Lotus' Comparison to Microsoft's Ad

May 1993

It has long been popular for companies to mention competitors in their ads. But Lotus has taken a full page ad in the Wall Street Journal (May 6, 1993) to point out that the tagline on Microsoft's logo, "Making it easier," really better applies to Lotus software. In a page full of text, on a product by product basis, Lotus compares the two companies' products and gives reasons (mainly size of installed base and new features in about to be announced new versions) as well as quotes from the industry press and mentions of industry awards, to make its case.

This kind of advertising is always risky. The customer may read only the competition's logo, agree with its message, and you've just paid to help the competition sell its products. On the other hand, for the thoughtful customer who will read through the ad, the facts and figures are certainly interesting reading.

We'd remind Lotus -- and you, gentle reader -- that customers select software in only a few well known ways:

(1) My company evaluated the major products in this category and selected a corporate standard. In that case, a thoughtful selection has usually occurred and product features and ease of use should have outweighed advertising muscle, hype and market mythology in the process.

(2) I read about it in a computer magazine review (favorably).

(3) I read about it in a column or newsletter (favorably).

(4) A colleague told me he tried it and liked it.

(5) I saw a demo and it turned me on.

Big ads in the Wall Street Journal can keep your name and message in front of customers, but they can't change that process, which depends on the quality of products and the perception of users, reviewers, and analysts of that quality.

Comments or Questions: Send Email to opinions@wohl.com

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