January 2020
Beginner to intermediate
224 pages
4h 59m
English
Content preview from Myths of Marketing
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A SUCCESSFUL BUSINESS REQUIRES A COMPELLING USP
The USP (Unique Selling Proposition) was created by Rosser Reeves, who worked for an advertising agency called Ted Bates & Co. Having developed the idea of the USP throughout the 1950s, Reeves explained the concept in his 1961 book, Reality in Advertising [1]. In it he explained the USP has three parts:
‘Each advertisement must say to each reader: buy this product, and you will get this specific benefit.’
‘It must be unique – either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising.’
‘The proposition must be so strong that it can move the mass millions, ie pull over new customers to your product.’
Perhaps one of the most famous examples ...
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