Read This If You Compete On Price
This is a great post (referenced below from Copywriter Bob Bly's Blog.)
"All things being equal?" That statement is a joke to a good marketer. As copywriter and marketers we have known forever that under these circumstances price becomes more of a factor, that's why we work so tirelessly to create differentiation, an apples to oranges comparison, and an irresistible, emotional reason to buy our product, from us, right now, at a higher price than offered by the commodity market.
Take away all that and you have “All things being equal.” But can that ever really happen? With each and every person having preconceived notions, personal bias and chatter box friends, family and coworkers?