Write Your Comparison Table (Us vs. Them)

Your highlights are complete. Visitors who keep scrolling aren't sold yet—they're comparing. They have Amazon, Target, and two other brands open in other tabs. This table ends the comparison.

The PDP Advantage Table shows what alternatives can't match on the attributes that matter most in your category. Not vague claims—specific, verifiable specs.

What We're Fixing:

• Checkmark tables where you mysteriously win every row
• Comparing attributes nobody cares about in your category
• Vague competitor labels when specificity would hit harder
• Rows where you're equal or they actually win

Step 1: List Your Differentiators

You know your product better than anyone. Write down the attributes where you beat alternatives—the specs, ingredients, or facts customers compare when shopping your category.

Don't filter yet. Just list everything you think matters.

Step 2: Check Your Blind Spots with AI

Use an AI model with search capability—Perplexity, Grok, ChatGPT, or Claude—to surface attributes you might have missed. Use this prompt:

Step 3: Combine and Cut

Merge your list with the AI's suggestions. Now filter ruthlessly:

• Keep: Attributes with specific, verifiable numbers or facts
• Keep: Differences customers actually care about in your category
• Cut: Anything where you're equal or they win
• Cut: Vague claims without specs ("better quality," "cleaner ingredients")
• Cut: Attributes that don't influence purchase decisions

Aim for 4-6 rows. More than that dilutes impact.

Step 4: Choose Your Table Structure

You have three options depending on your competitive landscape:

• Option A: Generic comparison. Use "Other Brands" when you're competing against an entire category rather than specific names. Works when no single competitor dominates or when naming competitors feels petty.
• Option B: Named competitor. Call out one rival by name when they dominate your category and buyers are directly comparing you to them. More aggressive, but clearer for the shopper.
• Option C: Multiple competitors. Add 2-3 columns when buyers compare across different types of alternatives—like OmegaBoost competing against both whey protein and generic plant protein. Shows you win against all options.

Step 5: Fill In Your Table

Every cell needs a specific number or fact—not a claim. Add one CTA row at the bottom in your column only.

OmegaBoost vs. Whey Protein vs. Generic Plant Protein:

Step 6: Validate

Run the AI stress test—similar t the stress test in Section 1—with your table included. Ask:

• Is any row something competitors could credibly claim too?
• Is any cell vague instead of specific?
• Would a skeptical shopper believe each claim?

Your table shows what you beat them on. Now show who's behind it.

👉 Next: Write Your Founder Story (The Trust Signal)

Navigate Guide:

• The Selector (Where 80% Decide)
• Highlights (Key Benefits)
• Social Proof (Let Customers Sell)
• Comparison (The Table)
• Founder (The Trust Signal)
• Why Us (The Differentiator)
• Is This For Me (The Self-Diagnosis)
• FAQs (The Doubt Remover)