reason-why advertising

A copywriting approach to advertising whose format is to state a fact about a product or service in a headline and then explain why the fact is true in the copy text. The idea behind this type of advertising approach is to give a reason why a customer should buy the product or service. Reason-why advertising works better in long copy and long-form ads (including infomercials) than in short-form broadcast, because the prospect has more time to consider the message.

Broadcast presents a time limitation, and the viewer may very well miss the opening headline or the reasons why the opening headline is true.

Synonyms: reason-why copy

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