I recently confronted a woman who had ripped off my UVP format and regurgitated it (badly) in an article I also appeared in. When I confronted her about it, she flat out lied – it came from someone else, she said. Uh huh. I know, for a fact, that my UVP format is completely unique in the market – I put it together, alone, in the spare room of my 2 bedroom flat in Footscray at 2am one morning when I had 10 of 15 UVPs (then, USPs) left to write for members in a program I was part of. It didn’t come off the internet, it didn’t come from a book, it came from sitting in front of the computer, actually working through writing the things.