Manage Your PPC - Identify your USP

Your first step is to answer these four questions:

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 reality these are potent directors for what you should have in your AdWords and on your landing page, the page they first go to when they click on your ad. Using the answers to these questions you can make your message effective and full of power.

We have failed to live up to our potential because we have tried to be everything to everyone. This is not possible. If your vision of what your company is and what it wants to achieve or be is unclear then your clients won't know what it is either, and that will uselessly spend your time and energy.

Most likely you remember this easily recognized USP of Domino's Pizza:

Fresh, hot pizza delivered to your door in 30 minutes or less, guaranteed.

Domino's was an industry leader back in the days when they started with that USP. Because of this singular, yet plain value statement, a multi-billion dollar business was established.

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. This isn't an eat-in joint. No servers or extra busboys, no extra chairs or tables.

In thirty minutes or less. Everything is quick and efficient.

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.

You can certainly expand into other areas, and many businesses have multiple USPs. Every product in a retail store has its own USP. But in each case, it needs to be unique, and it needs to be clear.

Fitting your USP into a Google ad is your goal - Be sure to at least fit in the key points.

Article Source: Free Content Articles Directory

Kirt Christensen's high-energy style of PPC Management as he handled more than $612,000 of annual ppc advertising for clients, has them raving about him! managemypayperclick.com

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