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.
We've all fallen on our faces attempting to be all things to all people. You can't please everybody. If your purpose is murky and your sense of identity vague, it confuses your customers and robs you of time and energy.
Perhaps the most famous USP of all is from 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.
Just look at what a focused USP does in streamlining the daily routine for Domino's staff:
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. There is nothing else on the menu to distract.
Delivered. This is no diner. Servers, chairs and tables or a team of busboys are unnecessary.
In thirty minutes or less. Everyone works fast.
Guaranteed. When the customer hears this, he sits up and pays attention. And the manager has financial incentive to keep the operation moving.
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.
Expanding to other specialties is an option and you can adopt more than one USP, as many have. Each product a retailer sells has its own USP. Each one needs to be individual, and unclouded.
You want your USP to fit in a Google ad-At the very least the main points will need to.
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.
We've all fallen on our faces attempting to be all things to all people. You can't please everybody. If your purpose is murky and your sense of identity vague, it confuses your customers and robs you of time and energy.
Perhaps the most famous USP of all is from 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.
Just look at what a focused USP does in streamlining the daily routine for Domino's staff:
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. There is nothing else on the menu to distract.
Delivered. This is no diner. Servers, chairs and tables or a team of busboys are unnecessary.
In thirty minutes or less. Everyone works fast.
Guaranteed. When the customer hears this, he sits up and pays attention. And the manager has financial incentive to keep the operation moving.
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.
Expanding to other specialties is an option and you can adopt more than one USP, as many have. Each product a retailer sells has its own USP. Each one needs to be individual, and unclouded.
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 ppc management, he's the man!
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