---
title: how to write a product concept that delivers
description: If you're stuck on how to write your product concept, try these quick wins! Learn new ways to improve your current concepts and the creation process.
image: https://www.playinnovation.com.au/hubfs/best-concept-creation-tips.jpg
---

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# how to write a product concept that delivers

[![Arrow Down](https://cdn2.hubspot.net/hubfs/2518731/_PlayMR%202020/Global/banner-arrow.png)](https://www.playinnovation.com.au/blog/how-to-write-the-perfect-concept#next)

## how to write a product concept that delivers

by: **[PLAY](https://www.playinnovation.com.au/blog/author/play)**

When something is still a seed of an idea, it can be tricky to showcase the product’s true potential.

Putting every aspect of your clever creation into words can feel like a mammoth task that you don’t have the time, enthusiasm or credentials to commit to. Add to this the fact that inconsistently written concepts can distort results - leaving you with insufficient grounds to make key decisions - and now you’re in a bit of a pickle!

In this article, we share a few quick wins you can use to improve your current concepts, as well as core principles that can help your concept creation process.

![Three women seated, collaborating and planning a new product concept](https://www.playinnovation.com.au/hs-fs/hubfs/how-to-make-concept-writing-easier-for-businesses.jpg?width=577&name=how-to-make-concept-writing-easier-for-businesses.jpg)

**Common concept pitfalls to avoid.**

Coming up with well-articulated concepts is hard, even for the best of us. We know how time-consuming it can be, so we want to ensure you don’t make any of these classic mistakes.

Do any of these pitfalls describe your concept? 

1. **Not driven by a real consumer need:** Is internal pressure to increase sales or grow profit margins clouding your judgement?
2. **Inconsistent concepts with poor visuals:** You want to aim for comparable test results, so make sure consumers can react to each concept in an apples-to-apples kind of way.
3. **Extreme or exaggerated language:** Use toned-down language like 'sometimes' or 'now and then' to avoid consumers rejecting the concept.
4. **Technical language, jargon and catchphrases:** Opt for consumer-friendly language in your brand’s tone of voice. A good test for this is reading your concept aloud to friends and family — do they get it?
5. **Telling consumers how they think or feel:** Try writing 'some people feel' instead of 'you feel'. This is less intimidating and off-putting for consumers who don’t personally agree. (No one likes having assumptions made about them!)

A final word of warning: Don’t be tempted to build or mould a concept just to meet internal goals. You might think you can retrofit it afterwards, but that can backfire horribly. Trust us, we’ve seen many a horror story. Develop your concept properly from the start and you won’t have to watch money go down the drain.

Remember: Don’t give consumers what you have (or can make). Give them what they need. 

![Man applying sticky notes on a wall to outline his product concept](https://www.playinnovation.com.au/hs-fs/hubfs/concept-creation-in-house.jpg?width=577&name=concept-creation-in-house.jpg)**So, how do I write my product concept?**

Writing solid, testable concepts is both an art and a science. You must have the right insight, benefits and reasons to believe, as well as the correct process to bring the whole package to life.

In our experience, we’ve found the perfect concept is about getting as close to the launched product as possible. This means your concept is: 

1. **Priced**
2. **Branded**
3. **Described in a way that matches your above-the-line support** (For example, you can dial up the brand story if there will be a TVC to tell that story, but otherwise, you should ensure the concept is in line with the pack information.)

A good concept provides the solution to a real (not perceived) unmet consumer need. It offers clearly identifiable and motivating features and benefits with supporting evidence or reasons to believe. It also concisely communicates the idea to the intended consumer — much like a 30-second TVC.

Like all good market research, a concept should tell a story...a clear, compelling story without waffle or rambling!

![A person touching a stylus to a touch-screen laptop while planning their product concept](https://www.playinnovation.com.au/hs-fs/hubfs/concept-creation-top-tips.jpg?width=850&name=concept-creation-top-tips.jpg)

We always recommend reviewing your current approach to look for optimisation opportunities. Do this before creating structural guidelines that allow every future concept to be written with consistency.

