Now you need to reduce your message to its most relevant points. You may believe you have done that, but have you told your clients why the need to buy from you?

This could be the most important part in your 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 is this Ingredient this miraculous Thing? It is simply having a crack answer to this 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?

Here is another way to ask the question:

What do you uniquely 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.

What Is A USP?

A USP is the singular description about you that isn't available anywhere else. It is your Unique Selling Proposition. No other vendor offers this item or has this service. It is what sets you apart.

A USP is totally built on the singularity of what you offer. Yet it is more. It is your entire foundation for not only your goods but, any services that go along with them, the reason clients need what you offer, and the timeliness of delivery and solutions.

When advertising with Google the trouble comes not always from improper use of but from having a hazy or unfocused USP. Make your USP clear, simple and utterly unique and all else will fit neatly together; keywords, ad copy, and pricing.