Why It's Important to Answer "Why?" in Advertising
Why (apart from how) is one of the strongest questions asked in this industry.
Why (apart from how) is one of the strongest questions asked in this industry. No matter what department you’re in at an agency, this question why gets thrown out a lot. And if you’re the one responsible for giving an answer, you better be prepared. Otherwise, your idea, your pitch, your entire reasoning will fall flat.
“Why did you choose those colours?” “Why are we spending x-amount of $$ in social media?” “Why did we go with this tagline?” Whether you’re in accounts, creative, media, production, etc. - every decision you make requires some sort of logic.
It’s important to ask yourself the question why because it not only demonstrates the purpose of your actions but it also makes you accountable. This simple question and answer exercise might sound like a no-brainer, but you would be surprised to learn how often this question gets overlooked.
Asking why also helps to explain to your co-workers and clients what it is that you’re doing. Revealing your thought process can turn an idea from senseless to smart if people understand the brilliance behind it.
Lastly, answering why gives you credibility. Imagine your client or your boss asking you why and your response is “I don’t know” or worse (silence). Either way, it doesn’t look make you look good. Even if your answer isn’t one that they agree with, that’s OK. It just means that they might need more information. Give them as much concrete rationale as you can and maybe you’ll change their viewpoint. And if not, at least you gave them your answer and they will give you theirs. There’s no room for obscurity.
So the next time you create anything, stop and think about why you’re doing it. It’s one of the most valuable things you can do. No question about it ;)