If you have trouble producing effective keywords or ad content for your business, the issue may be your unique selling proposition (USP), and the fact that you don't have one. Your business's unique selling proposition is a clear statement that describes what your business does and why it is valuable to your customer. It states why your business is different from -- and more valuable than -- your competitors, and explains why you are the best choice for your customer's needs. Related: Still don't have a business plan? Build yours with a professional Having a clearly defined and focused unique selling proposition can help to inform and guide your business's marketing decisions, ad content, and more. How It Works Your USP is a clear and condensed argument for why your customer should choose you over your competitors. It differentiates you from the crowd of other businesses in your sector. The argument it makes is: This is why you should do business with me. This is what I can do for you. This is why I am different from everyone else. Why Develop Your USP? It may be difficult to condense your business's entire array of products and services into a single clear statement of purpose. You may, after all, sell a variety of products that don't fit under a single category. Or, you may provide services that, when broken down into their essential parts, seem to be no different from any other business that does the same thing. So how do you create a USP that successfully conveys the function of your business in a way that emphasizes its uniqueness and value to your customer? Related: 5 Tips for Creating the Perfect Logo Take a step back and look at your business from your customer's eyes. When potential customers read your mailing, see your advertisement, or walk into your storefront, they want to know why they should listen to you, why they should believe you, and why they should take the action you recommend. The answers that you provide to these questions will form the basis of your unique selling proposition. Remember to: Make it clear, concise, and well-defined. Make it unique. Make it focus on the value of your business. The value of your business may not be in your products alone, but rather the way that your business uniquely delivers them. For example, many stores sell paint, but only one store offers digital color matching or professional design consultations. Related: Expert Advice on Growing Your Business, While Still Having a Life How to Use It Successfully Once you have developed a well-define and focused USP, you can implement it within your marketing strategy in a variety of ways. Use your USP to: Develop your business's domain name. Define your branded keywords and optimize your business's website for search engines. Come up with a unique tagline to use on your website, business card, and promotional materials. Create lengthy content for direct mailings and traditional ad campaigns -- print, television, etc. Produce shorter, one-sentence content for Google ads and other online marketing venues. Create effective scripts for your sales team and customer service agents. Developing your unique selling proposition will take time and effort, but the results are well worth it. You can use your USP to portray yourself as a specialist within your niche and an authority in your industry. When you clearly present your business's purpose and value to your customers, they will respond positively to your message and your marketing efforts.