ASH AMBIRGE

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

In: Online 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.

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Like it or not, people do judge a book by its cover. And that cover happens to include the words on the front. There’s a palpable difference between the words, “hire me” versus “engagement fees.” There’s also a difference between “buy now” and “apply now.” (Even though those “apply now” snobs drive me insane.) And there’s a difference between, “Cost: […]

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So, I’m flying from Costa Rica to Ecuador this afternoon. I like to leave these little announcements on the blog in the event of my sudden (and unreported) death, kidnapping, violent torture and just to give my ex-boyfriends a little extra something to be bitter about. If I never post again, will someone at least […]

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Businesses Are Like Books: The Best Ones Actually SAY Something

The best books are those that say something. That make a statement. Draw conclusions. Make connections. Contribute something new to the discussion. Otherwise, what’s the point in writing it? I think we can all agree that nobody wants to read book after book that regurgitates the same exact thing that they’ve read before. The same […]

In: Online Marketing

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Are You Peeing In The Sea of Sameness?

I was disgusted. She was the 11th person to pass by trying to peddle the same exact selection of sunglasses that ten other people had peddled just seconds before. “Senorita?” she said, tapping me on the shoulder from behind my table once more. I ignored her once more. She circled around me in case I […]

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