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Category: Innovation
In a Word

Protecting Your New Product Launch with Proprietary Language

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new product concept development

When you’re getting ready to launch a new product, there are two key challenges. The first is figuring out how to describe what the product does and why people should care—in plain English. The second is trying to describe what the product does and why people should care—in a way that is unique and ownable so “me-too” products can’t easily take over your market share.

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2018’s Lessons in Concepts

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Three concept writing lessons we learned in 2018 at Writing by Design

Just when we think every year will be a repeat of the prior year, we remind ourselves by taking time for reflection that there’s always something different, something to be learned. And more importantly, we remind ourselves that the market is always changing, as are the needs of our concept writing clients. Here’s a look at the top three things we learned this year.

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The Role of Claims in Concept Writing

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Photo of paper sailboats with one red one sailing in a different direction and text that says, "Developing claims that win with consumers"

It’s no secret that companies—especially manufacturing companies—love their advertising claims. As concept writers, we have strong ideas about the best approach to developing claims. Here are a few tips for developing advertising claims that stand out from the crowd.

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The Back-to-School Basics of Writing

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A photo of a stack of books and laptop.

The primary building blocks for writing new product concepts that persuade consumers, benefits and features, are also the same components we use to write about brands and companies in general. It’s worth reviewing how these essential pieces play out in sales-minded communications of all types.

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Early consumer input helps new product ideas grow faster

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Image of a person's head with a lightbulb inside to represent the creative new product ideas that can result from a co-creation session and professional concept writing services

One way companies can improve speed to market is by involving consumers early in new product innovation so that their input guides the entire process, especially concept writing. Starting at square one with fresh consumer feedback helps companies develop compelling new product concepts from the get-go, enabling them to unlock launch gates faster.

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