another way of asking the same question is:

What do you guarantee?

When you can truly answer these two questions, your ads will practically write themselves. When you can truly answer these questions, people will be lining 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.

WHAT IS A USP?

Your USP is thr one thing special about you that your customer can’t find anywhere 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. It’s even more than that. It is the whole reason for why your product is necessary in the first place. It is why your accompanying services are necessary, and why it’s necessary to get the product now rather than later.

A lot of the difficulties people have with Google come not from doing Google AdWords wrong per se, but from a USP that isn’t clear or maybe isn’t even unique in the first place. If you have your USP right up front, everything from the keywords and ads to the price of your product, all that falls into place.