Diamonds Are For Evil


The task of executing successful advertising campaigns for products made exclusively for women is understatedly tempestuous. Any Average Joe consumer would relay the message that feminine product commercials put him under a great deal of stress and discomfort. Any Average Joe Consumer dreads the Vagisils, Cotex's, Summer's Eves, and Monistats of the world. There is just something about that viscous blue fluid dripping onto a Maxi Pad that gives us all that tingly feeling right before we want to be sick. However, there is another product that creates the same feeling in a more subtle, increasingly malignant fashion.

Diamond retailers advertise, advertise, and advertise. Expensive jewelry stores seem to be in every mall, strip mall, and shopping center, and we wonder how it is that these stores thrive. The answer is this: Venus and Mars, love and hate, and women and men. The diamond industry plays on the tensions between men and women like Beethoven's fingers on keys."Every kiss begins with Kay?" Come on. If the only reason to kiss your husband is because he bought you something, then the issue of your relationship is even larger than the rock on your finger. Diamonds are forever saying 'I'm sorry.' If the only way a woman can be shown that you would "marry her all over again" is to give her an even bigger diamond in some market square in Paris, then your wife needs to be shown the front door.Men hate diamonds. Men buy jewelry when they are apologizing or when they have no other option for a anniversary, birthday, Mother's Day, Christmas (fill in any occasion here) gift. Jewelry is when flowers are not enough, and every single diamond retailer knows it, and thus knows that men will pay.

How does this make the female consumer appear?

The advertising for feminine hygiene is a necessary evil that reveals a vulnerability in all consumers, women and men, but advertising for the diamond industry maliciously creates fools of us all.

Men appear to be desperate and women appear to be demonic. What can be done to improve this dynamic?

What can be done to convey a more honest and meaningful brand face for diamonds? Well, perhaps it is time to consider more so why men and women love each other as opposed to why they need to buy each other gifts.

Molly Sunderdick
Stealing Share, Inc.


More Resources

Finding Your Target Market
Achieving sales is probably the biggest challenge a web business owner has. It requiresa balanced mix of the right products, competitive pricing, optimal web design, aggressive advertising and attracting the right online visitors.
Getting the Most Out of Your Networking Group
Here is my personal list of things to do at your networking group:(1) Bring your business cards. Sound simple? Well, I regularly meet people at networking groups who have forgotten their cards or their cards are at the printers.
Advertising Inserts
One of the best and easiest ways to advertise without having to worry about shelf life of those who would most likely use your services or buy the products from your small business is to use inserts in your local newspaper. A marketing piece might also be to insert our flyers in the daily newspaper.
Attention-Grabbing Fixes that Make Your Yellow Page Ad Leap Off the Page
Stand Out in Ways that Matter to Directory UsersA Yellow Page directory presents a difficult challenge foradvertisers. All the competitors are packed together, withinthe space of a few pages.
How To Create Instantly Compelling Ads Every Time
Use This Quick 3-Question Evaluation Process, So You Can Be Sure Your Message Will Sell!EVALUATION #1: "Well, I Would Hope So!" When you make a claim, don't think about it in terms of words coming out of your mouth. Think of it in terms of words entering your prospects ears.
Media Savvy - How To Lead, Persuade And Influence
The ability to lead, persuade and influence are integral skills for effective managers. The capability of telling a story that inspires, motivates and informs is an essential part of this process.
Power Headlines for Promotion Success
Do you send email to your Online audience to let them know about an upcoming teleclass, your service or your book? Do you have a seminar "flyer" on your web site? The biggest mistake professionals and entrepreneurs make is to announce, rather than promote themselves. Each piece you send or put on your web site should begin with the #1 copywriting winner--the headline.
Why Most Advertisements Stink!
Question: What do you think the most important part of any ad is? Your company name? Your telephone number? Your offer? Look at your own advertising. What stands out? What is in the largest print? If it's your company name or logo hold out your wrist so I can whack it with a stick.
How To Write Kick-Ass, Profit Pulling Adverts For Your Business?
Doesn't that just grab you by the eyeballs and make you stop dead in your tracks? I mean it's a little harsh - grammatically speaking - but holy smokes, it does it have 'stopping power'..
Marketing Advertising, While Advertising Your Market!
Today in the Business world whether online or off, it seems that everyone is vying for position, yet few are able to leap to the forefront of their competition.On the Internet there are thousands of programs and Business Opportunities being created every month or so it seems! Everyone is trying to find his or her niche in the Business world.
The Importance of Your Business Card
What are you trying to say with you business card?We have talked about collecting other people's business cards and also about how they are often tough to differentiate from one another. These are things you should avoid for your own business card.
Electronic Score Boards
Wide range of electronic Key venues around the globe has turned to Electronic score boards that not only look breathtaking from every angle and distance, but provide consistently reliable performance year in and year out.Different type of sports including athletics, track cycling, running events, street cycling and mountain bike, swimming, synchronized swimming, diving as well as inline skating, water polo, ball spots, motor sports, alpine skiing, cross country and biathlon are some of the areas where Electronic score boards perfect fits solutions for.
How To Tame The Buying Beast Inside Your Customer
What if you can understand and control your customer's mind? What if you can influence, persuade and motivate your customers to buy from you? Well, I'm not talking about a magic trick or lay down a lesson of motivation. It's about understanding the different reactions made by the human mind in various situations.
Testimonials Convert Prospects Into Buyers
Big businesses get instant credibility with their well-known company name or brand name. But small companies have to create their own credibility.
Heard A Good Radio Ad Lately? Neither Have We
To many ad agencies, radio is considered advertising's ugly stepchild. It's not sexy like television and is treated as a necessary evil with little effort put into it.
The Art Of Fear Free Advertising
Is fear of failure an issue when you commit valuable money in advertising?Well how about if I showed you a way to remove this fear and you know that you would be able to spend money advertising KNOWING you would get a return?Is that a valuable lesson?Course it is!So, how do you do it?The answer is testing!It's simple really..
Hiring an Amateur Could Mean a Potential Lawsuit for Your Business
These days, everyone's looking to save a buck. But if you plan to cut corners by using a fledgling copywriter or marketer, expect to put the money you just saved towards a really good lawyer.
If You're Tired Of Adverts That Don't Work And Letters That Don't Sell, Then You Must Read This
Over the 32 years I've been involved in sales, marketing and management, I've discovered that there are two fatal marketing mistakes made by business owners.
How Do People Know Youre in Business?
One of the most important things to do now that you've started a business is to TELL THE WORLD! But HOW? It can be very expensive and time consuming if not done properly. Here's some inexpensive publicity and marketing ideas to help you get recognition for your new venture.
Bad Seduction - Advertising Techniques That Dont Work
I just read some advertising suggestions on an Internet marketing site that are beyond annoying. They are flat-out bad advice.

