Harnessing the Power of Comparisons to Drive Your Point Home

The Art of Using Comparisons

The key to explaining complex ideas is not to start from scratch but to build on what your audience already knows. By making a comparison, you can tweak their existing knowledge to help them understand your product or service. There are two primary ways to incorporate comparisons into your persuasive messages:

• Comparison and Contrast: This is the most prevalent form of comparison. You leverage people's understanding of a product or service and then highlight how yours is different and superior. This approach allows you to concentrate on the benefits and advantages of your offer. For example, when marketing a new software program, you could say, "Our program functions like a word processor but also enables you to edit, modify, and upload web pages. It combines the power of an HTML editor with the simplicity of a word processor!" This succinct explanation not only clarifies your product but also sets you apart from your competitors.

• Analogy: Analogies are excellent for elucidating complex subjects. By drawing parallels between your idea and something familiar to your audience, you can simplify their understanding. However, this only works if the comparison is with something your audience is familiar with; otherwise, you risk increasing their confusion. A common analogy is the one about fishing: "By providing you with marketing information, we are teaching you how to fish rather than just giving you a fish." This analogy works because it highlights the long-term benefits of learning over a one-time advantage.

Tips for Effective Comparisons

While these forms of comparison may seem straightforward, there's more to them than meets the eye. Here are a few tips to keep in mind when using comparisons:

• Use references that your audience is familiar with to make your explanations more comprehensible. For instance, comparing your system's organization to the 18th century Ottoman Empire might not be the best analogy.
• When contrasting, present differences as advantages. Don't just show how your product or service is different; show how it is better.
• When using analogies, compare your product or service to something your audience likes or respects. This not only helps explain your message but also fosters a positive attitude towards it.

Remember, these tips are just a starting point. You'll need to understand your audience's experiences, knowledge, and attitudes to effectively use comparisons in your sales messages. Happy fishing!