My mentor David Neagle, who is widely considered to be the world’s best mindset and business coach, instilled in me the habit of regularly examining and reevaluating my core convictions. Why do I think the way I do about some things? Where did these views originate in the first place? For illustration, when I was a kid, my parents always made sure to teach me to peel apples before eating them. I never bothered to find out why; rather, I just took it for granted that the skin was inedible. Naturally, I am aware at this point that is not the case. Or, to give a second illustration, why is the concept of engagement rings something that people do? It seems strange to me that people would spend hundreds of dollars on something like that. And there are other people who are so concerned about the possibility of damaging or losing such a pricey item that they choose not to wear it at all. Therefore, I have no choice but to inquire as to why. Well, just recently, someone emailed me an article that addressed the issue I had been having. At one time, only the very wealthy could afford to purchase engagement rings. Today, however, even middle-class couples can purchase one. People like you and I who are just average don’t give a damn about this issue. Women would rather their men invest that money in other significant purchases, such as a car or a house, rather than buying them engagement rings since they view them as a waste of money. However, in 1943, a diamond business known as De Beers contracted a company known as N.W. Ayer & Son to write advertisements for the corporation. Copywriter Frances Gerety and her publicity associate Dorothy Dignam were given primary responsibility for this account. Both of these individuals are referred to as “Frances and Dorothy.” They shared a single objective, which was to convince all of their fellow citizens in the United States that it is customary to give engagement rings as wedding gifts. They consequently began their labor. Frances Gerety had her head buried in her desk as she worked tirelessly, continuously writing advertisements and coming up with new concepts. In the end, she came up with the famous tagline “Diamonds are Forever.” While this was going on, Dorothy Dignam was working to convince everyone that diamonds were everywhere. They noticed that someone was always wearing a diamond ring whenever they watched TV. They would pick up a copy of the newspaper, and sure enough, there would be at least one piece discussing diamond rings. Dorothy took things a step further and began publishing her writing under the alias Diamond Dot Dignam in some of her articles. They went so far as to write a manual that instructs individuals on the appropriate way to shop for diamond rings. To cut a long story short, diamond sales at De Beers skyrocketed from $23 million to $2.1 billion between the years 1939 and 1979. If it weren’t for Dorothy, I firmly believe that all of this would have remained a distant possibility. She probably knew the power of omnipresent marketing and exploited it to its greatest extent, and I’m prepared to wager my left kidney on that assumption. Because of her, an entirely new industry was established, and an entire culture was swayed to adore diamond rings. And this is one of the reasons why I always advise you to send and receive emails on a more regular basis. It is to your advantage to be as present as possible in the inboxes of your subscribers. Click on the link that follows for additional information about writing copy for emails: https://EllisenWang.com/email-titan-sample Concerning the author: Ellisen Wang is a writer who specializes in email and is the author of the book “How to Become an Email Titan.” By opting in at EllisenWang.com, you get the opportunity to read sample chapters from the book, learn how to write email copy that your subscribers will never get enough of, and will make them want to buy from you, all of which will increase the likelihood that they will purchase from you. You will also receive daily copywriting, email marketing, and business suggestions when you opt in to receive them. These recommendations will be sent directly to your email inbox. In the event that you do not wish to opt in, you may instead peruse the blog and listen to the audios in order to obtain additional marketing information and instruction.
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