"You must make the product interesting, not just make the ad different. And that's what too many of the copywriters in the U.S. today don't yet understand"

Rosser Reeves was an American marketing executive who was understood for his ingenious approach to marketing. In this quote, he is highlighting the value of making the item interesting, instead of simply making the ad various. He believes that a lot of copywriters in the U.S. today do not understand this concept. He is recommending that copywriters ought to focus on making the item intriguing, instead of simply making the ad various. This indicates that copywriters should focus on developing advertisements that are imaginative and engaging, instead of simply making them stick out from the competitors. By doing this, copywriters can develop ads that are more efficient and remarkable. Ultimately, Rosser Reeves is stressing the value of making the product fascinating, rather than just making the ad various.