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Won’t Somebody Please Tell Me Why My Advertising Doesn’t Work!

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BY JIM ACKERMAN: Most jewelers are hyper-frustrated by diminishing returns on their advertising efforts, regardless of the chosen media, digital or traditional. Seems like the more you spend, the less you make. While all kinds of experts advocate for this marketing approach or that, nothing seems to bring in more customers. It’s a common industry lament.

Most jewelers are hyper-frustrated by diminishing returns on their advertising efforts, regardless of the chosen media, digital or traditional. Seems like the more you spend, the less you make. While all kinds of experts advocate for this marketing approach or that, nothing seems to bring in more customers. It’s a common industry lament.

Then you throw into the mix the literal upheaval in the world of advertising, what with the demise of the yellow pages, newspapers following suit, and the rise of all things digital, no wonder jewelers want to just throw their hands up in the air and walk away from it all.

Only trouble is, you can’t do that either, because if you do, where will you next sale come from?

The problem is simple. If your ads aren’t working you are missing — or mis-executing — the three primary determinants of successful response-generators: Targets, Headlines, Offers. Get these right and the rest, as they say, is cream cheese!

Sighting-In Your Target Is the Most Important Thing You Can Do

If you want more customers who will pay you more money, more often™, you must reach the right people at the right time.

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The right people means more than just a general demographic. It means the right people for your store. It means your existing customers first, then everyone else you can find who are just like them.

Don’t Forget the 4 Jobs of Advertising

Every ad you ever do must accomplish these four things:

  • Capture attention
  • Convert it into interest
  • Cultivate desire for your products
  • Get customers to take action

Fifty percent of that work – and the first 50% at that – is directly attributable to headlines. If you don’t get the headline right, you won’t get response to your ad. Simple as that. Spend time coming up with powerful, compelling headlines that drive your audience into your ads.

Make ‘Em an Offer They Won’t Refuse…

If you haven’t figured it out by now, 10% OFF offers don’t cultivate desire or inspire action. Move toward value-added offers that will excite the audience and get them thinking, “I’ve got to have that!”

If your offers don’t have you thinking, “I must be a little nuts to be offering this,” then the offer probably isn’t strong enough to get someone to walk through your door.

Most of this comes down to the hardest kind of work any of us ever do… THOUGHT. You’ve got to think like a customer, then think hard about what will motivate your customers, then once you’ve created your pitch, boldly think about whether you’ve accomplished that motivation or not.

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Click to learn more about JIM ACKERMAN and sign up for his SMART Show sessions today!

Jim Ackerman, “Marketing Coach to the Jewelry Industry,” is president of Ascend Marketing. Reach him at [email protected].

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Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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