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?
Watch our 60-second video about unique selling propositions
Check out our video for the definition of USP:
Animation by The Draw Shop
And for those of you who would prefer to read, here’s the transcript:
In essence, a unique selling proposition (USP) is something that you offer customers or clients that your competitors do not offer.
It’s also known as a “remarkable benefit.”
In the late 1970s, FedEx effectively branded itself as the fastest, most reliable shipping service with its tagline: “When it absolutely, positively has to be there overnight.”
That was the remarkable benefit no other company could claim.
And once you identify that unique element for your business, you’ll know exactly what the theme of your content marketing should be, which will eventually become the big story of your business.
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Additional USP resources
For more information about unique selling propositions, visit these three resources:
- Your Unique Story Proposition
- How to Discover Your Hidden Remarkable Benefit
- Take 15 Minutes to Find Your Winning Difference
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