Comparative Advertising – How to Win Over Customers Through Comparisons

Comparative Advertising - How to Win Over Customers Through Comparisons

Your product is great.

But how do you get your customers to feel the same way?

This is where comparative advertising comes in as a form of marketing.

Educate them by comparison

Most customers won’t know exactly why your product is good until you show them.

Here are a few ways to do that:

Work it into the header copy on your home and product pages

Don’t talk only about your product.

Talk about how much more complicated life is without your product.

Be specific – don’t make customers guess.

Focus on trigger events – i.e., things that create pain and make them want/need to buy.

We also have more tips here on how to elevate your product in the minds of your customers.

Create comparison tables

Many brands use competitor comparison tables.

In software, it’s also very common to use comparison tables.

For example, here’s an email marketing software comparison table.

In software, it's also very common to use comparison tables.  For example, here's an email marketing software comparison table.

But you can also try creating tables in which one side shows life before your product, and the other side shows life after your product.

This is less common, but it works.

Comparative Advertising Examples – Unique Comparative Table Included (e.g., Coke vs. Pepsi)

Tell customers about problems they didn’t know they had

If you sell a product that solves a complicated problem, customers might not fully understand why they need your product in the first place.

So tell them! Make a pitch for why the way they’re doing things today is problematic.

Highlighting contrast sells.

So start educating those would-be customers!

Comparative advertising SEO

That’s why, in the SEO world, X vs. Y posts do so well, such as SEMrush vs. Ahrefs.

They don’t have the same volume as targeting things like, Best SEO Software or Best Keyword Tracking Tools, but comparison posts will attract mid-funnel visitors who are much closer to converting.

Comparative advertising is a great way to get people interested in your product and to educate them about why your product is the best solution to their problem.

Comparative advertising can be done in many different ways, such as including it in header copy on your home and product pages, creating comparison tables, or telling customers about problems they didn’t know they had.

What Is Comparative Advertising? Examples and Is It Legal?

Comparative advertising marketing FAQs

What is comparative advertising?

Comparative advertising is a type of marketing in which you compare your product to another product.

The point is to show how your product is better than the other product, and to convince customers to buy your product instead.

What are some examples of comparative advertising?

One common example of comparative advertising is when two brands compare their products head-to-head, such as in a commercial or print ad.

Another common example is when a brand compares its product to a generic version of the same product.

For instance, a company might advertise its shampoo as being better than a “no name” shampoo.

Or a software company comparing the features of its product to that of another.

Why does comparative advertising work?

Comparative advertising works because it helps customers understand why your product is better than the alternatives.

It also helps create a sense of urgency, as customers might feel they need to buy your product before it’s too late.

What are the benefits of comparative advertising?

The benefits of comparative advertising include increased sales and market share, as well as improved brand awareness and understanding.

Comparative advertising can also help you attract new customers and retain existing ones.

What are some potential risks of comparative advertising?

Some potential risks of comparative advertising include false or misleading claims, which can damage your reputation.

You might also alienate customers if they feel like you’re constantly trying to sell them something.

Another risk is that you might end up in a legal battle with the other brand if they feel like you’ve made false claims about their product.

What are some tips for doing comparative advertising?

Some tips for doing comparative advertising include being clear about your claims, using simple language, and making sure your comparisons are fair and accurate.

You should also make sure you have the legal right to use the other brand’s name and logo in your ads.

Comparative advertising can be a great way to increase sales and market share, but it’s important to be aware of the potential risks before you start using it.

When done correctly, comparative advertising can be an effective marketing tool. Just be sure to keep your claims truthful, use simple language, and avoid alienating potential customers.

What’s a popular example of comparative advertising?

Samsung vs. Apple is a popular one.

Samsung Galaxy S4 makes fun of Apple – funny commercial


As you can see, comparisons can be a great way to get customers to understand why your product is the best option for them.

But you need to make sure that you’re doing it in a way that is both effective and genuine.

Otherwise, you run the risk of coming across as sales-y or insincere.

When used correctly, comparative advertising can be a powerful marketing tool. It can help you increase sales, market share, and brand awareness. Just be sure to use it wisely and avoid making any false claims.

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