In 1940 a brilliant copywriter from N.W AYER advertising agency coined the slogan:
“ A diamond is forever” You will soon find out why, so read on
Diamond can be shattered, chipped, and smashed into ash. Brilliant marketers don’t want you to know that part of the story, because if they consistently tell you that diamonds are forever you will believe it.
They also tell you it’s forever so that you don’t resell it. Notice people pass their diamonds to their children. In the words of our own Chimamanda Adichie “Sometimes silence makes a lie begin to take a shimmer of truth”
This is because repetition is indistinguishable from truth.
MANUFACTURING DEMAND FOR A PRODUCT
The concept of ASSOCIATING romance or marital engagement with a diamond ring was burnished into our souls by an advertising company called N.W AYER
In 1938, Harry Oppenheimer the son of the founder of De Beers the cartel that controls the diamond trade around the world engaged the services of an American-based advertising company N.W AYER.
The purpose of the advertising brief was to stimulate demand and sales of diamond in the USA because as at that time sales was slow, remember this is during the great depression.
The mission was to mold people’s perception that a man’s engagement to the love of his life is not complete until he gives her a diamond ring for engagement as a symbol of his everlasting love for her.
EXECUTING THE AD CAMPAIGN
N.W Ayer brilliantly integrated this mission in every nooks and cranny of culture, this was how they did it:
1. Movie stars wore them in magazines and tv (These are people we will call influencers today) This is the strategy I call U.G.C ( User Generated Content)
2. Actors wore them in movie scenes to profess their love
3. Sports personality wore them
4. Royalty wore them
The purpose was to successfully LINK ROMANCE, WEALTH, AND POWER TO DIAMONDS
THE RESULT
Between 1939- 1979 De Beers Consolidated Mines LTD diamonds sales grew from $23 Million to $2.1 Billion
THE LESSON FOR ALL OF US
1. Customers usually don’t know what they want until they see it. This is why consistent messaging through adverts, content, and promotions is very important. Your content can shape perception.
Watch this video below of how I bought a new laptop stand for my new Mac book Air 13 from DOE RESOURCES. The story encapsulates how demand can be manufactured
2. IF YOU DON’T MANUFACTURE CONSENT AND DEMAND FOR YOUR PRODUCT OR SERVICE NOBODY WILL
3. The last lesson is that the human mind is very malleable, you can shape public perception about your personal and corporate brand through ads, PR, and content. Let me show you how:
With just N10,500 you can register for my webinar titled:
EXACTLY HOW TO MAKE N1,000,000 MONTHLY AS A COACH, CONSULTANT, OR WRITER
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