Rosser Reeves was born in 1910 in the town of Danville, Virginia, a small town near the Virginia/North Carolina border. Danville is located approximately 150 miles southwest of Richmond, Virginia, and 80 miles northwest of Raleigh, North Carolina.
Reeves was the son of a Methodist minister of incredible fervor. It was said that Reeves' father "couldn't speak three sentences without quoting the Bible." Despite Reeves' refusal to conform to his father's practices and morals as an adult, it is clear that his father was a great influence on his life. "He needs a system; he's a Methodist turned inside out," said John Lyden of Ted Bates & Co.
From his father's occupation, it seems that Reeves was able to build a strong prescence as a speaker. Reeves spoke in a commanding, loud voice and presented himself in a positive manner. He regularly preached the "gospel" of his signature USP (Unique Selling Position), which was known at Ted Bates & Co. as the "Cross of Gold" speech.