It is a notable feature of standard “glossy brochures” (or websites) that they are designed not to state in simple terms what the difference is between their products.
While one can (rarely) find a simple table that compares features, this tends to be buried, if it is present at all.
More typically, the most expensive model is described as fabulous, the middle model is described as great and the low end model as wonderful. If there is some sort of breezy spec, it’s usually written in prose that makes it slow and confusing to try to work out exactly which feature it is that the low end model is missing, for example.
I have just been looking at a site for booking accommodation in London. It’s a glossy brochure site that someone has put a lot of time and effort into. There are two single room types. Standard and Premier. There is a significant price difference. There is a page containing descriptions and photographs of each of these room types. The photographs are the same for each type. The text is jumbled around a little but is actually exactly the same in content for each room. There is simply no way to know why I would choose a premier room.
It puzzles me because at first consideration I would have thought that the obvious way to get someone to buy the more expensive room or widget is to tell a potential customer in simple terms what the difference is. But clearly this isn’t correct.
I know that people study the psychology of marketing very very closely and that there will be a reason that glossy brochures are done this way. We must have someone here who writes copy for them or whatever who knows. What is the reason?