2 builders who never spoke to each other

List the chores the incumbent makes them do

Write the competitive pitch as an inventory of tasks the alternative forces on people and you remove: the banner, the training, the configuration, the tutorial, the ongoing patching. Setting that sequence next to your single step does the persuading without a single comparative adjective, because the reader recognises their own week in the list.

The method

1. 01

   Compose your competitive pitch as a list of chores the incumbent forces on people and you remove.

2. 02

   Spell out the tedium of the do-it-yourself path in your copy, step by step, and put your single-step outcome next to it.

What it returned

• Fathom's list runs: no cookie banner, no privacy law worry, no training needed, a single page of stats, one line of script, and signup in a few minutes.

• He contrasts a cloud provider's sequence of clicks, installs, an eight-page caching tutorial, plugin configuration, ongoing security patches and learning to reach a server over SSH with a managed platform that gives you the site in under a minute and answers the phone.

Sources

• Using the Needs Stack for competitive strategyJason Cohen · longform.asmartbear.com · Position lower levels as irrelevant · 2023-06-04
• Best practices for promoting your affiliate links - Fathom AnalyticsPaul Jarvis · usefathom.com · Some reasons that thousands of businesses choose Fathom Analytics over everyone else · 2022-08-09