I'm another one who doesn't believe in giving up anything. I've tried! - and for all my hard work & occasional successes all I truly got was MISERABLE.
All things in moderation, I always say! 
But I do try to cut portion sizes, and also to eat MORE of the healthy foods so I won't be so ravenous for the UNhealthy foods. I have found that "noshing" every couple of hours (eating 5-6x per day) is better for me than 3 bigger meals.
I have been already using things like skim milk instead of whole, 2% cheese instead of full-fat, etc. for decades. So whole milk just seems icky to me, and full-fat cheese seems "too thick" or whatever. I try to substitute the "lesser evil" whenever possible. Such as eating sugar free jello pudding instead of a 1/2 bowl of regular chocolate ice cream. It's that chocolate-y taste I'm after, and I have found that I can get it for cheaper (fewer) calories if I try.
Then there are things like Mountain Dew. My most favorite drink ever! - I tried Diet Mtn Dew, but it was JUST GROSS!!!... so ... I started mixing regular Dew with Diet Dew until little by little I had more diet than regular... and finally now I just drink diet and I like it.
I find little tricks like that help me most of all.
Oh, and Long Live Chocolate!!!
