Google AdWords

Sharpen Your Unique Selling Proposition to 'Chisel Your Way In' to New Prospects

In their book Ultimate Guide to Google AdWords, online advertising gurus Perry Marshall, Mike Rhodes and Bryan Todd offer information that will help you get more clicks from Google for less money, convert more visitors to buyers, and make your online business more effective than ever.

Did your ad campaigns win you new clients this year? If not, then you may have to fine-tune your unique selling proposition. Your USP tells buyers why they should pick your business versus anyplace else. And because consumers can instantly access millions of businesses online, your USP is more critical than ever. 

"If your Google ad isn't getting enough traction, then you may have a USP problem," says Internet marketing expert Perry Marshall. He adds that you should work on refining this relentlessly. As you continue to test USP concepts in your online ads, you will eventually find a new proven way for you to approach your prospects, regardless of what media you use.

To sharpen your USP, he suggests brainstorming with questions like, what's your claim to fame? Or, you must be able to tell your consumers why they should: “Buy this product, and you will get this specific benefit.” In this quick video Marshall discusses how to pinpoint your marketplace strengths and how to fit your USP into a Google ad campaign.

Related: Cut the Fluff to Master Google Adwords 

Edition: October 2016

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