On the back of Money Magazine’s December, 2007, issue is a full back cover advertisement in one of the continuing series of “a diamond is forever.” Usually promoting diamonds through some emotional pull, this one shows beautiful diamonds with the simple caption: No Tech Support Required.
I’m in the tech business, so I chuckled at the reference to diamonds being something that doesn’t need after sale support. But then I thought about how we have become a “self-service” nation with countless horror stories about the support that we receive for our products and all of a sudden it sort of hits you: when a seller of all things diamonds can use “tech support” in a ubiquitous advertisement that pulls on your emotions, you should know that “tech support” has become, at best, an oxymoron.
In my mind, the ad is appealing for the following reasons:
That tech support process is what enables diamond manufacturers to be able to take out a full page, back cover advertisement and pull an emotional appeal out of something that shouldn’t: No tech support required.
Do you want to see what you are doing to your customers? Try calling your help line and find out what your customers go through. And figure out how long it takes to even find the number for tech support.
It will make you want to buy diamonds.
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