Generally, it’s a smart idea to market a product based on the benefits the buyer gets from purchasing it. Anyone familiar with marketing and consumer behavior should already be aware of that. Similarly, if there’s an unpleasant aspect to the buying process, you probably shouldn’t remind people about it in your advertising.

With this in mind, I just don’t understand why so many car commercials show people happily looking at cars in the showroom while being assisted by a friendly salesperson. Everyone knows this scene could only happen in a fantasy world, and it undermines the credibility of any other claims that the marketer presents during the ad.

When given the choice, you’re a lot better off focusing on what’s good about your product, rather than trying to re-write people’s preconceived notions about what’s wrong with it.