Date post: | 13-Feb-2017 |
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Marketing |
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OBITUARYThe Traditional Concept
c.1960 - 2015
The traditional Concept with its Insight-Benefit-RTB, passed away earlier this year
aftera brief illness.
It will be fondly remembered by the many researchers and marketers who spent time
with it. What the traditional Concept failed to take into account was that people make decisions
– including ones about new products – unconsciously, quickly and based on first
impressions and feelings.
Today’s concept needs to be much more visual
and less verbal.
In the end, the traditional concept with its rigid, over-rational structure and often flat visuals couldn’t adapt or predict success. It passed away quietly in its sleep (and often
ours).
Here are 10 tips to help you write5-Star concepts for the 21st century.
1COPY, COPY, COPY It’s not only OK, it’s smart
The best ideas aren’t always “breakthrough” – they’re often better versions of what already
exists.
So don’t just seek originality – you’re on a wild goose chase. Instead look for solutions to
existing problems and give them a twist.
Copying from the best will put youon the right path.
Read Mark Earls’ book‘Copy Copy Copy’ forcopying inspiration
2MAKE IT FUN,FAST AND EASY
People probably won’t spend precious time thinking about a new concept. They’ll trust how
they feel about it.
So make new thingssimple and enjoyable.
Make new ideas feel easy to choose – sounds simple, but
makes a big difference
3INVISIBLE INSIGHTS
Insights are vital – build your concept around them, but don’t
show them.
Concepts without insight statements are just more realistic
as insightsdon’t sit on shelves.
Get started by typing the insight at the top of the concept – then delete it
before testing!
4SHOW MORE,TELL LESS
The right visuals explain concepts quickly and
emotionally.
Nothing complex – no collages
or diagrams.
Try a sketch of someone using it, or of a crucial
ingredient.
Concepts without packs work fine – but if you’ve got a pack shot, maximise realism and
include it
525 WORDS
Long concepts make consumers work unrealistically hard.
Be clear, focused and concise, but not so short that you lose the
meaning.
25 words is the sweet spot.
Try deleting every superfluous word in a concept – there will be
more than you think!
6BRANDIF YOU CAN
Branded concepts are more realistic, so include the brand if
you can.
The closer you are to a final concept, the more difference a
brandcan make.
If you don’t know the brand yet, that’s OK. Just test branded and unbranded concepts separately
7FRAME IT RIGHT
Everything is relative.
Always show prices, weights, etc. in context, and only show variables like ingredient lists if they’re absolutely crucial.
Use number of servings instead of weight, or use a reference point for price: “the same price as [x]”
8DON’T TRY TO PLEASE EVERYONE
If something in the concept might polarise opinion, don’t make the
idea blander by hiding it.
Better to find out howpeople really feel.
Test extremes by making different concept variants – eg
spicy and non-spicy
9MAKEA SACRIFICE
People know new products can’twork miracles.
Quality isn’t cheap and better taste might mean higher calories.
Acknowledging trade-offs makes ideas more credible and
appealing.
Overtly sacrifice some benefits in order to boost the idea’s central
claim and make it feel more emotive and honest
10BE PROUD TO READ ITOUT LOUD
Read your finished concept aloud to someone unfamiliar with it.
If they feel good, go with it.
Otherwise, re-write leaving out jargon, slang and repetition.
Leave details like product variants, price, etc. to the end – and use bullet points for detail, not scattered text
boxes
?WHAT’S NEXT?
To test your concepts(at any stage of development)
or for help to make them GREAT [5-Star]
please contact us at: [email protected]
brainjuicer.com