Selling Handcrafted Jewelry

Get Personal. Say Thanks.

2012-01-12T09:07:00.000-05:00

With each order for an information product sent from my office, I hand write and send a thank-you note.

I timed it. It takes 45 seconds for each one.

How much does that personal note mean? In a world where the impersonal dominates, it means a lot. And it doesn't take much to deliver that personal touch.

Not too many years ago, people would fume when they got a computer-generated "personalized" note. Back then, it was common for human errors upon data entry (or badly written computer programs) to mangle your name.

Today, e-mail is more common (and voluminous!) than regular mail.

And that's EXACTLY why a personal note from you on each order conveys that you care about each customer.

Every single person who buys from you is exchanging value for value -- their money for your amazing jewelry.

It takes just 45 seconds to show them, in your own hand, that you value them, too.

Beyond having an impact on them, saying thanks impacts you, too.

Psychologically, the part of the brain involved in writing is different than the part involved in merely typing. The implications are that while you write about your appreciation for them, you'll experience that moment a little differently when you hand-write it.

If you have other ways of letting customers know you appreciate them, post a comment!

There's No Business Like ...

2012-01-03T07:42:00.000-05:00

HERE ARE SOME IDEAS on how to sell more of your handcrafted jewelry at jewelry shows, home parties, trunk shows and other live events (these apply to almost any face-to-face selling you do):

First, keep a positive frame of mind. Your upbeat attitude will be attractive to buyers, and it will put you in a mindset of expecting success.

This is important because our body language often conveys our mood without us realizing it. Your enthusiasm starts from within and radiates outward, so be hopeful, no matter what the size of the crowd.

Next, take your time when establishing rapport. Ask questions initially to learn more about your prospects. There are many ways of doing this:

I like noticing something about the jewelry the prospect is wearing as a way to start a conversation. For example, "That's an interesting (fill in the blank) you have on!" Or, "I've never seen a (fill in the blank) like that before!"

You might simply ask them to tell you about something they have on. Or notice how well the jewelry and clothing or accessories they have on go together. These are all excellent ways to begin a conversation.

I also may remark about their apparent mood as a way of beginning a conversation. Just notice how they appear to you. For example, "You look excited!" or "You seem happy right now ..."

Another line of inquiry has to do with their own thoughts or feelings about jewelry. You might ask them what the first piece of jewelry is that they ever received as a gift. This often has exciting and nice memories for the person, and that can warm up the conversation. I may also ask if the jewelry that they have on is typical of what they like. Whether it is or not, it leads to other questions that help you learn more about the prospect.

You may also asked them about their favorite piece of jewelry and why it is so special to them.

A few other tips:

Keep different types of fabric at your booth that would go well with your jewelry. This allows people to see the potential of your jewelry even if they are not wearing something that would show it off to its best effect.

In addition to jewelry, you might have small jewelry cleaning kits or small polishing cloths for sale at your table or to offer as gifts with a minimum purchase.

Always make sure that you have a mirror -- a clean one! -- at your booth so people can see how they look in your jewelry.

Always maintain welcoming and focused attention toward prospects. Nothing turns a prospect off more than someone who is looking away, reading, or eating at their booth. (I realize that sometimes it's necessary to eat while you're working, but if you must, bring finger food with you that you can neatly eat at your booth.)

There is quite a bit to having a successful show, and I hope that these suggestions help you sell more at the shows, fairs and events that you will do in the run up to the holidays!

If you want even more suggestions for selling profitably from a booth, check out Rena Klingenberg's outstanding book, Ultimate Guide to Your Profitable Jewelry Booth. I have read it, and it's excellent!

Read about it here: http://www.marketingjewelry.com/ultimate-guide-to-your-profita.htm

Why You Should Avoid Bargain Hunters

2011-12-29T12:00:00.004-05:00

One of the most common questions I get is how to handle prospective customers who balk at your prices.

The reality is that not everyone standing across from you or shopping at your website is a valid prospect.

