A member on my copywriters forum started a thread on what makes my forum so popular. Everyone chimed in with some great answers, and I appreciate the feedback.

(The cool thing about it is, that very thread also reached an important milestone. It was the 10,000th one! Talk about a coincidence, eh?)

But then someone asked:

“Michel, can I ask how you initially got the word out about your forum?”

My answer revealed a bit more than what the member anticipated. Instead of talking about how my forum became so popular, I went on a tangent and explained the step-by-step process I used to book copywriting projects.

The answer was so well received that I decided to reprint it here.

Now, you may be wondering what promoting a forum has to do with promoting my copywriting services. Keep reading because you’ll soon understand why…

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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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In the wake of rumored proposals to regulate the web during its early days, Canada’s telecommunications watchdog, the CRTC — comparable to America’s FCC — officially declared in 1999 that the Internet is not a broadcasting medium.

Technically, the Internet is indeed a medium.

But the government based its decision on the fact that the web is interactive with its audience — unlike other one-way media such as the TV or radio. As a result, regulators concluded the Internet could therefore police itself.

(The “Net Neutrality” debate of late is a perfect example that it is different.)

Nevertheless, my point here is not a political one but a marketing-related one.

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Remember when I talked about using multimedia and being pithy? Well, I just came across the shortest salesletter I’ve ever seen.

“Six Figure Blogging” by Andy Wibbels and Darren Rowse is a course on how to make money blogging.

Visit the website and you’ll be first presented with a short opt-in page. Go ahead and opt in. That will lead you to the sales page.

What you will find: a cover graphic of the course, one paragraph of copy, an audio about the course, a link to the course syllabus, an "Enroll Now" button, and a short, two-line disclaimer. That’s it!

Plus, main copy in the one paragraph simply says, "How to make $10,000 a month blogging." That’s all. Admittedly, the "link syllabus" page is a longer version, and the real salesletter when you think about it. (But even then, it’s only five printed pages long.)

Click here to check out this short salesletter…

Gary: No, I trained him. Actually, that’s not true. I did train him but he was really good by the time he got to me.

Michel: Well, this is an important question because as we do, Gary, and as many of the people who do write good copy do, is that they have swipe files and I have a cabinet that’s just absolutely -

Gary: Oh, man, stop. I got to stop you. I got to tell you a story.

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