How to write Killer Concepts
Capturing your brand or new product idea in a concise and compelling concept assists marketers in testing the market potential of ideas and strengthening brand communications. As a strategist, I’ve written hundreds of concepts – both brand and innovation concepts for leading global brands. I am also a writer, so I take this assignment very seriously. In this post I’ll break down the components of a concept and provide some tips on how to write a killer concept.
New product concepts are typically tested on how well the idea and the benefits are communicated. Ideas are also evaluated on their ability to breakthrough against a database of new products. For this reason, new product concepts are constructed in a similar manner. Because a brand positioning statement needs to resonate emotionally, there are several different ways to approach writing concepts for this purpose which I’ll cover later in this post.
Here’s a general concept template that is used by large consumer packaged goods firms to test new products.
Components of a typical concept:
Header: Introduction of the new product (i.e. Introducing….., New……)
Subtitle: A pithy description of the positioning
Intro: The Insight that will hook the reader and is the basis for the new product idea
Body copy: The positioning of the product including the benefits of the product and the reasons to believe (or the support of the benefits)
Closing: A line that summarizes the essence of the positioning
Additional information: Varieties/pricing and any other relevant details (like warnings or instructions)
Image: the packaging and anything else needed to describe the product visually (for example, an image of the product in use or a step-by-step visual of how to use the product)
The format for a typical new product concept is basically the brand’s positioning, broken down into a written statement. When it comes to writing killer new product concepts, there are a few simple rules to follow.
1. Use consumer language
When writing your concept, make sure you use words that are easy to understand and resonate with your consumer. Your concept will read differently if it’s targeted to teens than if it's targeted to moms. So make sure you use language that’s appropriate to your audience. In addition, unless your product is geared to scientists or doctors, you’re better off talking about the benefits of the product, rather than going into the scientific or the technical aspects of how the product works. For example, I’ve tested hundreds of food and beverage concepts and I’ve found that many consumers are less interested in knowing that it contains a specific ingredient (i.e. a unique combination of choline and cytidine) than what the end benefit is (i.e. better cognitive function). Make sure you understand your consumer’s level of engagement with your category and what types of information will resonate. When in doubt – keep it simple.
2. Don’t presume to know what consumers are thinking
Consumers get really ticked of when you make presumptions about what they like and don’t like. When writing the insights that will lead into your concept, avoid starting off sentences with, “You really like.…” or “You really don’t like.” Instead write statements that set up a consumer need or a concern. For example, a personal care brand might turn off its target of young men might if it says, “You really like to look and smell good.” When the Axe brand was launched, it was built on the insight: “Getting the girl is a major preoccupation for adolescent men, and grooming helps them get the girl.” To set up a concept for an Axe product, the insight might be stated as “Looking good and smelling good helps when it comes to impressing girls.” (Note: the brand positioning has changed recently.)That's a lot more specific than making broad generalizations about what their consumer likes.
3. Avoid vague insight statements
Vague statements can set the wrong tone for a concept. Statements that start off with “Wouldn’t it be great if,” might work in some contexts, but the majority of situations, it’s too vague. I’ve been guilty of using this sentence in the past. Instead, ask yourself, “why would it be great for the consumer?” The answer to that question usually gets you to the real insight. For example, what if you had a low calorie drink that contains a low amount of real sugar. Starting your concept with “Wouldn’t it be great if there was a good tasting low calorie drink?” is too vague. Why would it be great? Because some women want a great tasting beverage that’s low in calories, but would prefer that it’s sweetened with real sugar, not artificial sweeteners. Think about rephrasing vague sentences and get to the ‘why.’
4. Think about the product in a consumer context
When I read concepts written by marketers who work in functionally-driven categories or at scientifically-driven companies, the concepts are usually very functional in nature. The concepts lack pizzazz and emotional resonance. Think about not just what the product is, but how it will fit in the consumer’s life. For example, suppose you want to promote your synthetic motor oil. You might be tempted to talk about your SAE rating or the types of molecules in the oil. The average car driver doesn’t have a deep understanding of how a motor oil works. But they do understand that a motor oil keeps their car running smoothly so they can run their errands, get to their jobs or pick up their kids. Describe how the product will be used by consumers, why it’s valuable in a consumer’s life and why they would want to choose your product over a competitor’s product.
