# Concept Testing - Benefits - Increase the odds of success - Explore different benefits or value proposition to help discern which of many ideas is most motivating for your target customer. - Identify product [[swot|weakness and strengths]] - Can help you choose most important features to include. - Sample components - Support visual that helps summarize the concept - Main heading should capture the big idea of your brand - **Accepted Customer Belief:** Connect quickly with customers by starting with their enemy or insight. - Main **benefit** in a promise statement. - Support points with maximum of 2 **Reasons to Believe** - Motivating call to action to prompt purchase intent - Questions asked - Quantitative - **Uniqueness (new & different)** - Appeal - Likeability - Believability - **Likelihood to Buy (Purchase Intent)** - Relevance - Expected Price - Qualitative - Least liked attributes - Most liked attributes