{"id":65,"date":"2010-08-29T19:44:02","date_gmt":"2010-08-29T23:44:02","guid":{"rendered":"http:\/\/www.archimediastudios.com\/corporate\/?p=65"},"modified":"2010-09-03T19:17:40","modified_gmt":"2010-09-03T23:17:40","slug":"usp-examples","status":"publish","type":"post","link":"https:\/\/www.archimediastudios.com\/corporate\/2010\/08\/usp-examples\/","title":{"rendered":"Reality in Advertising…"},"content":{"rendered":"

Reality in Advertising (Reeves 1961) Reeves laments that the U.S.P. is widely misunderstood and gives a precise definition in three parts:<\/p>\n

    \n
  1. Each advertisement must make a proposition to the consumer. Not just words, not just product\u00a0puffery, not just show-window advertising. Each advertisement must say to each reader: “Buy this product, and you will get\u00a0this specific benefit<\/em>.”<\/li>\n
  2. The proposition must be one that the competition either cannot, or does not, offer. It must be unique\u2014either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising.<\/li>\n
  3. The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product.<\/li>\n<\/ol>\n

    Some good current examples of products with a clear USP are:<\/span><\/h2>\n
      \n
    • Head & Shoulders: “You get rid of dandruff”<\/li>\n
    • Olay: “You get younger-looking skin”<\/li>\n<\/ul>\n

      Some unique propositions that were pioneers when they were introduced:<\/p>\n

        \n
      • Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.”<\/li>\n
      • FedEx: “When your package absolutely, positively has to get there overnight”<\/li>\n
      • M&M’s: “Melts in your mouth, not in your hand”<\/li>\n
      • Wonder Bread: “Wonder Bread Helps Build Strong Bodies 12 Ways”<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

        Reality in Advertising (Reeves 1961) Reeves laments that the U.S.P. is widely misunderstood and gives a precise definition in three parts: Each advertisement must make a proposition to the consumer. Not just words, not just product\u00a0puffery, not just show-window advertising. Each advertisement must say to each reader: “Buy this product, and you will get\u00a0this specific […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[5],"tags":[],"class_list":["post-65","post","type-post","status-publish","format-standard","category-marketing-insights","entry"],"_links":{"self":[{"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/posts\/65","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/comments?post=65"}],"version-history":[{"count":6,"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/posts\/65\/revisions"}],"predecessor-version":[{"id":95,"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/posts\/65\/revisions\/95"}],"wp:attachment":[{"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/media?parent=65"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/categories?post=65"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.archimediastudios.com\/corporate\/wp-json\/wp\/v2\/tags?post=65"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}