Tell Me Why

 I am so tired of advertisers and advertising agencies using lifestyle commercials for the wrong products and/or services. Yes, lifestyle advertising is very effective if you're promoting the cruise ship business. And due to government regulations, it’s one of the only ways to plug beer and liquor products in the media. But, don't show me dressed for success or drinking coffee unless it's an ad for clothing or coffee choices or espresso machines.

Let’s take this one step further. Practical advertising versus emotional advertising. Or value versus feel good. I will ‘feel good’ behind the wheel of a Caddy or Mercedes. The Nissan Micra is the cheapest new car in Canada. So if you agree with this approach, the luxury models would benefit from lifestyle advertising. But the Micra is all about price and value for the money spent (practical). Another example: The safety features on a new SUV and the backseat entertainment unit for the kids (also practical). 

But let’s get to the nugget of this post - Tell Me Why. 

Tell me why I should buy your product. Tell me why I should try your new offering. Tell me why I should pay more for your item than the one sold by your competitor for a lower price. 

If you can answer the question why, you have gone a long way in promoting your product or service to me in an effective manner. And you will get good “value for the money spent.”

BTW. When I view a good ‘lifestyle’ beer ad, I go to the fridge for some white wine.