tag:blogger.com,1999:blog-74309782677799484292024-03-14T05:06:17.670-07:00Warren Marketing SystemsMarketing advice, info & tips for retailers of gifts, jewelry, clothing, giftshops, florists & more!Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.comBlogger43125tag:blogger.com,1999:blog-7430978267779948429.post-84203883999413370522021-07-17T05:59:00.002-07:002021-07-17T06:01:59.536-07:00YOUR GUIDE TO CREATING A CUSTOM ENGAGEMENT RING<div class="col-lg-9 col-md-9" style="-webkit-box-flex: 0; background-color: white; box-sizing: border-box; color: #6e6d6d; flex: 0 0 75%; font-family: Raleway; font-size: 13px; margin: 0px; max-width: 75%; min-height: 1px; outline: none; padding: 0px 15px; position: relative; width: 855px;"><section class="site-main" style="box-sizing: border-box; margin: 0px; outline: none; padding: 0px;"><article class="single-post post-70 post type-post status-publish format-standard has-post-thumbnail hentry category-guides" id="post-70" style="box-sizing: border-box; margin: 0px; outline: none; padding: 0px;"><div class="entry-content" style="box-sizing: border-box; margin: 0px; outline: none; padding: 0px;"><p style="box-sizing: border-box; line-height: 20px; margin: 0px 0px 20px; outline: none; padding: 0px;"><img alt="R2-200243" class="alignleft wp-image-71 size-medium" height="300" loading="lazy" sizes="(max-width: 300px) 100vw, 300px" src="https://stargems.com/blog/wp-content/uploads/2021/07/R2-200243_S-300x300.jpg" srcset="https://stargems.com/blog/wp-content/uploads/2021/07/R2-200243_S-300x300.jpg 300w, https://stargems.com/blog/wp-content/uploads/2021/07/R2-200243_S-150x150.jpg 150w, https://stargems.com/blog/wp-content/uploads/2021/07/R2-200243_S.jpg 600w" style="border: 1px solid rgb(204, 204, 204); box-sizing: border-box; float: left; height: auto; margin: 0px 15px 0px 0px; max-width: 100%; outline: none; padding: 5px; vertical-align: middle;" width="300" />Your engagement ring should not only sparkle but also reflect all the parts of your personality that make you, you! This is why many couples may like to design engagement rings that are as one-of-a-kind as their relationship. After all, a ring is something you will wear on a daily basis for the rest of your life. It should be something you absolutely adore and take pride in wearing.</p><p style="box-sizing: border-box; line-height: 20px; margin: 0px 0px 20px; outline: none; padding: 0px;">The task may seem intimidating at first, especially if you’re designing a ring on someone else’s behalf. Rest assured that if you plan ahead and find a Jewler that you can trust, it will be smooth sailing. Here is everything you need to know to help you in your journey to source and design the perfect custom engagement ring.</p><p style="box-sizing: border-box; line-height: 20px; margin: 0px 0px 20px; outline: none; padding: 0px;"> </p><h2 style="box-sizing: border-box; color: black; font-size: 30px; font-weight: 400; line-height: 1.1; margin: 0px 0px 10px; outline: none; padding: 0px;"></h2><h2 style="box-sizing: border-box; color: black; font-size: 30px; font-weight: 400; line-height: 1.1; margin: 0px 0px 10px; outline: none; padding: 0px;">Find a Visual of Your Style</h2><p style="box-sizing: border-box; line-height: 20px; margin: 0px 0px 20px; outline: none; padding: 0px;">One of the most helpful things you can do for yourself to find visuals for inspiration. It’s okay if you can’t find an image that has every element of your dream ring design. Instead, look for individual aspects you like. For example, you might like the band of one ring but the stone of another. Save both of those photos to your Pinterest board (or whatever you use to keep track of your inspiration photos) and note what you like about it so that you don’t forget later.</p><p style="box-sizing: border-box; line-height: 20px; margin: 0px 0px 20px; outline: none; padding: 0px;">If you’re starting completely from scratch, consider taking some engagement ring style quizzes before searching for images online. If you’re looking for a way to browse rings other than Pinterest, try looking at blogs and social media like Instagram and YouTube. This will help you see some of the trending styles and what people are saying about them before you start looking at jewelry stores.</p><p style="box-sizing: border-box; line-height: 20px; margin: 0px 0px 20px; outline: none; padding: 0px;">Researching ring style on behalf of your partner? No problem! If they have ever saved engagement ring favorites, it’s more than likely saved on Pinterest. Take a look at their boards and pins to see if any rings have been pinned. If you’re unsure whether they have a Pinterest account, try searching their other social media handles with the word ‘Pinterest’ as they may show up with the same name. If not, enlist the help of someone close to you who can help you and still keep it a surprise.</p><h2 style="box-sizing: border-box; color: black; font-size: 30px; font-weight: 400; line-height: 1.1; margin: 0px 0px 10px; outline: none; padding: 0px;"></h2><h2 style="box-sizing: border-box; color: black; font-size: 30px; font-weight: 400; line-height: 1.1; margin: 0px 0px 10px; outline: none; padding: 0px;">Choose Your Ring’s Materials</h2><p style="box-sizing: border-box; line-height: 20px; margin: 0px 0px 20px; outline: none; padding: 0px;"><img alt="R2-200130" class="size-medium wp-image-72 alignright" height="300" loading="lazy" sizes="(max-width: 300px) 100vw, 300px" src="https://stargems.com/blog/wp-content/uploads/2021/07/R2-200130_S-300x300.jpg" srcset="https://stargems.com/blog/wp-content/uploads/2021/07/R2-200130_S-300x300.jpg 300w, https://stargems.com/blog/wp-content/uploads/2021/07/R2-200130_S-150x150.jpg 150w, https://stargems.com/blog/wp-content/uploads/2021/07/R2-200130_S.jpg 600w" style="border: 1px solid rgb(204, 204, 204); box-sizing: border-box; float: right; height: auto; margin: 0px 0px 0px 15px; max-width: 100%; outline: none; padding: 5px; vertical-align: middle;" width="300" /></p><p style="box-sizing: border-box; line-height: 20px; margin: 0px 0px 20px; outline: none; padding: 0px;">Engagement rings are traditionally fashioned of yellow gold, white gold, silver, or platinum. However, when designing your own engagement ring, you can select whatever metal you desire. Along with the more traditional metals mentioned, consider rose gold, palladium, titanium, and recycled (or blended) metals.</p><p style="box-sizing: border-box; line-height: 20px; margin: 0px 0px 20px; outline: none; padding: 0px;">Along with selecting a metal for your ring, you’ll need to have a stone in mind. Diamonds are the most popular, but gemstones have experienced a boom in popularity recently. Perhaps you have a family heirloom with the perfect gem but you’re not crazy about the design – that would take one step out of the engagement ring customization process!</p><p style="box-sizing: border-box; line-height: 20px; margin: 0px 0px 20px; outline: none; padding: 0px;">After selecting a stone, you’ll need to select a cut and setting. Round, cushion, princess, oval, emerald, pear, radiant, Asscher, marquise, and heart are all traditional ring cuts. You can also choose to leave your diamond uncut for a very unique look. As for settings, there are even more options to choose from than there are diamond cuts: Halo, suspension, cluster, three-stone settings, and more! This is another reason to get started on your engagement ring research sooner rather than later.</p><p style="box-sizing: border-box; line-height: 20px; margin: 0px 0px 20px; outline: none; padding: 0px;">Another tip to keep in mind as you’re defining your custom engagement ring style is your wedding band. Even though you won’t need that one until later, you still want the rings to be some sort of set, or at least just complement one another. You’ll save a lot of time and money if you create your wedding band at the same time as your personalized engagement ring. Not only will this ensure that they complement one another perfectly, but jewelers frequently work out a deal when both are created simultaneously.</p><h2 style="box-sizing: border-box; color: black; font-size: 30px; font-weight: 400; line-height: 1.1; margin: 0px 0px 10px; outline: none; padding: 0px;"></h2><h2 style="box-sizing: border-box; color: black; font-size: 30px; font-weight: 400; line-height: 1.1; margin: 0px 0px 10px; outline: none; padding: 0px;">Finding The Right Jeweler</h2><p style="box-sizing: border-box; line-height: 20px; margin: 0px 0px 20px; outline: none; padding: 0px;"><img alt="R77118" class="size-medium wp-image-73 alignleft" height="300" loading="lazy" sizes="(max-width: 300px) 100vw, 300px" src="https://stargems.com/blog/wp-content/uploads/2021/07/R77118-300x300.jpg" srcset="https://stargems.com/blog/wp-content/uploads/2021/07/R77118-300x300.jpg 300w, https://stargems.com/blog/wp-content/uploads/2021/07/R77118-150x150.jpg 150w, https://stargems.com/blog/wp-content/uploads/2021/07/R77118.jpg 600w" style="border: 1px solid rgb(204, 204, 204); box-sizing: border-box; float: left; height: auto; margin: 0px 15px 0px 0px; max-width: 100%; outline: none; padding: 5px; vertical-align: middle;" width="300" />Once you’ve got a pretty good idea of what you want your ring to look like, it’s time to start sourcing jewelry stores for the job. Contrary to what you may have heard in the past, custom jewelry isn’t ridiculously more expensive than purchasing a pre-made setting. Be sure to do your due diligence and collect pricing information from a few different jewelry stores.</p><p style="box-sizing: border-box; line-height: 20px; margin: 0px 0px 20px; outline: none; padding: 0px;">Talk with your family and friends and ask them if they have any recommendations for jewelers. You want to work with a respected jeweler who has experience creating personalized engagement rings. In addition to the trust factor, you’ll want to find a jeweler that has experience designing rings in the style you’re wanting to develop. Working with a jewelry designer whose style appeals to your own ensures that you will end up with a ring you enjoy.</p><p style="box-sizing: border-box; line-height: 20px; margin: 0px 0px 20px; outline: none; padding: 0px;">After selecting a jeweler to work with, you’ll start working on bringing your vision to life. You will initially be shown a representation, or sketch, of the ring by their jeweler to check that it visually meets their specifications. After approving the sketch, the jeweler will usually create a wax or computerized model of the ring. Be sure to discuss what the process of creating prototypes will look like before you get started. That way, you know exactly what to expect and can set your expectations accordingly. This will also help you plan and create a tentative schedule.</p><p style="box-sizing: border-box; line-height: 20px; margin: 0px 0px 20px; outline: none; padding: 0px;">Once you’ve approved the designs for your custom-made engagement ring, the jeweler will begin the casting process. It’s a good idea to double-check that you have the correct ring size before the ring is made. The ring will be cast and cleaned, followed by the setting of the stones. During this stage, the jeweler will create customizations such as micropavé by hand. After setting and polishing the ring, all that’s left is to make your engagement official!</p><h2 style="box-sizing: border-box; color: black; font-size: 30px; font-weight: 400; line-height: 1.1; margin: 0px 0px 10px; outline: none; padding: 0px;">To Sum it Up</h2><p style="box-sizing: border-box; line-height: 20px; margin: 0px 0px 20px; outline: none; padding: 0px;">Good things take time, and your custom engagement ring is no different. The customization process is a lot less complicated than you may have originally thought, but it does require a lot of careful thought and planning ahead. You’ll also need a jeweler who understands your vision and can bring it to life. Our high-end custom designs are made from the finest materials to ensure you get the high quality of high fashion without the ridiculously high price tag. Here at The Gold Mine Fine Jewelry & Gifts...we love the entire custom design process and welcome your questions and look forward to serving you as you create your "Dream Ring!" </p><p style="box-sizing: border-box; line-height: 20px; margin: 0px 0px 20px; outline: none; padding: 0px;">Reach out to us soon,</p><p style="box-sizing: border-box; line-height: 20px; margin: 0px 0px 20px; outline: none; padding: 0px;"><b>"Diamond" Bill Warren, Owner/Gemologist</b></p><p style="box-sizing: border-box; line-height: 20px; margin: 0px 0px 20px; outline: none; padding: 0px;"><b>The Gold Mine</b></p><p style="box-sizing: border-box; line-height: 20px; margin: 0px 0px 20px; outline: none; padding: 0px;"><a href="http://www.hudsongoldmine.com">www.hudsongoldmine.com</a></p><p style="box-sizing: border-box; line-height: 20px; margin: 0px 0px 20px; outline: none; padding: 0px;"><b>828-726-1009</b></p></div><footer class="entry-meta" style="box-sizing: border-box; margin: 0px; outline: none; padding: 0px;"></footer></article><nav aria-label="Posts" class="navigation post-navigation" role="navigation" style="box-sizing: border-box; margin: 0px; outline: none; padding: 0px;"><h2 class="screen-reader-text" style="border: 0px; box-sizing: border-box; clip-path: inset(50%); clip: rect(1px, 1px, 1px, 1px); color: black; font-size: 30px; font-weight: 400; height: 1px; line-height: 1.1; margin: -1px; outline: none; overflow-wrap: normal; overflow: hidden; padding: 0px; position: absolute; width: 1px;">Post navigation</h2><div class="nav-links" style="box-sizing: border-box; margin: 0px; outline: none; padding: 0px;"><br /></div></nav></section></div>Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.com0tag:blogger.com,1999:blog-7430978267779948429.post-75435789505658264132019-05-31T04:16:00.000-07:002019-05-31T04:16:15.617-07:00What Is My True Passion Here At The Gold Mine?<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjbEByxsSFtR0r6iiGb3ftnwnku3M2JHE_6SYDK1q230rT-9bzWhRY6etvZ60dkjZB-k2_B9EyVK4hmh7KshrFTFhwVMg8_tTShNANnugi1Pdz6sIk36j1AEe8RirPmWA_dSBvUG5QJppY/s1600/Bill+%2540+laser+3.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1200" data-original-width="1600" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjbEByxsSFtR0r6iiGb3ftnwnku3M2JHE_6SYDK1q230rT-9bzWhRY6etvZ60dkjZB-k2_B9EyVK4hmh7KshrFTFhwVMg8_tTShNANnugi1Pdz6sIk36j1AEe8RirPmWA_dSBvUG5QJppY/s320/Bill+%2540+laser+3.jpg" width="320" /></a></div>
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I'm often asked about why I love the jewelry business so much and what my true passion is. Is it selling beautiful creations? Yes...is it repairing jewelry? Why yes...but the number one thing that I simply love to do is to design and create beautiful custom one of a kind jewelry for my friends and clients.<br />
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With today's technology including laser welders/engravers, computer CAD design and casting...design work is so much easier than it was almost 40 years ago when I started. <br />
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Imagine this...we goldsmiths used to sit down and carve a piece of jewelry out of a blue block of wax just so we could give our client's an idea of what something might look like. Now with computer aided design software, I can show a customer in "Real Time" what their ring will look like and even picture it in realistic terms on their finger! How cool is that?<br />
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Yes, things have come a long way in the way jewelry is designed & made these days. Every day I hear of some new technology that makes our lives easier. I think back to how long it used to take to create jewelry and I as well as my customers are thankful that now we can turn out a piece in days or a few weeks instead of a month!<br />
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Interestingly, we've had clients come in with designs scribbled on napkins...talk about unique :) We were able to take their ideas and bring them to fruition. So...if you enjoy unique pieces perhaps of your own creation or mine....I'm your guy!<br />
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Would love to chat anytime about jewelry design & creation...it truly is my passion!<br />
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Until next time,<br />
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Bill Warren, Owner & Gemologist<br />
The Gold Mine<br />
828-726-1009<br />
www.hudsongoldmine.com<br />
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Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.com1tag:blogger.com,1999:blog-7430978267779948429.post-789524768371717942019-03-08T10:04:00.001-08:002019-03-08T10:04:35.115-08:00Noted Jeweler, Bill Warren Becomes Principle-Centered Marketing Coach<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="color: #1d2129; font-size: 16px; font-weight: bold;">NOTED JEWELER, BILL WARREN BECOMES LICENSED, CERTIFIED PRINCIPLE-CENTERED MARKETING™ COACH</span></div>
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<span style="color: #1d2129; font-size: 14px;">Renowned independent jeweler, </span><span style="color: #1d2129; font-size: 14px; font-weight: bold;">Bill Warren</span><span style="color: #1d2129; font-size: 14px;">, has become our latest, Licensed, Certified, Principle-Centered Marketing™ Coach with Ascend Marketing.</span></div>
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<span style="color: #1d2129; font-size: 14px;">Warren is well known in the jewelry & gift industry for the extraordinary success he has enjoyed for the last 17 years, building a million-dollar plus retail jewelry business in an infinitesimally small market town of just 4,000 people; the North Carolina mountain village of Hudson. He has parlayed that success into a speaking and writing avocation, addressing jeweler groups around the country and regularly contributing to industry magazines like </span><span style="color: #1d2129; font-size: 14px; font-weight: bold;">INSTORE </span><span style="color: #1d2129; font-size: 14px;">and </span><span style="color: #1d2129; font-size: 14px; font-weight: bold;">Southern Jewelry and Mid-America Jewelry News.</span></div>
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<span style="color: #1d2129; font-size: 14px; font-weight: bold;">“I am NOT giving up my jewelry store,”</span><span style="color: #1d2129; font-size: 14px;"> Warren emphatically states. “This is not a situation where I failed at one thing and am now moving on to something else. On the contrary, my jewelry business is as healthy as it’s ever been and my business is now set up in such a way that I can pursue my other passion… helping people. Coaching my independent jeweler colleagues is a great way for me to do that.”</span></div>
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<span style="color: #1d2129; font-size: 14px;">It hasn’t always been roses for Warren. Back in the early 2000s, he was struggling. Business was off over 25% and had slipped to annualized revenue of just $475,000 heading into the Fall. That’s when he hooked up with Marketing Coach, Jim Ackerman of Ascend, and life instantly began to turn around. By the time the year was out, the deficit was erased and Bill tallied nearly $750,000. Almost a 60% turnaround in just four months!</span></div>
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<span style="color: #1d2129; font-size: 14px;">Thus began a friendship and partnership between Bill and Jim that has now led to them joining forces to expand the Ascend footprint in the industry, and to reach more retailers who need the same kind of help Bill experienced.</span></div>
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<span style="color: #1d2129; font-size: 14px; font-style: italic;">According to Ackerman,</span><span style="color: #1d2129; font-size: 14px;"> “Bill Warren is one of the consummate implementers I’ve ever worked with. As we worked together, he was all-in, doing whatever I asked. As a result his was one of the most remarkable turnarounds in our history. And the best part is, Bill has sustained his marketing focus ever since. It’s that kind of concerted effort that I’m confident he’ll bring to the world of marketing coaching, and any of his clients will be fortunate to work with him.”</span></div>
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<span style="color: #1d2129; font-size: 14px; font-weight: bold;">Ascend Marketing</span><span style="color: #1d2129; font-size: 14px;"> has worked with hundreds of retailers through their Coaching program which is unique in the industry. Coaches Ackerman, Paul Furse, Royce Blake, and now Warren, work with stores over an extended period to help them get more new customers, increase average transaction, and get existing customers buying more frequently.</span></div>
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<span style="color: #1d2129; font-size: 14px;">“Marketing is more than know-how. It’s DO-how,” Ackerman says. “ Retailers need sound marketing habits, skills and systems to succeed in today’s competitive environment. You can’t get those in hour-long seminars at trade shows. Skills take time and practice, and we’re the only ones who provide you with the feedback and accountability to acquire those vital attributes in business.”</span></div>
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<span style="color: #1d2129; font-size: 14px; font-style: italic;">“I’m excited for what I can bring to the table. Jim’s program certainly changed my business and my life. Now I want to do the same for other retailers. With this program I know I can make a difference,” </span><span style="color: #1d2129; font-size: 14px;">Warren says.</span></div>
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<span style="color: #1d2129; font-size: 14px;">Bill Warren has been in the jewelry business nearly 40 years, having started while in school. He’s owned and operated his store in Hudson for 26 years, and before that worked in jewelry chain-store operations. He’s a goldsmith, gemologist, appraiser, gem cutter and watch repairman, but says, </span><span style="color: #1d2129; font-size: 14px; font-weight: bold;">“I found true success when I became a “marketer of jewelry, gemstones and jewelry-related products and services.”</span></div>
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<span style="color: #1d2129; font-size: 14px;">Bill is also an avid musician, playing acoustic and electric guitar, banjo, mandolin and bass. He and his wife of 30 years, Angie, have one son, Dillon.</span></div>
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<span style="color: #1d2129; font-size: 14px;">Warren recently completed his certification training with Ascend in Atlanta and is now certified to administer the program to clients.</span></div>
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<span style="color: #1d2129; font-size: 14px;">In celebration of Bill’s addition to the </span><span style="color: #1d2129; font-size: 14px; font-weight: bold;">Ascend stable of Marketing Coaches,</span><span style="color: #1d2129; font-size: 14px;"> the company is providing</span><span style="color: #1d2129; font-size: 14px; font-weight: bold;"> FREE Marketing Fitness Check-ups</span><span style="color: #1d2129; font-size: 14px;"> through April 30, 2019. This diagnostic tool is a </span><span style="color: #1d2129; font-size: 14px; font-weight: bold;">$397.00 value</span><span style="color: #1d2129; font-size: 14px;"> and helps identify weaknesses in the marketing systems and programs of independent jewelers. The administering Marketing Coach then provides three or more specific recommendations the jeweler can immediately implement to increase traffic and improve closing rates.</span></div>
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<span style="color: #1d2129; font-size: 14px;">Interested retailers can contact </span><span style="color: #1d2129; font-size: 14px; font-weight: bold;">Bill Warren</span><span style="color: #1d2129; font-size: 14px;"> directly at </span><a href="mailto:goldman86@bellsouth.net" style="color: #1d2129; font-size: 14px; font-weight: bold;" target="_blank">goldman86@bellsouth.net</a><span style="color: #1d2129; font-size: 14px; font-weight: bold;"> </span><span style="color: #1d2129; font-size: 14px;">or by phone at 828.729.1020. The may also contact </span><span style="color: #1d2129; font-size: 14px; font-weight: bold;">Ascend Marketing</span><span style="color: #1d2129; font-size: 14px;"> at </span><span style="color: #1d2129; font-size: 14px; font-weight: bold;">800.584.7585 x3</span><span style="color: #1d2129; font-size: 14px;">, or at </span><a href="mailto:mail@ascendmarketing.com" style="color: #1d2129; font-size: 14px; font-weight: bold;" target="_blank">mail@ascendmarketing.com.</a><span style="color: #1d2129; font-size: 14px; font-weight: bold;"></span></div>
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Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.com0tag:blogger.com,1999:blog-7430978267779948429.post-89176407306283910142019-02-28T09:42:00.001-08:002019-02-28T09:42:31.886-08:00How To Develop The Marketing Mindset<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "Times New Roman","serif"; font-size: 24.0pt; line-height: 115%;">Y</span><span style="font-family: "Times New Roman","serif"; font-size: 14.0pt; line-height: 115%;">ou know you need to do it…you see
other’s being successful because of it.<span style="mso-spacerun: yes;">
</span>What is it that I speak of?<span style="mso-spacerun: yes;"> </span>I’m
so glad you asked…the answer is becoming the “Maverick Marketer” of your
store!<span style="mso-spacerun: yes;"> </span>Marketing truly is the engine
that drives your store’s business.<span style="mso-spacerun: yes;"> </span>Dare
you neglect it?<o:p></o:p></span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 14.0pt; line-height: 115%;">Early in my career as a store owner we were doing
ok.<span style="mso-spacerun: yes;"> </span>However, larger, older and better
financed competitors still were getting the lion’s market share in our
area.<span style="mso-spacerun: yes;"> </span>So what did I do?<span style="mso-spacerun: yes;"> </span>I got help from those who knew what I didn’t
in the marketing realm.<span style="mso-spacerun: yes;"> </span>Coaching and
developing a marketing mindset is what set our store on fire!<o:p></o:p></span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 14.0pt; line-height: 115%;">While so many retailers concentrated on brand
building otherwise known as “Image Marketing”, I started learning about “Direct
Response” marketing.<span style="mso-spacerun: yes;"> </span>After putting
direct response principles in place, I noticed an uptick in sales the very
first month.<span style="mso-spacerun: yes;"> </span>Therefore, I started
crafting more offers, writing better headlines that would elicit a “Direct
Response” to my marketing efforts.<o:p></o:p></span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 14.0pt; line-height: 115%;">You’ll discover as I did that building your in house
mailing list is the center post that you build your marketing efforts on and
everything else should follow and connect to it after that.<span style="mso-spacerun: yes;"> </span>Here’s a marketing tip you shouldn’t
ignore…with direct mail, postcards, etc…your client has to at least look at
it.<span style="mso-spacerun: yes;"> </span>If you do your job well in crafting
a good offer, they’ll do more than just look!<o:p></o:p></span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 14.0pt; line-height: 115%;">Let me give you one more tip about direct response
marketing.<span style="mso-spacerun: yes;"> </span>The next time you go to your
mailbox, carefully look at the offers being made to you from other
businesses.<span style="mso-spacerun: yes;"> </span>The best direct marketing
minds in the world craft offers every day and send them to you.<span style="mso-spacerun: yes;"> </span>So before you throw it away…look at the
headlines, the offers, coupons and subscriptions they send you to see how you
