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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.

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].



Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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