The bargain hunter is the possibly the worst prospect for artisan, hand-crafted jewelry.

Why? Because how people decide what to buy in life depends greatly on their personal values.

For example, if someone values paying the lowest price possible -- and quality is not important to them -- they will look for the lowest priced item in the category in which the shopping.

Think of the person who wants to pay as little as possible for peanut butter. To them, it doesn't matter whether they buy Jif, Skippy or the store brand because they want to pay as little as possible; the taste of the peanut butter is secondary. They will accept lower quality in return for a lower price. As long as it is reasonably tasty, they are okay with it because their primary objective is to pay as little as possible for it.

That type of person, the bargain hunter, places a much higher value on price and quality.

Another type of bargain hunter values a low price, but they also care about quality. This type of buyer may be brand loyal (they are a Skippy buyer) but they are not loyal to a particular seller, so they will buy Skippy peanut butter wherever they can get the lowest price. They value the brand, but they will keep shopping to find the lowest price because they value that too.

TV and radio personal finance expert Clark Howard calls the first type "cheap" and the second type "frugal." He says cheap buyers will sacrifice quality for a lower price, and "frugal" buyers want the best quality they can get at the lowest price.

In the artisan, handcrafted jewelry world, neither of these types of bargain hunters make a good prospect.

Why?

Because artisan jewelry is handcrafted and therefore one-of-a-kind.

It appeals to people who care about quality, design, and individuality.

The cheap bargain hunter doesn't care what kind of jewelry she is buying as long as she gets the lowest price possible. People like that are better off buying jewelry at a big-box discounters like Wal-Mart.

They don't care if it's one-of-a-kind. They want to be able to tell their friends that they bought a pair of earrings for three dollars.

The frugal bargain hunter is a better prospect although not a perfect one. Handcrafted jewelry is not a mass manufactured good. It's not like they can shop different stores until they find the lowest priced piece of your jewelry that's available. It's not a commodity.

They may fall in love with a piece of yours but will reason that if they can find something similar somewhere else, they will buy it from the lower-priced vendor.

If you think about what typically happens when customers who truly value what is important about artisan jewelry -- that it is handcrafted, that it is unique, and that they can interact with the artist who made it -- you will recall that they almost never discuss price.

That's because the things that they value are worth quite a bit to them. Their value on the quality of your jewelry is much higher than the value they place on paying a low price for something.

In fact, I would suggest to you that the ideal customer for artisan jewelry associates price with quality. In other words, they believe that the more costly something is the better it is.

Of course, consumer studies show that assuming that something is better because it costs more can be a mistake. However, it is still human nature to associate the quality of something with its price.

Keep in mind, as well, that very few people truly know the value of the gemstones and metals that go into jewelry. Even experts cannot agree on whether or not a stone is "natural" or not.

The consumer is truly dependent on you, as the seller, to inform them about what you are selling. And your price is part of that information.

So, if the first objections that a prospective buyer raises have to do with price, you really want to probe around and find out what they value.

This is hard for many of you to do, because you can become defensive when someone questions your pricing. Your gut instinct tells you to start talking and defend why a piece is priced the way it is.

This almost never works out well.

Try this approach instead: Start asking questions. You can simply repeat the objection they raised:

They say, "This price is really to high."

You say, "The price is too high?" They will begin explaining to what they mean by that

You can also say, "Tell me more about what you mean by that."

Or, you can say, "What kind of jewelry do you usually buy?"

The idea is to ask enough questions to determine how valuable and important price is to the buyer.

Don't assume they simply mean your price is too high. They may not pay that amount for any item of jewelry.

In that case, you can direct them to the lowest priced items on your table, or suggest a jewelry maker who as a lower-priced line.

Beware of spending too much time trying to win over bargain hunters. Their desire to spend a pittance on jewelry will exceed the energy you have to explain to them why your jewelry is worth exactly what you are charging for it.

Go make something great!

