Written by: Vickie Sullivan | April 27, 2023
How to Rebut Popular Stories
Nothing Lasts Forever — Showtime’s documentary about De Beers and the diamond industry — is a hilarious masterclass in brand narrative and how to debunk popular stories.
In the film, diamond valuator Martin Rapaport represents the diamond industry’s perspective. (He tugs at people’s emotions and even links a woman’s perception of self-worth to diamonds on an engagement ring.) Then we have jewelry designer Aja Raden, who coolly obliterates Rapaport’s stories and De Beers’ behavior.
Raden demonstrates perfectly how to rebut a popular story. Here are two things she did that you can copy:
• Craft a killer headline. Raden comes in hot with the idea that all diamonds are alike and are worth very little. She’s thought provoking and receives immediate attention. Her insider status is a credible counterpoint. How she positions her facts blunts Rapaport’s emotional narratives.
Listen: How Facts Can Outshine Stories
• Have a strong tone. Raden pulls no punches yet remains unflappable. She implies that every insider in the diamond business knows what she reports; she just says the quiet part out loud. And her answer to why she hates De Beers (“I don’t… I don’t have any reason to.”) is priceless.
Moral of this story: You don’t have to be well-known to rebut popular stories. You just need a unique, authentic voice, and you must position your facts in a compelling way. This documentary is a great reminder that the value of anything exists in the head of the person paying for it.
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