Compared to … What???

Research First
Of course, you must do fresh research before you start telling your customers about the competition. Research is vital to comparison copy because your perception of what’s desirable to customers may be completely different than reality!

The kind of research that can help you discover what your customers really want includes online research, focus groups and even phone research to existing customers. I recommend using an outside research source that can approach this in a completely unbiased fashion.