Twin picks: dare your audience to compare, and your product is sure to get a lot of attention. Here's how to pull off a great side-by-side comparison ad.(A+ ADS)(Column)

Entrepreneur | December 1, 2004| | Copyright

CHALLENGE US TO TELL TWO THINGS apart that look alike, and we're hooked. For example, in a jewelry ad, ask which is the 3-carat diamond pendant and which is the cubic zirconia, and you'll suck us right into scrutinizing them. In an ad for contact lenses, ask which eyes are true-blue and which have colored contacts, and we won't budge until we find out. What better kind of reaction could a marketer dream of, especially in a world of short attention spans?

In the spirit of side-by-side comparisons, the creators of InstaFiber, a soluble, natural supplement, came up with ...

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