5. Use inspiring words, but not over-the-top words
Using descriptive and evocative words to describe your product can help elicit consumer interest. When I write food and beverage concepts, I always include words that provide high appetite appeal for the product. Words like delicious and tasty are obvious word choices. Sometimes, depending on the category, words like scrumptious are too over the top (like for ready-to-pour dressing) and sometimes they are welcome (like in desserts). For kids or mom-targeted concepts, over top is sometimes good; ‘super crunchy’ might be a good descriptor for a kids-oriented snack. For all categories, you should strive for a good balance of inspirational words but make sure they are not too over-the-top. Write down all the adjectives that you can think of to describe your product. Pick out the best words and use them to help elevate your concepts.
6. Make sure you aren't making any big promises
It's very important that you are not making any unsubstantiated claims. This is something your Legal department will catch you on, even if I don’t mention it. Making a claim that a product will help you to look, feel, or do anything different, will have to be backed up by hard evidence. Marketing your anti-aging cream that will make you look 10 years younger overnight is problematic because it borders on magic. But saying that a product will visibly reduce fine lines and wrinkles in 10 weeks with some good clinical trials to back it up makes for a much more credible proposition. Whatever product you are selling, make sure you substantiate any benefits you will be highlighting to your consumer.
7. Stick to positive statements
In testing concepts during qualitative groups, I always ask consumers to circle the words they like and cross out the words they dislike. Negative words or phrases get crossed off more frequently than positive or neutral words or phrases. Think about framing a problem around a positive statement rather than a negative one. So instead of saying “Feeling tired in the morning is a terrible way to start the day,” it might be better to say “Waking up refreshed helps you feel ready to tackle your day.” This might vary depending on your category, but in general, using positive statements works better than highlighting the negative. This also applies to comparing yourself to competitor’s products. You can still say why you are better than your competition, but avoid cutting them down. When writing your concept, focus on the benefits of your product instead of focusing on your competition’s deficits.
8. Make sure the idea is cohesive
Before you even write a concept, think of a short 'handle' that describes the essence of the idea. This name telegraphs what this idea is about. When you evaluate the idea, make sure that the concept fits with the handle. If it doesn’t, then you’ll have to diagnosis if the idea isn’t clear enough, or perhaps the handle is wrong. Then go through the concept to make sure that 1) the insight is compelling and clear, 2) the positioning of the product answers the insight, and 3) the benefits and the reasons to believe all link back to the positioning. This helps to ensure that your idea is crystal clear. Then check that you’ve taken into consideration all the above tips, and ask yourself: "Is it positively framed?," "Is written in a consumer language?," "Is it inspiring?," and etc. If everything looks good, then great. You have yourself a killer concept. Congratulations!
So there you have it – a few tips on how to write great new product concepts. Use these tips when writing up the ideas that you’ve developed. If you are looking for new ideas, hold an innovation brainstorming session, and read these tips on how to run an Innovation Workshop like a pro.
When writing brand concepts instead of new product concepts, I don’t always follow the template that I mentioned above. New product concepts tend to require more description about what the product is, especially if it’s a new-to-the-world proposition that a consumer needs to be educated about. Brand concepts are more conceptual, and because they tend to be tested in custom quantitative studies, they can come in all kinds of forms. Concepts should include all the components in a brand positioning, but you can get more creative in how you communicate your brand idea. I’ve written brand concepts in various forms outside of traditional concepts, including narrative paragraphs, written manifestos and even inspirational videos. If you are testing several brand concepts to determine the best positioning route, be sure that you stick with same format for all concepts.
Writing great concepts takes a lot of practice, so don't get frustrated if you don’t nail it the first time. Write and rewrite your concepts, and get feedback from your colleagues and agency partners. The more you write them, the better you will get. If you have anything you’d like to add to these tips, please comment below. Happy writing!
To find out how Lila & Company can help you write great product concepts or train your staff on the above principles, contact the company here.