Writing Marketing Concepts

Insight into writing your winning marketing positioning concept

The Fixer-Upper Concept

Writing a winning concept can be tough. When you read a good concept, it is easy to say “I could have written that,” but trust me, I’ve worked with many teams over the years and creating a simple, single-minded communication is not an easy task. Interestingly, I just read Malcolm Gladwell’s book, Outliers. In his book, he highlights that 10,000 hours of practice are required for someone...

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Do Concept Heat Maps Help?

I can’t tell you how many vendors try to sell the new “best” way to test a concept.  It seems like everyone has a proprietary approach they often tout as the “next best thing since sliced bread.”  Regardless of your vendor, you likely want to know one or all of the following answers: relative appeal, perceived value/expensiveness, purchase intent, relevance, and...

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UVP vs. USP

If you have a company, a brand, a product, or a service you need to stand out in order to make headway in the overcrowded market.   Marketing is all about creating that message which will accomplish this goal.  Now, the question becomes, “do I create a UVP, a USP, a positioning, or all-of-the-above for my offering?” Let’s define the terms first.  Based on everything I researched, these...

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The FrankenConcept Video

Listen to this and learn how to tell if you’ve created the notorious FrankenConcept! Click HERE to Watch Please feel free to post a link to your Facebook or LinkedIn page, blog or website from the YouTube Post – if you like it! Also, please add a comment on...

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F.O.C.U.S. I.T. for Great ACBs

The ACB communicates the unmet need or frustration that your target consumer feels. It provides a fundamental context for the entire concept. Get it wrong and the concept becomes confusing and irrelevant. Get it right and the concept will flow forward effortlessly. Of course, this forward flow also assumes that your benefit and reason to believe (RTB) provide the solution and information required...

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Nurture a Concept to Success

If we only had a crystal ball, it would be a lot easier to develop winning concepts.  We’d simply just take a peak and voilà, a great idea would appear.  Unfortunately, many marketers and market researchers try to use their concept test as a crystal ball to be predictive of appeal and success.  The test becomes the gate for a pass/fail result with the hope that one approach is a winner. ...

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Visual Way to Develop Concepts

Here’s a concept writing process flow map that is part of my new eBook – The Visual Introduction to Marketing Concepts That Win!  You can get the instant download of the entire book here:...

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Marketing Concept Development Map

Hit the “read more” button to see the graphic.            

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How Concept Savvy Are You?

Here’s a quiz to find out: __  I know the difference between an ACB and an Insight __ I know the 8 major types of RTBs __ I know in what person to write the benefit – 1st, 2nd or 3rd? __ I know when I need copy development vs. concept development __ I know how many words a typical positioning concept should be __ I know the biggest mistake folks make when crafting an RTB __ I...

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“Kitchen Sink” Positioning Concept

Writing an effective concept is an art, rather than a science. Although some basic guidelines can be adhered to in order to maximize success, one of the more typical problems I see with most client’s concepts is the “Kitchen Sink” approach. The “Kitchen Sink” concept is a derivative of the phrase “Everything, but the kitchen sink”. Wikipedia defines...

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