How to Stand Out Like a Diamond in The Muck

diamond ring

Ripped from the headlines: 

Thirteen years ago, Mary Strand accidentally dropped her diamond ring down the toilet and thought it was lost forever. 

Mary’s husband, David, had given her the ring on their 33rd wedding anniversary. 

Fast forward to March 2023 when workers at the Rogers, Minnesota water treatment plant found the ring in a muck pile.

The regional council posted a description of the ring on Facebook and said, “If you lost a wedding ring down the drain, please reach out to our Environmental Services staff with a picture of the lost ring, the city it was lost in, and your contact information.” 

Mary reached out, proved the ring was hers, and got back the shimmering symbol of her immortal bond with David. 

As the old saying goes…

“A Diamond is Forever”

Funny thing about that saying: A young copywriter named N.W. Ayer coined it in 1947 for the diamond company DeBeers. 

Diamond sales were down following the Great Depression. And diamond engagement (or anniversary rings) were not common.

(In 1940, 10% of first time brides received diamond engagement rings.) 

DeBeers set out to change that. And Ayer came up with the perfect tag line.

Decades of story-powered diamond ads followed.

Sales skyrocketed…

…not because diamonds are objectively better than sapphires, emeralds, or rubies.  

Diamonds became the gem of choice for engaged (and long-married) couples because of the story they tell.

(Diamonds = Immortal Love)

Remember that next time you’re focused on why your product or service is objectively better.

Focus first on the stories your products or services tell. You’ll stand out like a diamond in the muck. 

See the p.s. below if you’d like my help with that.

Don't go away yet..

p.s. Coaches, authors, and consultants hire me to power-up their creative content and storytelling to captivate prospects, stand-out and book more business.

Whenever you're ready, here are several ways I can help you become a storytelling stand-out so you'll land more clients without pitching and prodding:

1) Get the Story Power Profit Pack -- 52 Strategies, Tips, and Tactics  to Transform Your Content from Ignored to Adored.

2) Watch the free, 7-minute Micro-Training: “The 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.”

3) Become a Story Power VIP: Master how to discover, assemble, and deliver business-building stories. Twice-monthly live masterclasses. Members-only content. One-on-one feedback and consulting sessions. And more… If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. I’ll contact you with more details.

4) Work with me one-on-one: If you’re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.

5) Invite me to speak at an event: I can tailor a presentation that meets the specific needs of your organization. Informative. Entertaining. Virtual or live. Potential for continuing education credits when applicable for your group. If interested, reply to this email and change the subject line to “Speaking Engagement.” I’ll circle back to discuss the possibilities.

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.