Comparisons convert well, and most are dishonest.
WHAT READERS CAN TELL
They recognise a comparison where the winner was chosen before the research. Predetermined outcomes, vague criticism of alternatives, and suspiciously convenient scoring all read clearly.
HOW TO DO IT PROPERLY
Compare on criteria that actually matter to the reader: price including renewal, what happens when you need support, what the limits really are. Be specific about who each option suits. Different readers have different needs, and saying so is more useful than declaring a single winner. Include genuine drawbacks of the option you recommend. Say what you have actually used and what you are reporting second-hand. Disclose that you earn a commission on some of the options.
WHAT NOT TO DO
Invent performance figures Misrepresent a competitor's pricing or terms Compare an introductory price against a competitor's renewal price Claim testing you did not do
THE PAYOFF
An honest comparison that sends some readers elsewhere builds the credibility that makes your recommendations worth acting on.
