Scrap Gold Promotions Revisited

Yes, I realize I’ve written about SCRAP GOLD before, but I felt the need to revisit this for one reason….too many jewelers are overlooking obvious “Golden Opportunites!” As gold & silver prices rise, I continue to see folks bringing in their scrap gold. However, could you have been overlooking an untapped market in our friends the “Latinos”?

After securing an all spanish speaking mailing list (I got this from James Porte of Porte Marketing Group), I mailed a postcard which was written in Spanish with special offers of buying their gold. At first, I was a little worried because nothing happened for about a week...but then...wow! Not only did one Mexican family come in, but they spread the word to several. It also seemed that they were grateful that our store had “Noticed Them!”
As we have many latino groups in our area such as: Mexicans, Columbians, Cubans, Brazilians...these folks often feel like they are not accepted or noticed. Think about this: You may be the only jeweler in your area that serves this niche’ market! It can also be a very profitable market!!!

An amazing thing I’ve noticed...this ethnic group seems to prefer cash, they often pay for things with only cash and don’t think because they are selling their scrap gold that they don’t have money! They are some of the most thrifty shoppers anywhere and we shouldn’t be turning our noses down to them.

Think about it and put this idea to work in your store!

Until next time,

Bill Warren

Do You Need A Checkup From The Neckup?

The headline above is one of my favorite quotes from motivational speaker Zig Ziglar and it is even more relevant (in this time of recession) than ever! Have you discovered as I have that most folks including ourselves really have the kind of day we have based on how we believe and react to stimuli going on around us? If you stumped your toe as you got out of bed this morning, did the rest of the day seem to follow suit? On those great days when everything goes perfect, did you seem to go from one success to another? So the big question is...How’s your attitude?


On my way to work this morning I stopped at my favorite local convenience store and overheard an interesting conversation. A local real estate agent was talking to the store owner and they both had that depressed look about them and you could just feel the “Doom & Gloom” as you entered the store. Then one of them asked me, “How’s your business doing? Bet yours is off like ours is! I simply replied to their amazement that while the business climate may be tough, I’ve actually had the biggest month of August that I’ve ever had!! After they picked their jaws off the floor I proceed to tell them that we are often victims of our own attitudes and under the influence of those who we hang around. Now I wasn’t trying to be mean to these guys, but I really wanted them to understand that “If it is to be...its up to me!”

Your employees are looking to you for encouragement and if you come to work with a defeated attitude before the day begins, how do you expect to encourage someone else or even more importantly...how do you expect them to be excited about selling your product? Yes, it may be tough out there, but even during the “Great Depression”, there was businesses and people who were successful.

Customers can even pick up on a jewelry store’s overall attitude when they walk in the door. How do you think they feel when ‘ole sad Sally tries to help them? Don’t you think that you owe it to yourself, your employees and your customers to keep your thinking out of the gutter?

Now back to my convenience store friends…They asked how I could be having the best month of August ever so I told them! You simply have to seek business from those who are less effected by the economy. Go after corporate business such as I have with logo watches and take extra good care of the “TOP 20% of Customers” that you have. Make them extra special offers or after hour sales...these are the folks who can still afford to buy what we jewelers have!

But other’s say, “How can you do business when most people are cutting back on frivolous spending?” Engagements are still happening everyday as are birthdays and anniversaries. Shouldn’t you be getting your fair share of that business? I am and will continue to do so and despite the economy we’ve grown...so can you!!!

So I Challenge You! As you look at that person in the mirror each morning...give yourself a checkup from the neckup! Be proactive and start your day in climbing gear, not neutral!!!

Success,

Bill Warren
Warren Marketing Systems
828-729-1020
hidden69@charter.net

You're In The Theater Called "Your Business"..

LIGHTS, CAMERA, ACTION!!!  Ok..that may have been a bit dramatic, but it got you thinking!  Each of us who own or work in a business must realize that we are "On Stage" at all times!  When you open your doors in the morning, it really is time to "Play The Part"...the part of a successful business owner or manager!

First of all, when you look in the mirror in the morning...wouldn't you rather look at someone you believe to be a success?  Hey, even if you're not so successful, go ahead a declare your success...you won't be lying, you're just telling the truth in advance is all!  If you don't feel successful about your biz, how do you expect anyone else to?

Second, your employees are counting on you "Being Up & Enthused"!  As a leader of your store, you are on the stage of business and a bit of excitement helps here...no sad faces, no down voice....set the tone and pace for you and your employees!

Third and maybe most important, your customers aren't looking for a limp noodle...they're expecting excitement, enthusiasm about yourself, your products and most importantly them!!!

So when you go to work tomorrow, remember this very basic message today...you really are on the stage....what kind of performance will you give?  Will it be a memorable or forgettable one?

Success,

Bill Warren
Warren Marketing Systems
http://www.warrenmarketing.blogspot.com/
828-729-1020

ANNOYING PEST OR WELCOMED GUEST?

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.

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!

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

Bill Warren's Marketing Newsletter for Jewelers

ANNOUNCING - TODAY'S NEWS - READ ALL ABOUT IT! I'm pleased to announce the start of a new product from Warren Marketing Systems specifically developed for jewelers called "Bill Warren's Marketing Newsletter for Jewelers". This will be a 9-15 page newsletter mailed monthly to subscribing jewelers that will be full of superb money making ideas, strategies and techniques.

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