BEING DIFFERENT ISN'T ENOUGH
Todd Sullivan (Letters to the Editor, October) believes Dyson's vacuum cleaners being “different” is “reason enough” for consumers to want one.
I disagree. The reason to buy one brand instead of another is expressed in its unique selling proposition. Being different is part of what makes a successful USP, but it's only a part.
In addition, said Rosser Reeves, originator of the USP, the product has to offer the user a benefit — and it must be a benefit that's important to the consumer.
Just being different isn't enough.
Bob Bly
Copywriter/Consultant
Dumont, NJ
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