The result: Fabulously reliable concepts. Easily comparable test results. And if you hire professional help, you get invaluable time and cost savings that let you focus on your zone of genius.

![Two women working together on a laptop to write a strong product concept.](https://www.playinnovation.com.au/hs-fs/hubfs/creating-stronger-concepts-for-user-testing.jpg?width=577&name=creating-stronger-concepts-for-user-testing.jpg)

**Over to you.**

Next time you think about putting a new product concept down on paper, be sure not to forget these quick wins. Heck, even bookmark this article to keep it handy! It might just be the thing that helps you articulate a truly winning concept.

[Get in touch here](https://www.playmr.com.au/contact) or at [hello@playmr.com.au](mailto:hello@playmr.com.au) or 02 8097 0200. We can’t wait to hear from you.

#### read it, love it, share it.

about the author

### [PLAY](https://www.playinnovation.com.au/blog/author/play)

As the experts in consumer-led innovation in FMCG, we partner with manufacturers and retailers to lift the productivity and effectiveness of their NPD. It’s all in how we blend innovation advisory with tailored consumer insight using an agile, consumer-first approach. Think of us like the connective tissue within your innovation process. We guide you at every step of the journey, helping you align, focus and develop ideas and products that sell.

###### ask the author

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[reaching new highs: Australia's cannabis industry](https://www.playinnovation.com.au/blog/australia-cannabis-industry-excerpt)

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## [how to find your product's sweet spot with rapid sensory research ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-rapid-sensory-profiling-can-help-you-find-your-sweet-spot)

## [top natural trends for 2020 ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/natural-trends-2020)

## [gen z to boomers: how to market to every age ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-to-market-to-every-age-report)

## [the future looks rosé: top alcohol trends in a pandemic ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/alcohol-trends-and-tips-for-a-post-pandemic-world)

## [video: all you need to know about in-home product testing in 3 minutes ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/video-in-home-product-testing-101)

## [get to market faster with innovation sprints ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/get-to-market-faster-with-innovation-sprints)

## [video: FMCG trends and tips to gain a competitive edge during a crisis ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-tips-to-gain-a-competitive-edge)

## [how you can nail your online offering with digital shopper ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-you-can-nail-your-online-offering-with-digital-shopper)

## [solved: how to build a powerful brand ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/build-a-powerful-brand-report-excerpt)

## [3 ways sensory research safeguards success ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/3-ways-sensory-research-safeguards-success)

## [the biggest alcohol trends for 2020 ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/the-biggest-alcohol-trends-for-2020)

## [reaching new highs: Australia’s cannabis industry ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/australia-cannabis-industry-excerpt)

## [innovating in a complex category ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/innovating-in-a-complex-category)

## [5 ways to deliver effective sensory research (without blowing the budget) ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/5-ways-to-deliver-sensory-research-without-blowing-the-budget)

## [5 top tips for a successful seasonal pack promotion ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/5-tips-for-successful-seasonal-packaging)

## [how to build a sensory story at the largest CLT facility in Australia ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/sensory-research-largest-clt-facility-in-australia)

## [optimise path to purchase and protect your margins ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/shopper-research-optimising-path-to-purchase-and-protecting-your-margins)

## [how eye-tracking will transform your shopper research ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/eyetracking-will-transform-your-shopper-research)

## [why mini in-home usage trackers should be in your budget ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/why-in-home-usage-trackers-should-be-in-budget)

## [stretching beyond a brand's heartland ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/stretching-beyond-a-brands-heartland)

## [Gen Z vs. Millennials: 6 ways they’re different ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/gen-z-vs.-millennial-consumers-6-ways-theyre-different)

## [sustainability: getting the green light from consumers ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/sustainability-getting-the-green-light-from-consumers)

