To me, this visual of a red rose amongst a background of black roses clearly identifies the USP concept. It means standing out, differentiating one's uniqueness and communicate this either verbally or visually.
Tuesday, October 02, 2007
Rosser Reeves' USP
To me, this visual of a red rose amongst a background of black roses clearly identifies the USP concept. It means standing out, differentiating one's uniqueness and communicate this either verbally or visually.
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ROSSER REEVES!Son of a Methodist minister to one of the famous copywriters in history .He is one of the latest copywriter studied,and also one of the best .From his father's occupation,Reeves regularly preached the gospel of his signiture USP which I find abit similar to Bruce Barton .The USP(Unique Selling Proposition) took the hard-sell approach ,with "reason-why and claim-and-coupon" advertising .Those are theories of Claude Hopkins&Helen Lansdowne Resor .I just wanna touch on the definition of USP to remind everyone,1st is the 3 distinct aspects of Reeves USP and 2nd is the definition of it .Okey,1 of the 3 distict aspects not to forget is to make a proposition to the consumer .Not just plain words and products .An successful advertisement allows the reader/consumer to actually believe that they wont regret after purchasing the product and get all the benifits from it .Secondly is to offer what the other competitors does not offer to create the uniqueness of the brand .Well ofcourse you have to play smart and taking everything into consideration .Lastly the proposition must be so powerful to move the mass millions .Pulling more customers to your product .
-Josh-
ROSSER REEVES!Son of a Methodist minister to one of the famous copywriters in history .He is one of the latest copywriter studied,and also one of the best .From his father's occupation,Reeves regularly preached the gospel of his signiture USP which I find abit similar to Bruce Barton .The USP(Unique Selling Proposition) took the hard-sell approach ,with "reason-why and claim-and-coupon" advertising .Those are theories of Claude Hopkins&Helen Lansdowne Resor .I just wanna touch on the definition of USP to remind everyone,1st is the 3 distinct aspects of Reeves USP and 2nd is the definition of it .Okey,1 of the 3 distict aspects not to forget is to make a proposition to the consumer .Not just plain words and products .An successful advertisement allows the reader/consumer to actually believe that they wont regret after purchasing the product and get all the benifits from it .Secondly is to offer what the other competitors does not offer to create the uniqueness of the brand .Well ofcourse you have to play smart and taking everything into consideration .Lastly the proposition must be so powerful to move the mass millions .Pulling more customers to your product .
-Josh-
Roser Reeves was born in town of Danville,Virginia in the year 1910.
He is a son of a methodist.From his father's occupation ,Reeves was able to build a strong ability to be a speaker.
When he was a boy, he is a bookworm, he had a good sense of learning by understanding and discovering.
Reeves enrolled into the University of Virginia and plan to become a lawyer but after meeting a history professor he changed his mind and became interested in teaching.
In the year 1929,the stock market crash and forced reeves to withdraw from school and seek a job as a journalist.
He became a newspaper reporter and his is only 19 years old and he discovered he only earn $14 a week between the year 1929 and 1930.
reeves found a job which is working in the bank who responsible to write for an institutional periodical/After the publication was cancel he moved to the bank's advertising department and he made a connection with an advertising agency in New York.
Later on he recieved a position as a copywriter with cecil ,warwick & cecil in return for giving the bank's business to the agency and he recieved $34.50 per week when he was 24 years old.
After moving to new york to work gor cecil, he applied his new field of copywriting.
His first mentor was James Kennedy .
later on hwe work as a copywiter in Ruthrauff & Ryan , Blackett-sample-hummert and Ted bates & Co.
later on when he is working in ted bates & CO ,he full fledged theory advertising practice:the USP(unit selling proposition).
Until today all the ad man is still using this theory.
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