Citation?
Ah, right, so your ads don't explain what you do because you don't want to attract new clients. Cool.
It's pretty clear that it isn't clear. Why is the 'turn on' switch branded as 'others'? It should be 'net billing'.
You are comparing yourself with the "others". So, one switch should be you, and be "on" and the other switch should be flaccid and labelled "others".
Otherwise you are labelling the 'on' switch (you) as 'others'. Whereas is should be labelled 'you'.
As everyone is telling you! But fundamentally, there are more problems with the ad.
a) it's not great to try and compare yourself with your competition just by saying your competition are all limp dicked without explaining why they are or what you do that is better. It's just name calling otherwise.
b) it's clearly "inspired" by this famous ad:
Some other ideas:
1) Have a big trawler net full of money, and another net with big holes in with money gushing through it.
2) Children's story book style illustration with "there's a hole in my bucket, dear Cadwell, dear Cadwell"
3) Show how in control a client is with you, vs a competitive IPSP: amazing juggler keeping multiple objects under control vs juggler that has dropped everything, guy in charge of bank of NASA like control terminals vs bloke at home on a crappy old PC, guy in monster truck rolling over loads of cars vs bloke in little crappy car rolling over some matchbox toy cars, etc etc
4) Scales with lots of money on one side, and less money on the other side
5) two apple pies, one with a small slice gone, one with a large slice gone, identical pies. "Some IPSPS take a very large percentage of your profit. We take a very small slice."
etc etc etc
I know it's very popular in the states, but I really think ads that just say "we are great, our competition suck" are bad. It would be better to say WHY you are good and concentrate on your USPS. IMHO!
