The First Application of USP
Rosser Reeves, one of the advertising legends, was the man who pioneered the concept of USP (Unique Selling Proposition). Later he explained the pre-requisites of the USP in detail in his 1961 classic book, Reality in Advertising.
His most typical ad and first application of the USP is probably for Anacin, a headache tablet. The ad was considered annoying by most of the viewers, but it was remarkably successful tripling the product’s sales. It is said that the 59-second commercial made more money in seven years than the movie, Gone With the Wind made in twenty-five years!
Transcript of the famous 1950s era Anacin Television Commercial:
From Doctors’ offices across the country comes survey replies of what doctors recommend for headaches, neuritis and neurology pain.
3 out of 4 doctors recommend the ingredients in Anacin.
Doctors know with most headaches pain mounts up. You feel dull, depressed. Tension puts nerves on edge.
Now, Aspirin has just one pain reliever. Add buffering, you still have just one pain reliever.
Only Anacin has four leading headache remedies. Has four special ingredients to:
Relieve pain fast
Help overcome depression fast
Relax tension fast.
I feel great. Headache’s gone and my stomach isn’t upset.
And no wonder Anacin is like a doctor’s prescription, that is a combination of ingredients – a particular combination of ingredients, that brings fast relief without upsetting stomach.
Remember Aspirin, even with buffering has only one pain reliever.
Take Anacin with ingredients 3 out of 4 doctors recommend.
Anacin for fast, fast, incredibly fast relief!
Study the copy of this most successful commercial carefully and you would observe how the USP of the product was conveyed powerfully and memorably. Now, think of ways and means of conveying your product’s unique position meaningfully.
Click here for viewing the famous 1950s television commercial of Anacin, that created history.