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How to Improve Google Rankings Easily, a Sales Secret With 80% Return, and More Tips for April

Plus, why you really should stop saying “should.”




hand holds price tag for gift

marketingPlace A Value on It

If you give away a service for free — watch batteries, cleanings or anything else — be sure to let customers know what it’s actually worth. “Because once informed, customers can appreciate the free gift, which engenders greater loyalty and referrals,” says marketing coach Jim Ackerman of Ascend Marketing. He notes that these services take time, as well as the cost of equipment and material. “You’re providing a legitimate value that customers will not appreciate, unless you inform them of the value you’re providing.”

FINANCESThe 10% You Don’t Notice

A bit of old-time financial advice from Christina Baribault-Ortiz, owner of Baribault Jewelers, in Glastonbury, CT: “Every week, we put 10 percent of profits into a separate account, no matter what. We later get to decide what to do with this money in a clear way, and we don’t feel it.” It’s the deciding what to do with it in a clear way that is key, and it so rarely happens with our day-to-day uses of money.

MANAGEMENTShake Up Your Meetings

Want better, more productive meetings? You gotta mix it up, says Steven Rogelberg, a professor of organizational science at UNC Charlotte and author of The Surprising Science Of Meetings. “If you’re always sitting, try standing, try having a walking meeting, try brainstorming in silence — all of these techniques can lead to better outcomes,” he tells the Pinkcast YouTube series on productivity. Anything will work better than following the same routine where everyone sits in the same chairs in the same room at the same time … and comes up with the same stale ideas.


ONLINEConsistency Pays Off

Most jewelers appreciate how important it is to get accurate business information online, but many don’t realize that being consistent is crucial. “Google is a stickler for details,” says Hayley Sonntag, a marketing specialist at Podium. Make sure your business name, address and phone number exactly match everywhere you can be found online, including your Google listing. This includes such details as whether you spell out or abbreviate the word “street”. “When Google sees those key elements match on listings, it will add credibility with not only Google, but also with potential customers and will improve your Google ranking,” she says.


Spring is on the way. For Ellie Thompson, owner of Ellie Thompson + Co. in Chicago, that means she’ll soon be heading outside to tend the small garden in front of her jewelry store. “I’ve met lots of people from the neighborhood, and they see that I’m actively doing something that makes the street look nice.” Don’t have a garden? Make a point of getting outside to clean the windows at the busiest time of the day for street traffic.

SELF-IMPROVEMENTYou Should Stop Saying Should

The word “should” implies reluctance and guilt. Start saying “want” instead, recommends Dr. Sonja Lyubomirsky, author of The How Of Happiness. The positive language will help you clarify and prioritize what you really want to be doing at the moment — and it can help you see healthy business behaviors you’re not psyched about in a motivating way.



When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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