Crisply communicating a new idea or innovation in a well-articulated product or positioning concept is one of the most difficult challenges many marketers face. The inability to be objective and single-minded in one’s concept writing efforts can make the difference between executing a marketplace win or a flop. Don’t let it happen to you. Writing great concepts early on in your development cycle can save time, money and rework.
You will discover how to:
➢ Determine whether you need a product or a positioning concept
➢ Learn tips and tricks to accelerate your concept writing efforts
➢ Develop Acceptable Consumer Beliefs that consumers nod their heads in agreement when heard
➢ Write Benefit statements that consumers understand and differentiate a product or service
➢ Craft Reasons to Believe that are consumer meaningful and relevant
➢ Prepare a concept to maximize quantitative testing potential
About Martha Guidry
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Published October 17, 2011
by Live Oak Book Company.
Business & Economics.