Views from the Hills by R. E. Stevens, GENESIS II (The Second Beginning) E-Mail views@aol.com

Concept Writing -- Formatting and Product Price

The two most frequently asked questions about concept writing deal with the formatting and whether the price of the product should be included or not.

Like everyone else, I have an opinion.  With respect to the inclusion of the price in the concept, I prefer not to include it for a couple of reasons.  first, at the concept stage, we generally do not have any idea what the specific cost will be to manufacture the product, let alone the sale price.  If that is true, why jeopardize the concept needlessly?  Also research has shown that a majority of the consumers do not know the prices they really pay for their brands.  If we feel a price positioning is necessary, we can use something like "priced similar to the leading brands" or "priced 10% lower than the leading brands" making a relative statement.  However, if the price is considered absolutely necessary, I suggest that the concept evaluation take place at the point of purchase, in the store aisle, where the price can be viewed in context with other alternatives and their costs.  It's called "Assessment in Context."

Many companies standardize their concept outlines.   For example, a concept may be only one paragraph of no more than five lines.  While others will allow one 8-1/2 x 11 inch page complete with headline, reason for being, description of the product and a reason to believe.  They may use visuals but they must include the price of the product.  Other companies are somewhere between the two examples.

Before deciding the appropriate format, I believe we must first agree on the purpose of the concept.  I do not believe the purpose is to demonstrate our creative writing skills.  I do believe it is to adequately describe a solution to a consumer need to the extent that the consumer can visualize the product and assess the value of the solution.  Having said that, it seems to me that whatever it takes to adequately describe the solution should be used.  Even if it means a full blown commercial of a 30 minute infomercial.

I have serious concerns about standardization in concept writing.  Some products are very easy to describe while others are not.  Consider the challenge facing some of my friends at Procter & Gamble a few years ago when evaluating the potential of a brand of sanitary napkins called "Always."  Always' claim to fame was less soiling of undergarments.  Why?  Because they had wings.  Yes, wings.  Wings on a sanitary napkin -- try to describe that feature without a visual.  The solution for us was to use a short infomercial containing a visual demonstration of the product.


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