The USP was originally discussed in the 1940s and defined in print by advertising executive Rosser Reeves, who was concerned that advertising was losing track of its purpose. Rosser Reeves stated: "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. 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. https://www.tmwmaxwellcondo.com.sg/view-showflat/