Sell the benefit, not a comparison.
How you market yourself is all about highlighting what makes you different. There are three major ways to do that.
- Cost (you know how to price a product better than the competition)
- Quality (you’re better)
- A combination thereof (you offer the better value)
But how you sell yourself is different than how you market yourself. You can tell someone that you provide a product or service that is cheaper or more effective than that of another business, but that doesn’t say how much better you are going to make the customer’s life.
Selling is about the benefit. A comparison may highlight the features you offer, but you are always selling benefit.