{"product_id":"the-better-trap-why-comparison-marketing-leads-to-fighting-for-only-24-of-the-market","title":"The \"Better\" Trap: Why Comparison Marketing Leads To Fighting For Only 24% Of The Market","description":"\u003cdiv data-mce-fragment=\"1\"\u003eComparison marketing isn’t just bad marketing. It’s bad business strategy. \u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eMost marketers and entrepreneurs spend their entire careers competing for only 24% of the value opportunity of the category. They compare themselves to the Category King (who, by definition, takes the lion’s share of the economics), and as a result, live forever in their shadow.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eAnd yet, conventional wisdom in the world of business and marketing says “comparison marketing” is one of the best things you can do.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eWe disagree.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eIf the category king earns 76% of the category’s total value, that means everyone else is left to fight over the remaining 24%. Within that remaining 24% is a barrel of brands all trying to “out-better” each other. “We’re cheaper! We’re faster! We’ve got this feature! We’re free for 30 days! We’re free for 31 days!” And so on.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThis is what we like to call The “Better” Trap.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy the critically acclaimed “Pepsi Challenge” was the single greatest marketing mistake of all time.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow much money ($$$) Fortune 500 companies waste of comparison marketing, and what category defining acquisitions they could have made instead.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy aiming for your marketing to be “creative” is the wrong goal—and what you should be focused on instead.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eEasy to spot examples of companies falling into The “Better” Trap.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eAnd more.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eShort, sweet, and jam-packed with incredibly valuable insights, this “mini-book” is a rally cry for companies to be DIFFERENT, not “better,” and the rewards that get unlocked as a result\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"eBook","offer_id":41450432987269,"sku":"BTR_TRP_MBK-1","price":10.0,"currency_code":"USD","in_stock":true},{"title":"Audiobook","offer_id":41450433020037,"sku":"BTR_TRP_MBK-2","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/TheBetterTrap-Social.jpg?v=1764624233","url":"https:\/\/categorypirates.com\/products\/the-better-trap-why-comparison-marketing-leads-to-fighting-for-only-24-of-the-market","provider":"Category Pirates","version":"1.0","type":"link"}