---
name: product-comparison
description: Creates product comparison pages with feature matrices, pros/cons, and recommendation logic. Use this skill when a user needs to create comparison content for their website, sales materials, landing page, or blog post that helps buyers evaluate options and make confident purchase decisions.
allowed-tools: Read Write Edit
---

# Product Comparison

## When to Use This Skill

- User needs a product comparison page for their website
- User wants to compare their product against competitors
- User is creating "vs." content for SEO or sales enablement
- User needs a feature matrix for a pricing or product page
- User wants to help customers choose between their own product tiers
- User is building comparison content for affiliate or review sites

## Core Principle

COMPARISON CONTENT EXISTS TO REDUCE DECISION ANXIETY — THE GOAL IS NOT TO LIST FEATURES BUT TO MAKE THE RIGHT CHOICE OBVIOUS.

## Comparison Types

| Type | When to Use | Tone |
|------|------------|------|
| **Own tiers** | Comparing your plans, packages, or models | Neutral, guiding |
| **Vs. competitor** | Your product against a named competitor | Factual, confident (not aggressive) |
| **Category roundup** | Multiple products in a category | Editorial, balanced |
| **Upgrade path** | Why to move from free to paid, basic to pro | Aspirational, value-focused |

## Priority of Content Elements

| Priority | Element | Impact |
|----------|---------|--------|
| CRITICAL | Feature comparison table | Enables quick scanning |
| CRITICAL | Clear recommendation | Eliminates decision paralysis |
| HIGH | Pros and cons per option | Builds trust through honesty |
| HIGH | "Best for" labels | Helps reader self-identify |
| MEDIUM | Detailed feature explanations | Educates uncertain buyers |
| LOW | Full spec sheets | For technical audiences only |

## Workflow

### Phase 1: Define the Comparison Scope

1. Identify what is being compared:
   - Products, plans, tiers, or competitors
   - The target buyer and their decision criteria
   - The context (website page, blog post, sales deck, email)

2. Determine the comparison angle:
   - Feature-by-feature (for technical buyers)
   - Use-case-based (for outcome-focused buyers)
   - Price-value (for budget-conscious buyers)

### Phase 2: Build the Feature Matrix

3. List all comparison dimensions, prioritized by buyer importance:
   - Must-have features (deal-breakers)
   - Differentiating features (where options diverge)
   - Nice-to-have features (secondary considerations)
   - Price and value metrics

4. Create the comparison table:
   - Rows = features, ordered by importance (most critical first)
   - Columns = products/options
   - Use checkmarks, X marks, and brief descriptors (not just yes/no)
   - Highlight the differentiating rows

### Phase 3: Write Pros, Cons, and Verdicts

5. For each option, write:
   - **Best for:** one-sentence buyer profile
   - **Pros:** 3-4 genuine strengths
   - **Cons:** 1-2 honest limitations (builds trust)
   - **Verdict:** 2-3 sentence summary with clear recommendation

6. Write the overall recommendation:
   - Name the default choice for most people
   - Name the alternative for a specific use case
   - Use "Choose X if... Choose Y if..." format

### Phase 4: Format for the Medium

7. Adapt the output for the target format:
   - **Website page:** feature table + pros/cons cards + CTA
   - **Blog post:** narrative with embedded table + verdict section
   - **Sales deck:** simplified table + "why us" positioning
   - **Email:** short summary + link to full comparison

## Example 1: SaaS Pricing Tiers Comparison

**Input:** "I need a comparison page for my project management tool's three plans: Free, Pro ($12/month), and Team ($29/user/month)."

**Output:**

# Choose Your Plan

Find the right fit for how you work.

## Quick Recommendation

> **Most people start with Pro.** It removes the limits that make Free frustrating, and it's everything a solo operator or small team needs. Go with Team only when you have 5+ people collaborating daily.

## Feature Comparison

| Feature | Free | Pro — $12/mo | Team — $29/user/mo |
|---------|------|-------------|-------------------|
| Projects | 3 | Unlimited | Unlimited |
| Tasks per project | 50 | Unlimited | Unlimited |
| File storage | 500 MB | 10 GB | 100 GB |
| Collaborators | 1 (just you) | 3 guests (view only) | Unlimited (full access) |
| Templates | 5 basic | 30+ premium | 30+ premium + custom |
| Integrations | None | Slack, Google Drive, Zapier | All Pro + Salesforce, HubSpot, API |
| Reporting | Basic task counts | Charts, timelines, workload view | All Pro + team analytics, time tracking |
| Priority support | Community forum | Email (24-hour response) | Dedicated account manager |
| Custom fields | No | Yes | Yes |
| Automations | No | 10 per project | Unlimited |
| Admin controls | No | No | Role permissions, audit log, SSO |

## Plan Details

### Free — $0/month
**Best for:** Solo users testing the tool or managing a simple side project.

**Pros:**
- No credit card required, no time limit
- Core task management works well for small projects
- Enough to decide if the interface fits your workflow

**Cons:**
- 50-task limit becomes restrictive quickly on real projects
- No integrations means manual data entry between tools

**Verdict:** Good for trying the product. Most active users upgrade within 2 weeks once they hit the task or project limit.

---

### Pro — $12/month (recommended)
**Best for:** Freelancers, solopreneurs, and small teams (1-3 people) who need a real project management system without enterprise complexity.