Resources for You from My Private Rolodex

2011-12-22T09:59:00.000-05:00

I get e-mails all the time from subscribers who are looking for a graphic designer, a website expert, a great e-mail marketing tool or a really good buttercream.

Here are the service providers I use and highly recommend:

Graphic Design for Print:

Robin Hayes. I've worked with Robin for more than 10 years, first at Lapidary Journal and now on a freelance basis. She designs my brochures, eBooks, CD covers and more. Her website is http://www.368art.com and her e-mail is rhayesNH@gmail.com.

Graphic Design for Web and Print:

Jon Weiman. My oldest brother is an award-winning web and print designer who won the 2010 American Graphic Design Award for a brochure he created for Pink Lotus Jewelry. Jon's website is http://www.weimandesignllc.com and his e-mail is jonweiman@verizon.net.

Simple, Powerful E-Mail Marketing:

I use iContact for maintaining mailing lists and sending e-mails to subscribers and customers like you! The site is very easy to use and has a ton of design templates you can use, or you can create your own very quickly. They also have a 15-day free trial. Click here for more information: http://www.icontact.com/?cobrand=23678

Affordable Shopping Cart System:

If you have your own website and want to expand beyond just accepting PayPal, checkout 1ShoppingCart/WebMarketingMagic. They have all the tools you need to make checkout and marketing follow-up a breeze for your customers. Click here for more information:
http://www.webmarketingmagic.com/app/?pr=9&id=78878

Really Good Buttercreams

The best buttercreams on the planet Earth are available at Jagielky's Home Made Candies in Ventnor, NJ. Check out their website at:
http://www.jagielkys.com/
Share this Blog!

If you have friends or colleagues who also make jewelry, or if you know a small business owner who would benefit from the information I provide, please use the sharing links to link it through your blog, twitter, email and more!

Happy Holidays!

And go make something great!

Tips for eNewsletters and eMail updates

2011-12-20T15:06:00.003-05:00

Many of you have a newsletter or regular email that you send out to your client or prospect list. Here are some tips for writing effective marketing emails:

1. Ask a question in the subject line. You’ll pique the curiosity of recipients. Also, when you ask someone a question, their brain engages to start finding the answer, so you immediately have them hooked!

2. Talk in terms of the reader’s interests, not yours. It’s okay to send announcements about what you’re up to and what you’re selling, but don’t forget to write about what interests the reader. If you don’t appeal to what interests them, they may ultimately stop reading.

3. Include photos of you, and, if possible, you with customers. Photos of you create a warm connection with prospects and current customers. Photos of you with customers, particularly when everyone is smiling, show prospects how much fun it is to buy from you!

4. Provide a helpful tip in every e-mail. Although it’s nice when it’s a tip about jewelry care or cleaning, you can provide any kind of tip, such as organizing a kitchen, how to reduce junk mail, a great website you found for home economizing, and more.

5. Make it personal. One of my favorite newsletters is from a real estate agent I know who often includes poems written by his daughter and favorite recipes from his mother’s cookbook. These seemingly minor details form a connection with the real estate agent. You get the sense you know him and his family personally. Even if it’s an update about your family pet, the personal is key.

Are you still in love with jewelry making?

2011-12-15T08:00:00.000-05:00

Do you feel passionately about making jewelry? Are you in love with this amazing field? And does it show when you talk about your work?

I have the good fortune of talking with jewelry makers all over the world on a regular basis, and it’s always inspiring to hear how fired up so many of you are about making jewelry!

That passion is not only essential for doing inspired work, but it’s also an important tool.

The presence or absence of that passion can be a huge indicator for all kinds of things.

For example, if you don’t feel energized about working on a piece that day, you might not be as focused as you need to be.

Or if you’re dreading an upcoming show or other selling event, it may mean your heart isn’t in it. And if you’re heart isn’t in it, your head won’t likely be, either.

When you feel that energy and excitement for making and selling your beautiful handmade jewelry, that’s a sign that you’re making the right things!

