Additional Notes About the Ad Copy:
Born, celebrates, waiting, undying…
“Natural diamonds are rare and wonderful.
Especially when they are perfectly proportioned.”
1. I suggested Earthborn Diamonds as a name to consider because:
(A) the name clearly indicate that these are natural diamonds.
(B) anything that is “born” is alive.
(C) Your engagement ring also comes alive when it
“celebrates” the Earthborn Diamond it holds.
(D) I own the domain name.
2. Let’s examine the central stanza of this 5-part, 4-stanza* song of love:
“This diamond was born when the earth was formed.
It has been waiting millions of years to be the undying symbol of your love.”
(A) “Earthborn” is explained in that opening sentence.
(B) “waiting” is the third activity that only a living thing can do, and fourth,
(C) to be “undying,” a thing must be alive, like this diamond, and your love.
3. “Rare and wonderful” is repeated 5 times in just 30 seconds.
(A) It describes the Earthborn diamond.
(B) It describes the woman you love.
(C) It describes the love that the two of you share.
4. This love song employs a writing technique known as parallel structure.
(A) The diamond, the woman, and your love all share specific attributes, and
(B) twice the ad tells us that these diamonds are “perfectly proportioned.”
(C) Due to the recurrent, parallel structure of the ad, “perfectly proportioned”
will trigger the mind of a man to think of the perfect proportions
of the women he loves. But he will do this on his own, in the
private chambers of his mind.
5. When you want to attract a man to your diamond brand,
(A) speak about the properties of the diamond
(B) as an echo of the properties of the woman.
(C) He will choose your diamond because he associates it with her.
* We open with a half-stanza, followed by three stanzas, and then
close with a half stanza. Yes, our Earthborn Diamond ad is a song without music.
Roy H. Williams