Marketing Concepts That Win!

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 ones 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