Compared to … What???

These answers will zero in on your products that stack up better than the competition’s. They also provide the exact “buttons to push” to develop copy that sets you apart from the crowd in a way your customers will buy into.

The Comparison Sell
Presenting comparisons in your catalog can be done several ways, and each has its own purpose. The goal should be to show people — without actually being in front of them — why your product is different and better than another. Take your catalog from being mere products and copy on pages and turn it into a “paper salesman.” Create a demonstration.