Sugarman Trigger #5 - Value and Proof of Value

Joe Sugarman says one of the easiest ways to prove value is to compare your product directly to its competitors. The image above nails it: a side-by-side chart that makes the choice obvious without any hype.

Marketing Analysis

This comparison chart doesn’t tell you the Rubbermaid mop is best — it shows you. The visual grid makes features and benefits instantly clear. It leverages contrast — a key cognitive bias — to make the top choice pop.

Why It Works

• Comparison builds credibility by acknowledging alternatives
• Visual proof beats claims (the brain trusts what it can see)
• Star ratings and user quotes boost social proof
• Highlighting features side-by-side simplifies decision making
• The top option looks like the obvious, rational choice

Examples

• Apple compares iPhones to “ordinary smartphones” in performance demos
• Peloton shows cost-per-class vs. gym memberships
• QuickBooks contrasts manual bookkeeping with automation time savings
• Casper visualized mattress layers next to competitors to justify pricing