Submitted Dave Astle, Aug 31 2002 08:03 AM | Last updated Aug 31 2002 08:03 AM
In advertising, the single unique proposition you make to your customer about your product that is strong enough to convince them to buy it. There are 3 parts to this principle:
1. Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: "Buy this product and you will get this specific benefit".
2. The proposition must be one that the competition either cannot, or does not, offer. It must be unique -- either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising.
3. The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product.
from Reality in Advertising by Rosser Reeves