Annoying pest or welcomed guest? That really is the question! This was part of a column by Dan Kennedy and I believe he really made a point with it. Let me ask you...how many times do you receive mail from retailers only to throw it away thinking, "How dare that company send me such junk?"
The headline didn't catch you and there probably wasn't an offer to entice you into the store either. Their mail didn't stand out in any way, shape or form from all of the other junk mail each of us receive daily. Here we have the paradigm of being the "Annoying Pest" instead of being a "Welcomed Guest".
How do you become the welcomed guest with your marketing? First of all by crafting pieces that stand out with a headline that screams "Look At Me!" followed by a very enticing offer. It constantly amazes me at the professional jewelry store's I see who simply haven't learned how to write an ad/billboard/direct mail piece that can predictably draw customers in their door.
There is one simple truth, and that is when you make your bank deposit at the end of the business day...does your banker look at you and say, "Wow, you toiled long and hard to get this, you've worked all these years and now you're able to make this deposit." They don't care if you worked a year or a day, the bank deposit still goes in and all that's looked at is the amount. It doesn't matter how hard you work to make those deposits...what does matter is how "Smart You Work"!
One last thought...for years I struggled as a goldsmith, watchmaker, gemologist, appraiser along with being a jewelry store owner. I started down the road to success with my business when I made the shift from being a jeweler to becoming a "Marketer of Jewelry & Related Services." As a business owner, the most important thing you should concentrate on is the marketing for your store. It truly is the engine that drives everything else around you!
'Til Next Time,
Bill Warren
Warren Marketing Systems
www.warrenmarketing.blogspot.com
828-729-1020
goldman86@bellsouth.net
P.S. - the second edition of my "Marketing Newsletter for Jewelers" is being mailed out to many successful jewelers as well as those who "Will Be Successful". Wouldn't you like hot tips coming to you via this newsletter and keeping you in front of the pack?
P.P.S - this newsletter contains some of the most powerful moneymaking ideas I've ever divulged and those I've not shared with anyone...give me a call today at 828-729-1020 to sign up or email me at goldman86@bellsouth.net for more info.
Tuesday, August 31, 2010
Monday, August 2, 2010
To Attract Or Repel Customers...That Is An Unusual Question
Let me ask you a question...have you ever thought that maybe your retail store will only attract as many people as you repel from it? Hang with me here, this is a bit of a complicated post...let me elaborate...
For example, have you ever noticed how the stores that seem to focus on the things they are really good at attract the customers that they want? They really don't care if they have the whole pie (or all the customers) as the saying goes...they only care about attracting the kind of customer "They" are looking for and they are willing to risk losing or even "Repelling" the kind of customer they don't want!
Yes it is true! The days of a jeweler being all things to all people are now long gone. Today's jeweler needs to focus on his niche which may be custom design work, appraisals, closeout jewelry, bridal, etc...the successful independant retailer no longer tries to be all things to all people...they focus on attracting the kind of customer (a very loyal one at that) who likes and buys the thing they as a retailer focus on.
The more focused you become on a certain grouping of customers, the more "Magnetized" they become to receiving your message and products. You also turn away the tire kickers, time wasters, etc. who you really weren't looking for anyway.
Yes, this post is a bit different, but it also comes from observing many successful retail stores who have put this into action...and believe you me, it pays big dividends!
"Til Next Time,
Bill Warren
Warren Marketing Systems
828-729-1020
P.S. - if you are in the jewelry trade, let me suggest you subscribe to my monthly "Marketing Newsletter For Jewelers" which will send a flood of ideas each month for the small price of only $59.95 per month. Yes, you can have these unusual and ultra effective ideas coming to you each month...call the number above if you dare!
P.P.S. - I practice what I preach! I only want jewelers who are looking to do the unusual and who wish to stand out in the crowd...if you are unwilling or afraid, I can't help you! Those "Smart" jewelers who are signing up with me will be "Way Ahead" of the pack come Christmas time this year!
For example, have you ever noticed how the stores that seem to focus on the things they are really good at attract the customers that they want? They really don't care if they have the whole pie (or all the customers) as the saying goes...they only care about attracting the kind of customer "They" are looking for and they are willing to risk losing or even "Repelling" the kind of customer they don't want!
Yes it is true! The days of a jeweler being all things to all people are now long gone. Today's jeweler needs to focus on his niche which may be custom design work, appraisals, closeout jewelry, bridal, etc...the successful independant retailer no longer tries to be all things to all people...they focus on attracting the kind of customer (a very loyal one at that) who likes and buys the thing they as a retailer focus on.
The more focused you become on a certain grouping of customers, the more "Magnetized" they become to receiving your message and products. You also turn away the tire kickers, time wasters, etc. who you really weren't looking for anyway.
Yes, this post is a bit different, but it also comes from observing many successful retail stores who have put this into action...and believe you me, it pays big dividends!
