How to Create DEMAND, for WHat! you OFFER even if that DEMAND does not exist there?

Oct 3 (edited) in Goals ,Progress , & Wins🎯🎮🎉

Sounds crazy, right?

But stick with me. I’m going to show you a fundamental marketing tactic that could completely explode your business. And not only that, but I’ll show you how to create demand for what you offer—even if that demand isn’t there right now.

These concepts have helped me craft multiple million-dollar offers for my businesses.

Let's rewind a bit.

True love was invented by ad executives?

In the 1930s, there was a diamond mining company called De Beers.

At that time, diamonds weren’t what they are today. They were seen as ultra-niche luxury items. Only the ultra-wealthy bought them. Regular folks? They couldn’t even dream of owning one.

The Great Depression made things worse. People were just trying to survive, let alone buy diamonds.

Now, Harry Oppenheimer, who inherited the company from his father, was looking at the balance sheets—and they weren’t good.

He needed a solution. A big one.

How could he convince people that diamonds were worth their hard-earned cash? After all, they’re just rocks, right?

But Harry wasn’t a marketer.

So, he hired the N.W. Ayer ad agency.

Enter Frances Gerety.

She wasn’t famous. Just a regular copywriter. But in 1947, she stayed late one evening, racking her brain for an idea. Something—anything—that could turn things around for De Beers.

Then, it hit her.

She asked herself: what is the one thing everyone craves in a relationship?

Longevity.

True, everlasting love.

Especially for women—they want a love that lasts forever.

So she wrote down a phrase that would change everything:

**A diamond is forever.**

Frances took the idea back to De Beers, and they loved it.

But a slogan is just a slogan.

You can’t stop there. You need to do something bigger with it.

They realized they had to create a tradition.

What they did next was genius.

They started flooding magazines, radio, and other media with images of celebrities wearing diamond engagement rings.

At the time? Engagement rings weren’t even a thing. It wasn’t part of the culture.

De Beers made it part of the culture.

They even introduced the idea that a man should spend two months’ salary on a ring.

Financially irresponsible? Maybe.

But as a marketing strategy? Brilliant.

They didn’t just sell diamonds—they sold love, commitment, and status. They made diamonds essential to marriage.

And once that happened, the demand was created.

By the 1950s, over 80% of American brides had a diamond engagement ring.

Just a few years earlier, it wasn’t even a norm.

The slogan "A diamond is forever" became iconic, and it completely reshaped how people got married.

So, how do you take this story and apply it to your business?

Here are four takeaways.

1. Find the emotional connection.

De Beers didn’t sell diamonds—they sold love, commitment, and status.

What emotional need does your product or service fulfill?

It’s not about what you’re selling. It’s about what your customers *feel* when they buy it.

Focus on that.

2. Create a tradition, not just a transaction.

De Beers didn’t just sell diamonds—they created a tradition. They made diamonds feel essential to marriage.

Ask yourself: How can you make your product feel essential?

It’s not about it actually being essential—it’s about making your customers *feel* like it is.

3. Think big, even if you’re small.

Frances wasn’t a big-name copywriter. But one small idea—a scribble on a piece of paper—changed everything.

It reshaped culture.

Don’t be afraid to think big, no matter where you are right now.

That one small idea could be the game-changer for you.

4. Solve the real problem.

De Beers had a perception problem. People didn’t see diamonds as essential. So, they changed the narrative.

What’s the real problem in your business?

Maybe your customers aren’t seeing what you’re really offering. Maybe it’s time to shift the way you talk about it.

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Here’s an example of how I did this.

I was at a sales call with one of the biggest e-commerce brand's CEO, and this man—who recently bought a company—had these $20,000-$30,000 seminars on Consumer Anthropoly.

He transcribed them all into a massive book but didn’t know how to sell it.

I said, “Why don’t you sell it for $2,000?”

He thought it was crazy. But I knew I could do it by changing the perception of the value.

We ran an event called the "Think Like Ben" challenge.

I spoke for an hour each day for three days.

By the end, I sold 128 copies of the book at $2,000 each.

How?

Because I convinced people that copywriting wasn’t optional. It was essential.

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At the end of the day, people don’t just buy products—they buy the way you present them.

It’s not about having the best product—it’s about making it sound like the best.

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