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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?

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.

You will probably recognize this most famous USP 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.

See what a USP that is laser sharp did for the day-to-day procedures for Domino's personnel:

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. There has to be a strict timing, putting the pizzas into the oven in timed with the orders as they come in. Keeping the proper containers on hand, and the delivery team makes sure the pizzas are packaged properly.

Pizza. There is nothing else on the menu to distract.

Delivered. We aren't talking about a restaurant There aren't any servers, busboys or tables and chairs.

In thirty minutes or less. Everyone works fast.

Guaranteed. As the consumer hears this, you have his attention. As well as the manager's, this is motivation to keep the business productive.

When you have this message defined and focused, it will liberate you. You become the specialist. People ask you to solve problems that you're not geared to deal with, and you simply refer them elsewhere. Nobody expects you to be an expert on anything other than your one niche.

You can certainly expand into other areas, and many businesses have multiple USPs. Every product in a retail store has its own USP. But in each case, it needs to be unique, and it needs to be clear.

You want your USP to fit in a Google ad-At the very least the main points will need to.