Your USP. What is it and why it’s important.

“Putting the prospect front and center means answering his most obvious question as he encounters your ad: How will this benefit me in a superior way compared with every other product making pitches for my business?

“If you have a gifted product – one that fills the consumer’s wants better than other options – the answer will be much more persuasive than if you have only a gifted pen pouring out puffery about the prospect and his wants.”
-Gary Bencivenga

If you don’t have a USP for your business,
then what are you doing to differentiate yourself form your competition?

Dear Reader,

The above quote from world-class copywriter Gary Bencivenga is a brilliant way to imagine your USP.

It’s something unique to your product or service that separates you from the competition.

This is what’s important.


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Thought for the day: Diabetes

Some thoughts from the Front-line of Living with Type 1 Diabetes.

Dear Reader,

Here’s what I have to say today about Diabetes: “Type 2 Diabetics are lazy and uncommitted. Us Type 1’s are the real deal and therefore more committed to the cause.”

“Hey”, you may say, “how can I say such a thing?”

Well, for one thing, I am, by health definition, a “Type 1 Diabetic.” Have been for going on 19 years.

Yes, I have to take shots to stay alive and I take a lot of them to maintain great health. Run everyday, go to the gym several times a week. Stay active throughout each day.

My current A1C is 5.8. But I think it is lower. And can be lower. And will be lower by my next blood check.

(My goal is normalized. Below 5.)

And how I see things is, a Type 2 Diabetic just isn’t trying hard enough. I skipped that whole mess and went full blown diabetes so it shows my level of commitment to be quite a bit higher than all you Type 2’s out there.

The thing is, you all seem to be just a bunch of lazy-asses. Shit or get off the pot, OK?

Either straighten yourselves out or get on with the program and go the “whole hog”, alright?

Type 2 Diabetes Reality Check

I’ve heard tell, that if you get your diet in order and do a bit of exercising you can get off the diabetes roller-coaster and be normal again.

Me, I don’t have that option. So I’m jealous of your position. But I’m still calling you lazy for wavering in the middle.

One way or the other, you have a choice.

You either clean up your act and go for extreme good health, or you can join me and completely obliterate your beta cells and get on my team. Then you’ll have a real lesson in discipline or suffer the agony of a high A1C and multiple illnesses brought on by high blood glucose levels.

I won’t go into all the details, but if you’ve been a diabetic for any number of years I’m sure you’ve heard all the gory details.

So, what’s it going to be? Go full on and join the ‘real diabetics’, or fuddle along and be a ‘pretender’?

It’s your choice. Good luck.



When the best laid plans go terribly wrong.

Dear Reader,

Just when I thought I was getting what I paid for, things went completely the wrong way.

Something to remember when ordering services: Make sure the person you are ordering from is very clear about what it is exactly, that you want. I seem to have not been communicating very well today.

And, I didn’t get anything like what I wanted.

And who’s fault is that anyway?

That’s right. Mine. I messed up by not being clear and communicating with someone who didn’t understand that all I wanted was some advice and that’s all.

Instead, I got a service that only made things more difficult for me and will now bring me even more work I didn’t have time for.

Woh is me and poor choices are not to be taken lightly.

Enough complaining. Back to work.