Selling diamonds

All too often, corporate messaging suffers from – let’s be straight – bullshitting. Promising the blue from the skies, using fluffy statements, and decorating vague claims with some sweet candy and cream.

One of the reasons for this is that these corporations think that great messaging can fix inferior products.

And maybe it can.

But I think it pays much more to fix your product first. To make sure that you’re actually selling diamonds.

If you’re selling a diamond, you don’t need to decorate it. You wouldn’t even want to. You much rather polish it to surface its pure beauty. You wouldn’t ever hide it underneath layers of fluff and stuff to make it appear more beautiful. It’s already pure beauty.

When you’re selling a “diamond” product, your communication becomes way easier. You just need to speak the truth, in plain English, making clear statements and bold promises.

A diamond needs to be polished, not decorated

Purity is what makes diamonds beautiful.

You polish it and shape it to take it’s purest form.

What you specifically don’t do with diamonds is to decorate it with fluff and stuff.

Why then do you decorate the diamond that is your product with all sorts of gimmicks and fluff and stuff when speaking about it?

When polished what is it that makes your product shine by itself?

Spread the Word

Picture of Dr. Michael Gerharz

Dr. Michael Gerharz