What's Compelling?

In the on-going quest to make a splash in the market, the giant consulting firms are still forking over their hard-earned money to ad agencies.

In a full-page ad in BusinessWeek, for example, one firm proclaims:

"Experience has shown us that if we define measurable objectives and set realistic schedules together, build joint teams, and above all, anticipate and mitigate risks together, we can improve our chances."

Contrast that with this ad copy created by Accenture's agency, which appeared recently in Fortune:

"Accenture and Dell conceived and implemented an approach that allows Dell to operate on no more than two hours of inventory at a time. Now in place at Dell's plants around the world, the program paid for itself five times over during the first 12 months of operation."

Setting aside how you may feel about either company, Accenture has made a claim, backed it with data, and named the client to add an extra shot of credibility.

What are readers, or prospective clients, more likely to remember--Documented results, or a consulting approach that will improve their "chances?" Seems like a no-brainer to me.