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The most important part of writing the comparisons will be to come up with the purchase decision criteria and hierarchy. This is something that marketing will have to provide you. It isn't your decision to make. Their entire efforts at trying to educate the user about your company and your product is wrapped up in this.
The terminology that your company uses, while the same words competitors are using, will not mean the same thing as either the market or the competitors mean. Press releases amount to lexical warfare. That is how words become over hyped. The originator of some term means it one way. A competitor comes along and bends it slightly to mean something else. Then, when you have five or more competitors a word that used to mean something no longer means anything.
The terminology is translated into a taxonomy of the products in that market. The purchase decision criteria and hierarchy is that taxonomy.
Once you get that taxonomy down, build a table around the attributes driving the decision. Make sure that the attributes driving the decision are those your company underwrites.
David
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