"Til Next Time,
Bill Warren
Warren Marketing Systems
828-729-1020
P.S. - if you are in the jewelry trade, let me suggest you subscribe to my monthly "Marketing Newsletter For Jewelers" which will send a flood of ideas each month for the small price of only $59.95 per month. Yes, you can have these unusual and ultra effective ideas coming to you each month...call the number above if you dare!
P.P.S. - I practice what I preach! I only want jewelers who are looking to do the unusual and who wish to stand out in the crowd...if you are unwilling or afraid, I can't help you! Those "Smart" jewelers who are signing up with me will be "Way Ahead" of the pack come Christmas time this year!
Wednesday, June 30, 2010
Why Would I Want To Do That?
Sometimes I am quite amazed at the logic & reasoning behind our local media. You'll find this story interesting so I thought I'd share it with you today before I go on vacation for the 4th of July!
Recently, a local sales rep for the "I Wanna" Newspaper approached me inquiring why I didn't advertise in his paper. In his words he said, "I noticed that you buy old gold & silver and wondered why you don't advertise with us. I politely asked the young man to show me the most recent copy of his paper which he did. Then I proceeded to turn to the section where all the "We Buy Old Gold & Silver" ads would be and noticed at least 20 ads for this...yes, every Tom, Dick & Harry had their ad in there proclaiming how they paid the most in our area & not to dare go anywhere else. The sales rep said...see there, all of your competition is in this paper...why aren't you? Politely I said, you've just answered your own question young man. He then gave me a really puzzled look and I said, If everyone else is in there, why would I want to be? I'd much rather dominate another form of media these guys are overlooking (and I do)!
The young sales rep then left my store unable to give me a coherent comeback or answer. Let me leave you with this thought...if you are not going to completely dominate the media you choose to work in...why do it? Search for better, more affordable media and one that your competitor's are overlooking...them completely dominate it! Remember what a hero of mine (PT Barnum) once said..."A little advertising is like anything else you do a little at...not worth much! If you are going to swim amongst the sharks...you better prepare to bring a big speer gun (or a lot of advertising dollars) to overwhelm them. Or do as I prefer, find often overlooked media and test it first for response...then
Recently, a local sales rep for the "I Wanna" Newspaper approached me inquiring why I didn't advertise in his paper. In his words he said, "I noticed that you buy old gold & silver and wondered why you don't advertise with us. I politely asked the young man to show me the most recent copy of his paper which he did. Then I proceeded to turn to the section where all the "We Buy Old Gold & Silver" ads would be and noticed at least 20 ads for this...yes, every Tom, Dick & Harry had their ad in there proclaiming how they paid the most in our area & not to dare go anywhere else. The sales rep said...see there, all of your competition is in this paper...why aren't you? Politely I said, you've just answered your own question young man. He then gave me a really puzzled look and I said, If everyone else is in there, why would I want to be? I'd much rather dominate another form of media these guys are overlooking (and I do)!
The young sales rep then left my store unable to give me a coherent comeback or answer. Let me leave you with this thought...if you are not going to completely dominate the media you choose to work in...why do it? Search for better, more affordable media and one that your competitor's are overlooking...them completely dominate it! Remember what a hero of mine (PT Barnum) once said..."A little advertising is like anything else you do a little at...not worth much! If you are going to swim amongst the sharks...you better prepare to bring a big speer gun (or a lot of advertising dollars) to overwhelm them. Or do as I prefer, find often overlooked media and test it first for response...then
Friday, June 11, 2010
Bill Warren's Marketing Newsletter for Jewelers
From time to time, I will also be including a CD of a total "Turn Key" program taking all the guesswork out of implenting a successful promotion for your jewelry store! You'll love each and every compelling issue as I promise to fill each with ideas that will stretch your mind and help you grow your store in ways you never dreamed of.
Over 20 years, I started saving every idea or technique that worked in helping me build my successful jewelry business in a small downtown of western North Carolina. I'm now willing to share these powerful techniques with you....
Here's what others are saying:
Now you can sleep because Bill never does!!! By the volume of clever, effective, and new marketing ideas that Bill Warren turns out, he must never sleep. He stays awake all night long to come up with the marketing tools he creates and is willing to share with us in the jewelry industry. Why not give Bill a call today and start benefiting from his creative marketing genius? It will help you make more money and isn't what all of this is about? Steve Morris, Helms Jewelers, Rockingham, NC
The brightest and best young retail marketer I have ever known. I have personally seen what his marketing techniques have done for many retailers in North and South Carolina. In our current economic environment, his strategies can bring your business, sales and profits to a higher level. I guarantee, if you are not utilizing his expertise, you are doing a disservice to yourself and your business. Ralph Timmerman, Camelot Bridal Co.
