Rick -

I agree with you that Bob Bly is truly great.

Most memorable for me is Bly's "formula" for a Unique Selling Proposition, which he also calls "the reason for being."

Here's the USP formula: "My product is the only one that ___________ (does what) for whom (what audience) by __________ (how does it deliver the benefit).

Just fill in the blanks and Voila! Your USP appears.

Robert Campbell

PS: Rick, does the line below look familiar? (grin)




Read what Robert G. Allen said about my real estate book!