How do you compare against competition?

Irrespective of which industry you’re in, you’re always answering

“How do you compare against competition?”

Companies go all out against competitors with guerrilla campaigns, feature comparisons and price undercutting.These are tried and tested tactics until I read this in Scientific advertising

Campaigns against competition shows messages like “I don’t want this offer”, “I am happy with lesser conversions”. You feel that you’re committing a mistake by choosing competition.

Until, I came across two examples.

Example-1: Drift

• Positively acknowledges competitor
• Seeks out their target audience and shows value
• Talks about foundations on which the product was built (except one feature comparison)

Example-2: Basecamp

• Sets up basecamp favourably
• Creates a direct comparison
• Makes the user aware of the higher price

Both of them pitted themselves against competition. They showed a brighter side, the happy and attractive side, not the dark side of things. Give the carrot, not stick.

That’s 150 words.