More Advertising Information:

Related Articles

Present Your Product On A TV Show for FREE
Would you like to get your new or existing Internet business moving nearly at the speed of light? Do you know what is required to get your business noticed and how to build your personal credibility fast, making clients secure enough to purchase from you over the Internet?The Simple AnswerThe primary answer is putting potential clients in a comfort zone relative to your product quality and your reputation as an authority in your marketing niche.One SolutionMarket it on television.
Media, the Internet, Yellow Pages, and Your Business
If you are reading this article, chances are you could use a little extra money. With the advent of the internet and the migration of advertising dollars from print to electronic (and this time, it's the real thing, I swear! Not one of those 1999 tech busts!.
Hit Them With Benefits
More about advertising from BIG Mike McDanielIt makes no difference what media you use toadvertise, the rules are the same. Benefits,benefits, benefits.
The Principle Of Advertising Online
Advertising online is very similar to advertising in any environment. You really are trying to get your message or your product out there by the most cost effective means possible.
Science of Advertising and How to Benefit From It
It is very important to realize that persons buy from you. It is the mind at other end of the internet who will decide a sale from you.
How to Get People to Read Your Ads Like CRAZY!
Rule One :- The HeadlineThe headline should summarize the whole offer. It should grab the eye, and make you want to read the subheading.
What Does Your Business Card Say?
Business cards are the most underutilized andmisunderstood marketing tool in business. Manypeople spend the bucks for cards and don't make aneffort to get them into the hands of those who canhire them or buy from them.
Yellow Pages Ads - Buying Secrets
Yellow Pages Ads - Buying SecretsOK- let's agree that many businesses can benefit greatly from Yellow Pages advertising. Let's also agree that few businesses enjoy paying for this "necessary evil".
The Importance of Your Business Card
What are you trying to say with you business card?We have talked about collecting other people's business cards and also about how they are often tough to differentiate from one another. These are things you should avoid for your own business card.
Offline Advertising Tips
Since most of us are always online and our business is online, we often forget the importance of advertising our business offline. Print advertising can be one of the best forms of advertising for your buck.
Advertising on a Budget -- Part 3: Frequency, Frequency, Frequency
This is the third article of a three-part series. I'm illustrating the marketing challenges of PrescottWeddings.
Go Ahead Im Listening
In today's fast paced environment, interaction with family and friends is often relegated to a few left over minutes here and there, leaving many people feeling isolated.Radio fills the gap.
Whats The Frequency?
The more things change, some say, the more things stay the same. When it comes to marketing, I tend to agree.
Brand Young and You Brand for Life; Why Cinema Advertising is an Effective Tools for Marketers
In the world of advertising there are many forms of media that can be utilized to get an advertisers message to its intended audience. Newspapers, television, radio, Internet and billboards are effective tools in this effort but one form of advertising that is often overlooked is Cinema Advertising.
Electronic Display Signs
Electronic display signs are used nowadays in great extent to display important information instantly all over the world, which uses LED technology, which stands for light- emitting diodes. These are widely used in the worlds of commerce, government and even non-profit organizations.
Crazy Ads? Maybe Youre Just Out of The Demo!
My father called me to complain, again. He's 82 and he's angry.
Double Your Sales Potential With Double-sided Business Cards
Swapping business cards is one of the most basic and common forms of networking in the business world. With something that is so common practice, people often hand out cards blindly while not really thinking about what the card does AFTER you hand it out.
The Seven Second Race: How to Draw Attention Your Ad
You've decided to launch your advertising campaign but you have no idea what would inspire others to buy from you. Or maybe you've already run some ads to no avail.
Attention-Grabbing Fixes that Make Your Yellow Page Ad Leap Off the Page
Stand Out in Ways that Matter to Directory UsersA Yellow Page directory presents a difficult challenge foradvertisers. All the competitors are packed together, withinthe space of a few pages.
Using Ad Agencies and Designers
Advertising and promoting your business is expensive, so it's important to get the most from your advertising budget. That means understanding how to get the most from your ad agency or graphic designer.