The best competitive experts. All in one place.
What’s the number one mistake companies make when building comparison pages?
“Not using the hero section to tell people how you’re different.”
Most comparison pages (except for the truly awful ones) do an adequate job of progressively explaining the differences as the reader scrolls down the page.
But that valuable real estate above the fold needs to define the differentiation between you and the competitor right away.
Take for example Airtame’s comparison page against Google’s Chromecast.
The H1 lets you know you’re in the right place. And the image makes it clear that you’re about to see a comparison between these two products.
But there’s nothing in this hero section that drives the consumer towards making a decision one way or another.
“If you’re going to use an image above the fold, the image has to drive home your differentiation.” – Jason Oakley
The saddest part of this page is that Airtame actually has some unique use cases that separate it from Chromecast.
But you have to scroll down to find them — very sad.
But I have great news! You never have to make these mistakes again.
Episode 1 is available now on the Compete Network. And episode 2 will be released next week!
Every competitive enablement professional I meet has a few things in common:
🤔 They’re naturally curious
🏆They love to win
👭 And they rely on their peers to learn the tricks of the trade
Relying on peers and knowledge sharing is doubly crucial for these folks because the playbook for CI is still being written.
At Klue, we’re doing our part to write the playbook. That’s why we interviewed 15 professionals at SCIP IntelliCon 2022 and are releasing all 15 throughout the summer in a limited series.
Here’s some of what they had to say:
“You want reps to ask the dumb questions. You want them to reach out so you can educate them on where to find the right compete content…Communicate, communicate, communicate. You got to let them know you’re there.” – Matt Tyrer
“Stop just sitting at your desk. You have to talk to your sales teams and you have to build relationships. You’re selling your intelligence to them and they’re paying with their attention.” – Alex Knapik
Another Coffee & Compete mug in the wild!
This one can be found next to a very nice-looking french press owned by Punchy’s Emma Stratton.
Head on over to her LinkedIn page and learn more about Emma’s favourite acronym, SMIT.
Which stands for the:
And if you want to get your hands on a Coffee & Compete mug, email me with what you like most about reading this newsletter and what you’d like to see more of.
Find dozens of competitive intelligence jobs from hundreds of companies on the Competitive Enablement Jobs Board.Ben Ronald
Start building best practices for battlecards by following our simple framework: Know. Say. Show.Megan Barker
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