Two aspects to explore how to write product comparison copy to be more attractive

Based on different comparison references, the article explores how to better establish relationships with consumers from two aspects: product benefits, transfer and user psychological comparison. I hope it can inspire you.

When we shop online, we often see comparison pictures of product features or materials, with a big √ and × drawn on them, as if it were a buyer's show and a buyer's show, like this:

Everyone knows the contrast method, but not all copywriters use it well. In a market economy, where there is product selection there is comparison. Making good use of comparison can greatly shorten the time it takes consumers to press the payment password.

When we start writing product copy, we usually compare with our peers, quickly collect information about competing products, and identify differentiated advantages for refinement. Magnifying the advantages creates a strong contrast effect, highlighting good and bad, evil and good, beauty and ugliness, making it easier for readers to distinguish between "good and bad" through comparison.

But I wonder if you will be moved when you see the picture above?

For mushrooms, no.

Why is there no excitement despite the well-founded comparison?

The reason is that most comparisons don’t really interact with consumers.

Take browsing Moments for example. It is easier on the brain to browse Weibo than WeChat Moments . Why?

These two are habitual reflex actions. Usually, when I see good news and pictures on Weibo, I immediately turn the page after reading them. However, in Moments, my mood will fluctuate at least 5 out of 10 times I browse.

• Some people go to Northeast China to ski, go to Sanya for vacation, and the desire to go out and travel will become stronger and stronger;
• When I see excellent people sharing their learning experiences , I always feel ashamed when comparing myself to them.
• Seeing the tempting food, the inner struggle begins again

The same content will result in different reactions, mainly because most of the people on Weibo are strangers, who have little connection with "me", while most of the people in the circle of friends are classmates, colleagues, and work partners who have communicated with "me". These people have a certain connection with "me", and it is easier to mobilize emotions when comparing their current situation.

Therefore, it is not difficult to understand that the main reason why we see most commercial products are not attractive and do not lead to action is that the copywriting does not connect with consumers.

There must be a reference for comparison. Next, based on the different references, I will explore how to better establish relationships with consumers from the two aspects of product benefits, transfer and user psychology comparison.

01. Comparison between benefits and transferability

Products can be used as comparison references and can be divided into benefit comparison of similar products and transfer comparison.

Let’s look at a picture.

This is a screenshot of the copywriting for the blender section, which mainly compares the materials used in the cup bodies of similar blenders, emphasizing that its own materials are good and hard. However, I don’t know what high borosilicate is and what does it have to do with me?

It's obvious that he has fallen into the pit of being unmoved. From the marketer 's perspective, you have only completed the process of presenting factual evidence, but have not made consumers believe from the bottom of their hearts that your product is good.

So how to optimize it?

Convert the functional comparison into the benefit comparison to bring consumers closer and make their emotions fluctuate.

It can be divided into three steps:

Find the differences - the characteristics of the differences - what benefits the characteristics bring to consumers.

After such logical analysis, the poster copy can become:

In addition to telling consumers the benefits of the difference and comparison, we also need to reduce the user's thinking time so that the comparison can have practical significance.

The most direct approach is to compare the effects of similar products after use.

For example, the picture below is an experimental comparison conducted by Volkswagen in the desert. During the racing tug-of-war, Volkswagen remained intact, while cars of other brands were left with only wreckage. This is what is called there is no harm without comparison.

The public's approach is a comparison of similar effects, and you can also compare it with your own experimental results . For example, the picture below is an experiment on a memory foam pillow. In order to demonstrate the resilience of memory to consumers, the memory foam pillow bounced back immediately after being crushed by a 2-ton SUV. Directly presenting factual evidence is more convincing.

In addition to comparing similar products, you can also use familiar objects to awaken consumers' perceptions, shift mental accounts , and highlight the advantages of the products you want to promote.

For example, Durex ’s copywriting:

It costs XXX dollars to feed a child, but a Durex condom only costs 2.5 dollars.

