Differentiation Or Same As Everyone Else

crowehorwathI snapped this ad in the San Jose Airport. My thoughts were what tax advisory firm is going to lead with “you don’t matter to us”? How does this ad differentiate this firm in any possible way? What is its purpose?

One might think that it’s targeted at people who are fed up with their current firm and being treated indifferently. Ok, but if they’re open to change, how is this ad going to attract them? Aren’t they likely to have been made the same promise by their current firm? Doesn’t every single firm in the category make this promise? How is this ad compelling in any possible way?

mossadamsCompare that to this ad, which is placed about 25 feet away in the same airport on the same wall. Moss Adams suggests that the best companies pick them for a reason. Perhaps you might want to find out if you are good enough to be their client. Not sure if they can follow the ad with an effective conversation, but it sure seems MUCH more compelling to me than the first ad.

What do you think?

Mitch

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