The Chronicle’s Business blog

Rosser Reeves coined the term USP (Unique Selling Proposition). Your USP includes those special benefits you offer that no one else can offer to your Ideal Clients in your niche market. Rosser worked with President “Ike” Eisenhower, whose election campaign he helped run in the early 1950s. He was one of the first campaigns to use copy-testing. Rosser tested slogans and marketing appeals. “I Like Ike” was the one that helped voters relate to his candidate. Ace British copywriter Drayton Bird tells that story about Rosser who said, “Originality is the most dangerous word in the advertiser’s lexicon.” His brother in law, the legendary David Ogilvy, used to quote it often. Helmut Krone, the great art director at Doyle, Dane Bernbach in the 1960s, once asked a young writer what he considered more important, to do your own thing or copy someone else’s work. “Do my own thing” was the reply. That’s wrong, he told the young man. “Until you can do better, copy.” What he meant was to watch what successful copywriters do and customize their concepts to what you are selling. Do that in your sales letters, advertising, marketing and your sales presentations. I recommend Drayton’s newsletter. You can get it at db@draytonbird.com For a complimentary digital copy of “Uncover Your Inner Sales Genius,” email JerryBellune@yahoo.com

Copyright 2018, The Bellune Co., Inc.