Who is Rosser Reeves-
- an American advertising executive
Why is he famous –
- coined the term “Unique selling proposition”
- was one of the first people to produce television spots for American presidential campaigns
- he played the part of a protagonist in a famous story in advertising
This story was about the power of clarity. The story goes that Reeves and friends were in the park and on their walk back to the office they say a man begging for changing with a sign next to him saying ” I am blind.”
The man didn’t have a lot of change in his cup and Reeves saw an opportunity. He said that we could help this man get more money by adding four words to his sign. The blind man agreed to Reeves’s idea and soon people started to drop in coins and bills.
The four words that were added: It is Springtime and … I am blind. 
BoweryJE22
It’s crazy to me how successful his idea of adding those 4 words to the sign was. It definitely goes to show how having a unique selling proposition is important.
This story still amazes me. Something as simple as adding a few unique words/ a unique selling proposition can go so far. This is a great example for others to hear.