Dear Reader,
“A Diamond Is…”
What popped into your head says something about you.
Get the attention of a group, say those three words, and pause.
Try it.
You’ll hear “Forever!” and “A girl’s best friend!” overlapping.
I’ve run this experiment many times, and the results are predictable.
It’s led me to this belief:
If a polling group were to run the experiment, the results would look something like this:
1. Women under 18 will say “A girl’s best friend!” more than 80% of the time.
2. Women between 18 and 22 will often blend the two answers.
3. Women over 22 will say “Forever!” more than 80% of the time.
Roll that around in your thoughts. Test it in your gut. Does it feel right?
Of course it does.
You understand that a woman of a certain age daydreams about the day when a handsome young suitor gets down on one knee and pops the question.
The young suitor’s hand emerges, clutching a small box. The young lady covers her mouth. She rises onto her tippy toes before bending weakly at the knees, hands still covering her mouth.
He asks, “Will you marry me?” and thinks to himself, “Will she love me… forever?”
She says, “Yes!” and thinks to herself, “Forever!”
You know this story, Dear Reader. Considering my audience, you’ve likely lived this story at least once.
And you know the source of the story.
But did you know this?
De Beers’ A Diamond Is Forever campaign was launched in 1948. Seventy-seven years later, it’s still alive and well—still in print, still on radio, television, and the internet… and still in your mind.
The power of a message is in the message, not in the medium.
Keep that in mind as Roy and I answer the question:
Is Print Dead?
In This Episode, You'll Learn:
- Why print is far from dead and still powerful in a digital-first world
- The strategic value of signage and physical presence as a marketing medium
- Why the message matters more than the medium
- When and how print can outperform digital advertising
- Lessons from one of the most famous print campaigns: De Beers’ “A Diamond is Forever”
Episode Chapters & Summary
The Power and Permanence of Print
“Print will never die, and neither will any of the other media… The message always matters more than the media that delivers it.”
Roy Williams explains why print remains relevant, offering a tangible, re-readable experience that digital can't replicate. In a world overloaded with fleeting content, a physical piece of print forces the recipient to decide whether to engage or discard, often leading to deeper attention. While not always essential, print can be the primary medium for businesses that execute it well.
Key Takeaways:
- Print offers permanence and deeper engagement
- A strong message is more important than the delivery medium
- Physical mail commands attention in ways digital often cannot
Signage, Location, and Intrusive Visibility
“Expensive rent is the cheapest advertising money can buy.”
Roy distinguishes between signage and billboards, emphasizing that a well-placed, high-visibility location with an impactful sign can turn a business into a local landmark. Physical presence creates subconscious recognition and credibility over time. Todd shares a story from his past in the sign-painting business, illustrating the lasting impact of strong visual branding.
Key Takeaways:
- Strategic location amplifies brand visibility
- Signs can become community landmarks
- Invest once in signage for long-term marketing impact
Message Over Medium
“Above all, have a message that has the power to move the needle on the 'who gives a crap' meter.”
Roy challenges the old adage 'the medium is the message,' asserting that the message itself is paramount. Great advertising requires skill, judgment, and creativity—not just following a formula. Powerful print ads combine compelling imagery, headlines, and body copy to maintain attention from start to finish.
Key Takeaways:
- The medium delivers the message; it isn't the message
- Headline and imagery should work together to draw the reader in
- Keep the story moving to maintain audience attention
When Print Outperforms Digital
“Time and money are always interchangeable—you can spend one to save more of the other.”
Print can excel when targeting specific, high-value audiences. Williams notes that premium brands still invest heavily in print because of its tactile quality and perceived prestige. He shares examples like targeted direct mail and even door-knocking as high-impact strategies, especially in niche markets where precision targeting is critical.
Key Takeaways:
- Print can target niche audiences with precision
- High-quality print communicates brand seriousness
- Physical presence (mail, signage, or in-person) can build instant credibility
Lessons from 'A Diamond is Forever'
“It was never talking about the diamond—it was talking about your love for her.”
The De Beers campaign is a masterclass in metaphor, associating diamonds with eternal love. Roy explains how effective advertising often uses symbolism to connect product and emotion, even if the literal claim isn't scientifically accurate. The result is cultural permanence and emotional resonance.
Key Takeaways:
- Symbolism can deepen the emotional impact of an ad
- Metaphors create lasting associations
- Emotional storytelling can outweigh literal truth in branding