## [how to minimise risk for new product launches ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/how-to-minimise-risk-for-product-launches)

## [how to effectively present and share insights within your organisation ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-to-effectively-present-and-share-insights-within-your-organisation)

## [achieving faster sensory analysis with product clinics ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-research-achieving-fast-track-sensory-analysis-with-product-clinics)

## [5 ways to get your product into consumers' healthy routines ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-how-to-get-your-product-into-consumers-healthy-routines)

## [getting into the online shopper's basket ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/retail-trends-getting-into-the-online-shoppers-basket)

## [natural trends: connecting with these consumers ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-connecting-with-your-consumers-its-only-natural)

## [FMCG trends: the future of soft drinks ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-the-future-of-soft-drinks)

## [video: the benefits of making market research more human ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/video-research-the-benefits-of-making-market-research-more-human-case-study)

## [concept testing: the basics ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/concept-testing-the-basics)

## [sensory research: back to basics ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/sensory-research-the-basics)

## [alcohol trends: tapping into health conscious drinkers ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/alcohol-trends-tapping-into-health-conscious-drinkers)

## [innovation research: consumer-led product design ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/innovation-research-consumer-led-product-design)

## [packaging research: back to basics ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/packaging-research-the-basics)

## [FMCG trends: the rise of small, innovative wellness businesses ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-the-rise-of-innovative-niche-wellcare-players)

## [FMCG trends: adapting to an older market ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-adapting-to-an-older-market)

## [FMCG trends: the snacking revolution ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-the-snacking-revolution)

## [shopper trends: the changing face of Australia ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/shopper-trends-the-changing-ethnic-face-of-australia)

## [retail trends: leveraging the Chinese 'daigou' shopper opportunity ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/retail-trends-leveraging-the-chinese-daigou-shopper-opportunity)

## [FMCG trends: adapting to plant-based consumer demand ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-adapting-to-plant-based-consumer-demand)

## [packaging research: the e-commerce difference ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/packaging-research-the-e-commerce-difference)

## [shopper research: applying semiotics for packaging success ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/shopper-research-applying-semiotics-for-packaging-success)

## [shopper research: how fear influences purchase decisions ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/shopper-research-how-fear-influences-purchase-decisions)

## [product testing: start ABC testing your product ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/product-testing-what-is-abc-testing)

## [shopper research: packaging - mind hack your shopper ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/shopper-research-packaging-mind-hack-your-shopper)

## [product testing: is an in-home usage test the solution? ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/product-testing-is-an-in-home-usage-test-the-solution)

## [shopper research: the paradox of choice ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/shopper-research-the-paradox-of-choice)

## [putting sydney’s paddy’s market on the map ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/putting-sydneys-paddys-market-on-the-map)

## [coffee: enabling a strategic product call at lightning speed ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/enabling-a-strategic-product-call-in-less-than-24-hours)

## [wild turkey bourbon wins with new pack design ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/wild-turkey-wins-with-new-pack-design)

## [market segmentation: the Millennial mishap ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/market-segmentation-the-millennial-mishap)

## [the beginner's guide to: animated concept testing ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/the-beginners-guide-to-animated-concept-testing)

## [co-creation: the secret to better packaging design ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/co-creation-the-secret-to-better-packaging-design)

## [packaging matters: new 'country of origin' food labels ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/packaging-matters-new-country-of-origin-food-labels)

## [naming research: is your product name a winner? ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/naming-research-is-your-brand-name-easy-to-digest)

## [food trends: the reduced sugar rush ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/food-trends-the-reduced-sugar-rush)

## [chocolate trends: a sweet or sticky situation? ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/chocolate-trends-a-sweet-or-sticky-situation)

## [it's 'go time' for convenience retailers ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/its-go-time-for-convenience-retailers)

## [online qual research: context collapse ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/online-qual-research-context-collapse)

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}
```