Use your love of your art to drive all the things you do.

When that passion and your creative talents are in alignment, you can achieve anything you want.

If you haven’t felt the love for making jewelry in a while, here’s a tip: Think back to the very first piece you made. Imagine yourself right back in that moment – think about where you were, what you were doing, what the materials felt like and more.

That moment was gift. Give that gift back to yourself right now.

Don't ask.

2011-12-13T07:37:00.000-05:00

I glanced at twitter earlier this week and was surprised to see ajewelry maker remark, after what was apparently a pretty good day of selling online,“Why are people still buying jewelry in a tough economy?”

Don’t ask. It is one of the great unanswered mysteriesof the universe. Answers are no more forthcoming now than they ever were.

Jewelry isnot a necessity. Never has been. Even people who have a lot of it continue tobuy more. Just for fun, I occasionally ask people how many pieces of jewelrythey own. Almost no one can tell me.

Rather thanoffend of the gods of jewelry buying, I would simply suggest that, particularlyin a rough economy, jewelry offers an enormous amount of pleasure – as well asan item that will last almost forever – for not very much money compared tomany other things.

So, let’ssoldier on, continue to sell and not question why people buy. No one knows.

Go makesomething great!

Using "Risk Reversal" to Boost Handmade Jewelry Sales

2011-12-07T07:47:00.001-05:00

In this video tutorial, I explain how handcrafted jewelry makers can increase sales using "risk reversal," which is pretty much like it sounds!

If you have questions or thoughts about it, post a comment below!

Do you believe in "psychic" marketing?

2011-11-02T08:08:00.001-04:00

I've been involved in the marketing field for almost 30 years, and in that time
I've seen amazing things I call "psychic" marketing. Things that defy rational
explanation, but which are powerful nevertheless.

For example, my friend Sherry runs a wholesale bakery. She said the other day
she brought sample strawberry cheesecakes with her on a delivery run. It's
something she should do, but hadn't in a while.

She took them into restaurants who were not clients and gave samples to chefs
and managers. She said she got no orders from handing out the samples, but three
clients she hadn't heard from in a while suddenly reappeared and placed orders.
Coincidence? I don't think so.

Another colleague emptied out an overstuffed file drawer packed with folders
from former clients. There was no room for new ones. The next day, he received a
call from an existing client for a new project that would more than double his
prior revenue from them. He created space for new work to come in, and it did.
Coincidence? I don't' think so.

My belief is that your intention and efforts at marketing your jewelry are a
strong signal to the world of prospects and clients. You may not get responses
directly from recipients, or even right away. But pay attention to what happens
when you focus your attention on the outside world. People will start paying
attention back, even if they weren't the subject of your marketing "gaze."

Here's one more example -- my own. The other day, I noticed I had very few
products pre-packaged and ready to ship. I was also running out of my favorite
white mailing box. My lack of preparedness was -- to me -- preventing me from
receiving orders, because it wouldn't be easy to process and mail them.

So, I called my box supplier and ordered a hundred more boxes, even though I
didn't have many orders. Once they arrived, something weird happened: I received
more orders in one week than I normally would in two months. I went through
almost all the new boxes I had ordered. I believe that my marketing efforts --
combined with preparing myself to receive and process orders -- was critical to
receiving them.

The take-home message: If you're not focusing on marketing your jewelry, you may
be sending a message to the outside world that you're not ready to sell it. If
you don't have pieces ready to go, you may be sending the world a message that
you can't fulfill orders. If you have the jewelry but aren't well-prepared to
ship it, you may be sending the world a message that you can't deliver what you
have.

Remove any obstacles between you and your prospective customers.

Because when you reach out to others and show them beautiful jewelry you can
easily deliver, your message will be received and orders will flow your way.

Coincidence? I don't think so.

Now go make something great!

Feeling discouraged? You might be overlooking some gems ...

2011-10-27T12:33:00.002-04:00

Handcrafted jewelry makers -- like professional baseball players --sometimes get into slump where it seems they can't do anything right.

