Planning Your Irresistible Offer
In 1961, in his hit book, “Reality In Advertising,” Rosser Reeves introduced the concept of the Unique Selling Proposition (USP), or Unique Selling Point, as a marketing concept that explained successful advertising campaigns. The theory behind the USP states that such campaigns made unique propositions to the customer that convinced them to switch brands. Reeves… (0 comment)

Developing Your Value Proposition
Your Value Propositions – what problems do you solve for your clients? A couple of sessions back, after I had finished talking about “Target Market Segments,” you should have developed an hypothesis about who your target customer is, and identified that target as a singular person you could talk to. In my example, it was…