**Pros:**
- Unlimited projects and tasks removes all friction
- Integrations with Slack and Google Drive eliminate app-switching
- Automations save 2-3 hours per week on repetitive task management
- Templates accelerate project setup from 30 minutes to 5

**Cons:**
- Guest collaborators can only view, not edit — fine for clients, limiting for partners
- No team analytics or time tracking

**Verdict:** The sweet spot for most users. You get everything a solo operator or tiny team needs for $12/month. Upgrade to Team only when you need full collaborator access for 5+ people.

---

### Team — $29/user/month
**Best for:** Growing teams (5-20 people) who need shared workspaces, admin controls, and team-level reporting.

**Pros:**
- Unlimited collaborators with full edit access
- Team analytics show who's overloaded and where bottlenecks form
- SSO and audit logs meet enterprise security requirements
- API access enables custom workflows and integrations

**Cons:**
- Per-user pricing adds up fast — a 10-person team is $290/month
- Many features (SSO, audit log) are overkill for teams under 5

**Verdict:** The right choice when collaboration is your primary need and you have the team size to justify per-user pricing. Below 5 users, Pro covers everything you need.

## Choose Your Plan

- **Choose Free** if you're just exploring or managing one small project
- **Choose Pro** if you're running a real business and need unlimited capacity (this is most people)
- **Choose Team** if you have 5+ people working in the tool daily and need admin controls

## Example 2: Competitor Comparison (Your Product vs. Competitor)

**Input:** "I sell an email marketing tool for creators. I need a comparison page against ConvertKit. We're cheaper and simpler."

**Output:**

# MailSpark vs. ConvertKit: Which Is Right for You?

## The Short Answer

> **MailSpark is built for creators who want simplicity and lower costs.** ConvertKit is a more established platform with advanced automation. If you send newsletters and sell digital products, MailSpark does what you need at half the price. If you need complex multi-step automation sequences, ConvertKit has the edge.

## Feature Comparison

| Feature | MailSpark | ConvertKit |
|---------|-----------|------------|
| **Pricing (5,000 subscribers)** | **$19/mo** | $79/mo |
| **Pricing (10,000 subscribers)** | **$39/mo** | $119/mo |
| **Free plan** | Up to 1,000 subscribers | Up to 10,000 (limited features) |
| Newsletter builder | Drag-and-drop + markdown | Drag-and-drop + HTML |
| Email templates | 40+ designed templates | 20+ minimal templates |
| Landing pages | Included (unlimited) | Included (unlimited) |
| Digital product sales | Built-in (0% transaction fee) | Built-in (3.5% transaction fee) |
| Automation sequences | 3-step sequences | Unlimited multi-step visual automations |
| Subscriber tagging | Tags + segments | Tags + segments + lead scoring |
| A/B testing | Subject lines | Subject lines + content blocks |
| Integrations | 30+ (Shopify, Stripe, Zapier) | 90+ (broader ecosystem) |
| Deliverability | 98.2% average | 98.5% average |
| Support | Email + chat (12-hour response) | Email + chat + community (4-hour response) |
| Setup time | ~15 minutes | ~30 minutes |

## Honest Pros and Cons

### MailSpark

**Pros:**
- 50-60% cheaper than ConvertKit at every subscriber tier
- Zero transaction fees on digital product sales (ConvertKit charges 3.5%)
- Faster setup — most users send their first email within 20 minutes
- More polished email templates out of the box

**Cons:**
- Automation limited to 3-step sequences — no complex branching logic
- Fewer integrations than ConvertKit's established ecosystem
- Newer platform — smaller community and fewer tutorials available

### ConvertKit

**Pros:**
- Industry-leading visual automation builder with unlimited complexity
- Larger integration library covering niche tools
- Established platform with extensive documentation and creator community
- Slightly higher deliverability rates

**Cons:**
- Significantly more expensive, especially as subscriber list grows
- 3.5% transaction fee on digital product sales adds up fast
- More complex setup — steeper learning curve for simple use cases

## Our Recommendation

**Choose MailSpark if:**
- You send regular newsletters and want to keep costs low
- You sell digital products and want to keep 100% of the revenue
- You want to set up in 15 minutes, not 2 hours
- Your email needs are straightforward: send, segment, sell

**Choose ConvertKit if:**
- You need complex, multi-branch automation sequences
- You rely on niche integrations not yet available in MailSpark
- You value a large community of creators and extensive tutorials

## Recovery and Fallback

- If the user cannot provide competitor feature data, recommend checking the competitor's pricing page, G2/Capterra reviews, and feature documentation — offer to structure the comparison once they have the details
- If the user wants to compare more than 4 options, recommend splitting into focused 2-way comparisons ("X vs. Y") rather than one massive matrix — readers compare in pairs, not quintets
- If the user is uncomfortable highlighting their own weaknesses, explain: "One honest con builds more trust than ten exaggerated pros. Readers know no product is perfect — admitting a limitation makes your strengths more believable."
- After 3 failed attempts to identify differentiating features, stop and say: "Your products may be too similar for a feature comparison. Consider a use-case comparison instead: 'Best for X, Best for Y.'"

## Constraints

- **NEVER** misrepresent competitor features — factual accuracy is non-negotiable
- **NEVER** use aggressive language about competitors ("terrible," "overpriced," "bloated")
- Always include at least one genuine con for the user's own product — it builds credibility
- Feature tables must list the most important features first, not alphabetically
- Always include a clear "Choose X if... Choose Y if..." recommendation section
- Pricing comparisons must be at the same subscriber/user count for fairness
- Every comparison must include a "Best for" label for each option
- Limit feature tables to 15 rows maximum — beyond that, link to a detailed spec sheet
