Sat in on Bob Bly’s excellent presentation on “Best-kept Copywriting Secrets” at yesterday’s Direct Marketing Association of Washington (DMAW) annual conference here in D.C. His key takeaway?

Before developing a sales letter, direct mail piece, Web landing page, etc. – write out your product’s RFB… Reason for Being. Force yourself (or your copywriter) to fill in the following blanks:

My product is the only one that does what? __________

for whom? __________ how? ___________ . Try it; not easy. But it will force you to articulate your, er, USP (unique selling proposition