Rosser Reeves

“The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product.”

“The Unique Selling Proposition: The proposition must be one that the competition either cannot, or does not, offer.”

“Advertising is the art of getting a unique selling proposition into the heads of the most people at the lowest possible cost.”

“You must make the product interesting, not just make the ad different.”

“Let the product be the hero.”

“We are in the business of persuasion.”

“Nobody has ever built a brand by imitating somebody else's advertising.”

“Don't let the mechanics of the ad get in the way of the message.”

“The consumer tends to remember just one thing from an advertisement - one strong claim, or one strong concept.”

“Our job is to sell our clients' merchandise... not ourselves. Our job is to kill the cleverness that makes us shine instead of the product.”

“Reality in advertising is a very simple, very beautiful thing.”

“Do you want grammar or do you want sales?”

“The best advertising is a great product.”

“The only thing that is important is that the message gets through.”

“I'm not saying that charming, witty and warm copy won't sell. I'm just saying I've seen thousands of charming, witty campaigns that didn't sell.”