REAL CLEAR POLITICS
DeSantis Has Only One Path Back From Failed Launch
Charles Lipson
August 1, 2023

Two decades before “Mad Men”-era advertising executives downed their martinis and bedded their secretaries, a brilliant predecessor came up with a powerful idea still in use today. The best way to sell any product or service, he said, was to highlight its single best quality – the one that truly stands out from the competition and benefits consumers directly. That ad man, Rosser Reeves of Ted Bates & Company, dubbed it the “unique selling proposition.” Eight decades later, advertisers and marketers still rely on it. The failure of Florida Gov. Ron DeSantis to identify his own “unique selling proposition” is the best explanation for his failure to surge in the polls, despite the high anticipation with which he entered the primaries. READ MORE