I just wanted to take a moment to say thank you for sharing some of your marketing ideas with me over the years. I truly believe we are all given special gifts in life and your unique marketing mind is a gift! I hope that some day I’ll be able to help you as much as you’ve help me market my business. I can’t wait to hear about more of your great ideas. Tim Hiatt - Ellis Jewelers - Lexington, NC
If you own a jewelry store and would like to take your sales & profits to a higher level, please contact me today! The newsletter is $59.95 per month and can either be billed to your credit card or you can pay by check. Simply email at: goldman86@bellsouth.net or call me directly at 828-729-1020 and let me know you would like to subscribe and then I'll get you set up!
I'm truly excited about the launch of this product that will definitely help jewelers increase their business by opening up new & exciting profit streams for their store that they've never thought of!
"Til Next Time,
Bill Warren
Warren Marketing Systems
545 Main St.
Hudson, NC 28638
828-729-1020
goldman86@bellsouth.net
Tuesday, June 1, 2010
You Can't Reach "Em Like You Used To!
Ok, bare with me here...I'm really not trying to be negative! We as retailers today, simply cannot reach customers the same old way we always have! The days of your store putting a full page ad in the local newspaper and getting rich by saturday are long over!
As of late, I've developed dubious feelings toward many of the traditional media outlets such as the local daily newspaper, yellow page ads, placemat ads, etc. Not that these medias don't still work, but I don't feel that they work as well as they once did. I do feel that print yellow page ads are a complete waste of money...(I do think online yellow page ads are great!)
Todays younger consumer doesn't look in the yellow pages (they do a google search instead) and they certainly don't read the local newspaper (their daily news comes to them on their iphone, ipad or the homepage on their laptop)!
New media that we retailers need to explore for marketing today would include but are not limited to: websites (that have been optimized by search engine optimization), email marketing, text marketing, voice broadcast (to your inhouse customer base), youtube videos, ezines, social media such as facebook, twitter and more.
My favorite form of media to use is still direct mail, of which, you can test its effectiveness easily and at low cost. Direct mail is also easily and superbly supported by all of the other media listed above. It works great, hand in hand with radio, cable tv as well as other traditional medias. I suggest you really look at developing your customer mailing list if you haven't already and make direct mail your main focus and develop other marketing methods around it.
If retailers keep using the same old tired methods, (newspapers, yellow pages, etc), they simply will not be around long...today's consumer gets it's daily dose of media from other sources and as retailers...we need to take notice and explore these lucrative options before its too late!
"Til Next Time,
Bill Warren,
Warren Marketing Systems
http://www.warrenmarketing.blogspot.com/
http://www.hudsongoldmine.com/
828-729-1020
hidden69@charter.net
As of late, I've developed dubious feelings toward many of the traditional media outlets such as the local daily newspaper, yellow page ads, placemat ads, etc. Not that these medias don't still work, but I don't feel that they work as well as they once did. I do feel that print yellow page ads are a complete waste of money...(I do think online yellow page ads are great!)
Todays younger consumer doesn't look in the yellow pages (they do a google search instead) and they certainly don't read the local newspaper (their daily news comes to them on their iphone, ipad or the homepage on their laptop)!
New media that we retailers need to explore for marketing today would include but are not limited to: websites (that have been optimized by search engine optimization), email marketing, text marketing, voice broadcast (to your inhouse customer base), youtube videos, ezines, social media such as facebook, twitter and more.
My favorite form of media to use is still direct mail, of which, you can test its effectiveness easily and at low cost. Direct mail is also easily and superbly supported by all of the other media listed above. It works great, hand in hand with radio, cable tv as well as other traditional medias. I suggest you really look at developing your customer mailing list if you haven't already and make direct mail your main focus and develop other marketing methods around it.
If retailers keep using the same old tired methods, (newspapers, yellow pages, etc), they simply will not be around long...today's consumer gets it's daily dose of media from other sources and as retailers...we need to take notice and explore these lucrative options before its too late!
"Til Next Time,
Bill Warren,
Warren Marketing Systems
http://www.warrenmarketing.blogspot.com/
http://www.hudsongoldmine.com/
828-729-1020
hidden69@charter.net
Wednesday, May 26, 2010
A Creative Way To Say "Thanks"
I'm sure most or many of you send "Thank You" notes or cards to customers who make substantial purchases from your retail store. However, have you ever thought about sending a thank you card to everyone who makes a purchase from your store, every week?
Something I've found that pays huge dividends is that in our store, we send each customer making a purchase of as little as $10 or more a thank you postcard (you can use many sources to automate this like http://www.targetmailers.com/ or even handwrite your own). On each of these postcards that we send (for only $.69 by the way)...they are personalized with the customers name, a sincere thank you message and a small area with a gift certificate for $25 off the customer's next jewelry purchase. Now don't pass out...yes, we really do give a $25 gift certificate and I see so many of these cards being redeemed...its absolutely mind blowing!