might use them in your operation.<o:p></o:p></span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 14.0pt; line-height: 115%;">Quit building a brand for someone else…if you create
the right offers and store traffic, you’ll build your own brand in the minds of
your customers.<span style="mso-spacerun: yes;"> </span>When you develop the
“Marketing Mindset” using sound direct response marketing principles, you’ll
beat the “Image Marketers” every time!<o:p></o:p></span></div>
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Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.com0tag:blogger.com,1999:blog-7430978267779948429.post-72265548289220860392018-07-27T10:08:00.000-07:002018-07-27T10:08:09.378-07:00Don't Miss My Info Packed Seminar at The Atlanta Jewelry Show!!!<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-style: italic;">Have you worked hard to build a mailing list for your retail store but can't seem to figure out how to put it to good use? No worries...help is at hand!</span></div>
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Make plans to attend my <span style="font-weight: bold;">FREE </span>seminar on <span style="font-weight: bold;">"How To Find The Riches in the Niches of Your Store's Mailing List!"</span></div>
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This will be held at the Atlanta Jewelry Show on Friday, August 3rd from 4:00 to 5:00 PM.</div>
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This seminar is based on real world experiences in my own jewelry & gift store. Cut time and waste by learning from my successes as well as failures! Make plans to attend today so you'll be able to find those "Hidden Profit Centers" in your store's mailing list!</div>
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Find out more well as sign up info by visiting: https://<a href="http://www.atlantajewelryshow.com/sessions/find-the-riches-in-the-niches-in-your-mailing-list/">www.atlantajewelryshow.com/sessions/find-the-riches-in-the-niches-in-your-mailing-list/</a></div>
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<span style="font-style: italic; font-weight: bold;">Discover this and other hidden nuggets of gold I'll be teaching</span>....it would be a shame for others to learn these techniques! I really do look forward to seeing you in Atlanta...<span style="font-style: italic;">let's all profit together!</span></div>
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Sincerely,</div>
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Bill Warren, DDJM (Doctor of Dynamic Jewelry Marketing)</div>
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828-729-1020</div>
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Email: <a href="mailto:goldman86@bellsouth.net" style="color: #0078c1;" target="_blank">goldman86@bellsouth.net</a></div>
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<a href="http://www.warrenmarketing.blogspot.com/" style="color: #0078c1;" target="_blank">www.warrenmarketing.blogspot.com</a></div>
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P.S. - need a marketing speaker for a group you belong to? I'd love to help...call 828-729-1020.</div>
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P.P.S. - I'm a retailer just like you who has a love of teaching others! I like to keep things simple..no fancy websites or a bunch of bells & whistles...just results!</div>
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Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.com0tag:blogger.com,1999:blog-7430978267779948429.post-41855989732800870522018-03-09T11:34:00.000-08:002018-03-09T11:34:34.036-08:00Keeping the Thing..."The Thing!"<div dir="ltr" style="text-align: left;" trbidi="on">
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Let me ask you a question - how many of you are bombarded daily with things that seem to pull you away from the important task of running your store? You know, you have three civic groups wanting you to donate an item for an auction or you’re hit up by someone wanting you to do a hole sponsorship for the latest golf tournament.</div>
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It seems we have time vampires all around us wanting to suck up all of our time and attention!</div>
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Since childhood I’ve been a huge Star Trek fan and I’ll never forget what Captain Kirk once told Captain Picard in one of the movie versions of Star Trek. He said something to the effect of, “While you’re captain of the ship, you’ll get to explore, do things and see things that no one else gets to see or do! Don’t let them promote you, don’t get distracted because while you’re in the captain’s seat… you’ll make a difference!” In other words, Keep the Thing, “The Thing!”</div>
<div style="background-color: white; color: #2c2c2c; font-family: Arial, sans-serif; font-size: 12px; margin-bottom: 15px;">
For those who’ve followed my columns over the years, you know my story - how finding success meant quitting being a jeweler per say and instead becoming a “Marketer of Jewelry” and related services to our area’s consumers. It was a subtle shift in my thinking, but a very important one.</div>
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Over the years I’ve found it easy to become distracted with day to day challenges, administration, employees, etc. However whenever I came out of the fog and realized that as “Captain of The Ship” and “Chief Marketer” it’s very important to constantly be developing marketing strategies that create the loyalty and store traffic we’ve enjoyed. </div>
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Friends, I feel sure you’ll discover that marketing is the engine that drives your store’s business - dare you neglect it? It is easy to set aside that next e-mail blast, Facebook/Instagram post, direct mail promotion for the daily administration of business, etc. I get it! But when you do set it aside, just like letting off the accelerator of your car, you’ll slow down. </div>
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Take 15 minutes each morning before everyone gets to work to plan your daily, weekly & monthly marketing. If that is not practical, take just one morning a week, lock yourself away and give yourself time to think about the systems that run your business. Above all else remember, Keep the Thing, “The Thing!”</div>
<div style="background-color: white; color: #2c2c2c; font-family: Arial, sans-serif; font-size: 12px; margin-bottom: 15px;">
"til next time,</div>
<div style="background-color: white; color: #2c2c2c; font-family: Arial, sans-serif; font-size: 12px; margin-bottom: 15px;">
Bill Warren</div>
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Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.com0tag:blogger.com,1999:blog-7430978267779948429.post-76618192393613275332017-02-04T03:56:00.000-08:002017-02-04T03:56:24.174-08:00WANT TO MAKE A WITHDRAWAL? YOU'VE FIRST GOT TO MAKE A DEPOSIT<div dir="ltr" style="text-align: left;" trbidi="on">
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Let me ask you a question. How many times have you said to yourself, “I sure wish we were doing more business and that we had more clients coming in the door”? Answer - I’m sure all of us have thought this very thing! Let us take a look at a simple analogy…</div>
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When you go to the bank and wish to make a withdrawal, would it be fair to say you must first have made a deposit? If you ask your body to jog five miles, would it be fair to say you must first give it the proper fuel with a good meal? Then how can we as sensible adults reasonably ask our stores to produce business and clients without first marketing properly?</div>
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You see, marketing would be likened unto a farmer plowing a field and planting the seeds. Only then can he “reasonably” expect to reap a harvest. So what am I getting at with all of these analogies? Gee, I thought you’d never ask! </div>
<div style="background-color: white; color: #2c2c2c; font-family: Arial, sans-serif; font-size: 12px; margin-bottom: 15px;">
Instead of sitting around living off past successes and glory of days gone by, waiting on a client to darken your door, why not do something about it? Get your calendar out and plan a succession of promotions, sales and events that will attract someone to your store?</div>
<div style="background-color: white; color: #2c2c2c; font-family: Arial, sans-serif; font-size: 12px; margin-bottom: 15px;">
I’ll give you a few examples that have worked well for me as of late. In the fourth quarter of 2016, I took the time to invest in doing inexpensive Facebook social media promotions that really paid off. The nice thing about this was, I could target the exact client I wanted. One ad I ran costing only $50 brought in a new client who purchased a ring for $2499 - not to shabby!</div>
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Another success was that I took the time to identify a newspaper in a small town near me that still works well. Taking a small part of my Christmas ad budget, I placed several ads in this newspaper I’d never used before. The results? Several sales from new clients who’d never visited our store or town even though they only lived a half hour away! </div>
<div style="background-color: white; color: #2c2c2c; font-family: Arial, sans-serif; font-size: 12px; margin-bottom: 15px;">
Are you starting to see what I’m getting at? In this day and age, you simply have to be proactive instead of being reactive. It’s my personal opinion that gone are the days we can just open our door and wait for customers to flock in. It’s up to you to give them a reason to come visit. That reason is something only you can answer, but good marketing is the vehicle!</div>
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You’ll also discover that integration is key to your marketing success. It is not good enough to just run an ad in one medium. Take the time to plan your marketing and have key elements of it appear in each form of marketing you do. For example: combine newspaper with a radio ad combined with Facebook, combined with a well-timed e-blast to your e-mail list.</div>
<div style="background-color: white; color: #2c2c2c; font-family: Arial, sans-serif; font-size: 12px; margin-bottom: 15px;">
Over time, your efforts will build and start paying off with more regular visits from your customers as well as new visits from new customers! I admonish you, don’t complain to the stove about not providing heat if you didn’t put any wood in to start the fire!</div>
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Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.com0tag:blogger.com,1999:blog-7430978267779948429.post-78905191565111039562016-02-06T03:42:00.001-08:002016-02-06T03:42:57.998-08:00HOW TO SQUEEZE EVERYTHING YOU CAN OUT OF EVERYTHING YOU'VE GOT<div dir="ltr" style="text-align: left;" trbidi="on">
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<b><u><span lang="EN" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN;">How To Squeeze Everything You Can
Out of Everything You've Got<o:p></o:p></span></u></b></div>
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<b><span lang="EN" style="font-family: "Times New Roman",serif; font-size: 18.0pt; line-height: 115%; mso-ansi-language: EN;">M</span></b><span lang="EN" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN;">any
years ago as a kid I went on a road trip with my father who was a long haul
truck driver. While traveling up
Interstate 40 at a pretty good clip of speed, I noticed an older, compact
foreign car pull out in the lane to pass us.
This seemed quite remarkable to my young mind at the time because my
father in his big rig was already doing well over 80 miles per hour! Undaunted the little foreign car with smoke
coming out his exhaust and an engine that sounded like it could explode at any
minute did pass us and pulled on off into the distance. My father remarked<b><i>, "It appears
he's squeezing everything he can out of everything he's got!" <o:p></o:p></i></b></span></div>
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<span lang="EN" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN;">Perhaps you and I could take a lesson from this little
foreign compact car and apply the same philosphy to our jewelry stores. Many times while in prayer we often ask for
more strength, more grace, more of this and more of that when in reality we've
not done the most with what we've already been given. Can you see how this might apply to you?<o:p></o:p></span></div>
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<i><span lang="EN" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN;">Lets take marketing for a minute</span></i><span lang="EN" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN;">. One of things
I'm often asked is <b>"How in the world do you find time to do all of the
nifty marketing things you do?" </b>Pretty
simple..I take the time to get to my store one day a week when its early and no
one else is there. I then plan out my
marketing calendar that week, execute it and then let it go on autopilot. One example of this is my weekly store emails
to my customer database. Its easy to
plan a month's worth of emails using a simple online program like Constant
Contact. Just pick one of their
templates, copy and paste a picture in and add the text you want and there you
have it! It only takes 10-15 minutes to
do a month's worth and then you're on autopilot..free to get out on the sale
floor or do whatever it is you do best!<o:p></o:p></span></div>
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<i><span lang="EN" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN;">How about buying inventory?</span></i><span lang="EN" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN;"> Another simple
thing...pull a report from your store's POS system of what you sold in the last
week or month (whichever works best for you).
