2 builders who never spoke to each other

Build the page that compares you to the rival

In a crowded market where every home page says the same thing, the page that names the incumbent and the one axis you beat them on does the work. Break the comparison down attribute by attribute so choosing you reads as arithmetic, put a testimonial from someone who actually migrated on that competitor's page, and fire a targeted message at anyone reading it asking whether they currently use the rival.

The method

1. 01

   Put a testimonial from someone who actually switched away from that named competitor on that competitor's page.

2. 02

   Fire a targeted message at visitors to a comparison page asking whether they currently use that rival, converting a page view into a live sales conversation.

3. 03

   Break your comparison down attribute by attribute against the alternative, so choosing you looks like arithmetic.

4. 04

   Position on your homepage by naming the incumbents and the one axis you beat them on.

5. 05

   Differentiated strength matters most in a crowded market where every rival's home page says the same thing and everyone prices the same way, so win in a way that is yours rather than trying to be a better version of them.

What it returned

• The Gumroad comparison page features a customer who migrated off Gumroad.

• The supplement company Huel takes each nutrient in turn and shows how it beats the alternative, which Katelyn Bourgoin reads as making itself the obvious choice.

• Userlist's homepage positions the product as simpler than Intercom and Customer.io.

Sources

• Framing - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · E-commerce ​ Position yourself positively against the competition · undated
• Selling stuff on a busy beachJustin Jackson · justinjackson.ca · Are you struggling to get product traction? · undated
• What makes a strategy greatJason Cohen · longform.asmartbear.com · Leveraged · 2023-08-13
• Podia's hub of competitor comparison pagesHarry Dry · Marketing Examples · Antidote to pain · undated