Competitor Comparison Content
Prospective customers often compare products before they make a purchase. Use this pattern to get in front of them during this crucial phase and remind them why your product is superior.
Why it's a good idea
The evoked set is an academic concept within marketing. The textbook definition is:
brands that a buyer is aware of, and thinks well of, when considering a purchase; also called the Consideration Set.
Traditionally, the goal of many marketing campaigns has been to build awareness, and therefore become part of the evoked set. This pattern suggests an alternative path that allows you to inject yourself directly into the conversation as it’s taking place. No more relying on customers to remember who you are, or think to run a comparison against your product.