Question

Topic: Copywriting

Stab The Competition Or Build A Brand- Or Both?

Posted by Anonymous on 4/2/2014 at 5:53 PM ET 50 Points
I am working on a brochure for a medical research equipment manufacturer/vender.

They have lower budget competition… we are trying to decide the best way to handle the difference points in the brochure.

They do not want to name names in their publications.

There are several comparison points that my customer has better technical specification. The problem is this specification does not matter to the customer until after the purchase, so the company is losing sales to the lower cost competition. It is a LT purchase (5-15 years), so they customers end up modifying and making do with the cheaper brand.

Should we focus on negatives of the “other brand” or positives of their brand or both? If we just focus on building up their brand points where the competition falls short- the end customer does not think it's a big deal item so we are wasting space?

I am not well versed in copywriting so examples or links would be nice!

Thanks!
Amanda
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RESPONSES

  • Posted by Jay Hamilton-Roth on 4/2/2014 at 6:20 PM Member
    What matters more to prospective customers: specifications, cost, or long-term value?
  • Posted by Gary Bloomer on 4/2/2014 at 7:23 PM Member
    NEVER knock the competition. EVER. All it does is do their marketing for them and it makes you look petty.
  • Posted by tcgren on 4/2/2014 at 9:03 PM Member
    Is there a way to handle the financing of the purchase to target a lower upfront cost and later add-ons or revenue? If not, then you have to determine the value proposition and sell it. Are you really targeting the proper audience?

    Example: Some drug companies were trying to go to the doctors to sell a new drug, but the doctors were just fine with the offerings they already had. It was a difficult switching cost and not enough justification. So, some drug companies went to direct advertising to the end-user, the patients. Now, they still need to get the doctor to prescribe, but if the doctors get hounded with every patient that they want a certain drug because they saw the benefits (real or not) on the TV, then they just give in as not worth the hassle with the client, when they are already late to the next patient.

    So, think WHO is really the end user and is there a different game to play? Do you target the health care finance teams to show the "hidden costs" down the road that will negatively impact long-range budgets. Just think of some aspect you aren't considering already. Without more details, that's about all I can give you to go on.
  • Posted by saul.dobney on 4/3/2014 at 2:30 AM Accepted
    Selling a benefit is not the same as knocking the competition. If you say it has 'highest accuracy available' that's a plus point, not a comment on the competition. If you have strengths that are not being recognised before purchase, can you get testimonials from real customers to help show the value to new customers? 'No more fiddly...', 'save time because you don't have to...', 'increase throughput and reduce errors...' - ie show how the feature saves money, frustration, increases productivity.
  • Posted by mgoodman on 4/3/2014 at 10:43 AM Moderator
    One of the great benefits of having a product that is premium priced is that it forces you to articulate why customers should want to pay that premium. If you do your very best and they still don't buy it, then you know they don't share your perception of the value or you have failed to really convince them that the benefits are worth the price.

    Your choices: Adjust your perception of the value and lower the price, or figure out what else you can say or do to persuade them. Maybe some heavy-duty market research will uncover the reason(s) they don't share your perspective.
  • Posted by Peter (henna gaijin) on 4/3/2014 at 1:20 PM Accepted
    One general rule - if you are the market leader in a market, you never mention a competitor by name. If people thing you consider them competition, then they will think that the competitor is someone they should consider.

    If you are the small fry trying to take on a market leader, then mentioning the market leader by name could be good, as it starts letting people think of you as being in the same class as them. Of course, you have to consider how you mention the competitor's name, to make sure that is done legally.
  • Posted by Gary Bloomer on 4/3/2014 at 5:58 PM Member
    I think you're on the right track. Great advice from Saul and Michael.
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