Rosser Reeves How to create a USP for advertising

Rosser Reeves was one of the greatest ad men to ever live and he developed many of the most important advertising rules ever devised based on the market penetration and sales statistics of hundreds of the world's largest advertising campaigns.

From his book, "Reality in Advertising" by Rosser Reeves, explains that every product must have a USP (unique selling proposition) in its advertising. According to Rosser Reeves, a USP must contain these 3 critical elements:

1 “Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: ‘Buy this product, and you will get this specific benefit.’” For example, if you make a tire that cannot be punctured and you can promise 75,000 miles without a flat, guaranteed, you have made a strong benefit proposition (promise) to the consumer.

2. “The proposition must be one that the competition either cannot, or does not, offer. It must be unique—either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising.” If you sell toothpaste and your benefit is that it protects against cavities, you are making the same promise as other toothpaste brands and you are saying your product is just another me-too copycat product. There is nothing special or unique about saying you offer the same benefit other products offer. Nobody cares. People want something that is unique and that they can ONLY get from your product.

3. “The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product.” What this means is the unique benefit you promise must be a benefit people very much want. A unique benefit that nobody cares about is worthless. For example, saying your toothpaste is the only toothpaste that comes in an indestructible steel tube is unique. The problem is the majority of people don’t care. People do not buy toothpaste for the benefit of an indestructible tube. They buy toothpaste for dental health. Now, saying that your toothpaste guarantees fresh breath for 24 hours, no matter if you smoke or what type of foods you eat is a strong unique benefit that people care about and that other toothpaste companies are not offering.

To your business success!

Peter Geisheker, CEO
The Geisheker Group marketing companies
http://www.geisheker.com
(920) 471-1638
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