{"id":11083,"date":"2021-10-05T17:02:08","date_gmt":"2021-10-05T15:02:08","guid":{"rendered":"https:\/\/www.bestviso.com\/?p=11083"},"modified":"2025-09-23T13:43:18","modified_gmt":"2025-09-23T11:43:18","slug":"writing-successful-verbal-concepts","status":"publish","type":"post","link":"https:\/\/www.bestviso.com\/en\/writing-successful-verbal-concepts\/","title":{"rendered":"Writing successful verbal concepts"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.16&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221;][et_pb_text _builder_version=&#8221;4.27.4&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><span data-contrast=\"auto\">How do I write verbal concepts that will increase the success rate of my innovations? This is a question we frequently encounter. An important criterion for success is a strong consumer insight &#8211; to assist companies in designing their products and marketing strategies to be both market-driven and sustainably successful. However, in any given product category consumer motives and needs are not always manifest. Product ideas are often developed from the drawing board, so that the consumer need for the verbal concept is freely interpreted.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h2>But how can you ensure that your verbal concept strike a chord with the consumer?<\/h2>\n<p><span data-contrast=\"auto\">First and foremost, you need to precisely define your target audience. Whom exactly do you want to address? This will depend on your business objective: to what extent do you want to base your growth on poaching buyers from another brand? Or do you want to grow in value by bringing more higher-priced innovations on the market? Or perhaps you are even seeking category growth &#8211; turning non-users into users?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">In the second step, it is important to\u00a0obtain\u00a0as much information as possible about potential buyers. What stage of life\u00a0does this group find itself\u00a0in? What are their attitudes? What norms and values do they adhere to? How do they experience and use the product category? What problems or areas of tension are apparent?\u00a0What unfulfilled needs are there?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">These areas of tension and needs are precisely what the verbal concept of the product idea is intended to address. These areas form the consumer insight, which in describes a deeper understanding of the consumer. From the consumer\u2019s vantage point, the insight should answer the following three questions: What am I doing? Why am I doing it? And what tensions or unmet needs are occurring?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h2>A true insight\u00a0addresses\u00a0the consumer<\/h2>\n<p><span data-contrast=\"auto\">Why? Because that is how any of us feels truly understood. This insight forms the platform for product development, and subsequent sections describe the product idea. Keep in mind that the product promise must be linked to the needs, and that the area of tension must be addressed. Next comes the expertise of the sender or company, and the concept is capped by a claim or summary statement. At each step, ensure that you are using language that consumers understand. Be sure that you are always putting yourself in the shoes of the target group and seeking to understand their needs. Only then will you be successful with product ideas that your target group can dock onto.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Increase your target audience\u2019s understanding and generate true consumer insights: <a href=\"https:\/\/www.bestviso.com\/en\/insights-safari\/\">Insights Safari<\/a><\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Develop successful product innovations with the BESTVISO Innovation Workshop: <a href=\"https:\/\/www.bestviso.com\/en\/innovation-development\/\">Innovation Development<\/a><\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How do I write verbal concepts that will increase the success rate of my innovations? This is a question we frequently encounter. An important criterion for success is a strong consumer insight &#8211; to assist companies in designing their products and marketing strategies to be both market-driven and sustainably successful. However, in any given product [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":11086,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[73],"tags":[249,250,239,248,247],"class_list":["post-11083","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-innovation-2","tag-consumer-insight","tag-innovation-en","tag-insights-en","tag-product-benefit","tag-verbal-concepts"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Writing successful verbal concepts &#8211; BESTVISO<\/title>\n<meta name=\"description\" content=\"Write successful verbal formulations with a true consumer insight - with BESTVISO Customer Insights Safari and Innovation Workshop.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bestviso.com\/en\/writing-successful-verbal-concepts\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Writing successful verbal concepts\" \/>\n<meta property=\"og:description\" content=\"Write successful verbal formulations with a true consumer insight - with BESTVISO Customer Insights Safari and Innovation Workshop.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bestviso.com\/en\/writing-successful-verbal-concepts\/\" \/>\n<meta property=\"og:site_name\" content=\"BESTVISO\" \/>\n<meta property=\"article:published_time\" content=\"2021-10-05T15:02:08+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-23T11:43:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.bestviso.com\/wp-content\/uploads\/2021\/10\/Verbal.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"980\" \/>\n\t<meta property=\"og:image:height\" content=\"657\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Sabine Henjes\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sabine Henjes\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.bestviso.com\\\/en\\\/writing-successful-verbal-concepts\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.bestviso.com\\\/en\\\/writing-successful-verbal-concepts\\\/\"},\"author\":{\"name\":\"Sabine Henjes\",\"@id\":\"https:\\\/\\\/www.bestviso.com\\\/#\\\/schema\\\/person\\\/20018b1e7e9262a22b012eb4dd1ad183\"},\"headline\":\"Writing successful verbal concepts\",\"datePublished\":\"2021-10-05T15:02:08+00:00\",\"dateModified\":\"2025-09-23T11:43:18+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.bestviso.com\\\/en\\\/writing-successful-verbal-concepts\\\/\"},\"wordCount\":520,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.bestviso.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.bestviso.com\\\/en\\\/writing-successful-verbal-concepts\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.bestviso.com\\\/wp-content\\\/uploads\\\/2021\\\/10\\\/Verbal.jpg\",\"keywords\":[\"consumer insight\",\"Innovation\",\"Insights\",\"product benefit\",\"verbal concepts\"],\"articleSection\":[\"Innovation\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.bestviso.com\\\/en\\\/writing-successful-verbal-concepts\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.bestviso.com\\\/en\\\/writing-successful-verbal-concepts\\\/\",\"url\":\"https:\\\/\\\/www.bestviso.com\\\/en\\\/writing-successful-verbal-concepts\\\/\",\"name\":\"Writing successful verbal concepts &#8211; 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