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 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.

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