The Australian Small Business Blog

Tuesday, June 01, 2021

Ad of the Month – Comparisons with the Competition

by Dr Greg Chapman

I love this ad. Made me laugh out loud.

Imagine you have a low cost competitor whose products don’t last. But they’re cheap. How can you get customers to value your superior products? By showing them what happens to the cheap ones.

The obvious target of this campaign is a certain Swedish flat pack furniture company with pretentious names for their products. A product isn’t cheap if it doesn’t last. I have lost count of the number of bookcases we have thrown out after moving. They don't travel well.

Do you have cheap competitors? Can you highlight their shortcomings as a contrast to the superior benefits of yours?

May Your Business Be –As You Plan it!

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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.

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