What about mentioning competitors?

by ashabe
16 replies
Quick pulse check.

What do you guys think about mentioning your most direct competitors?
#competitors #mentioning
  • Profile picture of the author BrianMcLeod
    General Rule: Not a good idea. Makes you appear weak and playing catch-up to their superior position in the market. PLUS - you're advertising your competition's brand.

    Rare Exception: In certain situations, like when you have a truly disruptive new alternative and are seeking to dethrone well-known brands in a mature market, it makes sense to take the fight straight to your competition's doorstep.

    In your case - this is terrible:

    Here are some tools that compete with us:
    Go and check them out, we are not affiliated to any of them
    No, no and no.
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  • Profile picture of the author Raydal
    As Brian mentions, there are exceptions, the most famous
    of which I think is "We try harder" (because we're number 2)
    by Avis car rental company.

    -Ray Edwards
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    • Profile picture of the author angiecolee
      Originally Posted by Raydal View Post

      As Brian mentions, there are exceptions, the most famous
      of which I think is "We try harder" (because we're number 2)
      by Avis car rental company.

      -Ray Edwards
      There's also Esurance's recent attempts at going after GEICO, claiming that it takes way less than 15 minutes and people who think 15 minutes is fast are dinosaurs.

      Just to be clear, I also think it's poor strategy unless you have a memorable platform that's actually stronger for the comparison, like those examples mentioned above. Those are very rare.
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      • Profile picture of the author Alex Cohen
        There's an "advanced" persuasion technique known as Eliminating The Competition. Gary Halbert used it in his "High School Student Loses Almost 600 Pounds" sales letter:
        Look, I don't mean to brag, but darn it, I'm pretty proud of myself. The doctors couldn't help me. All those diet "experts" couldn't help me. Even my family couldn't help me. (But God bless them for trying.) I didn't get help from Weight Watchers, Richard Simmons, Optifast, Nutrisystem or anybody else. No, I did it all on my own and I learned how to do it fast and cheap.
        Alex
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        • Profile picture of the author marciayudkin
          If you can create some kind of quasi-objective comparison that puts competitors at a disadvantage, then go ahead. I've seen this in charts where the company names names and has checkmarks showing what they offer that competitors don't.

          Without these kinds of objective points of comparison, though, you're being really silly even to name competitors.

          Marcia Yudkin
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      • Profile picture of the author Cam Connor
        Originally Posted by angiecolee View Post

        There's also Esurance's recent attempts at going after GEICO, claiming that it takes way less than 15 minutes and people who think 15 minutes is fast are dinosaurs.

        Just to be clear, I also think it's poor strategy unless you have a memorable platform that's actually stronger for the comparison, like those examples mentioned above. Those are very rare.
        It's funny how the "speed of signup" became the most important thing in the insurance market. Personally, I want an insurance company who's going to cover my @$$ when I need them.

        Instant gratification I guess. lol
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        • Profile picture of the author angiecolee
          Originally Posted by Cam Connor View Post

          It's funny how the "speed of signup" became the most important thing in the insurance market. Personally, I want an insurance company who's going to cover my @$$ when I need them.

          Instant gratification I guess. lol
          Me too. I'm a AAA girl all the way.

          But there's something to be had with the speed aspect - it implies easy. And since insurance by and large tends to be overwhelmingly complicated, that is a winning factor for a lot of people. Speed can be synonymous with easy, even if logically that isn't the truth.
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  • Profile picture of the author Tan Shengg
    Originally Posted by ashabe View Post

    Quick pulse check.

    What do you guys think about mentioning your most direct competitors like I did here: quickmail.io ?

    Mentioning your competitors only when you are very confident of your product.
    And use it as a comparison. Show them what you have that your competitors don't.

    If not, it is not advisable.
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  • Profile picture of the author Mark Pescetti
    Whenever I think about bringing up a competitor, it's usually because I'm being lazy. Happened recently. I'm glad I didn't go in that direction, because what I came up with instead is so much better.

    That being said...

    There can be a time and place for it. Knowing when and why that is ain't always obvious.

    Mark
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  • Profile picture of the author sethczerepak
    I never mention competitors.

    I WILL specifically point out things that my customers hate about the competitor though. Help them throw rocks at the enemy sort of thing. If it's a frustration you and your customers share, and if it's something you're passionately against and that you can promise will never happen to your customer when they do business with you, and if you don't directly mention the competitor, you'll be much more effective.
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  • Profile picture of the author ashabe
    Thanks to all who responded.

    To summary, my platform is way better, so I don't fear competition at all on that front. I'm not a me2 product so 1-to-1 feature comparison would not work, and I'm actually truggling on the pricing page with this as I looked at my competition before doing it unfortunatelly.

    General feeling is no-go, and it seems like no one actually did A/B test on this? So I will and let you know, but traffic is too small at the moment.
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    • Profile picture of the author The Niche Man
      This question is for the copywriters who read this thread.

      I understand you shouldn't mention your competitors by name. But what about an implied mention?

      Like for example I sell fast food burgers and I say,

      • We serve our burgers sizzling and hot off the grill, not pre-cooked like our competitors.

      • Our shakes are made from premium ice cream not liquid mix like the others.

      • Our fries are freshly cut from the finest Idaho spuds, not shipped frozen like the other guys.

      - Thanks for your response
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  • Profile picture of the author pewpewpewmonkeys
    Wow, it's been 5 days already and not 1 single person has brought up Saddleback Leather yet? Good. Because every time someone does it means I again have to talk myself out of buying one.

    But in that circumstance the product is so overwhelmingly better than the competitors' that there can be no doubt in the buyer's mind.

    I like chestnut. But I think the coffee would match my style more.
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