Consideration Stage Content
Material that helps someone compare the approaches available and the options inside each.
Analogy Mental model
A sales assistant laying out two products and saying honestly where each is weaker. No pressure, and more trust than any pitch.
In practice What you actually do
Commercial investigation queries: best, versus, review, alternative. Comparison tables, case studies with numbers, buyer's guides, expert round-ups. This is where a company confident enough to name its own weaknesses wins.
Where people get burned Pitfalls
A comparison that praises only your option is read as an advertisement by the second paragraph. Readers are hunting for the reason to trust the document, and unbroken praise is the reason they stop.
This entry was written in English from the Chinese original, not machine-translated. Read the Chinese version →