Then analyze what has sold best for you and replinish it then and there.
When it stops selling well...stop ordering it!
Rather than always loading up on inventory at shows, how about
replinishing your store's best sellers a little at a time? I'll bet it'd help your cashflow and if it
sold quickly once, it'll probably do it again!<o:p></o:p></span></div>
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<span lang="EN" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN;">Do you take the time to make sure you've got your
"Never Outs" covered? This can
be anything from popular watch batteries to repair stock/findings, etc. In other words, don't be out of anything
crucial in your inventory or your repair shop!<o:p></o:p></span></div>
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<span lang="EN" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN;">How about add-on sales?
Do you have a counter special set up near your cash register so as to
enduce impluse sales? Of course, this
should come after you've already maximized the main sale by offering additional
add-on's to it...<o:p></o:p></span></div>
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<span lang="EN" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN;">Are you leveraging trade associations and vendor
relationships to their fullest?
Remarkably, I wasn't taking advantage of my Polygon membership like I
should be. Now I check it out daily for
great last minute vendor specials, bargains and closeouts that allow me to make
that little bit of extra gross profit that benefits the bottom line.<o:p></o:p></span></div>
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<span lang="EN" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN;">The real <b>"Bottom Line" </b>is...are you
really doing your best to "<b><i>Squeeze Everything You Can Out of
Everything You've Got?" </i></b>What
would it hurt to get to your store an hour or so early one day a week and to
take time to think about the systems that run your business? I'll bet if you do and you really implement
positive changes...you'll be like that foreign compact car and you'll leave
your competitors in the distance!<b><i><o:p></o:p></i></b></span></div>
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'Til Next Time,</div>
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Bill Warren, DDJM (Doctor of Dynamic Jewelry Marketing)</div>
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www.warrenmarketing.blogspot.com</div>
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goldman86@bellsouth.net</div>
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828-729-1020</div>
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Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.com0tag:blogger.com,1999:blog-7430978267779948429.post-7662512100152330552015-12-02T14:15:00.002-08:002015-12-02T14:15:40.988-08:00The Greatest Victories Come After The Darkest Hours<div dir="ltr" style="text-align: left;" trbidi="on">
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Success in business (and in life) usually comes after some of your biggest trials and tribulations. Each of us must make the choice daily to succeed in our chosen calling of being an independent jeweler. It often seems like the things that worked yesterday are no longer effective today. We constantly need to be learning and improving ourselves and our businesses.</div>
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Many years ago, upon opening my store, one of my relatives commented, <em>“That boy is going to go broke!”</em> You see, I had opened in a very small western North Carolina town on a very meager budget with very few resources (perhaps this sounds familiar to your startup). However, my wife and I always moved forward with the belief that success lay in diligent hard work, preparation and the belief that we would be successful no matter what.</div>
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Over the years, through the ups and downs of owning an independent jewelry store in a small town, we learned to constantly retool ourselves and to improve on a regular basis. We had great competition that really made us look like “David to their Goliath” whom were much better funded. Hey - competition is often a driving force and it did make us want to be better. We chose not to worry about our competition but to let the competition worry about what we would do next! That in itself is a very empowering belief my friends.</div>
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Perhaps as you read this you’re wondering what you need to do to take your business to the next level. Let me offer a few words of advice - become a better marketer first! When you market your store well, you’ll have the traffic flow and cash flow you need to do the things you want to do. Without customers coming in the door on a regular basis, no business can be successful. <em>When I quit being a jeweler and became a marketer of jewelry and jewelry related services, my store started growing in a very significant way.</em></div>
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What type of marketing should you do? The answer is different for each of us and you’ll have to experiment to see what works best for you. I do recommend developing a strong mailing list of your regular clients and marketing to them often either by direct mail, e-mail or telephone. Your regular customers make up the bulk of your business. <em>Too many jewelers constantly spend their time and money trying to get new clients instead of marketing to the ones they already have!</em></div>
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To acquire new clients, I’ve often used billboards and radio to bring them in my door. We use a combination of direct offers and image advertising to peak their interest. By all means, track each form of marketing/advertising you do to see which is most effective for you.</div>
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Of course, we can’t forget digital/online marketing! It is absolutely essential to have an up to date website that is optimized for smartphone users. Many prospects check you out online first, especially the <em>“Millennial”</em> crowd, and most often they do it through their smartphone. Consider allotting a portion of your budget to Facebook and Google Ads, but don’t over do it!</div>
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<em>What if you’re struggling to make ends meet and don’t have a lot of money to advertise?</em> In this case, I’d consider doing<em>FREE</em> press releases to local media about your latest service offering. When we acquired a laser welder, the newspaper came to do an article about how “Star Wars Technology” had come to our small town. It was catchy and it brought new clients. Think about what you have to offer that no one else can and call your local newspaper, radio, etc. and ask for them to do a press release. Offer to write it up for them!</div>
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<em>You’ll also discover that you constantly need to become a better business person.</em> Buying the right kind of inventory is crucial. Its so easy to load up on inventory at shows, but you really should learn to stock the right things at the right times. Learn what your best sellers are and never be out of them. Make sure you’re not paying too much for your inventory!</div>
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Perhaps things in your area are really bad and money is tight! <em>Always keep a bullet in your pocket</em>. Never drain the bank account to zero! Arrange new financing with your vendors, banker, etc., but above all else - never give up!!! The greatest victories in your business often come after things have seemed their darkest.</div>
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Lastly, remember to surround yourself with people who believe in you and your business goals. We all have enough<em>“Negative Nellies”</em> in our life and you surely don’t need it at work. Make sure you have positive, empowered employees around you. Get rid of the negative ones who drag you and your business down!</div>
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I don’t know why I felt compelled to write this, but I feel sure it was meant for someone. Remember the comment one of my relatives made about going broke in the story above? As we celebrate our 22nd anniversary in business remember this, success can be the sweetest revenge... <em>that you can take to the bank!</em></div>
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<em>Happy Holidays,</em></div>
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<em>Bill Warren</em></div>
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Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.com0tag:blogger.com,1999:blog-7430978267779948429.post-14083026629526861042015-01-22T09:28:00.004-08:002015-01-22T09:28:34.900-08:00HOW TO COOK WITH GAS, TAKE NO PRISONERS & BUILD A WINNING JEWELRY STORE!<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh5ybBjFqifDpUfNX-ZUTxYeCM-xpps05q6uWlHbqx02_Q9QVxoNBoUqg-PjnmLzneI-fJk3ByZOf707YDgh0rrQC2UQzYLkRHSs8dwpQtD-zlUfY-GnCAHC5AxhXE8TbXTQCVVhNeQUoQ/s1600/BW+DDJ.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh5ybBjFqifDpUfNX-ZUTxYeCM-xpps05q6uWlHbqx02_Q9QVxoNBoUqg-PjnmLzneI-fJk3ByZOf707YDgh0rrQC2UQzYLkRHSs8dwpQtD-zlUfY-GnCAHC5AxhXE8TbXTQCVVhNeQUoQ/s1600/BW+DDJ.JPG" height="181" width="200" /></a></div>
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<b><i>Greetings & Happy New Year from the Doctor of Dynamic Jewelry Marketing - Bill Warren!!!</i></b></div>
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I'm already off to a great start with my first speaking engagement to be at the Ballayntine Resort in Charlotte, NC for the upcoming SJO Jewelers Show to be held on February 1st & 2nd. I'll be speaking both days at 8 AM on my ever popular topic of <b>"How To Cook With Gas, Take No Prisoners & Build A Winning Jewelry Store!</b></div>
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During this 2 day seminar, you'll learn how I more than doubled my own jewelry store's business in a few year's time using such techniques at:</div>
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<li><b>Out of the Box Direct Mail Methods</b></li>
<li><b>Social Media</b></li>
<li><b>Email Blasts</b></li>
<li><b>Voice Blast Technology (My store was one of the first to do this)</b></li>
<li><b>Private Events </b></li>
<li><b>Plus much, much more!</b></li>
</ul>
Since the SJO Jewelers Group is a member only event, you may need to call Paul Downey at <span class="apple-tab-span"></span>(216) 896-9850 or email at: P.Downey@SJOrg.com<a href="https://www.blogger.com/null"> </a>to make sure you're eligible to attend but let me urge you to do so!!! SJO is a great group to be a part of and you can probably attend for <b>FREE</b> <u><i>just to get your feet wet so to speak!</i></u><br />
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As always, feel free to call me at (828) 729-1020 if you have any questions or if I may help you in any way!<br />
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Success,<br />
<br />
Bill Warren, DDJM (Doctor of Dynamic Jewelry Marketing)<br />
<a href="http://www.warrenmarketing.blogspot.com/" target="_blank">www.warrenmarketing.blogspot.com </a><br />
828-729-1020<br />
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Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.com0tag:blogger.com,1999:blog-7430978267779948429.post-36399050459969982252014-04-19T11:36:00.003-07:002014-04-19T11:36:53.528-07:00HOW TO REINVENT THE WHEEL IN YOUR STORE<div dir="ltr" style="text-align: left;" trbidi="on">
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Do you ever wonder about ways you can improve your business? You sit and think about it, but you’re just not sure what to do? As I write this article, the New Year has recently started and I find myself being reflective about things, but looking forward as well. Many things we tried in our jewelry store worked well last year, but some of the marketing, strategies and events were clunkers just like any other business has.</div>
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The title of this article is “How to reinvent the wheel in your store,” but perhaps it should have been “How not to reinvent the wheel.” What do I mean by that statement? Simple - I’m a big fan of the “Modeling Process” or in other words, copying the successful systems, attitudes and behaviors of those I wish to emulate or be more like. Just like you, I have my heroes in the jewelry biz and in the retail world at large.</div>
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One of the things I find helpful to stimulate new ideas is visiting other successful jewelry stores to see what they’re doing and to see if I can implement some of the ideas I learn in my own store. No one, and I repeat no one, has all the answers and we should all keep learning our trade each and every day. If we don’t do this, it’s my opinion that our business could cease to exist as our competitors locally and not so local, aka the Internet, Blue Nile, etc., move forward with innovative ideas.</div>
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Perhaps the best marketing advice I can give to any jeweler seeking to improve their store’s operation is to get out and visit other jewelry stores. On one recent visit to a store near our vacation condo I saw how this jeweler had integrated a very successful “Estate Jewelry” operation in their store that obviously set their store apart from others in their region. This made me question myself - why I had never seriously put in a estate jewelry case in our store. I also noticed this jeweler marketed to his client mailing list with postcards and special offers to those clients who love this type of jewelry. Duh!!! Why haven’t I been doing this???</div>
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With thanks to David Geller for inspiring me to do this many years ago, I modeled one of his behaviors in that I started sending “Thank You” notes to every customer who made a purchase or had a repair done in my store. With each of these thank you notes also came a gift certificate in whatever amount I deemed appropriate that the client could use on their next purchase. These days this is quite easy due to the advent of POS systems such as Edge, Winjewel and many others making it simply a “click of the button.”</div>
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One of the things I’ve been paying particular attention to lately in other jewelry stores, as well as other retailers, is the use of text marketing where you have a customer send a text message to your service and a special offer, gift certificate or message pops up on their smartphone. I’m experimenting with this as I write this and think there is some merit to it that we jewelers should incorporate ourselves.</div>
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As we continually become a more smartphone dominant society instead of desktop computer or laptop, it also seems very important to make sure our store’s websites are optimized for viewing on a smartphone. Over the holiday season, it absolutely amazed me how many younger clients came in my store with a picture of a ring from some website that they wanted to purchase in my store. I was very glad of this, but also kind of ashamed that I hadn’t optimized my own website sooner! Note to self... hey self, get off your butt and get your website optimized for viewing on the small screen!!!</div>
