Multiple Selling
Propositions
may work better for you than USP.
In the mid 1950's, Rosser Reeves, then the top account man at Ted Bates, NYC, coined
the phrase "Unique Selling Proposition."
The idea was that promoting one key
feature and benefit of any brand for years and years and years
would cut through the clutter of advertising and build an
unassailable position in the consumer's mind.
Those were the days when major advertisers such as
Anacin, Colgate, M&M's, Mobil, and Wonder Bread relied on massive network advertising to carve out unassailable Shares
of Market for their products.
USP did help Ted
Bates hold on to their clients for years and years and years. Today,
it's somewhat of a mantra among brand managers. But USP doesn't
really make much sense logically or empirically.
LOGICAL
DEBUNKMENT:
If a Unique Selling Proposition works then it
must lead to a Unique Buying Reason.
