One of the most revered concepts in marketing dates to the early 1940s and is attributed to Rosser Reeves who later became one of the inspirations for that Mad Men TV advertising character, presumably because of his genius, not his behavior. This is called Unique Selling Proposition and the idea is that you have to differentiate your company from competition by making a selling case that others can’t. If strong enough, this will attract new customers and more prospects.
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