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One more thing - if you’ve not had the opportunity, go visit a Chico’s ladies store. My wife goes there often. Ok, maybe too often, but watch these folks in action. They are simply some of the best at clienteling I’ve ever seen! A few days after a purchase, my wife gets a card saying “Thanks” along with a special offer to come in again. Did I mention they also know her preferences and call her anytime something has come in that she might like? They also call her anytime there is a special event and give her a FREE gift just for coming in. Plus, they never forget a birthday and send a gift certificate for that as well. How often do you do this for your clients? Another note to self... start clienteling like Chico’s does and watch the bank account grow!</div>
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Most successful retailers belong to several organizations and often get great ideas, brainstorming sessions and many more benefits simply by being a part of them. I currently belong to four groups, two of which are jewelry specific and two made up of all types of retailers. It never ceases to amaze me the knowledge that is shared and how much I come away with. I suggest you find a group that you enjoy being a part of. Go out and try some until you find the right one. Like me, you may have to try several. Let some go, but by all means find one you can learn and grow with!!</div>
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These are just a few ideas I’ve been thinking about and hey, I really didn’t have to reinvent the wheel either. I just borrowed ideas from others and found a way to apply them in my store. Can you do the same? I’ll bet you can and probably even better than me! Drop me a line sometime at <a href="mailto:goldman86@bellsouth.net" style="color: #006699; text-decoration: none;">goldman86@bellsouth.net</a> and let me know what you come with. Maybe we can brainstorm something together! </div>
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Good luck until next time...</div>
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Dr. Bill</div>
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Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.com0Hudson, NC, USA35.8484645 -81.49592669999998435.796982 -81.576607699999983 35.899947 -81.415245699999986tag:blogger.com,1999:blog-7430978267779948429.post-84958531340854219132014-02-14T07:28:00.000-08:002014-02-14T07:28:01.491-08:00PERSERVERANCE - THE KEY TO SUCCESS<div dir="ltr" style="text-align: left;" trbidi="on">
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Twenty years ago my wife and I opened our jewelry store in downtown Hudson, NC. Like many of you, we got started on a “wing and a prayer.” I had been running a store in nearby Lenoir, which was a chain operation and had only moved to the area two years prior. My wife was a hairdresser and like many young couples, we had the dream of owning a business.</div>
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Thanks to the customer following I had built up, a little start up money and my wife’s commitment to do whatever, we got our jewelry store going. Needless to say, things weren’t easy, but from day 1, the good Lord smiled on us and we developed a good trade of our own.</div>
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A few weeks into the whole thing, we were ready for our grand opening and that’s when it happened.... we heard one of our local competitors was going to try and knock our grand opening in the head with a huge media blast. Essentially, they were going to make our meager effort look like it got lost.</div>
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Fortunately, we have lots of friends in local media and I was tipped off about the whole thing. So I waited and let “the other guy” blow his wad - and he did! Right after this, we had our grand opening, which thankfully was successful. What am I getting at by telling you this story?</div>
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No matter what, never give up! Yes, its easy to get frustrated by your competitors, your lack of funds (at times) and all of the many other things that we jewelry store owners face, but let me say this, “PERSEVERE!”</div>
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One of the reasons I see so many jewelers being unsuccessful is that they give up on something way too easily; for example, new lines, new marketing, employees or themselves. Stand tough no matter what you face and meet it head on - you’ll come out stronger on the other side!</div>
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Now twenty years into this whole thing, we find ourselves with one of the busiest and largest volume stores in our area. We often get comments from others like, “How is it that you have this much traffic in such a small mountain town?” “How do you do well over a million dollars a year in the environment you are in with the economy being what it is?”</div>
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All I can tell you is - “PERSEVERANCE!” We stand tough when others give up and we take on jobs that often other jewelers refuse to do. Investing in a laser welder, CAD/CAM technology, learning to market our store in different ways has made us successful. We only have an average size store in a very, very small town that still surprises many readers when they stop by. But as I often say, “This is a jewelry store on STEROIDS!!”</div>
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One last word on competitors. I’m a huge fan of the late great football coach Vince Lombardi and the Green Bay Packers. Good ‘ole Vince would make his players study the moves of his competition until they could almost predict the exact plays they would run and when they would run them. He also made his players practice the moves and countermoves until it became second nature.</div>
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You see, I’m a firm believer that you should study what the large jewelry chains are doing as well as your local competition - shop them, learn their habits, know what they carry! Then you can develop a plan that differentiates you from your competition. By all means, make your store stand out in the crowd.</div>
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Maybe you are like we were twenty years ago and sometimes feel overwhelmed by people and circumstances. Don’t get caught up in worrying about what others are doing either. Let your competitors worry about what you’re going to do! Let me encourage you to be like “The Little Engine That Could” and “PERSEVERE.” It’s what those at the front of the pack do!</div>
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'TIL Next Time,</div>
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Bill Warren</div>
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Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.com0Hudson, NC, USA35.8484645 -81.49592669999998435.796982 -81.576607699999983 35.899947 -81.415245699999986tag:blogger.com,1999:blog-7430978267779948429.post-16639872884440594352014-01-13T06:03:00.000-08:002014-01-13T06:03:56.735-08:00How To Bring In The Bucks When The Bucks Are Hiding!<div dir="ltr" style="text-align: left;" trbidi="on">
Here is a short video shot by my friend Jim Ackerman of the Marketing Wizards Alliance a year or so ago. In this video, Jim & I talk about how we've been able to consistently bring in the bucks in my jewelry store using "Out of the Box" as well as "Tried & True" marketing principles. If these ideas worked for me and allowed me to win a marketing contest and a FREE trip to Park City, Utah...they will work for you!<br />
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Watch the video and learn at:<br />
<br />
<a href="http://marketingwizardsalliance.com/magic-wand-marketing-contest-winner-bill-warren-shares-valuable-philosopy-with-marketing-speaker-jim-ackerman/">http://marketingwizardsalliance.com/magic-wand-marketing-contest-winner-bill-warren-shares-valuable-philosopy-with-marketing-speaker-jim-ackerman/</a><br />
<br />
Let me know your thoughts...happy learning!<br />
<br />
Sincerely,<br />
<br />
Bill Warren, DDJM (Doctor of Dynamic Jewelry Marketing)<br />
<a href="http://www.warrenmarketing.blogspot.com/">www.warrenmarketing.blogspot.com</a><br />
828-729-1020<br />
<br />
<br />
P.S. - if you'll follow the ideas I've outlined in this video...marketing success could happen to you!</div>
Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.com0Hudson, NC, USA35.8484645 -81.49592669999998435.796982 -81.576607699999983 35.899947 -81.415245699999986tag:blogger.com,1999:blog-7430978267779948429.post-18881660929047637302013-08-06T19:26:00.000-07:002013-08-06T19:26:12.068-07:00Adapt or Die, The Choice is Yours...<div dir="ltr" style="text-align: left;" trbidi="on">
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Adapt or die - that’s kind of an abrupt title for an article isn’t it? Before I get into the meat of this, let me digress for a moment.</div>
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Like many of you, I have a deep love for this industry and the independent jeweler. Perhaps many of you just like me have watched this industry for almost 30 years or longer. Its been an incredible ride in my own career, that’s for sure. </div>
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When I entered the jewelry biz as a goldsmith’s apprentice in downtown Statesville, NC, the landscape was quite different than it is today. Some called this time the “good ole days” or the Reagan “Glory Years.” Things were easier then, that’s for sure!</div>
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I remember in the ‘80s when I could place a full page ad in our local newspaper with several sale items such as a gold nugget watch or ring, some diamond solitaire specials and a few other things. The ad would hit on Wednesday and by Saturday our telephone would have rang off the hook and we’d have sold out of most the items. Yes, back then it was just that easy!</div>
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Nowadays, jewelers don’t have it so good. Many report that newspapers no longer produce results, or at least most don’t (in some unique markets it still works). One of the comments I most often here is, “What do I do now? Newspapers don’t work like they used to, discount sales no longer work, what should I try?” Maybe you’ve felt the same way.</div>
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You’ve probably found that it does take quite a bit more technique to make things produce like they should. Simply put, <i>“Jewelers Must Adapt To An Ever Changing Marketplace or Die.”</i></div>
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You see, I’m afraid if many of our friends don’t try to adapt and change, they simply will not be here much longer.</div>
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It really pains me to see those who could have a thriving independent jewelry store simply wither away. Why is this happening? I think its because being creatures of habit, we (independent jewelers) are afraid to embrace new ideas, new marketing, new lines and in doing so, many are sealing their destructive fate.</div>
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Years ago, I stopped by to visit a dear friend and mentor of mine who is now departed, Bob Deitz of Salisbury, NC. While visiting Bob, I kiddingly asked him about a line of pocketbooks he was carrying in his jewelry store. His answer even way back then, showed what a wise man Bob really was. He said, “Bill, I’ve learned to be happy with whatever makes my cash register ring!” And let me tell you, this man knew how to make his cash register ring! I miss you Bob.</div>
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I say all of that to say this: “What are you doing today that is different? What new lines and innovative lines are you carrying today that you didn’t yesterday? Are you experimenting with direct mail and your own instore customer mailing list? You do have one, don’t you? Have you tried social media? Many report great success. I’ve had great luck with it for sure! Are you standing still or are you moving forward?”</div>
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In our store the key to success has been:</div>
<ol style="background-color: white; color: #333333; font-family: Arial, sans-serif; font-size: 12px; line-height: 18px; margin: 10px 0px; padding: 0px;">
<li style="line-height: 21px; margin-left: 35px;"><b><i>Using direct mail</i></b> in the form of postcards, letters and other unusual devices loaded with special offers (not necessarily sales) to stay in front of our better customers. We always send birthday & anniversary cards with a gift certificate and they work!</li>
<li style="line-height: 21px; margin-left: 35px;"><b><i>Radio</i></b> to push special events and new lines to keep Top of Mind Awareness.</li>
<li style="line-height: 21px; margin-left: 35px;"><b><i>Social Media</i></b> - Facebook in particular has been very important in cultivating young engagement ring clients.</li>
<li style="line-height: 21px; margin-left: 35px;"><b><i>E-mail</i></b> - capturing and using clients’ e-mail to send them weekly/bi-weekly info that is important, but also entertaining.... never dull!</li>
<li style="line-height: 21px; margin-left: 35px;"><b><i>Billboards</i></b> - I can’t begin to say how having a billboard in the right location with the right message has helped grow our biz!</li>
<li style="line-height: 21px; margin-left: 35px;"><b><i>Telemarketing</i></b> - yes, we call our customers regularly with announcements of special events or something as simple as, “Hey Mrs. Jones, I’ve got something in I think you’d like!”</li>
</ol>
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The important thing is don’t give up! Keep experimenting with merchandise mix and marketing until you find the combination that works for you. Please don’t give up...your business depends on it!</div>
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Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.com0tag:blogger.com,1999:blog-7430978267779948429.post-38447336613108662252013-07-06T07:02:00.000-07:002013-07-06T07:02:25.002-07:00Let's Have A Party Instead of a Sale<div dir="ltr" style="text-align: left;" trbidi="on">
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<i style="mso-bidi-font-style: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Let’s
turn the party music up, break out the food and drink and have some fun shall
we?</span></i><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;"><span style="mso-spacerun: yes;"> </span>That is what many of your customers are
waiting for you to do!<span style="mso-spacerun: yes;"> </span>It seems like so
many retailers simply have one boring sale event after another to the point <u>that
big store sales are no longer effective</u><b style="mso-bidi-font-weight: normal;">.</b></span></div>
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<br /></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">The
big question</span></b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;"> I often get from other jewelers is…”<i style="mso-bidi-font-style: normal;">What works to get customers in the door?” </i>Simple…instead
of throwing another “Sale<i style="mso-bidi-font-style: normal;">”, how about
throwing a party? </i>Ok, I’m not referring to a beer bash (I can see some of
you snickering now), but by having an event/party that has nothing to do with
price!</span></div>
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<br /></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">What???
