What should communication highlight in the consideration stage?

In the consideration stage, potential customers are actively evaluating options to solve a problem or fulfill a need. Therefore, communication should focus on providing concrete information that helps them compare and contrast offerings. Highlighting the product's benefits directly addresses how it solves their problem, while detailing its advantages over competitors further differentiates it. Price is a crucial factor in this stage, as customers are assessing value for money. Simply highlighting "the product's brand" is insufficient; while brand recognition is important, it doesn't provide the detailed information needed for comparison. Similarly, "the product's category" is too broad and doesn't offer specific reasons to choose a particular product within that category.