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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There’s a debate going on my discussion board about “clean design” vs. “clunky design” with your copy, and how it can or cannot affect response rates.

I’m talking about odd layouts, inconsistent typestyles, emphasis using formatting (like underlining, highlighting, bolding, etc), “junking up” copy, and so on.

For example, on a teleseminar I was giving last week, someone asked “I see so much copy with poor design and bad grammar with spelling mistakes — is it intentional or just plain bad copywriting?”

Which reminds me…

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When I critique, edit or rewrite sales copy, I discover that many clients commit common errors. Granted, not all of them are writers. But most of them fail to drive customer actions not because they lack writing skills but because they fail to look at their copy from their readers’ perspective.

Although unintentional, they’re so involved with their business or product that they tend to forget their prospects. They tend to explain things in ways that only they understand. They tend to forget the number one element in copywriting. And no, it’s not the copy. It’s not the offer, either. It’s…

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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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