“Putting It into Action Write down every question you’ve ever received from a prospect or customer who was asking you to compare two or more things. This could include products, brands, methods, companies, and other subjects. It could also include your products and services or ones you don’t even sell. The key, though, is that you consider the many comparison-based questions that potential buyers and customers are asking (and searching) in your industry right now. Once you’ve made this list, address these questions honestly and transparently throughout your digital marketing efforts—be it with blog posts, videos, buying guides, webinars, and so on.”