Here, Durex did not compare its prices with those of competing products such as Okamoto and Elephant, but instead shifted its mental accounts and compared the prices of maternal and infant products with Durex, comparing small numbers with large numbers, allowing consumers to form the concept of a large gap. It is clear at a glance whether to choose to buy daily necessities needed by their children, or Durex, which is hundreds of times cheaper. Compared with similar products, the price difference can stimulate consumers more.

02. User Psychological Comparison

Consumers themselves are drama queens. If you don’t get into the story, users won’t be able to get into the story.

When we buy a product, it is simply to solve a problem in life or to achieve a more ideal state than the current one. However, people are lazy and unwilling to change. At this time, the copywriter needs to spend time to grasp the consumer's pursuit and loss psychology, find the differences, and provide solutions.

1. Pursue psychological contrast

I think the pursuit mentality is to pursue a better state than the current one, but the reality is that it cannot be easily obtained. However, through a product or service, you can achieve or shorten the distance to your expected life.

In order to satisfy the pursuit psychology, you must first find a goal to pursue. The current state is the reference point for comparison. Find the difference between the current and expected life, and then provide pursuit actions and methods.

For example, in the glasses advertisement below, the person looks like two different people before and after putting on the glasses. A pair of glasses is equivalent to a micro-plastic surgery on your temperament and appearance. Seeing the comparison before and after use can make consumers fantasize and want to own this product immediately to achieve the same changes as advertised.

The classic copywriting of "Bu Lu Bu Bu" is about looking forward to the contrast between life and the current situation. Under the strong impact of these two contrasts, one will want to buy a ticket and set off to where he wants to go in a minute.

While you are writing your PowerPoint, the cod in Alaska are jumping out of the water

While you were reading the report, the golden monkeys in Meili Snow Mountain just climbed to the top of the trees.

As you squeeze into the subway, Tibetan mountain eagles soar in the clouds.

While you’re arguing in a meeting, the Nepali backpackers are sitting by the fire with their glasses of wine.

There are some roads that cannot be walked with high heels, some air that cannot be smelled with perfume, and some people who will never be met in an office building.

The comparison between the current situation and expectations is a loud statement to users: I can help you eliminate the difference between your current and expected life and live the life you want. Of course, the expected effect must be within the reach of consumers after taking action. If it is too difficult, consumers will naturally lose motivation.

2. Loss of psychological contrast

Earlier we talked about the pursuit of comparison from bad to good, and good to better, so here, we need to talk about the comparison from good to bad. For example, I don’t want to be alone, I don’t want to get fat, and I don’t want to fall behind. In today's world where anxiety is a big topic, everyone is actively pursuing better things. If we maintain the status quo, it would be a step backward. The key to losing the mental contrast is to wake them up to re-experience that unpleasant feeling.

"This era is eliminating those who are unwilling to learn" - Suntech Institute

The pride of one’s hometown should not be a wanderer in the city” - a real estate advertisement

For example, these two sentences are copywriting that takes advantage of the loss of psychological contrast. If you don’t learn, you will be eliminated. So when you come here to study with us, you won't have the fear of falling behind; the pride of your hometown is in sharp contrast to the wanderer in the city. Real estate can allow you to continue to maintain the image of an outstanding person.

When we use the comparison method, we must first clarify the comparison object. Secondly, we must let consumers pay attention to themselves and generate the desire to change through the comparison psychology. To summarize:

Summary: Comparison of two dimensions

The comparison needs to establish a relationship with the consumer and point out the benefits. This is the premise of comparison.

Product comparison can be divided into similar benefit comparison and transfer comparison. The comparison of similar benefits can be carried out from the perspective of functional benefit points, experimental comparison effects, and before and after usage effects.

By comparing the psychological needs of consumers, we can find out the fear of loss and the pursuit of better, and provide solutions to shorten the difference point (your product or service). There are mainly two angles:

Comparison between current situation and expectation

Comparison between good state and bad state.

The author of this article is @小菇在跑 and it is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

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