Fifty years ago, the famous American advertiser Rosser Reeves (it was he who came up with the slogan for M Ms: “Melting in your mouth, not in your hands”) wrote the book Reality in Advertising, which literally blew up the market at that time.Reeves was one of the brightest students of the founder of advertising, the famous Claude Hopkins, and was an adherent of the "selling" style. He believed that advertising can have only one purpose - to increase sales. Neither loyalty, nor recognition, nor product promotion play a significant role when the goal is to involve as many people as possible in consumption!In his book, Reeves focused on the fact that the effectiveness of advertising (read: sales) is determined by the following factor: it must instantly capture the attention of a potential client with a single, but very strong offer that competitors cannot make. An offer that will encourage the recipient of the advertisement to perform the targeted action. This idea formed the concept that Reeves called the Unique Selling Proposition (USP).This book is a concise but powerful guide, a kind of "Rosetta Stone for the advertising business" - an indispensable tool for those who work in advertising. Today it is a reference book in many large corporations and leading business schools in the world.