What is a buying guide?

It is a breakdown of key purchase decision points a potential customer needs to consider before buying a product or service in your category. It should frame the decision making neutrally, while highlighting your relative strengths versus competitors. To be successful, the vendor-produced buying guide must be both readable and fair in its assessment of buying criteria.

What should your buying guide accomplish?

• Frame a buyers decision making to favour your product or service
• Establish credibility
• Provide good defense against competitive claims and marketing propaganda