A while back, I stumbled across the following advertisement:
“Pina coladas are fresh. Your marketing isn’t.”
Which is an awful ad, but it got me thinking.
Comparisons are one of the most used tactics in copywriting. Take A, compare it to B, and voila! You’ve got copy.
So I figured I’d lay down the ground rules for what makes a great comparison—and what makes an absolutely awful one.
Eli Landes is one of those weird writers who just can't get enough. A marketing writer by day and a fiction writer whenever he can squeeze in the time, he spends his spare time working on his novel, writing short fiction, or daydreaming (I mean, researching). His main genre is Jewish fiction, but he's been known to dabble in the weird, the absurd, and the truly dark.