Marketing Shenanigans (#047)
Most brands are creating content the hard way. If you want to make your product click instantly with your audience, master these 3 C’s: Contrast, Correlation, and Comparison.
When it comes to content creation, the secret isn’t creating more. It’s creating smarter.
The 3 C’s—Contrast, Correlation, and Comparison—are a simple but powerful framework every brand can use to make their content resonate.
Here’s how they work:
1️⃣ Contrast
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What it is: Showcasing opposites to make your product stand out.
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Why it works: Highlighting how your product is the opposite of what people hate makes its unique value undeniable.
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Example: “Regular gym bags stink (as in smell bad). Ours don’t.”
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How to use it: Identify frustrations in your industry or common issues with competitors’ products. Then clearly show how you’re solving those pain points.
2️⃣ Correlation
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What it is: Connecting your product to where it fits in someone’s life.
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Why it works: People need to picture themselves using your product in real-life scenarios. Correlation gives them that context.
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Example: “This backpack is perfect for work, the gym, or weekend trips.”
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How to use it: Show your product in action. Pair it with activities, other items, or everyday settings your audience already understands to help them imagine it seamlessly fitting into their lives.
3️⃣ Comparison
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What it is: Relating your product to something your audience already knows.
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Why it works: By comparing your product to something familiar, you simplify its value and fast-track understanding.
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Example: “This blender is the iPhone of kitchen appliances.”
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How to use it: Compare your product to a well-known item or idea to make decision-making easy for your audience.
The Takeaway
The brands that win aren’t just selling products—they’re making their value impossible to ignore.
TL;DR: Want your content to connect instantly? Use the 3 C’s: Contrast (show how you’re different), Correlation (show how it fits in their life), and Comparison (relate it to what they already know).
Teddy Giard
Teddy Giard, CEO of Giard & Co.
In case you don’t already know, my name is Teddy, and I operate a firm that specializes in marketing strategies for outdoor brands. Our approach is simple: align your product development timeline with your marketing production timeline; by doing so, we can own the distribution of our message and our products.
If you’d like to explore working together, feel free to fill out this form, and if we’re a good fit, we can schedule a discovery call. We ask this because we keep a fairly narrow target for whom we work, and we like to be as open about that on the front end as possible. After all, time is life’s most valuable resource.