Manage Your PPC - Identify your USP
Kirt Christensen
To begin with you need to answer the 4 questions below:
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?
The truth is these are potent guides for what you want included in your Google ad and what you want in the copy on the webpage your visitors first see. With those answers you can make your message more powerful.
By trying to fill the wants of all people we have missed our potential. Don't try to gratify everyone. If your goal is unclear and you have a firm vision of what your company is, your customers will be confused and you will waste 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.
This isn't unique now, but in the early days of Domino's, it most definitely was. A multibillion dollar business was built from this very unique, simple statement of value.
See what a USP that is laser sharp did for the day-to-day procedures for Domino's personnel:
Fresh. No need to fill freezers with prepared inventory. They have every thing they need right there, as well as sufficient personnel to ready the orders. And they were not obligated to have it taste good.
Hot. There has to be a strict timing, putting the pizzas into the oven in timed with the orders as they come in. Keeping the proper containers on hand, and the delivery team makes sure the pizzas are packaged properly.
Pizza. There is nothing else on the menu to distract.
Delivered. We aren't talking about a restaurant There aren't any servers, busboys or tables and chairs.
In thirty minutes or less. Everyone works fast.
Guaranteed. With these words you have the customer's attention. And the business continues to progress because the management are financially motivated
When you have this message defined and focused, it will liberate you. You become the specialist. People ask you to solve problems that you're not geared to deal with, and you simply refer them elsewhere. Nobody expects you to be an expert on anything other than your one niche.
You may want to enlarge into other territories, like others you will then need more than one USPs. Retail stores are full of products that have their own USP, each one is clear and pointed.
You want your USP to fit in a Google ad-At the very least the main points will need to.
About the Author:
Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When it comes to adwords campaign management, he's the man!
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