Why

[youtube=http://www.youtube.com/watch?v=r6vj_wP7QyA] A lot of back and forth the Virginia Governor's race. I've ignored most of it because frankly the ads have been eh.

I wanted to write about this ad not because it's great, but I think it's missing something important.

What's it missing?

WHY?

Why is she supporting Cuccinelli?

Why isn't she supporting MacAulaffe?

And, just because Tichi is a mother and Democrat, why should I listen to her? Frankly, why should I believe her?

Is it enough she's a mother and democrat? Is it enough that she's african-american? That's obviously what Ken Cuccinelli believes.

But it's not enough to be on message, it's not enough to make your points, people want to hear a why because we want to understand and connect. There was a study that people were more likely to let someone cut into a line, let's say to make photocopies, if they only gave a reason (a why), even if the reason was something as obvious as "Can I cut in because I need to make some copies...."

The audience is smarter than you think. Without the why, there's not credibility. Without the why, the ad is just platitudes. Without the why, it all too easy to ignore the message and the messenger.