I’m back from New Zealand. We had a chance to eat at The Orbit, a rotating restaurant at the top of the Sky Tower with our friend and copywriting whiz Alan Forrest Smith.

Now that I’m back, I have a something for you.

You’ve probably read my last blog post about this seeming “intuitive skill” some marketers seem to have when finding red-hot niches online — or confirming if yours is viable and profitable, and how to sell more. It’s the first and most important step in Success Chef.

It took my wife Sylvie Fortin over nine long months to put together. You get close to five hours of streaming lessons with tons of resources. And it’s getting rave reviews!

Well, I finally had time to write some copy and put up a rough web page that explains it in much greater detail. I’m still working on it. I’ve added a complete course description, a list of what’s included, and an extra bonus not mentioned before.

So please check it out and let us know what you think!

Click here for a course description and more.

The other day I was asked a question I hear all too often: “How do I distinguish myself from other copywriters?”

To find the answer, look to one of the most effective and frequently used copywriting and marketing tools. It’s your “Unique Selling Proposition,” or USP.

(I prefer to call it a “Unique Selling Position.” If you’ve read my book, “Power Positioning,” then you’d know that I’m a big fan of positioning rather than prospecting.)

Your USP is also your “hook.”

Time and time again, I’ve told many aspiring copywriters and marketers that a USP is what distinguishes you from the pack. It increases perceived value, expertise, and credibility — without needing to state it outright.

But since I hear this question often, particularly from copywriters just entering the field, I sense that it’s because people need a little help in defining their USP.

So to help you, here’s a tip.

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Scarcity is a tactic often used in copywriting to create a sense of urgency and convince the “on-the-fence” customer to make a purchase decision. Above all, the goal is to prevent prospects from procrastinating.

As online consumers become wise to these direct-response copywriting tactics, one question often arises:

“What about digital products and electronic downloads, like ebooks and software? How can you create a sense of urgency for something that, in itself, is limitless (or perceived as such)?”

Here’s how to use scarcity selling effectively with digital products:

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Copy is all about words. Or is it?

Copy is about using words to describe the benefits of your offer. About using words to paint vivid mental imagery. About using words to stir the senses, press all the “hot buttons” and push the reader to take some kind of action.

But is it really ALL about words? I mean, just words? No.

Some copywriters claim that graphics, formatting and photographs should NOT be added to a salesletter because they distract. They can take the reader’s focus away from the message.

I agree. But not entirely. Here’s why…

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Takeaway selling, for the uninitiated, is a way to limit the supply of a product or service in some way to increase scarcity of an offer. Because it’s a proven fact that scarcity sells. It’s the age ol’ law of supply and demand.

The less the supply, the greater the demand, as people don’t know how much they want something until it’s about to be taken away from them.

As Jim Rohn once said, “Without a sense of urgency, desire loses its value.” Why? Because procrastination is the biggest killer of sales — particularly online where the chances of a prospect staying on or returning to a website (in order to think about buying), in today’s click-happy world, are scarce.

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