Brainstorms

It Worked for Selling the Vaccine. Could It Work for Your Store?

This verbiage may be the secret to selling more jewelry.

Published

3 years ago

August 2, 2021

INSTORE Staff Instore August 2021 Issue

It Worked for Selling the Vaccine. Could It Work for Your Store?

The drive to get the country vaccinated against COVID-19 has provided a fascinating insight into what motivates people. Different states have tried lotteries, giveaways (cash, trips, fast food, beer, donuts, even marijuana joints), college scholarships, and endorsements of football coaches. Interestingly, a Wharton study found the specific text used in a message had an oversized impact in prodding people to come in for a jab: By a wide margin, the top-performing message conveyed that a vaccine was “reserved for you.” It’s a message jewelers can tweak and use themselves. “Your jeweler is back from the world’s largest jewelry show. The latest designs, selected with you mind, are waiting for you.” Or if that doesn’t work, perhaps try that free joint.

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”