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Now on to today’s post…
Many brands avoid comparison pages. They do not want to name competitors, acknowledge trade-offs or encourage customers to consider another option.
Customers compare you anyway. AI assistants make that process even easier by summarizing differences and recommending options for specific situations.
A useful comparison page lets your brand contribute accurate information to that decision. It should explain meaningful criteria, strengths, limitations, costs, use cases and who each option suits.
If your company wins every category, the page will read like an advertisement rather than a trustworthy comparison.
Try this prompt:
Help me create an honest comparison-page brief.
Our offer: [PRODUCT OR SERVICE]
Alternative: [COMPETING PRODUCT, SERVICE OR APPROACH]
Audience making the decision: [AUDIENCE]
Market: [LOCATION]
Verified information about both options: [PASTE OR LINK]
Research current public information where necessary, then create a brief covering:
- The decision the page should help with
- The most meaningful comparison criteria
- Similarities and differences
- Strengths and limitations of each option
- Pricing or cost considerations
- Who each option is best suited to
- Questions that remain unanswered
- Claims that require verification before publication
Do not declare our offer the winner by default. Do not invent competitor information. The page should help the right customer make the right choice.
An honest comparison will not win every buyer. It can make the right buyer more confident in choosing you.
Happy prompting!