Every marketer should know Rosser Reeves. He was a highly successful advertising executive and the originator of the Unique Selling Proposition (also known as the Unique Selling Point or USP). In his 1961 best-seller Reality In Advertising, Rosser defined his industry-changing concept in three parts:
Leo Burnett was born this month back in 1891. An advertising industry legend, he launched what would become one of the world’s largest and most respected agencies.
William ‘Bill’ Bernbach died this month back in 1982. He left an indelible mark on the advertising industry. Of his many industry-changing accomplishments he is credited with igniting what would come to be known as the ‘Creative Revolution’ (of the 1950′s and 1960′s). The ‘Creative Revolution’ was about creating a more informal and egalitarian atmosphere / work model in the ad agency so as to encourage creativity.
Remember the New Yorker cartoon where two women are talking and one says to the other, “But enough about me. What do you think about me?”
1. Go to the essence of the product. State the product’s essence in the simplest terms of its basic advantage. And state this both tangibly and memorably.
