Robert -

> 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.

I hadn't seen this one before. What an *excellent* way to create your USP. It directly answers the question made famous by Dan Kennedy, "Why should I do business with you as opposed to all the other options available to me including doing nothing ?"

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

Ah. Yes. Lights flash, bells ring. (g) I might have seen it on another board or two - the type I referred to in my post a little before this one. (g)

Also, see your e-mail.

Rick Smith, "The Net Guerrilla"