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: enquiries@brainjuicer.com

brainjuicer.com