METAPHOR

Sometimes, when you want to introduce your product to a new market, the best campaign is not using sexy girls, hot cars, or your typical sexy stuff. Sometimes the best campaign is to make your product mysterious, magical, something that captures people attention in a different way.

Let's say I found a emerald mine, and that I'm going to start to sell this product in Europe, being here where the people that can afford emeralds, and like them are located to a big extent. But I can not sell them as an ordinary Colombian Emerald, because it would be the same product. As you may know, Colombian emeralds are globally known, as very unique and very expensive. But how to sell them in a new way? How about if I create a metaphor of my emeralds being so unique, they are legendary.

I could say the following:

These emeralds used to belong to a powerful indigenous chief, who's secretely in love with the daughter of his enemy, in this case another indigenous chief of another tribe. He couldn't let anybody know, but on every solstice he made sure that the most amazing, mysterious and magical emeralds reached his loved hand, just to let her know how much he loved her. Nobody know what happened to those emeralds, because after a great war, the dissapear, along with the chief and his loved one.

Ok, so know let's see. We have the chief which shows power, money, but making it exotic. Second we have the fact that he is secretely in love with someone he couldn't be. This "traps"the people that are married, in loved, or have a lover, that will give them jewelry. This give an additional emotion to buying the emerald, and finally we have the general which is buying an emerald that has a mystery attach to it, making it more special.

This is a way to sell a product, but obviously using a good marketing campaign that has the general idea of the story.