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 fact, these are a powerful guideline for what to include in your Google ad and on your web page when folks click through. Answer them, and you've taken your message and made it that much more compelling. 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. 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. 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. Just look at what a focused USP does in streamlining the daily routine for Domino's staff: 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. The time schedule is everythin, get the pizzas in the oven on time as the orders come in. Have the right containers available and the delivery team makes sure the pizzas are packed right. Pizza. No spaghetti. No lasagna. No fine wines. No burgers. Delivered. This is no diner. Servers, chairs and tables or a team of busboys are unnecessary. In thirty minutes or less. Everything is quick and efficient. Guaranteed. As the consumer hears this, you have his attention. As well as the manager's, this is motivation to keep the business productive. With your USP defined and honed you will find freedom. You can then specialize. If you are asked to solve a problem that is not in your little corner of your field you send them to someone else. You are not expected to be a master in any other topic but your own. 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.
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Your first step is to answer these four questions:
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