Invite a Comparison

4. Based on this, write in terms of your own features and benefits rather than a big head-to-head comparison. Refer to competitors’ products in generalities, keeping in mind that the more you say about them, the more curious readers could become. Keep it simple.

5. Choose the one feature that everyone wants and compare that alone. If safety features are of greatest interest, that’s a good thing to compare with your competitor if you know its product isn’t as safe as yours.