The Diamond Marketing Revolution: How Copywriting Changed an Industry

The Birth of a Marketing Legend

In the 1930s, the diamond industry faced a crisis. The Great Depression had left people with little disposable income, and diamonds were seen as an ultra-niche luxury item. De Beers, a prominent diamond mining company, was in dire straits. The owner, Harry Oppenheimer, knew he needed a game-changing idea to turn things around.

Enter Francis Gerety, an unknown copywriter at the N.W. Ayer advertising agency. In 1947, while working late one evening, Gerety had a breakthrough. She realized that to create demand for diamonds, they needed to be seen as essential rather than just a luxury. Her solution? Tie diamonds to life's milestones and the universal desire for lasting love.

From this insight, Gerety penned the iconic phrase: "A diamond is forever."

The Marketing Strategy That Changed Everything

De Beers loved the slogan, but they knew a catchphrase alone wasn't enough. They needed a comprehensive marketing strategy to create a new tradition. Here's how they did it:

1. They flooded media with images of celebrities wearing diamond engagement rings.
2. They promoted the idea that engagement rings should feature diamonds, which wasn't a cultural norm at the time.
3. They suggested that men should spend two months' salary on an engagement ring.

By connecting diamonds to the emotional concept of everlasting love and making them an essential part of marriage proposals, De Beers created demand where there was none before.

The results were staggering. By the 1950s, over 80% of American brides had a diamond engagement ring. The phrase "a diamond is forever" became so iconic that it reshaped cultural expectations around marriage.

Four Key Takeaways for Growing Your Business

This remarkable story offers valuable lessons for any business looking to grow. Here are four key takeaways:

1. Find the Emotional Connection

Whatever product or service you're selling, think about the emotional reason people need it. De Beers didn't just sell diamonds; they sold love, commitment, and status. Focus on what your customer gets as a result of having your product or service and the emotion that goes with it.

For example, if you're selling fitness equipment, you're not just selling a treadmill or weights. You're selling confidence, health, and the feeling of accomplishment that comes with achieving fitness goals.

2. Create a Tradition, Not Just a Transaction

De Beers didn't just try to sell more diamonds; they created a tradition around them. This made diamonds feel essential to life. To apply this to your business, think about how you can make your product or service feel indispensable to your customers' lives.

For instance, if you run a coffee shop, you could create a tradition around "Friday morning team meetings" where local businesses gather at your shop to start their day. This makes your coffee shop an essential part of their weekly routine.

3. Think Big, Even if You're Small

Francis Gerety wasn't a famous copywriter when she came up with "a diamond is forever." She was just a regular employee at an advertising agency. But that one phrase changed not just a company, but an entire culture.

Don't let your current size or status limit your thinking. Every big idea starts small. Your "napkin scribble" could be the next world-changing concept.

4. Solve the Real Problem

De Beers didn't just have a marketing problem; they had a perception problem. People didn't view diamonds as essential. They had to completely change the narrative around their product.

When people look at your business, ask yourself: Are they really seeing what you're offering, or do you need to change the narrative around it?

Changing Perception: A Real-World Example

Let's look at a practical example of how changing perception can dramatically impact sales. This story involves Russell Brunson, who had acquired Dan Kennedy's company, including transcripts of high-priced copywriting seminars.

Brunson had compiled these transcripts into a book but wasn't sure how to sell it. The speaker in our video suggested selling it for $2,000, which Brunson initially thought was too high. However, the speaker was confident he could sell it at that price by changing the perception around copywriting.

Here's how he did it:

1. He held a three-day event called the "Write Like Dan Challenge."
2. During the event, he spoke for an hour each day, focusing on creating the perception that copywriting is essential to business success.
3. He shared stories (like the De Beers example) to illustrate how copywriting can transform businesses.
4. By the end of the event, he had shifted the perception of copywriting from a boring task to an essential business skill.

The result? He sold 128 copies of the book for $2,000 each.

The Power of Perception in Marketing

This example illustrates a crucial point: people don't buy good products; they buy good-sounding products. The speaker didn't change the content of the book. He changed how people perceived its value.

To apply this to your business:

1. Focus on how you describe what you do.
2. Emphasize why your product or service is essential, not just beneficial.
3. Use stories and examples to illustrate the transformative power of what you offer.
4. Create a sense of urgency or necessity around your product or service.

The Ethical Dimension of Perception Marketing

While these strategies can be incredibly effective, it's crucial to approach them ethically. The goal should be to highlight the genuine value of your product or service, not to mislead or create false needs.

When using these techniques:

1. Ensure that your product or service truly delivers on the promises you make.
2. Be transparent about what customers can realistically expect.
3. Focus on solving real problems or fulfilling genuine needs.
4. Avoid creating unnecessary financial pressure (like De Beers' two-month salary suggestion).

Applying These Principles to Your Business

Now that we've explored these powerful marketing concepts, let's look at how you can apply them to your business:

Step 1: Identify Your Emotional Core

What is the emotional benefit your product or service provides? Is it security, confidence, love, status, or something else? Once you've identified this, make it the center of your marketing messages.

Step 2: Create Your Tradition

Think about how your product or service can become a regular part of your customers' lives. Can you create a ritual or tradition around it? For example, a skincare brand might promote a nightly "self-care ritual" using their products.

Step 3: Craft Your Big Idea

Don't be afraid to think big. What's your "diamond is forever" moment? It might be a slogan, a unique product feature, or a new way of delivering your service. Brainstorm without limits and see what you come up with.

Step 4: Reframe Your Problem

Look at your business challenges from different angles. Are you solving the right problem? Maybe, like De Beers, your real issue isn't about the product itself, but about how it's perceived.

Step 5: Tell Your Story

Use storytelling in your marketing. Share how your product or service has transformed lives or businesses. Make your customers the heroes of these stories.

Step 6: Create Scarcity or Urgency

While it should be done ethically, creating a sense of scarcity or urgency can be a powerful motivator. Limited-time offers or exclusive products can drive demand.

Step 7: Educate Your Audience

Like the copywriting example, sometimes you need to educate your audience about why they need your product or service. Webinars, blog posts, or free consultations can be great ways to do this.

Step 8: Focus on Long-Term Value

Emphasize the long-term benefits of your product or service. How will it improve your customers' lives over time? This can justify higher prices and build customer loyalty.

The Role of Conviction in Marketing

One final point that's crucial to successful marketing: conviction. The speaker in the video emphasizes the importance of truly believing in the value of what you're offering. This genuine belief comes across in your marketing and can be the difference between a sale and a pass.

To build this conviction:

1. Thoroughly understand your product or service and its benefits.
2. Gather and share customer success stories.
3. Continuously improve your offering based on feedback.
4. Use your product or service yourself, if applicable.
5. Stay updated on your industry to ensure you're offering the best solution.

Conclusion

The story of how De Beers transformed the diamond industry is a powerful reminder of the impact that effective marketing can have. By finding the emotional core of your offering, creating traditions, thinking big, and solving real problems, you can dramatically change how your product or service is perceived.

Remember, it's not just about having a good product; it's about effectively communicating its value. Whether you're selling diamonds, copywriting courses, or any other product or service, these principles can help you create demand and grow your business.

By focusing on perception, emotion, and the essential nature of what you offer, you can transform your marketing and potentially your entire industry. Just like Francis Gerety's four simple words changed the diamond industry forever, your big idea could be the key to unlocking unprecedented growth for your business.

So, think big, believe in your offering, and don't be afraid to change the narrative. Your "diamond is forever" moment might be just around the corner.

Article created from: https://youtu.be/Yj_BecghsNM