ASH AMBIRGE

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Want to Stand Out In a Sea of Competitors? Stand UP.

In: Marketing,

Say you’re shopping for a diamond.

“You’re shopping for a diamond.” (<—Anyone who just made that joke in their head is FIRED…but also sort of hilarious.)

Popping over to Google, you search for the goods, pounding out “perfect diamonds” with your click-clacking fingers and hoping for the best. The result?

Websites and websites and websites AND WEBSITES (and probably a stray ad for Twizzlers) all claiming high-quality. All claiming unrivaled gems. All saying the same exact thing, overwhelming you with options.

NO WONDER WE ALL HAVE ADD. I blame it on diamonds.

But then you find this.
A video by Tiffany & Co. that changes everything.

 
And while it’s a promotional vid focusing on the founder, (Charles Lewis Tiffany for $500, Alex), and celebrating the 175th anniversary of the company, it’s not really about him. And they never intended it to be.

It’s about you.

Watch that video. It doesn’t open by listing off 1,000 product attributes. The video doesn’t once utter the word “carat.” The video doesn’t talk about diamond clarity or shape or size or any of those things that most jewelers talk about when trying to sell their diamonds.

Rather, the video talks about what it is to be a dreamer. 

Dreamers are remarkable people. They dare to create something miraculous that no one else thought possible.

And while you sit through the minute of symphony music and soft lighting, you instantly feel a connection, because, whaddya know doc, you’re a dreamer.

And suddenly, before you know it, SOLD, to the lady with the grin on her face. Because it’s much more effective for a company to sell you on a feeling—an unspoken promise that owning a Tiffany’s diamond reaffirms your identity as a proud, wildhearted dreamer—than it is to sell you on a jumble of generic product attributes.

Because anyone can make the product.

But few can make the fantasy. 

Forget about what your product does.

And start remembering what it stands for.

Enter your email address and I'll rummage around in my bag of tricks for JUST the thing.

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In: Marketing, Selling, Writing,

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133 thoughts on "Want to Stand Out In a Sea of Competitors? Stand UP."

  1. Otiti Jasmine says:

    Brilliant. That video is just . . . brilliant. I stand for the freedom to stand up and speak your truth whenever you want. I stand for the power to raise your voice boldly and unafraid, to say, “This is who I am and I will NOT be mistreated by anyone, not even myself.”

  2. Agata says:

    Earrings by LittleArtRoomUK on Etsy stand for self appreciation, courage and strength. They draw everyone’s attention and by wearing them? yes, you do dare to say:

    –> look at me – I’m BEAUTIFUL <–

    Making them requires tons of patience. And I plait it in with every single bead. With love. And passion. And joy.
    Late at night. When my little boy and his super-dad are asleep.
    .
    Preggy mum <3