If they can compare you, they can price you
Every comparison chart is an invitation to shop you on price.
This is the whole problem in eight words.
If they can compare you,
they can price you.
Every comparison chart you've ever made was an invitation.
Here's our product.
Here's theirs.
Look at all our checkmarks.
Your buyer sees the checkmarks.
Then scrolls to the only column that's different.
Price.
You didn't make a sales tool.
You made a price sheet with extra steps.
The brands that never get price-shopped aren't winning the comparison.
They've made it impossible to make one.
Nobody lines up an A24 movie against a summer sequel to see which one has the better cost per minute.
You go because it's an A24 movie.
That's the goal.
Not better.
Incomparable.
Dad Joke of the Week
Why did the door knob’s business go bankrupt?
It couldn’t turn a profit.
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