Even when it appears you are in a rut, there may be areas where you can get traction: Things you are doing now (and that you have done in the past) that are successful and should be expanded upon.

So how do you get out of a jewelry making sales slump? That's a question I answered recently as the jewelry marketing expert for Fire Mountain Gems, and you can see the explanation here:

http://www.firemountaingems.com/asktheexperts/default.asp?navsrc=1

If you have your own examples of how you got out of a sales slump, please post them as comments below!

Business, Science, Hobby or Art?

2011-10-17T15:37:00.000-04:00

The title of this post is from one of my favorite editorials about the gem and jewelry field. It was written by Mitch Gilbert, former publisher of Lapidary Journal, who died more than 20 years ago.

Mitch had been the executive editor of JCK, he founded Accent magazine, was a sought-after speaker, a prolific writer, and he loved the gem and jewelry world personally as well as professionally.

The theme of his editorial had to do with the fact that the jewelry field has many facets. And the threads of the field – business, science, hobby and art – all are wonderfully interconnected.

That’s true within a single person, too. Many people get their start in jewelry by admiring gemstone or bead jewelry. Then they start reading about the qualities of gems, beads and metals. Then they make their first piece.

Then the hobby becomes an art, and soon enough, people want to buy what you created.

What Mitch observed about the entire field exists within each of you, and it’s what makes the jewelry field so unique, so vibrant and so exciting. I hope you cherish each day in the jewelry world. I know I do.

Thanks for reading, and go make something great!

Jewelry Makes a GREAT Corporate Gift!

2011-10-04T10:23:00.001-04:00

The winter holidays are right around the corner, and that makes now the perfect time to solicit local companies for gift orders. Artisan jewelry makes an outstanding corporate gift that companies can send to clients, to their employees, and for their own personal holiday gifts.

You can offer your traditional lines, or create something that has a holiday theme. You can promote your “gift line” through a special mailing to the person in charge of buying holiday gifts at local businesses.

How do you find out who’s in charge of that? It’s as easy as picking up the phone. How do you know which businesses to call? You can contact your local Chamber of Commerce to find out if they sell their directory or mailing list. Or case your local newspaper for leads among advertisers. There's also this neat new thing called the Internet.

Often, a Chamber directory lists the number of employees in the firm. Put together a list of the ones that look promising to you, and then call to find out who is in charge of purchasing. This can vary from company to company. I know one firm where the CEO makes ALL gift buying decisions. And another where the PR director is in charge of buying gift items. The important thing is to get the name of that person so that when you mail your promotion piece, it’s going to the correct person.

Positioning your artisan jewelry as a great corporate gift means you may want to offer volume pricing at certain points, also called “price breaks.” You can show those price breaks on your promotional material, but I’d suggest writing “Call for Corporate Gift Pricing” to make sure you’re pricing appropriately for the size of the company. Also, be prepared to produce more orders than usual.

And don’t be afraid to “aim low,” at first. Smaller entrepreneurs may be more likely to view unique, one-of-a-kind jewelry as a novel gift idea. And they may also be easier to reach by promo card or telephone

It's All About Action

2011-09-27T10:21:00.000-04:00

One of my favorite concepts in business success comes from Stephen Covey’s great book The 7 Habits of Highly Effective People.

It is Habit 1: Be Proactive. The essence of this habit is that we have the power to guide and fulfill our lives by taking actions in furtherance of our goals.

It is a high leverage concept.

The reason that I am emphasizing that concept now is because I want to encourage you to take an action today based on something you want to do, have been meaning to do, and which would help you grow your business, but which you haven't done.

To get the most value out of any marketing or selling idea, you have to use it. For some people taking action produces anxiety. It feels more comfortable sometimes to coast than to step on the accelerator.

But if you think back on any real success that you created in which you enjoyed, you know that it began with you taking an action.

