Dare to Compare
Put your product to the test with comparison ads and earn top grades from your target audience.
By Jerry Fisher • May 5, 2006 Originally published Jan 1, 2003
Opinions expressed by Entrepreneur contributors are their own.
How fast do your company's ads make their best argument forpicking your product over others? If it's as quick as themarketers at PUR water filters do it, you, too, earn an A+ for yourad.
Making the point in a flash doesn't get any better than thead shown here. On one side is a woman carrying a stack of plasticwater bottles 12 feet high; on the other, a shot of the simple PURway to supply yourself with the same amount of water. The headlinecaptures the essence of that comparison: "There's morethan one way to get 100 gallons of drinking water into yourhome."
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