This is the moment for you to boil down your message to its most pertinent element. Now you may believe you have it trimmed down, but have you let your clients know the reason they should buy from you?

In managing your AdWords, this may well be the most valuable part. This ingredient is the one marketing ingredient that tops all others. With it everything about marketing gets easier. Without this ingredient, we may wander in a fog endlessly.

What's this marvelous thing this Ingredient? Basically, it is having an exceptional answer to this question:

There's a lot of options out there, but why should I be doing business with you instead of someone else or no one else?

Another way of asking the same question is:

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.

In a day when most marketing messages are obscure and convoluted, if you have an uncomplicated and unclouded mission it will stand out. Your USP or unique selling proposition is the answer, an impossible-to-misunderstand statement that is pointed and plain.

No need to guild the lily. Your interests will compound, clients will take note and your AdWords will compose themselves, when your message is so pointed and unclouded that it is as if you are in a spotlight.

What Is A USP?

Your USP is that one thing special about you that your customer can't find anyplace else. It's your Unique Selling Proposition. It's what you bring to the table that no other business does, or even can.

Your USP is about the uniqueness of your product, and it's more than that. It's your whole argument for not just your product but also its accompanying services, why it's necessary in the first place, and the timing of getting the product and seeing your problem solved now, rather than later.

A lot of the difficulties people have with Google come not from doing Google AdWords wrong per se, but from a USP that isn't clear or maybe isn't even unique in the first place. If you have your USP right up front, everything from the keywords and ads to the price of your product, all that falls into place.

With more than a decade of experience in adwords management , Kirt Christensen, will share his experience in adwords management, by giving you ideas he discmore thaned that work (and some that don't work). www.managemypayperclick.com">www.managemypayperclick.com This article is available as a unique content article with free reprint rights.

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