Tales of the Talking Tiger

Attention: advertisers. Stand out.

Feb 18th 2007
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I was just reading B&T – a weekly advertising and marketing magazine. The last few pages are an advertising space for graphic designers, copy writers, web developers etc to promote their business. I was interested by how uninteresting many of the advertisements were. It was also amazing to notice that many of the advertisers had made very little effort to actually sell themselves and demonstrate why they are any better than any other designer/copy writer/developer. Here are three examples:


  1. Jack Vaughan Creative Services has an advertisement that simply includes the name of the business with the tagline ‘Joined up writing and ideas’. It’s a moderately interesting tag line but (if I were looking) what’s one reason why would I choose them?
  2. The advertisement for Blue Dot Design was on a blue background (good start) with the name of the business and links to phone, e-mail and a web site. The web link gives me somewhere else to look for more information, but I may not bother to go that next step. Apart from a nice looking advertisement, Blue Dot Design did nothing to convince me to give them a call or check out their site.
  3. Lastly (and these advertisements have all been sourced from the one page in the magazine!) is the advertisement for PLUM editing and proofreading – online and print. Yes it’s clear what this business does, but makes PLUM different, better, worth selecting out of the myriad of editing and proof reading suppliers?
Whilst I realise that in such a limited space there isn’t room to say a lot, it seems like a complete waste of money to say nothing at all. It’s a crowded advertising space. People are exposed to advertisements all the time and have more choices than they have ever had before. I walk down the supermarket aisle and I have at least four different brands of toothpaste to choose from, and that’s just toothpaste! So if you are going to bother to advertise, the very least you need to do is take the effort to stand out, to show me why I should choose you over everyone else. I can think of great ways to do this – perhaps that’s the topic of another post…

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  1. Mar 21st, 2007

    Mr. F

    Perhaps an Advertising and Marketing magazine isn’t the best place to advertise and/or market?

    Perhaps it has been proven to work? Perhaps not… Maybe these companies feel that if someone needs their services, then it is the consumers initiative to look further?

    I don’t know Tiger… I just don’t know.

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