Like David Ogilvy, mid-20th-century ad man Rosser Reeves promoted a hard-sell approach and thought advertising should do one thing: sell.
And sell he did.
Campaigns for Viceroy cigarettes, Carter’s Little Liver Pills, Listerine mouthwash, and Colgate toothpaste boosted sales and put these brands on the map.
His goal was to get customers to recognize a specific brand proposition — what has become known as a unique selling proposition (USP).
But what exactly is a unique selling proposition? And why is it so important?