Invite a Comparison
Another compelling way to use comparison copy to sell products is by inviting your customers to compare. Offer them their money back if they find a product that works better. This makes for a compelling invitation to buy, risk-free.
Being specific is powerful. But sometimes copywriters can get too close to products to understand how to position them in a comparison effort. Here are some ways to help you prepare your thought process for effective comparisons.
1. Introduce your products using benefits, not features.
2. Choose your best-known competitors and align their product facts and features compared to your product’s. Make a chart for yourself to see how it looks.
3. Talk to some of your customers or do research to find out if your product provides more of what they want — or don’t want.
4. Based on this, write in terms of your own features and benefits rather than a big head-to-head comparison. Refer to competitors’ products in generalities, keeping in mind that the more you say about them, the more curious readers could become. Keep it simple.
5. Choose the one feature that everyone wants and compare that alone. If safety features are of greatest interest, that’s a good thing to compare with your competitor if you know its product isn’t as safe as yours.
6. Keep it honest. If your product is unattractive compared to your competitor’s, don’t try to say yours is more attractive. It’ll negate your honesty regarding any true statements.
While writing comparison copy and positioning your product is not the fastest or easiest way to sell products in catalogs and on the Web, it sells powerfully and creates belief within customers. It supports both higher prices and greater customer loyalty while raking in the sales.