Comparisons In Advertising.

What is a Unique Selling Proposition (USP)? The name of Rosser Reeves, an American advertiser of the middle of the last century, is not familiar to anyone. But it was he who coined the term "unique selling proposition", introduced the practice of rhyming slogans and participated in one of the most famous advertising plots.

About the latter we will talk. As retold by Daniel Pink. One afternoon, Reeves and a colleague were caught in Central Park by a man begging. There was a begging cup in front of him and a piece of cardboard on which it was written: "I am blind." Unfortunately for the man, there were only a few coins in the cup.

Reeves made a wager with a colleague that he could increase the amount of donations greatly by adding four words to the tablet. Which, having explained the idea to the beggar, he did. Almost immediately, several people threw coins into the cup. Then others stopped beside the man, talked to him and took out dollar bills from their wallets.

With 4 words added by Reeves, the sign on the plaque read: "It is spring and I'm blind."

It's not about emotions. The benefits depend on contrast. In this example, the sign prompted people in the park to feel the begging person. Because they realized the sharp contrast of their state in comparison with the state of the blind man. When formulating the positive properties of the product, remember - the buyer, reading them, will think: "it is good in comparison with what?"