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« Compared to What?

Crushing Comparison Page Copywriting | Ep. 5

Welcome to ‘Compared to What?’, a Klue Original series that breaks down comparison pages from top competing companies in a given industry.

Hosts Federico Jorge (Founder of StackAgainst) and Jason Oakley (Senior Director of Product Marketing at Klue) will give their opinions on the good, the bad, and the ugly of comparison pages weekly as you learn what and what not to do when it comes time for you to make your own.

Key Moments

  • Introduction 02:45
  • Mind your reader’s awareness stage 04:03
  • Don’t waste key real estate 07:57
  • Avoid empty claims 10:49
  • Write for humans, not SEO 15:42
  • Call out your ideal buyers 18:28
  • Learn the PAS framework 20:23
  • Processkit.com 22:51
  • State the problem with competitors 24:33
  • Use negative quotes for credibility 29:20
  • Sell the features that sell the story 30:05
  • It’s a comparison page… 32:37
  • Use social proof to remove bias 34:03
  • Ease the cost of switching 37:00
  • Treat comparison tables smartly 42:04

About Compared to What?

“Compared to What?”, is a show where hosts Federico Jorge (Founder of StackAgainst) and Jason Oakley (Senior Director of Product Marketing at Klue) give their opinions on the good, the bad, and the ugly of comparison pages as you learn what and what not to do when it comes time for you to make your own.