Most of the time, making lower price the foundation of your marketing & branding is a horrible idea. Another company could come along & just make their...View More prices lower. Plus, it's harder to maintain larger margins. Yet, Dollar Shave Club is doing exactly that, making price differential their big draw & they seem to be killing it (they even have TV commercials now). So, why are they the exception? Well, they're in a unique industry that just so happens to be 99% populated by corporate brands who have high markups. Dollar Shave Club saw the opportunity to be the first widely known brand to cut razor prices drastically while still maintaining quality & creating a kickass brand personality. If they weren't the first, it would be a different story, but they've got first mover advantage & luckily, the razor-making business has rarely been attractive to entrepreneurs. If someone comes along with lower pricing, they may take a hit, but those companies will have a lot of work to do to get there. This ad represents their price-beater comparison-driven marketing. It helps a lot that they often inject humor.
Facebook Comparison Ad by Dollar Shave Club Swiped in January 2015
Making lower pricing your main uniqueness is a dangerous game., especially in crowded markets. Keep this example in mind to remember how very specific conditions are needed to really pull this off.
Comparison marketing is a very effective strategy when there are clear-cut advantages you have either over a popular competitor or a market as a whole. This is where getting market facts & numbers can be very useful.
Use the short space you have in an ad to tackle big objections. Notice how in the copy, they state there is no commitment, no membership fee & a guarantee. That makes people feel immediately more comfortable about buying.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of dollarshaveclub.com below.