Comparison and contrast can be a valuable method of writing in a business scenario. Companies need to find ways to prove that the product they sell is the one you should purchase over the competition. Comparing a few products or companies is a way to highlight your strengths and draw attention away from your weaknesses. Writing a comparison is a methodical way of convincing people to upgrade to an updated version or better product. This can be accomplished by showcasing newly enhanced features along side the tired old ones. Blog writing can be another medium in which comparison writing could prove valuable.
Blogs are a proven way to build brand or personal credibility through writing. There are multiple ways to blog, however many people use comparison writing to express their feelings toward a product, or demonstrate their expertise on the subject. Many businesses empower their employees to write posts for their blog. In this scenario, they have the ability to compare their product or company to others using keywords, phrases and links to other sites. In addition, this action also helps them drive traffic through their website to raise the chances that search engines will display them ahead of their competitors. I entered “comparison shopping blog” into the Google search engine to illustrate and solidify both of my points. My search yielded about 1.7 million results. The first result was a blog post that effectively compares Google to Costco (Weinstein). In this article, the author uses the first couple of paragraphs to compare these two mega-companies. She effectively utilizes a key phrase to link to another analyst’s blog post, displaying that Google had an epic 3rd quarter “boasting $9.72 billion in revenue” (Tsotsis). I love that the author uses a number of transitional words and phrases to construct her second paragraph about how Google “generates a lot of traffic” like Costco (Weinstein). Not only is this phrase her comparison, it doubles as a key phrase that is linked to the earnings bar graph post on Tech Crunch‘s website (Weinstein)(Tsotsis). Additionally, I have posted this article on my blog in an attempt to link words and phrases to drive traffic, and my peers from school to check out my shiny new blog . Writing in comparison/contrast can be a calculated and tactful way to help your company stand out in the crowd.