Compared to … What???

Direct marketing tests have proven that the more specific a comparison is, the more valid the consumer considers it. This reveals a powerful tool for copywriters and marketers. And while it requires a little bit of homework, the payoff can be great.

While many of us have seen infomercials with dramatic demonstrations of how a product works, we who deal with catalogs have a challenge when we want to make a show-and-tell comparison that grabs customers’ attention and gains their trust.