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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.
We've all fallen on our faces attempting to be all things to all people. You can't please everybody. If your purpose is murky and your sense of identity vague, it confuses your customers and robs you of 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.
This isn't unique now, but in the early days of Domino's, it most definitely was. A multi-billion dollar business was built from this very unique, simple statement of value.
Just look at what a focused USP does in streamlining the daily routine for Domino's staff:
• Fresh. They don't have to keep freezers full of prepared inventory. They keep all of the needed ingredients on hand, along with adequate staff to prepare the orders. And the pizza doesn't even have to taste good.
• Hot. They keep a disciplined time schedule, getting the pizzas into the oven in time with orders that come in. They keep the right containers on hand and the delivery guys make sure the pizzas are well packed.
• Pizza. No spaghetti. No lasagna. No fine wines. No burgers.
• Delivered. This isn't an eat-in joint. No servers or extra busboys, no extra chairs or tables.
• In thirty minutes or less. Everyone works fast.
• Guaranteed. When the customer hears this, he sits up and pays attention. And the manager has financial incentive to keep the operation moving.
When you have this message defined and focused, it will liberate you. You become the specialist. People ask to you 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 USP's. 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.
A good USP will fit in a Google ad-or at least the most important part of it will.
