You may have heard of the word ‘concepts’ but you never thought much about what is a concept and why you need it, right? Let me tell you, concepts are very important in life and of course in marketing. Let me teach you with an example…
You eat pizzas? Yummy! But think about pizzas, what does come to your mind? Nothing much. Pizza is a practical idea, not a concept. But ‘food’ is a concept. When you think of food, you can think about burgers, sandwiches etc. If you know a child, you know just the child, but if you know the parents, you will also know about the child’s brothers, sisters and relatives. Parents may be boring but gives rise to interesting topics. Like.. you cannot just eat ‘food’, but you need to eat some type of food. Food may be boring, but it is necessary so that you can think about more yumm, delicious things.
So when you are trying to promote a product, you need to understand the concept behind that product. Let me tell you a personal example. I was trying to promote a anti-virus software. It had good reputation and the price was very cheap. I promoted that product by giving emphasis to the advantage that it is ‘cheap’. But then I thought about the concept behind the product. The concept for an anti-virus software is to ‘provide security to users and prevent from malicious hacks’ and not to ‘be cheap’. So I switched from the point that it is ‘cheap’ to the point where it is advertised mainly as ‘the best security for your PC’. My sales boosted. So when I thought further about it, I understood that users who need real security for their PC do not care much about the cost, so the idea that this is cheap must be secondary. So why am I better now? Because I thought about the concepts.
If you are not thinking about the concepts you will not get creative ideas. Your mind will be too narrow. So what are you going to do now? Don’t say “This is a pretty good post” and walk away. Instead try this exercise, look around all the consumer goods around you… TV, phone, food items, etc. and try to evolve the concept behind it. Thinking about concepts is not a job, its a habit, so develop it!
