Think of a marriage proposal, and you’re bound to picture a ring. With a beautiful diamond. Probably displayed on a band of gold, white or yellow, it doesn’t matter, because it’s all about that diamond.
But, have you ever wondered why we relate proposing with that beautiful stone? It’s not Biblical or constitutional, though some pushy relatives might make you think otherwise. Nope, the answer is marketing. Brilliant, 24-carat marketing.
N.W. Ayer & Son, the advertising agency hired by De Beers in the 1930s, figured out a way of linking diamonds to an emotional event. With a simple slogan – “A diamond is forever” – a romantic tradition was born. You see, even though the gem is abundant and inexpensive for jewelers to obtain, they succeeded in giving consumers the impression that diamonds were both uncommon and extraordinary. It is the ultimate example of how intelligent marketing can sell just about anything. (Chia Pets, anyone?)
Following this train of thought, here are proven ways to increase your chances of getting people’s attention:
- Know your target: In Alice’s Adventures in Wonderland, Alice comes to a fork in the road, and becomes confused. She asks the Cheshire cat for help, and the cat asks her, “Where are you going?” Alice answers that she does not know, to which the clever Cheshire replies, “Then it does not matter.”
Before crafting your catch phrase, you should know your target audience. When you know your intended destination, you’re that much closer to making the sale.
- Work on your elevator pitch: Your gadget might be the greatest product in modern history. Now you have to sell it. To get someone interested, focus on telling your target audience how it will help them.
Let’s say you’re at a running expo. Announcing that you created the newest device to stream music won’t be as powerful as telling runners that the battery life will last for an entire marathon, regardless of their pace. With proper market research, you’ll know how to cater to people’s wishes.
- Make it conversational: The human infomercial is boring and rarely makes the sale. Instead, listen to what people have to say, ask follow-up questions, then tell them how your product will solve a problem that matters to them. Having a two-way conversation is more effective when it comes to convincing people.
You put in the work to develop your product. You know its quality and value like the back of your hand. So when it’s time to pitch it to consumers, make sure your proposal is polished and the best it can be.