{"id":70332,"date":"2014-03-31T17:13:46","date_gmt":"2014-03-31T17:13:46","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/to-compare-or-not-compare\/"},"modified":"2014-03-31T17:13:46","modified_gmt":"2014-03-31T17:13:46","slug":"to-compare-or-not-compare","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/to-compare-or-not-compare\/","title":{"rendered":"To compare or not compare"},"content":{"rendered":"<p>The last few years have seen a boom in comparison sites, helping you to choose the best deal on everything from home or car insurance to energy providers, credit cards and holiday cover. You\u2019re told to \u2018go compare\u2019 and to appraise the relative merits of an entire pet shop\u2019s worth of meerkats, and browsing the many aisles of the nearby money supermarket could well leave you even more confused.com than when you went in.<br \/>\nTwo prominent brands in this space, GoCompare and Compare The Market, are currently doing the most promotion for their respective sites, battling it out to create the wittiest, most creative ads and win the top spot on Google.<br \/>\nSo far in the battle of the comparison sites, we\u2019ve seen Gary Barlow serenading meerkats, the annoying Italian tenor Gio Compario, with as catchy a phrase as Birdseye Potato Waffles (anyone? \u2018They\u2019re waffle-y versatile?\u2019 No? Just us, then\u2026), more meerkats in collectible plush versions, and now the <a href=\"https:\/\/www.strattoncraig.com\/insight\/ad-of-the-week-go-compare\/\">latest GoCompare ad<\/a>about a mythical Welsh land of savings.<br \/>\nBut we\u2019re naturally more inclined to see something special in the words as well as the images, so we decided to dig a little deeper into the language and tone of both brands to see who\u2019s more effective. A comparison of comparison websites \u2013 we\u2019ve gone a bit meta here.<br \/>\nWhen you land on the homepage of either site, there\u2019s a clear tie-in with the advertising \u2013 you\u2019re ether greeted by a cutesy meerkat or you step into the make-believe world of GoCompare (I won\u2019t take up more space by naming it!).<br \/>\nBoth of these styles are aiming to generate more confidence in the reader. Compare The Market does this with \u2018safe\u2019 copy that\u2019s meant to reassure, and GoCompare leads with \u2018encouraging\u2019 copy that tries to inspire.<br \/>\nWhereas CTM (my fingers are getting tired!) uses quite generic language to describe what they do (save you a bundle, take the strain off you), GC talks to you as an adviser would using words like value and results. You can see from the Wordle that, in the case of GoCompare, the most commonly-appearing word on the page (not including language staples like &#8216;the&#8217; and &#8216;to&#8217;) that is \u2018right\u2019 or \u2018you\u2019. For Compare The Market, it\u2019s \u2018deals&#8217;.<br \/>\nWhich of these approaches is more effective in getting customers to go ahead and evaluate their money-saving options? On the face of it, GoCompare has the more approachable and sympathetic style. Even so, the Compare The Market wording does symbolise practicality and a no-nonsense attitude to saving money. We suppose it comes down to the reason you\u2019ve searched for a comparison site in the first place.<br \/>\nDoes the tone of voice for comparison websites appeal to you \u2013 or do you find yourself switching to another provider whenever you read it? Leave us a comment with your thoughts.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The last few years have seen a boom in comparison sites, helping you to choose the best deal on everything from home or car insurance to energy providers, credit cards and holiday cover. You\u2019re told to \u2018go compare\u2019 and to appraise the relative merits of an entire pet shop\u2019s worth of meerkats, and browsing the [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[305,314,448],"tags":[],"class_list":["post-70332","post","type-post","status-publish","format-standard","hentry","category-content-strategy-us","category-copywriting-us","category-digital-copywriting-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>To compare or not compare - Stratton Craig - Global Copywriting &amp; Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/to-compare-or-not-compare\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"To compare or not compare - Stratton Craig - Global Copywriting &amp; Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"The last few years have seen a boom in comparison sites, helping you to choose the best deal on everything from home or car insurance to energy providers, credit cards and holiday cover. 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