I’ve lost my mind you’re thinking…ok,ok, hold on a minute!<span style="mso-spacerun: yes;"> </span></span></b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">This past weekend, we
invited some of our best clients into our store to preview some new jewelry
lines.<span style="mso-spacerun: yes;"> </span>That in and of itself didn’t
stand out but the other things we did caused this to be a “Talked About
Event!”<span style="mso-spacerun: yes;"> </span></span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Our clients enjoyed music from a local keyboardist who
was playing light jazz music.<span style="mso-spacerun: yes;"> </span>They also
got to enjoy great finger foods and drink while they looked around at several
new items/lines that we’d brought in.<span style="mso-spacerun: yes;">
</span>While doing so, we asked their opinions on the new lines, what they’d
like to see and what jewelry they already enjoy.<span style="mso-spacerun: yes;"> </span><i style="mso-bidi-font-style: normal;"><u>The
atmosphere was kept light and no pressure.</u></i></span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Did
we do business?</span></b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;"><span style="mso-spacerun: yes;">
</span>You bet we did! Sales were quite brisk and our clients loved having
“First Pick” of the new jewelry lines.<span style="mso-spacerun: yes;"> </span>Even
more importantly, we planted seeds for the future and our clients left many
items on their “Wish Lists.”</span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Perhaps the thing I’d like to get across is this…<i style="mso-bidi-font-style: normal;">independent jewelers need to be thinking
about what makes their store’s fun!<span style="mso-spacerun: yes;"> </span></i>You
see most store’s either don’t do “Sales” or the “Sales” they have are the same
type every other retail jeweler is doing.<span style="mso-spacerun: yes;"> </span></span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Yes,
fun in your marketing is what cuts thru all the clutter.</span></b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;"><span style="mso-spacerun: yes;"> </span>Fun is what makes you stand out in
crowd.<span style="mso-spacerun: yes;"> </span>Fun is what gets your store
talked about in the local community.<span style="mso-spacerun: yes;">
</span>Having fun in your store is what makes for a healthier, longer career
and happy employees.<span style="mso-spacerun: yes;"> </span>The bible says, “A
cheerful heart is good medicine, but a crushed spirit dries up the bones.”<span style="mso-spacerun: yes;"> </span>That’s pretty good medicine for each of us if
I do say so myself.</span></div>
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<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">By the way, I’ll be giving a seminar at the SJTA
Atlanta Jewelry Show on Saturday, August 3<sup>rd</sup> at 1:45pm.<span style="mso-spacerun: yes;"> </span>The title of the seminar is <b style="mso-bidi-font-weight: normal;">“How To Find Riches In The Niches Of Your
Jewelry Store’s Mailing List”.</b><span style="mso-spacerun: yes;"> </span>I’d
love to meet each of you as we learn about how to do better direct mail
marketing…see you there!</span></div>
</div>
Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.com0Hudson, NC, USA35.8484645 -81.49592669999998435.796982 -81.576607699999983 35.899947 -81.415245699999986tag:blogger.com,1999:blog-7430978267779948429.post-58645784752282609522013-04-08T17:05:00.000-07:002013-04-08T17:05:02.401-07:00How To Recognize A New Client & Get Them Back In Again!<div dir="ltr" style="text-align: left;" trbidi="on">
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<div style="background-color: white; color: #333333; font-family: Arial, sans-serif; font-size: 12px; line-height: 18px; margin-bottom: 10px; margin-top: 10px; padding: 0px;">
<b><i>Question:</i></b> How many times have you visited a business for your first time, made a purchase and in a week or so, received a welcome letter or packet from that business? </div>
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<b><i>Answer:</i></b> Probably not too often!</div>
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Perhaps one of the things we do in our store that I value as a customer relationship builder most is sending that new client something to recognize their first visit and purchase at my establishment. I’m not referring to the “Thank You Note” which my customer also gets, but something sent separately.</div>
<div style="background-color: white; color: #333333; font-family: Arial, sans-serif; font-size: 12px; line-height: 18px; margin-bottom: 10px; margin-top: 10px; padding: 0px;">
Many jewelers have the means through their POS systems to send thank you cards, birthday & anniversary announcements, special sale event notifications, etc., but how often are they recognizing and mailing to these new clients to get them into their <b>“Marketing Funnel</b>?” Certainly most of us have a marketing funnel - or at least I hope so. What I mean by this is that you should be sending your customers special offers, notices of events & other things at least six or more times per year. <span style="text-decoration: underline;">Friends, if you’re not doing at least this much, I’m afraid you’re being left behind in the race!</span></div>
<div style="background-color: white; color: #333333; font-family: Arial, sans-serif; font-size: 12px; line-height: 18px; margin-bottom: 10px; margin-top: 10px; padding: 0px;">
Angie, my lovely wife, loves to shop at a clothing store called “Chico’s,” and from the get go I noticed something different about this company. When she made her first purchase, she got a welcome letter along with a special offer from the management at Chico’s. Did she use it? <b>You bet she did</b> - and many other offers that they’ve sent her since that time. Geez honey, could you slow down on my pocketbook just a bit? Chico’s even leaves her messages on our answering machines saying something like, <i>“Hi Angie, we just wanted to thank you for being a new client. Because you’ve made your first purchase at Chico’s, you now qualify for a special offer of xxxxx.”</i></div>
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<b>If a large clothing company like Chico’s can take the time to do something like this for their new clients, don’t you think you and I can do it in our jewelry stores? </b> This testifies to the power of marketing to your new clients.</div>
<div style="background-color: white; color: #333333; font-family: Arial, sans-serif; font-size: 12px; line-height: 18px; margin-bottom: 10px; margin-top: 10px; padding: 0px;">
You’ll be amazed at the results you’ll get when you start developing marketing & offers to this new group of clients. I know I was!! Some jewelers have asked how I go about doing this, so here is my formula:</div>
<ul style="background-color: white; color: #333333; font-family: Arial, sans-serif; font-size: 12px; line-height: 18px; list-style: none; margin: 10px 0px; padding: 0px;">
<li style="background-image: url(http://www.southernjewelrynews.com/templates/ja_teline_ii/images/bullet.gif); background-position: 18px 7px; background-repeat: no-repeat no-repeat; line-height: 19px; padding-left: 30px;">Every Monday morning using my Edge POS system, I pull a report showing names and addresses and phone numbers of every new client who purchased from us the week before.</li>
<li style="background-image: url(http://www.southernjewelrynews.com/templates/ja_teline_ii/images/bullet.gif); background-position: 18px 7px; background-repeat: no-repeat no-repeat; line-height: 19px; padding-left: 30px;">Each of these new clients will be sent a special offer that I devise whether that be a gift certificate, simple letter telling them about our services and lines offered or a combination of each.</li>
<li style="background-image: url(http://www.southernjewelrynews.com/templates/ja_teline_ii/images/bullet.gif); background-position: 18px 7px; background-repeat: no-repeat no-repeat; line-height: 19px; padding-left: 30px;">Personally, I put an expiration date on each a month out so that the customer has time to use it and not feel overly rushed back in.</li>
</ul>
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Please take the time to track the return of these customers to your store as well so you’ll know how effective your marketing has been. Let me also say this, you can be as simple or as fancy as you’d like with this. I’ve seen jewelers use simple gift certificates they’ve printed from their own computer using Microsoft Word or Publisher and I’ve seen fancy colored brochures and guess what… I’ve seen both be very effective at getting the customer in for a repeat sale!</div>
<div style="background-color: white; color: #333333; font-family: Arial, sans-serif; font-size: 12px; line-height: 18px; margin-bottom: 10px; margin-top: 10px; padding: 0px;">
If you’d like to see what I’m currently using to drive new customers back in my store, I’d be willing to share it with you. Simply drop me an e-mail requesting my new customer brochure at: <a href="mailto:goldman86@bellsouth.net" style="color: #006699; text-decoration: none;">goldman86@bellsouth.net</a> and I’ll e-mail a PDF file for you to see and get some ideas for starting your very own <b><i>“New Customer Welcome Pack”.</i></b> Trust me… this works and you’ll reap huge dividends from it! </div>
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<b>Now, my prescription for you is, don’t let this idea sit around for long. Do it today because your store’s profit line will thank you tomorrow!</b></div>
</div>
Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.com0tag:blogger.com,1999:blog-7430978267779948429.post-66844382644683751132013-03-04T18:25:00.000-08:002013-03-04T18:25:31.618-08:00"Modeling" for Success<div dir="ltr" style="text-align: left;" trbidi="on">
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Thinking back to your childhood, you probably remember those special people who occupied “Hero Status” in your mind. My personal favorites were usually Marvel Comics’ characters such as Spiderman and Iron Man. Undoubtedly, you had yours. As you got older, you found those certain people that you looked up to as Role Models. Perhaps you patterned your dress, speech, habits and ethics after these people. This in its simplest form is what is known as “Modeling.”</div>
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How can Modeling help someone in the jewelry industry? Modeling comes from the neurolinguistic field which borrows somewhat from hypnosis. It says that if you can pattern after your hero as a young person, then you can Model the habits of people, companies or industries now. </div>
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Maybe you’re a bit like me - a people watcher at heart. You see, I often study the habits of successful jewelers and the companies they operate. Yes, success most definitely leaves clues and it’s up to you and me to find and Model it!</div>
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I would suggest that as sales people we look to the example set by other sales people and follow it. In my career, Ralph Timmerman of Camelot Bridal has been a great Model of success for me and is one “Sharp Cat” I often try to emulate in my sales approach.</div>
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As companies go, you and I probably started our own retail jewelry stores because we wanted the degree of freedom afforded one who owns their own company, plus all of the other perks that go along with it. That being said, I think it’s time each of us independents take a look at the marketing operations and methods of such jewelry chains as Kay’s & Zales. Don’t have a cow!!! I’m not suggesting you lose your Independent Jeweler identity and start copying what the majors are doing, but at least take a look at them and see if there is something you could learn and Model.</div>
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Yes, the major jewelry chains drive demand and styles in our industry, and in a way, I’m very thankful to them for it. How many of you have piggybacked items in your own inventory that the major players have made popular? How many of you have made lots of money because of the trends formed and pushed by these major players? </div>
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Amazingly, for all their faults, the major chains have a great many things we could learn from and Model. They got to be major chains for a reason didn’t they? Here’s a list of suggestions for you to consider, Model and implement in your jewelry store:</div>
<ul style="background-color: white; color: #333333; font-family: Arial, sans-serif; font-size: 12px; line-height: 18px; list-style: none; margin: 10px 0px; padding: 0px;">
<li style="background-image: url(http://www.southernjewelrynews.com/templates/ja_teline_ii/images/bullet.gif); background-position: 18px 7px; background-repeat: no-repeat no-repeat; line-height: 19px; padding-left: 30px;">Go to one or many of the major chain’s websites and sign up for their weekly/daily e-mails. Watch how they market to you. They’re pretty sharp, and I’m sure you’ll find more than one idea you can use in your e-mail marketing! (You <i>do</i> e-mail your customers, right?)</li>
<li style="background-image: url(http://www.southernjewelrynews.com/templates/ja_teline_ii/images/bullet.gif); background-position: 18px 7px; background-repeat: no-repeat no-repeat; line-height: 19px; padding-left: 30px;">Visit a successful independent jeweler in a different area and see if they’ll let you look over their shoulder a bit. Model the good ideas you find.</li>
<li style="background-image: url(http://www.southernjewelrynews.com/templates/ja_teline_ii/images/bullet.gif); background-position: 18px 7px; background-repeat: no-repeat no-repeat; line-height: 19px; padding-left: 30px;">Join a mastermind group to find new and fresh ideas to Model. I’m currently a member of five groups, three of which are jewelry specific and the other two include retailers of all types. Often I’ve discovered the best ideas in groups such as these, and best of all, these groups are dedicated to the success of their members.</li>
<li style="background-image: url(http://www.southernjewelrynews.com/templates/ja_teline_ii/images/bullet.gif); background-position: 18px 7px; background-repeat: no-repeat no-repeat; line-height: 19px; padding-left: 30px;">Lastly, visit one of the chain stores to see how they price point their jewelry and how their counter displays look. You might also want to take a look at store layout. The big boys spend lots of money studying this and it wouldn’t hurt to Model this for ever increasing benefit in your store.</li>
</ul>
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So there you have it! Think about the things written above and let them sink in. Then pay a visit either online or in person to a few places and see what ideas you can Model in your store today!</div>
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"til next time,</div>
<div style="background-color: white; color: #333333; font-family: Arial, sans-serif; font-size: 12px; line-height: 18px; margin-bottom: 10px; margin-top: 10px; padding: 0px;">
Bill Warren, DDJM (Doctor of Dynamic Jewelry Marketing)</div>
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<br /></div>
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Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.com0tag:blogger.com,1999:blog-7430978267779948429.post-86567270901701883002013-02-15T13:15:00.005-08:002013-02-15T13:16:28.052-08:00Don't Wait For Your Money!<div dir="ltr" style="text-align: left;" trbidi="on">
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<b><span style="font-size: 12.0pt; line-height: 115%;">Don’t Wait For Repair
Money – Get Paid Now!<o:p></o:p></span></b></div>
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<b><span style="font-size: 12.0pt; line-height: 115%;"><br /></span></b></div>
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Have you ever looked at your finished repair box and found
it busting at the seams or running over?