Here's what to do: Make a list on a sheet of paper of the ideas, techniques or marketing strategies that you have been meaning to do to boost business, but haven't done yet. Then number them in the order in which they appeal to you the most.

Then, accept this challenge: Take one action today in the service of accomplishing that most important idea, technique or strategy.

An action includes clicking on a website to get more information, making a telephone call to a customer that you haven’t spoken to in a while, contacting a perspective business partner or collaborator to generate new ideas for your business. It is any observable behavior that you can do.

But it is essential to do something.

Because actions are what drives business, helps us grow, stretches us.

And there's no better time to take an action then right now.

It's Really Me

2011-09-23T10:15:00.000-04:00

A customer called me the other day, and I answered the phone.

Although this is a relatively simple behavior, my customer was amazed. “Is this really Dr. Weiman?” he asked.

“It is!” I replied. “You seem surprised by that.”

“I am,” he said. He went on to lament the fact that almost no one in American business answers their phones anymore.

He told me he expected voicemail and was surprised to get not only a live person, but me.

Although that is a sad commentary about the extremely poor level of customer service in most American companies, it tells you the importance of the personal connection that you have with your customers. And as a jewelry-maker, the personal connection is key.

When your phone rings, I encourage you to answer it personally. You will never know who you will surprise and delight by doing that very simple thing.

Go make something great!

Special Offer for My Subscribers on Bead Manager Pro Jewelry Business Software

2011-09-20T13:32:00.000-04:00

If you've been reading my information or have been a client of mine for any period of time, you know that I very rarely endorse a product.

This is one of those rare times!

Through a special arrangement with Gary Capps the creator of Bead Manager Pro jewelry business management software, I will be offering an outstanding deal on his program to my mailing list next Tuesday, September 27.

If you want to be on the list and receive first mention of this tremendous value -- which includes five fantastic bonuses -- please make sure you are subscribed to my mailing list.

You can use the subscription box to the right of this post to enter your name and e-mail address, or you can visit http://www.marketingjewelry.com to make sure that you receive this very special announcement.

I have personally tested and used Bead Manager Pro, and it truly is a top-to-bottom and easy to use software package that helps you manage every aspect of your jewelry business.

Once again, to be added to the list and receive information about this offer, enter your subscription and the box to the right of this post, or go to http://www.marketingjewelry.com.

You will be glad you did!

Post-Success

2011-09-15T08:00:00.002-04:00

I want to thank everyone who participated in our last blog post discussion.
The subject was on how you define success as a jewelry maker.

Regardless of how you defined it, it is clear that many of you have thoughtfully considered what makes you happy about creating and selling your handcrafted jewelry.

Over the next few months, and definitely prior to the new year, I strongly encourage you to think about what your goals are for 2012.

Having a clear idea of what you want to achieve -- no matter what that is -- will help you consciously and unconsciously guide yourself towards whatever fulfills you.

As almost all of you know, I am a licensed psychologist who believes strongly in the power of the mind to guide our own behavior in whatever direction we choose.

In future blog posts, we'll explore far beyond definitions of success and identify what the key factors are that successful people used to get that way.

What's Your Defintion of "Success"?

2011-09-10T10:42:00.001-04:00

One of the things I talk quite a bit about in my blog, seminars and programs is goal-setting and achievement. Each of you has your own definition of success.In the post below, "guest" blogger Stefanie Somers explores that question and poses it to you. (See links to Stefanie's work at the bottom of the post.) Join in the discussion by posting a comment! -- David

How do you spell "success"?

You know when you've reached a goal you've set (and you have set a goal, haven't you?).

But achieving one goal, or even three, doesn't equal "success," does it?

How about ten goals? A hundred?

What about if you achieved every goal you set?

Would that make you successful? Or just really good at setting achievable goals? (Or really, really lucky…. can I rub your head, please?)

Some days I feel REALLY successful. Like when I see my jewelry on a new pageant winner, or when I get a marvelous "thank you" email or Facebook wall posting. Or when I have a really good week.

