Writing a Good Concept

Writing a Good Concept

The difference between a concept and an idea is akin to that of the difference between a grocery shopping list and a recipe.

Writing a good concept takes:

• Investing in your time, it takes more than 5 minutes
• Give yourself space, change your environment, get out of your office & comfort zone
• Involve others, dont accept first attempt,

Elements needed to write a good concept

1. Title/Concept Name
2. Insight
3. Benefit
4. Reason to Believe
5. Strapline / tagline

Do’s & Dont’s

Do:

• Follow the five steps
• Make sure the insight is relevant and easy-to-follow
• Keep to one basic description / theme
• Give an idea of the size of the product if relevant
• Keep words to a minimum (80 words is maximum)
• Write short, precise sentences in ‘normal’ language
• The central message should be at the beginning of sentence
•  Read the concept aloud

DON’T

• Exaggerate
• Assume consumers will understand something totally new but remember they arenʼt stupid and need to be convinced there is a real benefit
• Patronise or be over familiar / too friendly
• Over-do the positioning / imagery or tell consumers how they think or feel !(donʼt use ʻyouʼ)
• Over-sell, exaggerate or be too positive
• Over-use catch words or phrases
• Use negative phrasing – the concept should leave you feeling positive
• Avoid repetitions – do not over-use key words

Writing Concepts

• Average concept has 100 words or less
• A concept must…   Explain the idea or proposition clearly and realistically, to understand whether consumers find it appealing

• A concept should also…

• Attract attention, be distinctive (break through competitive clutter)
• Be memorable (be funny or riveting)
• Be centred in consumer language and experience
• Be founded on deepest possible insight

For early-stage concepts, test the appeal of the idea

A later stage concept is more often a proxy for advertising copy

– More sophisticated graphics and always in colour

Our Challenge

–       How to convert raw, often technical data into symbols and metaphor that connect with our consumers and persuade them that a brand that they love has come up with something that will make their lives better!

–       Writing good concepts is a skill that comes from being able to write well generally