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Dare To Compare

Create persuasive advertising by revealing how your product beats the competition's.

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This story appears in the December 1998 issue of Entrepreneur. Subscribe »

Tomorrow morning, after brushing your teeth, look in the mirror and ask yourself this question: What are the most compelling reasons a prospect should pick my product or service over my competitor's? Your answer is an important one, because that comparison may make for a persuasive sales message you should be using in your advertising.

I'll give you an example of how such a comparison convinced me--a jaded advertising copywriter--to purchase a product I wasn't sure I wanted. The other day, a salesperson came over to pitch me and my wife on installing country-style shutters over our windows--but instead of wood, they'd be made of a substitute material. No way, I thought. Shutters made out of something other than wood? I've learned to live with pretend meat, phony cheese, fake fur and leatherette, but don't make me live with pseudo-wood shutters, too.

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