Notice the difference? Rolex uses lots of pictures and 439 words to evoke why you want to own this particular watch? See the difference in language here between the Blue Nile page and the Rolex page? Blue Nile uses very few words that are product specific. While Rolex talks a lot about the product, it is also using evocative language to make you feel invested in the product.
There was a great interview recently on eMarketer with Simon Sproule, Aston Martin’s global director of marketing and communications, about advertising to high-net-worth consumers.
While Aston Martin are focused on the luxury market there are learnings from their approach to storytelling that is applicable to all companies in all markets, especially Jewelry retailers.
Aston Martin’s approach to storytelling and marketing is based on this according to Sproule: