Competitor comparison video: Causal

Written by, Josef Newton (Co-Founder at Sway One)

Overview

1. Description

The Competitor Comparison Video provides a side-by-side analysis of your product versus key competitors, highlighting unique features, benefits, and value propositions. It aims to clarify differentiators, helping prospects make informed decisions by showcasing why your solution stands out in the market.

2. Purpose and goals

Objective #1: Position your product as the superior choice by clearly illustrating its advantages over competitors. Objective #2: Educate potential customers about features they may not be aware of, address common objections, and reinforce brand credibility.

3. Best practices

Clear Criteria for Comparison: Define specific metrics or features to compare (e.g., pricing, usability, customer support). Visual Aids: Use charts, graphs, or split-screen visuals to make comparisons easy to follow and digest. Honesty and Transparency: Be factual and fair—avoid disparaging competitors. Focus on strengths without making unsubstantiated claims. Call to Action: End with a strong CTA, inviting viewers to learn more, try a demo, or reach out for personalized demos. Length: Keep it concise—ideally 1-2 minutes to maintain viewer engagement while covering all necessary comparisons.

4. Target audience

Prospective Customers: Especially those in the evaluation phase who are actively comparing options. Decision-Makers: Targeting business leaders and stakeholders who need clear justification for selecting one product over another. Existing Customers: Useful for current users considering upgrades or renewals, reaffirming their choice.

5. How to distribute

Product Pages: Embed on product comparison pages and also standard product pages to support customer research. Sales Enablement: Share with sales teams for use in presentations or follow-ups to leads, especially for those prospects who bring up other competitors. Social: Retarget prospects who've hit your website with the video. Use as a YouTube ad, targeting competitor keywords. Webinars: Use as a resource in product webinars to showcase competitive advantages.

Sway One