Do your employees get tired of calling the same customers over and over
again to remind them to pick up the repair they left last year? Does it frustrate you that your goldsmith or
outside tradeshop gets paid now but you have to wait for payment months or even
years in some cases? <o:p></o:p></div>
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<br /></div>
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This is probably a scenario that plays out in many jewelry
stores across the land…<u>at least until now</u>! Yes, I’ve felt the pains of frustration from
this very thing. Probably like you, I
take no joy in selling my customer’s repaired jewelry to recoup my costs either
(not counting the bad will generated if the customer does ever return to pick
it up). <o:p></o:p></div>
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<br /></div>
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While looking at my
overly full repair box and trying to get paid for repair work done months ago,
a simple idea occurred to me. Why not
ask for payment in full up at the time we take it in?<o:p></o:p></div>
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Here’s a few ways that you could go about getting paid in
advance at not having to worry about collecting payment from those forgetful
jewelry & watch repair customers:<o:p></o:p></div>
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<br /></div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]-->1.<span style="font-size: 7pt;">
</span><!--[endif]--><b>Simply
“Ask” if they’d like to go ahead and pay now</b>…many folks will without even
giving it a second thought! You may
also say something like, “Would you like to go ahead and get this out of the
way today or when you pick it up?”<o:p></o:p></div>
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<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]-->2.<span style="font-size: 7pt;">
</span><!--[endif]--><b>Offer a
discount </b>of your choice if they go ahead and pay for the repair service
now! Yes, many clients still like to a
discount no matter what the amount! If
you’re using the Geller blue book prices (<i>you
are aren’t you?</i>)…then a small discount should be no problem!<o:p></o:p></div>
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<br /></div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><b>3.<span style="font-size: 7pt; font-weight: normal;"> </span></b><!--[endif]--><b>Offer a “Freebie” for early payment! </b>Perhaps you might say, “Mr. Customer,
because you came in today, you qualify for a FREE gift of bottled jewelry
cleaner if you pay upfront!<b>” <o:p></o:p></b></div>
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<b><br /></b></div>
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Your jewelry store is probably a lot like mine and so I
predict you’ll get similar results that I have after trying the above
ideas. Slightly more than 60% of the
customers asked for upfront payment did just that without one problem! The rest of the clients in no way seemed
offended when we asked but said they didn’t bring enough money or would need to
wait until payday…which was just fine by me!
60% pay upfront was certainly much better than no money upfront and in
these times…just like you, I have to watch my cash flow very closely. Needless to say, this little exercise really
helped out and improved our cash flow immensely. <b><i><u>Wouldn’t David Geller be proud?<o:p></o:p></u></i></b></div>
<div class="MsoNormal">
<b><i><u><br /></u></i></b></div>
<div class="MsoNormal">
Until Next Time,</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Bill Warren, DDJM (Doctor of Dynamic Jewelry Marketing)</div>
<div class="MsoNormal">
<a href="http://www.warrenmarketing.blogspot.com/">www.warrenmarketing.blogspot.com </a></div>
<div class="MsoNormal">
828-729-1020</div>
<div class="MsoNormal">
<a href="mailto:goldman86@bellsouth.net">goldman86@bellsouth.net</a></div>
</div>
Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.com0tag:blogger.com,1999:blog-7430978267779948429.post-42685873901101730552013-02-02T10:58:00.001-08:002013-02-02T10:58:25.479-08:00<div dir="ltr" style="text-align: left;" trbidi="on">
One of the best companies to come along in a long time that will help your mail stand out is <a href="http://www.3dmailresults.com/">http://www.3dmailresults.com/</a> <br />
<br />
The use of objects that make your direct mail "Bulky" will increase your chances by 300% of hitting your client's "A Mail" pile instead of file thirteen.<br />
<br />
I highly recommend this company and use them quite often for my jewelry/gift store. Take time to check them out...<br />
<br />
Good Luck,<br />
<br />
Bill Warren<br />
828-729-1020</div>
Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.com0tag:blogger.com,1999:blog-7430978267779948429.post-29856692872429675192013-01-09T06:48:00.001-08:002013-01-09T06:48:55.401-08:00New Year's Resolutions for The Independent Jeweler<div dir="ltr" style="text-align: left;" trbidi="on">
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">New
Year’s Resolutions For The Independent Jeweler</span></b></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Times New Roman","serif"; font-size: 18.0pt; line-height: 115%;">S</span></b><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">o…you’ve
made it through yet another holiday season, paid the bills (hopefully),
reviewed what worked and what didn’t and are ready for a fresh start in
2013!<span style="mso-spacerun: yes;"> </span>Maybe you’ve had a wonderful
season and wouldn’t change a thing for the coming year or perhaps you’re like a
lot of jewelers I’ve talked with and are left scratching your head, wondering
what to do for 2013.<span style="mso-spacerun: yes;"> </span>Here are a few
ideas:</span></div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-align: justify; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Start collecting customer info to use in
direct marketing including name, addresses, telephone numbers, email address,
birthday & anniversary dates, children’s info</span></div>
<div class="MsoListParagraphCxSpMiddle" style="text-align: justify;">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-align: justify; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Get actively involved in social media
most especially Facebook (I recommend a personal page for yourself and a fan
page for your business)</span></div>
<div class="MsoListParagraphCxSpMiddle">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-align: justify; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Use the email addresses you’ve been
collecting and start sending a weekly email blast to your clients with specials,
new arrivals, repair specials, etc.<span style="mso-spacerun: yes;"> </span>In
case you’re afraid you might offend a customer, know that the larger jewelry
chains send daily emails to their clients!</span></div>
<div class="MsoListParagraphCxSpMiddle">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-align: justify; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Have your staff as well as you make a
point to reach out and contact at least 5 customers per day via telephone just
to say, “Hello” without a hard sales pitch.<span style="mso-spacerun: yes;">
</span>People like to know you’re human and not just trying to sell them
something.</span></div>
<div class="MsoListParagraphCxSpMiddle">
<br /></div>
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<span style="font-family: Symbol; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Make a commitment to send every customer
who makes a purchase a thank you card or note along with a gift certificate for
them to spend later (you choose the amount).</span></div>
<div class="MsoListParagraphCxSpMiddle">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-align: justify; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">You’ve put it off for years, but this
year is the time to get involved in local community civic affairs so that you
can meet people and they can get to know you and what you are all about…it reaps
benefits!</span></div>
<div class="MsoListParagraphCxSpMiddle">
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<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-align: justify; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">To increase your average ticket sale,
train and retrain your sales force to develop a process of upselling or adding
on to each transaction…it’s the quickest way to get to a higher ticket sale
overall!</span></div>
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<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-align: justify; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Increase the amount of times you touch
your customer list (you do have one?).<span style="mso-spacerun: yes;">
</span>Agree to touch everyone on your list via telephone, direct mail or email
at least six or more times per year.<span style="mso-spacerun: yes;"> </span>In
my store, we reach out to our clients in some form almost monthly.</span></div>
<div class="MsoListParagraphCxSpMiddle">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-align: justify; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Host more events for your store rather
than just another sale.<span style="mso-spacerun: yes;"> </span>Events create
buzz in the community and allow for more profit than when you just do another
sale. </span></div>
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<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-align: justify; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Look at what your customers are
requesting as well as buying.<span style="mso-spacerun: yes;"> </span>Do you
have the right inventory and enough of it?</span></div>
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<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-align: justify; text-indent: -.25in;">
<span style="font-family: Symbol; font-size: 12.0pt; line-height: 115%; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Remember to reorder your fast selling
items weekly, not monthly…you’ll make more money if you do!</span></div>
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<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">In the last week, many
jewelers have told me about their holiday results and they’re both good and
bad.<span style="mso-spacerun: yes;"> </span>Amazingly, the one thing I noticed
above all was that those who promoted their store actively thru the entire year,
did better than those jewelers who only did it once in a while. </span></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">My friend George Prout
with Gems One and I have been exchanging emails discussing the changes taking
place within our industry.<span style="mso-spacerun: yes;"> </span>One thing is
for sure, today’s jeweler simply cannot afford to sit on their duff because
they won’t make it much longer.<span style="mso-spacerun: yes;"> </span></span></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">The piece of pie is
getting smaller for each of us and I plan to get my store’s fair share…how
about you?<span style="mso-spacerun: yes;"> </span>The ideas above are only a
few things that you can do today to impact your business in a positive
way…think about it, meditate on it and then put them into implementation!<span style="mso-spacerun: yes;"> </span>Your staff will thank you and more
importantly, your thicker pocketbook will thank you!</span></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Until Next Time,</span></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Bill Warren, DDJM (Doctor of Dynamic Jewelry Marketing)</span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">828-729-1020</span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Email: <a href="mailto:goldman86@bellsouth.net">goldman86@bellsouth.net</a></span></div>
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Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.com0tag:blogger.com,1999:blog-7430978267779948429.post-76449107736124144762012-08-02T13:10:00.003-07:002012-08-02T13:12:23.965-07:00STULLER'S BRIDGE EVENT - A Must See for the Jeweler of Tomorrow<div dir="ltr" style="text-align: left;" trbidi="on">
Yes, normally I write columns on the subject of marketing, but this
one will be a bit different. What does Stuller’s Bridge event have to
do with marketing? Maybe nothing and maybe everything... you decide!<br />
<br />
At Stuller’s invitation, I decided to fly down to Lafayette to their
Bridge event which showcases not just tools or mountings, but
technologies enabling the jeweler of today to become the “Jeweler of
Tomorrow.”<br />
<br />
Upon arriving at the Lafayette, LA airport, Stuller employees were
waiting to pick myself, my store manager and my goldsmith up and
transport us to our hotel room (all of which Stuller had paid for).
