Selling Good, Better, Best
The first step in accomplishing this is to truly understand the combination of products, the unique attributes they share and how they are differentiated. Even more important is to understand the attributes that are most important to your customers. This assumes the merchandiser understands these concepts and has clearly presented them to the creative team.
The Story at a Glance
The second step is to tell the good, better, best story so readers immediately understand which product fits their need and budget. The good news is there are a multitude of graphic tools beyond just a standard photo and block of copy that will help quickly tell the story at a glance. The following are some of the techniques direct marketers use:
1. Group your products in close proximity to each other. Don't make it difficult for a reader to navigate back and forth when comparison-shopping. If possible, it's best to place options on the same spread.
2. Create a chart that compares features and benefits. Charts are visual tools that readers are drawn to. They immediately say "comparison." Be sure to clearly outline the most important features, but describe them as benefits. Only highlight the most important options to motivate buying. If readers are interested, they can choose to read the more detailed body copy. Make sure the chart is clearly keyed back to the specific product.
3.Visually present the most discerning benefit. Seldom is it possible to show an important and differentiating benefit with just a single picture. Using graphic tools to call out and visually explain why one product is better than another is necessary. You can use a second in-use photo, captions, call-outs (lines pulled out from a photo pointing to the feature) or any other attention-getter that will draw the eye in.
4. Use headlines to help distinguish one product from another. When creating headlines, always remember you're comparing one product to the next. The headline should be appropriate to where it stands in the "pecking order," and highlight the single most important benefit. Be sure not to create a better-sounding headline for your good option than your better or best.