Measuring Up
Side-by-side comparison ads can persuade prospects to buy in the blink of an eye.
Dial-up vs. DSL. Oven vs. Microwave. Horse and buggy vs. auto.
Whatever the innovation, whenever the era, wherever there's
been a clear difference in speed and efficiency, a comparison ad
has been all-powerful. Indeed, any demonstrable advantage in
convenience and/or effectiveness between your widget and that of
your old-school competitors deserves to be on display, front and
center.
Recently, a replacement-window salesman came to my house with an
eye-opening comparison: He brought in a sample of his company's
double-pane window and a sample of my single-pane window. He held
them side by side and then put a heat lamp behind one, then the
other. He asked me to put my hand in front of each. It was a
slam-dunk demonstration of how much better a double-pane window
keeps out heat.
That comparative way of getting a message across can be just as
impressive on paper, as this ad demonstrates. It's a
cooperative effort between BusinessWeek (where the ad
appeared) and Soundview Executive Book Summaries of Concordville,
Pennsylvania. And it's an A+ effort because it makes its point
quickly yet persuasively.
Content Continues Below
The left side of the ad shows a photo of the
business memoir Jack: Straight From the Gut (Warner Books)
by former GE chairman Jack Welch, with the headline,
"Approximate reading time, 8 hours 30 minutes." On the
right is an image of Soundview's eight-page summary of the book
with the headline, "Approximate reading time, 30
minutes." In an eye blink or two, and without reading another
syllable of supporting copy, the prospect has gotten the sales
message in the most compelling way possible. And the approach will
work in all media-print, broadcast, broadband. Indeed, it
"reads" so fast you could almost use it on
billboards.
Anything your company produces that's "new and
improved" compared to current or previous products or services
can benefit from side-by-side comparison advertising. Unless your
team has concocted some drop-dead alternative for getting attention
and making your most persuasive sales point in a few seconds,
comparison advertising is an intelligent way to spend your ad
dollars.
Naturally, if you are mired in parity-product hell, in which
your cola syrup or checking account offers pretty much what
everybody else's does, another direction may be called for. But
if you can demonstrate that you're better than the next guy,
it's a no-brainer. Create a comparison ad for a knockout
punch.
Jerry
Fisher is a freelance advertising copywriter and author of
Creating Successful Small Business Advertising.