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comparison · direct-response · pro plan
Us vs Them
Honest side-by-side with a strong rival, choose-us / choose-them, sourced facts.
the playbook · brain/playbooks/us-vs-them.md
Playbook · Us vs Them
Use for: searches with a competitor's name, "X vs Y", "X alternative". One strong rival with real search volume. Voice: fair, specific, confident. 900–1,200 words.
| # | Section | Job | Image slot |
|---|---|---|---|
| 1 | Header | "[Rival] vs [Us]: [the honest deciding factor]"; byline + updated date | — |
| 2 | Quick verdict | 2–3 lines: who each is best for (answer-first) | Both products side by side |
| 3 | What both get right | Credit the rival honestly (builds trust) | — |
| 4 | Side-by-side table | 6–8 criteria buyers actually care about (dose, ingredients, price per serving, guarantee, testing, format); facts with a date | Infographic |
| 5 | The deciding difference | The one criterion that matters most, explained with the mechanism | Mechanism |
| 6 | Choose them if / choose us if | Honest both ways | — |
| 7 | Reviews from switchers | Real reviews mentioning the switch | Avatars |
| 8 | Guarantee → offer box | From the product page | Product |
| 9 | FAQ + closing CTA + footer | — | — |
Rules:
- Every rival fact has a source and date in the profile (02).
- No insults and no guesses.
- Use the rival's public price and label only.
Variants: verdict first vs table first.
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