Marketing Concepts That Win!: Save Time, Money and Work by Crafting Concepts Right the First Time

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 one's 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