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Jewelers often wonder how to differentiate themselves from their competitors.

The trick is to come up with a “unique purchase appeal,” says marketing expert Jim Ackerman.

This is much more than a slogan. It’s more of a marketing mission statement, Ackerman says.

In the video below, Ackerman explains how to develop your unique purchase appeal.


Jim Ackerman, “Marketing Coach to the Jewelry Industry,” is president of Ascend Marketing. Reach him at jimack@ascendmarketing.com.

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Fifty-four years is a long time to stay in one place. So, when Cindy Skatell-Dacus, owner of Skatell’s Custom Jewelers in Greenville, SC decided to move on to life’s next adventure, she called Wilkerson. “I’d seen their ads in the trade magazines for years,’ she says, before hiring them to run her store’s GOB sale. It was such a great experience, Skatell-Dacus says it didn’t even seem like a sale was taking place. Does she have some advice for others thinking of a liquidation or GOB sale? Three words, she says: “Wilkerson. Wilkerson. Wilkerson.”

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Video: How to Get People to Buy Jewelry From You Now Instead of ‘Someday’

Set conditions in your offers to create a sense of urgency.

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SOME JEWELERS FEEL that their prices are fair and that they shouldn’t need to use special offers to get customers to buy.

The problem is, potential clients might not see any reason to buy today as opposed to tomorrow, next month or next year, says Jim Ackerman.

In this episode of Marketing Gems, Ackerman talks about how to instill a sense of urgency in your marketing and in your offers.

Take a look:

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Jim Ackerman

Video: Use This Low-Tech Secret to Bring More Jewelry Customers Through Your Door

It starts with thinking like a customer.

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IN THIS EPISODE of Marketing Gems, Jim Ackerman shares “a low-tech secret to getting maximum customers through the door in minimum time.”

It’s an idea you can apply to all of your advertising, including Facebook, email, direct mail, billboards, television, radio and every other medium.

It starts with thinking like a customer.

Watch the clip:

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Jim Ackerman

Video: How to Generate More Referrals for Your Jewelry Business

Do you have a formal system in place?

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EVERY JEWELER LOVES referrals, but many do nothing to make them happen.

In today’s video, marketing expert Jim Ackerman explains how to apply a systematic approach to generating referrals.

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