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 know the difference between a feature and a benefit
__ I know what “weaving an RTB” means
__ I know how a core idea concept and a positioning concept differ
__ I know the biggest mistake made in a concept headline
__ I know a “kitchen sink” concept when I see it
These are just a few of the things you should know to be a great concept writer. Unfortunately, most marketers, market researchers and R&D professionals stumble their way through concept development hoping that their creative agency will figure something out.
What do you really want to know? Send me an email as I’ll be putting together some training podcasts that might just get your questions answered.