Before the words, images, or designs can be considered, marketers must focus on the big idea or creative concept that will help consumers understand how the product works, what makes it unique from competing products and, ultimately, why they should buy it. This chapter highlights some techniques that can be used to brainstorm and hone those creative concepts:
• Unique selling propositions
• Features versus benefits
• Dramatizing the benefit
• The benefit of the benefit
• Storytelling
• Audience imaginations
Unique Selling Propositions
It’s difficult to outsell the competition if you aren’t unique. Consumers want to know what makes a product better and why they should risk their money investing in a product. To answer those ...
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