Competitive Copywriting – Comparison

If you have decided that neither Denial nor Assassination are copywriting techniques you want to employ for your business, how about Comparison? By comparing your products to those of your competitors you can demonstrate on a point-by-point basis why yours is better. Or so the theory goes.

A picture comparing humans to dinosaurs in height

As cool as dinosaurs are, you should ensure your copy compares like-for-like to give maximum benefit to your readers


The best way to use comparison in your web copy is usually via a simplified table of key functions or benefits with your version directly compared against the competition’s equivalent. Choosing to explain your unique selling points (USPs) in this way allows you to showcase the best aspects of your products without directly criticising your competitors, thereby avoiding the negative connotations associated with assassination-style copywriting.

Although the length of copy on each web page is shorter, you may instead end up creating many more pages in total – one for each of your competitor’s products. On the positive side, this may see your website turning up in searches for your competitor’s products, helping you capture undecided shoppers.

Less confrontational, but still not without risk

Comparison copywriting tends to be received a lot better by customers who regard it as informative, open and less arrogant than other techniques. However it does also highlight the products which you don’t want them to buy. Worse still it even provides them with a shopping list of alternatives if they decide not to do business with you.

Ultimately your business needs to decide how it want to promote its products and address online competition. The beauty is that you can choose to combine all or none of these copywriting methods to create the marketing message you need to reach new customers.

Need help? Drop us a line to find out how Tech Write’s extensive online copywriting experience can be put to work for the benefit of your business.