Our team has lost count of how many ads we’ve seen recently that all leverage the same comparative positioning structure, despite showcasing completely different products or services from entirely separate companies. The copy in question?

“It’s like ______ but for X.”

Editor’s Note: The vast majority fill in the blank with Duolingo, so we will be using that as an example throughout this blog; however, we have encountered instances where other tools, such as Canva, were used for the setup.

Counterproductive Comparative Positioning

We completely understand the rationale behind “It’s Duolingo, but for X.” After all, comparative positioning can be a worthwhile strategy and it’s worked well for many companies. Take Slack, for instance. In its early days, it was touted as “email, but better,” when the team spoke to investors and the media. Although never an official tagline, it is a prime example of how to leverage familiarity to define what makes a product valuable effectively.

The Duolingo comparison attempts to do the same, and it may work for some products. Unfortunately, for most of the brands running those ads, results are going to be disappointing at best and, in some cases, downright detrimental. Let’s talk about some of the reasons why.

Overuse and Lack of Differentiation

“Duolingo for coding.” “Duolingo for fitness.” “Duolingo for investing.”

The list goes on and on. We see it everywhere, which means your potential customers probably do too. If they’ve already come across one ad using that comparison and decided they weren’t interested, they are far less likely to stop for another one that looks or sounds the same. With so many companies using this structure, it’s easy for potential customers to assume they’ve already seen — and dismissed — your product before they’ve even given it a real look.

Weak Value Proposition

Another major flaw in the “It’s like Duolingo, but for X” approach is that it fails to establish value. Instead of alluding to what problem a product solves and why people should care, it leans heavily on the language platform’s name recognition.

Slack’s unofficial catchphrase worked because it positioned the platform as something better than what people were familiar with instead of like something they may have used. The difference in messaging becomes very clear when you put the two structures side by side.

“Email, but better.”

“It’s like email but for instant messages.”

Oversimplification of Slack’s features aside, you likely get the point: If the biggest (or only) selling point is that it is like another successful product, why would anyone want it?

Surface-Level Comparison

If a customer is intrigued enough to check out a product based on this comparison, they will do so with certain expectations. Duolingo’s success lies in gamification, and while many things can be gamified, not all lend themselves to the same structure.

The platform incentivizes consistency to encourage habit-forming and caters to a variety of learning styles in the process. Unless your product actually delivers on those expectations, the comparison falls apart quickly. Instead of making a brand seem more appealing, it just highlights what’s missing.

It’s also worth noting that while many people know Duolingo, not everyone may love it. If someone in your target audience isn’t a fan and you’re selling your product solely on its similarities, they are not going to become your next customer.

Free Promotion for Someone Else

If the VP of Marketing at a very established, successful and well-resourced company came up to you and said, “Hello, I would like you to use your advertising budget to promote our product. We won’t be reimbursing you or returning the favor,” you’d probably look at them like they have three heads.

Why on earth would you spend your very tight budget on helping them expand their already far-reaching brand? You wouldn’t. Except that’s exactly what will happen if you rely on their name recognition to sell your product.

Want an advertising strategy that works?

Don’t fall into the trap of a comparative positioning structure that  is overused, misapplied and unlikely to get results. Instead of relying on another company’s success to define yours, your marketing should make it immediately clear what sets you apart.

If you’re struggling to refine your messaging and position your brand in a way that actually works, let’s talk. Click here to set up a time to connect with our strategists.