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Crisply communicating a new idea or innovation in a well-articulated product or positioning concept is one of the most difficult challenges many marketers face. The inability to be objective and single-minded in one's concept writing efforts can make the difference between executing a marketplace win or a flop. Don't let it happen to you. Writing great concepts early on in your development cycle can save time, money and rework. You will discover how to: ➢ Determine whether you need a product or a positioning concept ➢ Learn tips and tricks to accelerate your concept writing efforts ➢ Develop Acceptable Consumer Beliefs that consumers nod their heads in agreement when heard ➢ Write Benefit statements that consumers understand and differentiate a product or service ➢ Craft Reasons to Believe that are consumer meaningful and relevant ➢ Prepare a concept to maximize quantitative testing potential