"Darkest Ever Destiny 2" "Our product is 10 x better" How to Spot and Avoid Meaningless Comparators in Marketing

Have you ever seen an ad that claims something like “Our product is 10 times better than the leading brand” or “Our service is faster than 99% of our competitors”? These are examples of meaningless comparators, which are vague and unsubstantiated statements that are used to generate hype and buzz around products or services.

Meaningless comparators are often hidden in advertorials, which are advertisements disguised as editorial content. They may also be seeded to appear in various media sources by mostly hidden distribution networks, such as influencers, affiliates, or paid reviewers. The purpose of these tactics is to create a false impression of superiority and credibility for the product or service being promoted.

But why do marketers use meaningless comparators? And how can consumers avoid falling for them?

The main reason why marketers use meaningless comparators is because they work. According to a study by researchers at Northwestern University1, buyers may infer that a distinguishing but irrelevant attribute is in fact relevant and valuable under certain conditions, creating a meaningfully differentiated brand. For example, if a toothpaste claims to have “micro-cleaning crystals” that no other toothpaste has, buyers may assume that this feature makes the toothpaste more effective at cleaning teeth.

However, meaningless comparators can also backfire. They can generate scrutiny and complaints from competitors and regulators, who may challenge the validity and accuracy of the claims. They can also damage the reputation and trustworthiness of the brand if consumers discover that the claims are false or misleading.

Therefore, consumers should be wary of meaningless comparators and look for more reliable and objective sources of information when making purchasing decisions. Here are some tips on how to spot and avoid meaningless comparators in marketing:

• Look for specific and verifiable evidence. If an ad claims that a product or service is better than another one based on some attribute, look for concrete data or studies that support this claim. For example, if an ad says that a shampoo reduces hair loss by 50%, look for clinical trials or customer testimonials that confirm this result.
• Compare apples to apples. If an ad compares a product or service with another one based on some attribute, make sure that they are actually comparable in terms of quality, features, price, etc. For example, if an ad says that a car has more horsepower than another car, make sure that they are both similar models with similar engines.
• Beware of vague terms and modifiers. If an ad uses terms like “leading”, “best”, “fastest”, “most”, etc., without defining them clearly or providing a source of reference, be skeptical about their meaning and relevance. For example, if an ad says that a laptop has the best battery life among laptops with Intel processors2, ask yourself what criteria were used to measure battery life and how many laptops with Intel processors were included in the comparison.
• Check the source and motive of the information. If an ad appears as editorial content or as an endorsement from a third party3, check who created it and why they created it. For example, if an article praises a product or service without disclosing any affiliation or sponsorship from the brand3, question its objectivity and credibility.

Meaningless comparators are common in marketing but they can be misleading and deceptive for consumers. By being aware of these tactics and applying critical thinking skills, consumers can make more informed and rational choices about what products or services to buy.assistant