I was on the phone with my friend Mark Joyner, president of Aesop Marketing, Internet pioneer and best-selling author. We were talking about a new direction for my career. Now that I've gone through the phases of being a hypnotic writer, an outrageous marketer, a hypnotic marketer and a spiritual marketer, what's next for me? "What's your USP?" Mark asked me. A USP is a "unique selling proposition." It's one line that states what you do that is different than what your competition does. R.