But what if such a proprietary advantage does not exist? What if your product is basically the same as the competition, with no special features? Reeves has the answer here, too. He said the uniqueness can either stem from a strong brand (already discussed as an option 95 percent of marketers can’t use) or from “a claim not otherwise made in that particular form of advertising”—that is, other products may also have this feature, but advertisers haven’t told consumers about it.