How could I just give away $25 you say? Well, first of all, yes, we have a very few who come in just for this amount, but usually, most folks spend much more...and hey, it got them in the store again so I could suggestively sell other items on the backend!!! I've also figured that it normally costs me around $40-50 of marketing/advertising to get a new customer in my doors so why wouldn't I want to get someone already pre-disposed to buy from me back in my door? (More on this thought later)!
Think about it...how are you using your thank you notes? This one way can lead to success on down the line and it "fills up the pipeline" for future business! Go ahead..give it a try!
"til next time,
Bill Warren - Warren Marketing Systems
http://www.warrenmarketing.blogspot.com/
828-729-1020
http://www.hudsongoldmine.com/
Something I've found that pays huge dividends is that in our store, we send each customer making a purchase of as little as $10 or more a thank you postcard (you can use many sources to automate this like http://www.targetmailers.com/ or even handwrite your own). On each of these postcards that we send (for only $.69 by the way)...they are personalized with the customers name, a sincere thank you message and a small area with a gift certificate for $25 off the customer's next jewelry purchase. Now don't pass out...yes, we really do give a $25 gift certificate and I see so many of these cards being redeemed...its absolutely mind blowing!
How could I just give away $25 you say? Well, first of all, yes, we have a very few who come in just for this amount, but usually, most folks spend much more...and hey, it got them in the store again so I could suggestively sell other items on the backend!!! I've also figured that it normally costs me around $40-50 of marketing/advertising to get a new customer in my doors so why wouldn't I want to get someone already pre-disposed to buy from me back in my door? (More on this thought later)!
Think about it...how are you using your thank you notes? This one way can lead to success on down the line and it "fills up the pipeline" for future business! Go ahead..give it a try!
"til next time,
Bill Warren - Warren Marketing Systems
http://www.warrenmarketing.blogspot.com/
828-729-1020
http://www.hudsongoldmine.com/
Wednesday, April 21, 2010
Do You Stand Out Or Blend In?
Let me ask you a question...does your business stand out in a crowded marketplace of competitors or does your business blend in? If there are 25 jewelry stores in your area, what makes your store different from all the rest? Please don't say..."Well, we give good customer service or our prices are good!"...everyone says this and its time for something new.
Today I attended a business showcase for my county and out of hundreds of other businesses..how were we able to stand out in the crowd? First of all, by doing something completely off the wall! Please understand, I don't take myself to seriously and I have a pretty good sense of humor...so here's what I did. I purchased a doctor's lab jacket and had it embroidered with the following: Bill Warren, DDJ Doctor of Dynamic Jewelry. When people came up to my booth and saw me standing there in a lab jacket, lets just say it made for interesting conversation. After breaking the ice and sharing a few chuckles about the lab coat, I proceed to ask to see a ladies hand and offer a "Free Examination". I would zero in on one finger of their hand and then say, "Dear lady, I can see by this finger ailment that I need to prescribe a 2 carat diamond ring, to be applied to this finger daily for the rest of your life. It will surely cure depression, chronic anxiety and chase all the blues away when you look at it!" Talk about having fun...the ladies loved it and I had a blast.
So let me ask you, which business do you think made a more memorable impression, those who introduced themselves as, "Hi, I'm John Doe and I work at so & so jewelers"...or me in the lab jacket giving a humorous examination? I'll let you decide for yourself, but I already know that answer...:)
"Til Next Time,
Bill Warren, DDJ
Doctor of Dynamic Jewelry
Warren Marketing Systems
828-729-1020
Today I attended a business showcase for my county and out of hundreds of other businesses..how were we able to stand out in the crowd? First of all, by doing something completely off the wall! Please understand, I don't take myself to seriously and I have a pretty good sense of humor...so here's what I did. I purchased a doctor's lab jacket and had it embroidered with the following: Bill Warren, DDJ Doctor of Dynamic Jewelry. When people came up to my booth and saw me standing there in a lab jacket, lets just say it made for interesting conversation. After breaking the ice and sharing a few chuckles about the lab coat, I proceed to ask to see a ladies hand and offer a "Free Examination". I would zero in on one finger of their hand and then say, "Dear lady, I can see by this finger ailment that I need to prescribe a 2 carat diamond ring, to be applied to this finger daily for the rest of your life. It will surely cure depression, chronic anxiety and chase all the blues away when you look at it!" Talk about having fun...the ladies loved it and I had a blast.
So let me ask you, which business do you think made a more memorable impression, those who introduced themselves as, "Hi, I'm John Doe and I work at so & so jewelers"...or me in the lab jacket giving a humorous examination? I'll let you decide for yourself, but I already know that answer...:)
"Til Next Time,
Bill Warren, DDJ
Doctor of Dynamic Jewelry
Warren Marketing Systems
828-729-1020
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