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If you’re holding private sales and they’re not working as well as you’d like, marketing specialist Jim Ackerman says its time to change up your marketing.

Most jewelers promote these events via Facebook, email and postcards. But you might want to ditch the postcards, he says.

In the video below, Ackerman shows how one jeweler achieved a superb 12 percent response rate using a well-crafted two-page letter. As a result, the store did $80,000 of business in two days.


Forget Postcards … This Jeweler’s 2-Page Letter Brought $80K in Business

Jim Ackerman, “Marketing Coach to the Jewelry Industry,” is president of Ascend Marketing. Reach him at [email protected].

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When Sales Beat Projections, You Know Wilkerson Did Its Job

There are no crystal balls when it comes to sales projections. But when Thomasville, Georgia jeweler Fran Lewis chose Wilkerson to run the retirement/going-out-of-business sale for Lewis Jewelers and More, she was pleasantly surprised to learn that even Wilkerson could one-up its own sales numbers. “Not only did we meet our goal, but we exceeded the goal that Wilkerson had given us by about 134%,” she says. After more than 40 years in the business, Lewis says she decided a few years ago to “move towards retirement.” And she was impressed by Wilkerson’s tenure in the industry. Overall, she’d recommend the company to anyone else who may be thinking it’s time to hang up their loupe. “As a full package, they’ve done a very good job and I’d definitely recommend Wilkerson.”

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