Compare the same thing
Match plan tier, geography, timeframe and included service before stating a difference.
Compare
Make the decisive trade-off easier to evaluate.
Compare creative answers the criteria already shaping the shortlist: price, fit, included capability, evidence, terms and practical limitations.
The creative job
Replace promotional noise with verifiable differences.
Comparison-stage advertising must be especially disciplined. The strongest message is often a narrow fact that resolves the person’s real trade-off.
Identify the decisive criterionPrice, setup, compatibility, warranty, location, timing or another real constraint.
Substantiate comparisonsUse current evidence and avoid broad superiority claims without a defensible basis.
Show limitations clearlyUseful comparison includes material exclusions, conditions and eligibility.
Comparison criteria
2 proof gapsCriteriaLedgerlyAlternative AAlternative B
Monthly price$18$25$15
Guided setupIncludedAdd-onSelf-serve
Invoice automationIncludedIncludedLimited
Support response1 business dayNot publishedNot published
Evidence statusVerifiedPublic sitePublic site
Recommended message“Guided setup and invoicing for an $18 monthly plan.”
Use published price and included onboarding as the decisive, supportable difference.
Comparison rules
Specificity improves both trust and test quality.
Time-stamp volatile facts
Prices, offers and competitor capabilities require a review date and source.
Link to the evidence
The destination should make the comparison transparent and easy to verify.
Clarify the trade-off
Turn the shortlist into a clear trade-off.
Bring the current offer, price, proof and known alternatives. We will identify the comparison claims that are both useful and supportable.