|
|
Article: Twin picks: dare your audience to compare, and your product is sure to get a lot of attention. Here's how to pull off a great side-by-side comparison ad.(A+ ADS)(Column)
- Article from:
- Entrepreneur
- Article date:
- December 1, 2004
- Author:
CopyrightCOPYRIGHT 2004 Entrepreneur Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
CHALLENGE US TO TELL TWO THINGS apart that look alike, and we're hooked. For example, in a jewelry ad, ask which is the 3-carat diamond pendant and which is the cubic zirconia, and you'll suck us right into scrutinizing them. In an ad for contact lenses, ask which eyes are true-blue and which have colored contacts, and we won't budge until we find out. What better kind of reaction could a marketer dream of, especially in a world of short attention spans?
In the spirit of side-by-side comparisons, the creators of InstaFiber, a soluble, natural supplement, came up with this ad. It shows two glasses of water, one of which we're told in the headline has 9 grams of ...