Personal Ad
The communication dilemma
‘Man, 39, seeks female companion to share his life with. I enjoy participating in
sports, as well as fine foods accompanied by a glass of wine and engaging
conversation. I have a good sense of humour, and I enjoy long walks.’
W h a t i s wr o n g wi t h t h i s p r o f i l e ? I t o n l y c o n t a i n s t h e a s p e c t s t h a t t h e wr i t e r i n
q u e s t i o n t h i n k s t h a t t h e wo m a n o f h i s d r e a m s wa n t s t o h e a r , a n d t h e r e f o r e
d i s p l a ys v e r y l i t t l e i n f o r m a t i o n a b o u t t h e m a n b e h i n d t h e a d v e r t . T h e k e y p h r a s e s
t h a t d i s p l a y t h i s – p a r t i c i p a t e s i n s p o r t , g o o d s e n s e o f h u m o u r , a g l a s s o f wi n e ,
l o n g wa l k s – a r e s o g e n e r i c t h a t i t i s p r a c t i c a l l y i m p o s s i b l e t o f o r m a c o r r e c t
image of the person in question simply by reading the advert. If a reader
r e s p o n d e d t o t h e a d v e r t , t h e n i t wo u l d b e f a r m o r e l i k e l y t h a t s h e d i d t h i s o u t o f
curiosity than out of a firm conviction that this man is perfect for her. The
c h a n c e s o f a g o o d m a t c h a r e t h e r e f o r e r e d u c e d c o n s i d e r a b l y.
I n s t e a d o f t h e a b o v e t e x t , i m a g i n e t h a t t h e p e r s o n i n q u e s t i o n h a d wr i t t e n
s o m e t h i n g l i k e t h i s : ‘ D u e t o m y b e l i e f i n m a i n t a i n i n g a h e a l t h y m i n d wi t h i n a
th
h e a l t h y b o d y , I l i f t we i g h t s a n d s t u d y p h i l o s o p h y ( 1 9 century philosophy,
particularly John Stuart Mill). I can recite every ‘Blackadder’ script in existence, I
e n j o y a r e d B o r d e a u x ( F r e n c h wi n e s a r e m y a b s o l u t e f a v o u r i t e ) , a n d I l i k e
wa l k i n g , p a r t i c u l a r l y f i r s t t h i n g i n t h e m o r n i n g t h r o u g h t h e F o r e s t o f D e a n . ’ T h i s
type of advert paints a fuller picture of the person in question in the reader’s
i m a g i n a t i o n . T h i s h e l p s d i s t i n g u i s h t h e t r u e p e r s o n f r o m t h e wo r d s , wh i c h i n t u r n
i n c r e a s e s t h e c h a n c e s t h a t t h e a d v e r t wi l l a p p e a l t o t h e i n t e n d e d t a r g e t a u d i e n c e
amongst the readers.
T h e d i f f i c u l t p a r t o f wr i t i n g a g o o d p e r s o n a l a d i s t o g i v e t h e r e a d e r a n e x p e r i e n c e
o f wh o t h e p e r s o n b e h i n d t h e a d v e r t i s . T o d o t h i s , t wo c o n d i t i o n s m u s t b e m e t .
T h e p e r s o n wh o p l a c e s t h e a d m u s t b e c o n s c i o u s o f h i s / h e r o wn i d e n t i t y .
S e c o n d l y, t h e wr i t e r m u s t c h o o s e t o a l l o w t h e r e a d e r t o e x p e r i e n c e h i s / h e r
identity. This is not done by using generic or ‘socially acceptable’ language, but
b y c r e a t i n g a n a u t h e n t i c p o r t r a ya l o f h i m / h e r s e l f t h a t a c c u r a t e l y r e f l e c t s t h e
p e r s o n a l i t y o f t h e wr i t e r .
1

In essence, this is the dilemma involved in convincing corporate communication.
W e l l - k n o wn b r a n d s s o l v e t h i s p r o b l e m b y m a k i n g c h o i c e s t h a t a l wa ys f i t wi t h i n
t h e i r b r a n d i d e n t i t y , a n d t h u s a l wa y s g i v i n g a c o n s i s t e n t p i c t u r e o f wh o a n d wh a t
they are. This makes them more successful than other brands in reaching,
a f f e c t i n g a n d b o n d i n g wi t h t h e i r i n t e n d e d t a r g e t a u d i e n c e . T h i s r e s u l t s i n h i g h e r
s a l e s f i g u r e s , wi d e r p r o f i t m a r g i n s a n d a g r e a t e r m a r k e t s h a r e , a s we l l a s a m o r e
r e f i n e d s e l e c t i o n o f a p p l i c a n t s wh e n r e c r u i t i n g .
It is increasingly noticeable that much business communication is stuck at the
level of personal ads. All too often, businesses subscribe to ‘fashionable’, generic
t e r m i n o l o g y t h a t s a y s v e r y l i t t l e a b o u t t h e n a t u r e o f t h e c o m p a n y. T h i s i s a m i s s e d
opportunity, as every company is unique. For every organisation, a particular type
o f l e a d e r , e m p l o y e e a n d t a r g e t a u d i e n c e e x i s t s t h a t wi l l f i t p e r f e c t l y wi t h t h a t
o r g a n i s a t i o n . T o c h e c k t h i s h yp o t h e s i s f o r yo u r s e l f , I i n v i t e yo u t o t a k e a r a n d o m
n e ws p a p e r a n d l o o k i n t h e j o b v a c a n c i e s f o r b u s i n e s s e s t h a t a r e s e e k i n g q u a l i f i e d
p r o f e s s i o n a l s . K e e p a t a l l y o f h o w o f t e n yo u s e e p h r a s e s s u c h a s t h e f o l l o wi n g :
academic background, good communication skills, open and friendly, professional
attitude, etc. These generic descriptions can mean completely different things
d e p e n d i n g o n t h e p a r t i c u l a r s i t u a t i o n a n d / o r c o m p a n y. F o r e x a m p l e , t h e
r e q u i r e m e n t o f a n ‘ a c a d e m i c b a c k g r o u n d ’ me a n s d i f f e r e n t t h i n g s t o a r e s e a r c h
institute and to a company that markets products to consumers. ‘Open and
friendly’ can mean one thing for a job in advertising, and another thing entirely for
a management consultancy firm. The disadvantage of such generic terms is that
t h e y r e s u l t i n a g r e a t e r n u m b e r o f u n s u i t a b l e a p p l i c a n t s wh o i n c o r r e c t l y b e l i e v e
that they may be suitable for the post. Processing these extra applicants costs
t i m e , a n d t h e r e f o r e m o n e y.
B y a n d l a r g e , t h i s i s a l s o t h e c a s e wi t h c o r p o r a t e a d v e r t i s i n g , a s v e r y f e w
companies offer the reader a tangible insight into their intrinsic distinction. This is
very much dictated by the brand value and the particular culture. Innovative,
distinguishing communication emphasises the quality of the subject matter, and
c r e a t e s a n a u t h e n t i c e x p e r i e n c e t h a t wi l l a t t r a c t t h e i n t e n d e d t a r g e t a u d i e n c e .
Organisations that describe themselves based on their strengths and that dare to
make tough choices generally have no problem composing authentic
c o m m u n i c a t i o n . T h e i r m e s s a g e c o m e s o f f h o n e s t l y , n a t u r a l l y a n d p o we r f u l l y ,
wh i c h m a k e s i t f a r m o r e a t t r a c t i v e t o t h e i r t a r g e t a u d i e n c e .
Theo Kroese (theo@kroese-bb.com) is a business economist and founder of
Kroese brands & behaviour.
2