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.
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.