Debbie Weil is a corporate blogging and social media expert, online marketing consultant, speaker and author of The Corporate Blogging Book (Portfolio). She consults with large companies, CEOs and senior executives on how to create blogs that connect with customers and attract media attention.

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