Write Content That Hits. Just Use These 3 C’s

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

• What it is: Showcasing opposites to make your product stand out.

• Why it works: Highlighting how your product is the opposite of what people hate makes its unique value undeniable.

• Example: “Regular gym bags stink (as in smell bad). Ours don’t.”

• 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

• What it is: Connecting your product to where it fits in someone’s life.

• Why it works: People need to picture themselves using your product in real-life scenarios. Correlation gives them that context.

• Example: “This backpack is perfect for work, the gym, or weekend trips.”

• 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

• What it is: Relating your product to something your audience already knows.

• Why it works: By comparing your product to something familiar, you simplify its value and fast-track understanding.

• Example: “This blender is the iPhone of kitchen appliances.”

• 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

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.