Be and show

I was talking with one of our clients a while ago.

Among the free bonuses we offer when you join our newsletter service is a consultation about coming up with a USP.

A USP – Unique Selling Proposition – is, in my opinion, the most important thing you can do to market your business.

Basically, a USP is what makes you different from everyone else.

Why should your ideal customer buy from you rather than any of your competitors?

It pays to spend some time thinking about this.


I got to talking with this client, and two words that came up were “trust” and “honesty”.

He said those were two values that were important to him.

Which, of course, is great.

But those words have baggage.

If you say you are trustworthy or honest, people immediately think the opposite.

If you have to say it, then…

The words have become almost toxic.

So…you need to do something else.

Instead of saying these words, you have to BE them.

You have to demonstrate that you are worthy of trust and that you will act in an honest way.

And that’s how newsletters can help.

Here’s how I look at it:

Sending a newsletter isn’t just an act of marketing or promotion. This isn’t a slot machine proposition – one newsletter out, one client in.

That’s too cynical.

Instead, it’s about sharing your knowledge, your expertise and your opinions in an effort to help your clients.

It’s about putting your clients’ needs first.

It’s about saving them from harm.

And it’s about helping them prosper.

I believe that’s the way to write a newsletter.

To consider how you can be of service.

And it’s the way you will prove that you are someone worthy of doing business with.

If you agree, you can try our newsletter system free for one month. You’ll get interesting, informative articles that will help your clients. And you can, if you wish, edit the newsletter to add your own particular brand of expertise.