Have you ever looked at an advertisement and wondered what product was being sold? If so, you’re not alone. Writers Jack Trout and Steve Rivkin thought the same thing and concluded, after 30 years in the marketing and advertising business, that the creative trend in ads has gone way too far. They believe modern companies should follow the advice of legendary ad man Rosser Reeves, and focus on their "Unique Selling Proposition." The authors caution that your company can survive in today’s hyper-competitive environment only by accentuating its advantageous difference. Companies that don’t promote their differences are in danger of being lost within a suffocating realm of choices. But proceed warily; focusing on the wrong difference could cost your business its business. getAbstract sees this as primary reading for execs at any company, since the ability to stand out might be today’s key determinant to survival.
In this summary, you will learn
- Why you should steer clear of ambiguous, arty advertising and focus on communicating your USP clearly;
- What four-step plan will help you create a logical and direct advertising plan; and
- Which USP ideas distinguish your company – and which don’t.
About the Authors
Jack Trout is president of Trout and Partners, a U.S. marketing firm with offices in 13 countries and a client list that includes AT&T, IBM, Merrill Lynch, Sears and other Fortune 500 companies. Recognized as one of the influential gurus of marketing, Trout was the first to popularize the idea of "positioning" products and ideas in the minds of consumers. Steve Rivkin heads his own communications consulting firm. The firm’s clients include Kraft Foods, Olin Corporation and Horizon Health System.
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Comment on this summary
6 years agoa real game changer. Jack Trout is by far one of the greatest marketeers in the world. I like his approach to value products or services more and don't give it away for nothing. So guys, stop doing price-offs over and over again. Think ab out selling value and real benefits. that is much more sustainable.