Today the book is out of print and difficult to get. As a result, most practicing direct marketers don’t know the original definition of a USP. Their lack of knowledge often produces USPs that are weak and ineffective. According to Reeves, there are three requirements for a USP (and I am quoting, in the italics, from Reality in Advertising directly):
- Each advertisement must make a proposition to the consumer. Each must say, “Buy this product, and you will get this specific benefit.”
Your headline must contain a benefit — a promise to the reader.
- The proposition must be one that the competition either cannot, or does not, offer.
Here’s where the “unique” in Unique Selling Proposition comes in. It is not enough merely to offer a benefit. You must also differentiate your product.
- The pr...(register to read more)