January 1, 2008
“Our brand gets your shirts whiter!” “Our mouthwash keeps your breath fresh longer!” “Our battery lasts longer!” It’s no secret consumers are bombarded with generic comparative messaging. But while this is the norm in much of the advertising world, there’s no proof that it’s the right way to go. In fact, most consumers regard generalities as no more than opinion. 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