These Stuller employees had a big smile on their face, enthusiasm in
their voices and bright blue shirts on with the Stuller logo. Their
friendliness was beyond belief and it was very easy to see why Louisiana
is one of the happiest places in the USA.<br />
<br />
After arriving at a brand new first class hotel and resting for a
bit, we were invited to a beautifully appointed banquet room to enjoy
some wonderful Cajun cuisine. Several Stuller employees addressed the
group that evening, including Matt Stuller himself. It was interesting
to note that they told us exactly why they had brought us there, what
they hoped to show us and how it would benefit our stores. They
demonstrated considerable passion but more importantly showed us how
much they cared about the industry and how they could partner with
independent jewelry stores to help us grow and become “The Jeweler of
Tomorrow.”<br />
<br />
The next morning, we were picked up once again by our enthusiastic,
smiling friends in the blue shirts and transported to the Stuller
facility. Folks, please understand something, I come from an area that
has some of the biggest factories in the world (including a large Google
facility), what I saw was a very modern jewelry manufacturing facility
(the largest jewelry manufacturer in the USA to be exact) and this
building measured 1/3 of a mile long in one direction! It was
absolutely an amazing sight to see and I really appreciated where Matt
Stuller had come from after having watched his company grow for the near
30 years I’ve been in the industry.<br />
<br />
Stuller served each of us a wonderful Cajun breakfast in their very
own cafeteria and then it was off to the races. Of course, touring the
facility was great, but Stuller’s people are probably what impressed me
most. Never once did they try to sell something directly, but instead
they showed each of us in this group of 100 jewelry store owners how
they could benefit our biz with the latest technology and products.<br />
<br />
While there, I met a few of our friends off the Polygon Jewelry
Network, Curtis Miller and his lovely wife Mary Margaret who were an
absolute delight. Curtis and I, who are versed in CAD/CAM and other
jewelry technologies, were absolutely amazed by the “Jewelry Store of
Tomorrow” which was actually set up within the facility. Modern cases,
lighting, flat screen televisions, iPads and various other technologies
showcased how the jeweler of tomorrow could interact with their
customers. It actually made each of us rethink how we could operate our
business. One of the biggest lessons I took away is that there is more
than one correct model to run a jewelry store.<br />
<br />
My staff was blown away with the prototype models that could be
offered to our customers and how it could also interact with our CAD/CAM
programs. When Matt Stuller stood up to speak to us again, he
mentioned a concept that I found most interesting. He simply said,
“Jewelers today need to start thinking SMOL” (pronounced just like
small). SMOL stands for “Sell more, own less.” Simply put, with
precious metal prices being what they are, why would we want to stock
all of these mountings, bands, etc. when we can show customers by using
prototypes and then have the mounting shipped overnight for your
customer to pick up the next day.<br />
<br />
Admittedly, I have not been a big fan of selling prototypes until
now. Once you get comfortable with the concept it becomes quite easy
and your customers will love the idea of showing prototype mountings
that look and feel like the real thing that can be custom made just for
them.<br />
<br />
Again, what does all of this have to do with my regular marketing
column? OK, here you go! Matt Stuller actually didn’t try to sell us a
thing, but he and his staff showed us how Stuller’s products and
capabilities could easily benefit our stores. Every employee we met was
absolutely “Up” and displayed genuine enthusiasm for their job. The
excitement was quite infectious as my employees came back and started
setting the world on fire in our store. Did I mention nobody tried to
sell me a thing? But by using a gentle and genuinely helpful approach,
I’m sure much business was done to the benefit of all parties (I made a
laser welder purchase while there!)<br />
<br />
As one attendee stated, “Why would anyone want to do business
anywhere else after having an experience like this?” Words cannot
describe all we experienced while at Stuller, but let me ask you a
question. What are you doing to “Wow” your clients and what are you
doing to make “Evangelists” of each by giving them an experience to
remember and not just always going for the “Hard Sell?” I’ll never
think the same way about my business after having been to an event like
this. Are you doing things for your customers that would make them say,
“After having experienced that, why would I want to go to any other
jewelry store?” Think about it.</div>Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.com0tag:blogger.com,1999:blog-7430978267779948429.post-80057543996169466512012-07-07T11:03:00.002-07:002012-07-07T11:04:15.965-07:00Customer Reviews Help Market Your Biz<div dir="ltr" style="text-align: left;" trbidi="on">
You read the title correctly, customer reviews of your business does help in marketing to new clients! The reason is simple, so many folks check Google, Yahoo and other online places often before making an initial visit to your store!<br />
<br />
It continually surprises me at the businesses who do not try and cultivate reviews on Google of their operation. If you own a jewelry store, do you realize that couples under 30 rarely ever look at a telephone book but go straight to the computer and "Google" local stores? Its true and statistics prove it...<br />
<br />
So how do you go about cultivating good reviews for your business? Simply ask your customers when you've completed a sale with them is one easy way. Why not? While the experience is fresh is often times the best time to ask a bit of good will from your client.<br />
<br />
Another thing that I do is to ask fans of your facebook page to post a review online. When they do, send them a small gift as a token of appreciation such as a giftcard/certificate etc. You'll be surprised how many reviews they might do when you reward them.<br />
<br />
Go ahead, give it a try..you'll be glad you did!<br />
<br />
'til next time,<br />
<br />
Dr. Bill Warren, DDJM (Doctor of Dynamic Jewelry Marketing)<br />
828-729-1020<br />
<a href="mailto:goldman86@bellsouth.net">goldman86@bellsouth.net</a></div>Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.com0tag:blogger.com,1999:blog-7430978267779948429.post-16356509460112629222011-09-12T14:14:00.000-07:002011-09-12T14:14:22.375-07:00My Secret Weapon<div dir="ltr" style="text-align: left;" trbidi="on"><br />
If I had to start my jewelry business over tomorrow and could only keep one asset from my prior business, what do you think it would be? What is the one most important and critical element to every businesses success? Why nothing other than your in-house, customer mailing list of course! You do have one don't you?<br />
<br />
Ok you might say, why is your customer mailing list so important? First of all, its ultimately much easier to sell to customers you're already served than trying to sell to new customers who have never been in your store. These customers are predisposed to buy from you!<br />
<br />
The second reason is that its much cheaper to market to your in-house mailing list with affordable direct mail and postcards than it is to do what I call "Spray and Pray" mass marketing such as newspapers, billboards, etc.<br />
<br />
Thirdly, its easy to segment your in-house mailing list (mine numbers aprx. 14,000) by any demographic you choose. For instance, I suggest you mail special offers, notifications of new lines, events to the "Top 20%" of your mailing list. In other words, the 20% who have spent the most with my store, hear from me more often! You may also choose to mail to only married couples or customers with a birthday during the month of October as other examples.<br />
<br />
Its also critically important that you reach out and "Touch" your clients at least six or more times per year...if you are not, you are missing the boat my friends! Why do you think the big box stores (you know who I mean) mail special offers and catalogs to their clients every month or more? SIMPLY BECAUSE IT WORKS!!! If it didn't work, do you really think the mass merchandisers would keep sending you their direct mail offers? Of course not!!!<br />
<br />
Yes, my secret weapon that spells success, is my in-house mailing list! It repeatedly churns out a great return on investment that no other form of advertising/marketing can even come close to!<br />
If you have not started your own customer mailing list, let me give you a few tips:<br />
<br />
1. Above all else, start collecting the name, addresses, telephone, email, birthday and anniversary dates of each client you serve.<br />
<br />
2. Tell clients that you'll put them in your "VIP CLUB" and send them a card with a gift certificate to spend in your store on their birthday and anniversary.<br />
<br />
3. At least once a week, email a special offer to those you've collected email addresses from.<br />
<br />
4. Send special direct mail or email offers to the "Top 20%" of your customer list more frequently.<br />
<br />
<br />
Bill Warren is president of The Gold Mine Fine Jewelry & Gifts, Inc., a successful jewelry store in the western NC town of Hudson. He recently formed Warren Marketing Systems, a company dedicated to helping small to medium size jewelers achieve success through innovative marketing. He regularly speaks at jewelry shows and conventions and also is a member of the Marketing Wizards Alliance. If you would like to receive more money making ideas like those in this article, consider subcribing to the Marketing Wizards Alliance Newsletter. To do so or to contact Bill, call 828-729-1020 or email at <a href="mailto:goldman86@bellsouth.net">goldman86@bellsouth.net</a><br />
Visit Bill's Jewelry Store website at: <a href="http://www.hudsongoldmine.com/">www.hudsongoldmine.com</a><br />
<br />
<br />
</div>Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.com0tag:blogger.com,1999:blog-7430978267779948429.post-16221480157106112862011-07-15T19:25:00.000-07:002011-07-15T19:25:27.011-07:00Do You Take Time To Think About This?I often wonder if my fellow business owners really take the time to do one very crucial thing...and that it, "Do they really spend any time thinking about new ways, new revenue streams and anything else that will improve their business?" Its the truth...many don't!!!<br />
<br />
You see, I learned many years ago to at least take 30 minutes a day during a time in which I'm uninterrupted and think about the systems that make my business run.<br />
<br />
During this time, I often think of how Earl Nightingale once said that this time is like mining in a vein of pure gold! After one of these thought sessions, I came up with a complete new way of thanking my customers while giving them an offer to come back in my store. I was also able to obtain a phone number of a competitor who was going out of business and use it to my store's benefit by gaining many new customers from my former competitor.<br />
<br />
I urge you, take a few minutes each day...get off to yourself and with a notepad, start jotting down any ideas that come to you..no matter how silly they may seem. Then prioritize them and put them to work in your store. You'll be surprised at the results and just like myself, you'll find that it lights your fire!<br />
<br />
Success,<br />
<br />
Bill Warren<br />
<a href="http://www.warrenmarketing.blogspot.com/">www.warrenmarketing.blogspot.com</a><br />
828-729-1020<br />
<a href="mailto:hidden69@charter.net">hidden69@charter.net</a>Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.com0tag:blogger.com,1999:blog-7430978267779948429.post-82681026881698580492011-06-19T15:19:00.000-07:002011-06-19T15:19:28.034-07:00Remember This Or Your Business Will Die!<div dir="ltr" style="text-align: left;" trbidi="on">A good friend and mentor of mine, Jim Ackerman of Ascend Marketing taught me something many years ago that I wish to share with you and that is...<br />
<br />
<b>There are only 3 ways to grow any business!</b><br />
<br />
<ol style="text-align: left;"><li>Get More Customers</li>
<li>Get Those Customers To Spend More Money</li>
<li>Get Those Customers To Spend More Often</li>
</ol><div>Yes, as a business, we do need new customers everyday so thats where the "Getting More Customers" comes in. But it is equally important to get your new and existing customers to spend more money, more often!</div><div><br />
</div><div>How do you do that? You get them to spend more money by what some would call "Add Ons or Bump Ups". Its very important to have a list of things you can add on to each sale, value added offers, or counter specials to which you can increase the amount of each sale. Now, lets talk about getting your customers to spend more often.</div><div><br />
</div><div>How do you do that? By sending them special timed offers on a regular basis to get them back in your store more frequently. Too many business owners are simply waiting around for their customers to come to them but they're not giving those customers a good reason to do so! Make a phone call, let them know about a new line you've received, send them a coupon, send them a gift certificate for their birthday or anniversary. Most importantly, just do something!! Those who are waiting to do business will be waiting simply to go out of business!</div><div><br />
</div><div>Truly Yours,</div><div><br />
</div><div>Bill Warren</div><div>828-729-1020</div><div><a href="http://www.warrenmarketing.blogspot.com/">www.warrenmarketing.blogspot.com </a></div><div><a href="mailto:goldman86@bellsouth.net">goldman86@bellsouth.net</a></div><div><br />
</div><div><br />
</div><div><br />
</div><div><a href="mailto:goldman86@bellsouth.net">goldman86@bellsouth.net</a></div></div>Bill Warrenhttp://www.blogger.com/profile/12975956207850468695noreply@blogger.com0