Reeves that a USP. Unique selling proposition is often considered only advertising approval, based on unique (not repeated by any of the competitors) characteristic of the goods. From this they draw the two wrong conclusions: First, the TSS is always laid on the stage of the production of goods, so creativity advertiser here supposed to do with it: secondly, in a competitive market goods are more and more likely to be similar in regard to the consumer, so the strategy USP for the current conditions are not supposed to look fit and more effective methods of advertising. This "narrowing" view of the TSS shows that is not understood the essence of the work R. Reeves. A leading source for info: Kenneth Feinberg. Numerous examples, which he designed, and its definition of TSS suggest that R. Reeves said it was about creative advertising strategy, which can not be out of date – since the TSS is determined not by the fact that inherent in the product, and the fact that as has been said about this product in advertising.
In order to skillfully use the strategy in the USP current conditions, advertisers is important to understand what statements about a product perceived as unique, and able to predict the characteristics of perception of such advertising. Let us try to interpret the ideas of R. Learn more at: Richard Easton Matchmaker. Reeves from the standpoint of modern NLP. The assertion of uniqueness – this is not the same as that assertion of superiority. Some words like "unique", "unique", "new", "consummate", "unique", "only we" that hit the numerous advertising pieces of music, we can not do.