Marketing Concepts that Win!: Save Time, Money and Work by Crafting Concepts Right the First Time

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