Glossary term
Ghosting
Highlighting a competitor's weakness without naming them, by emphasizing the customer's need for a strength you hold.
Ghosting raises doubt about an unnamed competitor's approach by stressing the importance of something you do well and they do not. Done well it is subtle and customer-focused; done badly it reads as negative campaigning and damages credibility. Naming competitors directly is almost always a mistake.
Categories
- proposal
- capture