The Day I Took Out a Newspaper Ad to Shame My Competitor—And What It Taught Me About Winning Customers

In the early days of my business journey, I made a rookie mistake—one that still makes me wince when I think about it.

I was hungry for attention, eager to stand out, and convinced that the best way to do that was to tear down the competition. So I did something bold. Reckless, really. I took out a newspaper ad—not to promote my product, not to celebrate my brand—but to publicly criticise my biggest rival.

It felt satisfying at the time. Like I was finally drawing a line in the sand. But the aftermath was sobering. The ad didn’t spark admiration. It didn’t win me loyal customers. Instead, it cast a shadow over my brand. People saw me not as a confident entrepreneur, but as a bitter one. And the worst part? I had handed my competitor free publicity.

That experience taught me a lesson I’ve carried ever since: negativity is never good advertising.

The Power of Positivity in Promotion

When you attack a rival, you reveal more about yourself than them. It’s transparent. It’s petty. And it’s rarely effective. Customers aren’t drawn to bitterness—they’re drawn to optimism, aspiration, and possibility.

Think about it. If you’re selling skincare, don’t show the wrinkles—show the glow. If you’re promoting a business course, don’t spotlight the failures—show the confident, successful graduates. People already know their problems. What they crave is a vision of what’s possible.

Advertising isn’t about pointing out what’s wrong. It’s about painting a picture of what could be right.

Sell the Dream, Not the Diagnosis

We’re naturally drawn to sunshine, not storm clouds. To beauty, not blemishes. To success, not struggle. So why would your ad dwell on the dark side?

Instead of saying, “Don’t miss out,” say, “Join thousands who’ve already discovered the secret.” Instead of warning people about what they’re doing wrong, invite them to do something right. Assume they’ll take action. Speak to their aspirations, not their anxieties.

The Bright Side Wins

So here’s my advice, forged in the fire of my own missteps: always show the bright side. Be the brand that uplifts, not the one that undermines. Be the voice of possibility, not the echo of criticism.

Your customers don’t need reminders of what’s broken. They need a reason to believe in what’s next.

And if you ever feel tempted to take a swipe at the competition—pause. Then ask yourself: what would the sunshine version of this message look like?

That’s the one worth sharing.

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