Writing winning concepts can be an onerous task and often those closest to the brand or new product idea will find the job even tougher as they strive to develop an objective yet persuasive product offering.
There are 4 core elements to any good concept:
- The Insight
- Reason to Believe
The Insight plays a critical role and is at the heart of successful new products. It should reflect how a consumer would actually
articulate a need or challenge. Refrain from use of extreme or virtuous language or talking down to the consumer by telling them how they should think or feel. A consumers automatic reaction will be to disagree with and potentially reject the concept.
The Benefit should address the need identified in the insight in a unique and meaningful way. The most effective concepts offer one or two core benefits which are explained via 2-3 sentences using clear, concise consumer language. Many concept writers make the mistake of over explaining the benefit, writing in the belief that by describing numerous benefits and/or repeating the message will help increase consumer appeal.
The Reason to Believe should support the benefit. Avoid technical words which may alienate the reader and instead use rational and emotional language to explain how or why the product in question offers the benefits described earlier.
The Tagline concisely sums up the core benefits to leave the reader with a succinct and lasting impression of the product.
Mary Logan is the President at Research & Incite, a Toronto based strategic research consultancy.