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A diamond company will advertise in a women's magazine saying, Oh my God, diamonds are beautiful, forever lasting, a symbol of love. When you receive diamonds, you should feel like royalty, right? And it will convince them that these diamonds and these rings are extremely important. That same at that same sort of diamond seller will then go and advertise in a magazine that's more predominantly face towards men and then that will say, Hey, your fiancee that you're about to propose to.
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She thinks that diamonds are amazing and that they're really romantic and that they're like a symbol of royalty. And you sit there and be like, Wait, why does she think that? No, no, don't worry about that. Don't worry about that. But she does, right? She thinks that they're amazing. You should get them for her. Oh, and by the way, did you know that our diamonds are on sale today?
00;00;37;15 - 00;00;58;03
Right. It's this idea of craft in your message to different pieces of the audience. Right. And it's one thing that we learn a lot when your product is something that people are gifting. It's very important that you understand what the message you're sending to the gift versus the gift. Right? Because to the gift, your job is to convince them that a gift has value because of what it symbolizes.
00;00;58;22 - 00;01;12;07
Like, well, I buy a gift for someone, right? It's oftentimes a way to be able to replace what I could say to them. Right. I want to tell you, I love you. I want to show you I love you. So I'm going to get you roses, chocolates and diamonds. Why do those three things mean love? Because we've been trained.
00;01;12;07 - 00;01;29;17
Because we've been convinced that those three things mean love. Once that's universal right now, it becomes an easier it's just another word. Now it's another easy way for me to be able to communicate a message to you. And if as a brand, you can make that very obvious to people like, oh, when you get our product here's what that means.
00;01;29;25 - 00;01;46;03
And everyone knows that that's what that means. Then you've ingrained yourself into culture, because now you're another way for people to be able to communicate with each other, because that's what a gift is at the end of the day. Now, that's where the gift convinced them that this means something for the gift. It's about making it easy for them to access this thing.
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That's why a lot of the time, like the diamond ring ads will be like, Oh, we'll get it really easy for you. It's really simple. No hassles. We'll make sure we take care of you. It's convenience, right? It's all about let me make it easier for you to give your message to that other person.