EVER FELT LIKE MARKETING was a one-sided conversation? Like you’re screaming “Buy now!” at the top of your lungs, but your customers aren’t paying attention?
Well, you are probably right! Your potential customers could be ignoring you and scrolling past your posts because they sense the desperation rather than genuine value in your marketing.
In this third part of the “7 Habits for Highly Effective Jewelers,” inspired by Stephen Covey’s timeless principles, we’ll examine two habits that will transform your marketing from pushy to more personal.
Habit 5: Seek First to Understand, Then to Be Understood (a.k.a. Know What Customers Actually Want)
You’ve probably had clients ask, “What’s the best material for sensitive skin?” or “What kind of earrings look best on me?” Sadly, most jewelers wait until someone walks into their store to educate their clients, but by then, the decision is already half-made (or worse, they’ve clicked “Add to Cart” on a competitor’s website or walked into another store). Here’s how you can make it work:
Use Google as a Crystal Ball
Type “best engagement ring for…” or “best earrings for…” to see what Google advises. You’ll be surprised at the “People also ask” portion of the search results. Real people are asking things like, “Is it okay to propose with a lab diamond?” And those are questions you could be answering.
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Write as Your Customers Speak
Skip the jargon. While “exquisite handcrafted adornment” sounds cool and fancy, why not try “a dainty 14K gold bracelet that won’t irritate your skin”? Long-tail keywords like this often perform better because they reflect natural language and specific intent.
Make Product Descriptions Work Harder
Include common queries and benefits in your descriptions. Instead of saying “Gold Necklace with Heart Pendant” on your product description, try reconstructing it to something like: “Perfect for everyday wear, this 14K gold necklace won’t snag your sweaters or fade over time.” This way, customers will feel seen, and you increase their trust in you.
Habit 6: Synergize
Consider stacking rings: one is nice, but together? They sparkle! Now, that is synergy. In jewelry marketing, synergy means combining marketing tools and multiple strategies to see maximum effects.
Let Email Boost the Message
For instance, don’t rely on just one channel if you’re promoting Mother’s Day gifts. Mention them in your most recent blog, tease them on Facebook, and send a personalized email with a subject line like, “Lisa, Mom’s Day Is Coming—Need a Gift?” Customers do not require persuasion when your content works together: They simply need a nudge.
Partner With Local Businesses
You can also work with a florist or wedding planner to maximize your reach. For example, you can create a “proposal package” with them. Alternatively, you can also organize a joint giveaway with a neighboring spa. This is not simply about exposure; it’s about reaching customers who already have buying intent.
Bottom Line
Marketing should never feel like a one-sided conversation. If your message feels forced, then it probably is. When you truly understand your customers and execute your marketing activities to complement one another, your marketing becomes more intuitive, powerful, and persuasive, like a beautiful set of diamonds that is hard to ignore.
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