How can you write a product comparison that highlights your product's strengths?

1 Know your audience and purpose

Before you start writing, you need to understand who you are writing for and what you want to achieve. Who are your ideal customers and what are their pain points, needs, and goals? What are the key features and benefits of your product that address those pain points, needs, and goals? How does your product differ from your competitors and why does that matter to your audience? What action do you want your audience to take after reading your product comparison? Answering these questions will help you define your tone, style, and angle for your product comparison.

2 Choose the right format and structure

Depending on your audience, purpose, and channel, you can choose from different formats and structures for your product comparison. For example, you can use a table, a chart, a list, a video, or a blog post. Each format has its own advantages and disadvantages, so you need to consider what will best convey your message and engage your audience. For example, a table can be concise and easy to scan, but it may not provide enough context or explanation. A blog post can be more detailed and persuasive, but it may require more time and effort to read. A video can be more dynamic and visual, but it may not be accessible to everyone. Whatever format you choose, make sure you follow a clear and logical structure that guides your audience through your product comparison. For example, you can use an introduction, a body, and a conclusion, or a problem-solution-benefit framework.

4 Be honest and fair about your competitors

While you want to emphasize your product's strengths, you don't want to bash or misrepresent your competitors. Doing so can damage your credibility and reputation and turn off your audience. Instead, you want to be honest and fair about your competitors and acknowledge their advantages or disadvantages. This will show that you are confident and respectful and that you have done your research. You can also use contrast or comparison techniques to highlight your product's unique selling points or competitive edge. For example, you can use phrases like "unlike X, our product Y does Z" or "while X offers A, our product Y offers B". This will help you differentiate your product and position it as the best solution for your audience.

5 Include a clear and strong call to action

The final and most important part of your product comparison is to include a clear and strong call to action that tells your audience what to do next. Depending on your purpose, your call to action can be to buy your product, sign up for a free trial, request a demo, download a guide, or contact you for more information. Whatever it is, make sure you make it easy and attractive for your audience to take action. You can use words that convey urgency, value, or exclusivity, such as "now", "today", "limited time", "free", or "only". You can also use visual elements, such as buttons, colors, or icons, to draw attention and encourage clicks. The key is to make your call to action clear and strong and to align it with your product comparison's message and goal.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?