There are also days when I feel, well, not so successful. Usually days connected with getting together information for my accountant, or when something doesn't go completely as planned, or when I get a bad case of the "what-if's" or the "someday-when's," or especially, the "wish-I'd-have-done's." THOSE are the worst!

So that got me wondering, how do we define success as jewelry makers?

Is it a bank balance? Boy, that seems awfully dicey these days, but it is the thermometer we've always been taught to use, and the easiest one to measure. Is it our happiness quotient? Finances can be a roller coaster ride. Pass the Dramamine. please.

The ability to hire employees? If that's the case, I used to be wildly successful, and now am a complete failure, but by my happiness quotient (and perhaps even my bank balance), it's the other way around, so nah, that's not it.

I had a young lady email me last year, asking if I'd mentor her in the jewelry business. She asked me all kinds of questions, some good, most somewhat shallow, but mostly what you'd expect from someone young and just starting out -- you know, draw me a map to success.

I think I upset her because the first thing I did was ask her what success meant to her. When she had trouble answering that question, I asked her how she wanted to spend her days. "Draw me a picture of your ideal day," I asked her.

She couldn't.

That may be a small key to what success is, at least for me.
But what else is it? Fulfilling a vision, moving forward, not taking the same step twice, being famous/well-known/respected, making money/being comfortable/quitting your day job/supporting your family, calling your own shots… what IS success?

I want to know. How do YOU spell success?

Stefanie Somers

www.StefanieSomers.com

www.facebook.com/StefanieSomersCollection

An economy of one: You

2011-09-06T11:54:00.002-04:00

Thereis no question that times are difficult across the country for many, manyAmericans. It’s likely that you know at least one person – and probably several–impacted by the economy. It’s a strain on families everywhere, even among thewealthiest people I know.

There’sbeen an interesting phenomenon, though, that jewelry makers have reported to mefrom coast to coast: People are still buying jewelry.

Why?Perhaps because it’s an “affordable” luxury. One that will last for a long,long time, And one that is immediately rewarding.

At a timewhen so many have cut back on so much, jewelry is a gift the buyer can giveherself without feeling guilty.

It alsoputs the buyer in personal contact with the jewelry artist. At a time whenpeople may mistrust big institutions, including “big box” retailers, regularfolks may turn to local business owners – and that includes you! – because theytrust you and find comfort in the relationship.

It’sdifficult to know what will turn this economy around. But maybe it will startto happen just one person at a time, as buyers gain confidence from sellerslike you. One person at a time.

Hi Touch, Low Tech

2011-08-25T12:57:00.000-04:00

The number of electronic ways of connecting with other people seems to be exploding. That doesn’t mean those are the best ways of reaching people, though.

High tech methods such as tweeting, updating your Facebook status and sending electronic greeting cards don’t make the same impact as direct, face-to-face interactions, phone calls and handwritten notes.

Zig when others zag.

When you want to make a strong, positive impression, do so in ways that personally connect you to the other person. Pick up the phone instead of sending an email. Write a real message on your invoices in your own handwriting instead of having something pre-printed.

It shows you care. And think about this: In a world where so much is now computer-generated, personal messages mean quite a bit more.

Be real. Your customers and prospects will appreciate it.

Now go make something great!

What the "Anchor" can teach you about pricing your handmade jewelry

2011-08-22T10:23:00.001-04:00

Every once in a while I get a question from a handmade jewelry artist that goes something like this:

"I want to show people what my jewelry is REALLY worth, so I'd like to put one stunning piece out at my booth that has a much higher price than my typical work. I'll write "sold" on the price tag so it creates an even greater sense that I'm worth a lot more than the other pieces they'll see. And the rest of the work will look inexpensive in comparison. What do you think?"

The logic the person is using is that the prospect will see the extravagantly-priced piece and associate the artist's work with high-end jewelry, and then feel relieved and satisfied that they can afford the "unsold" pieces that are still available at the booth.

Terrible idea.

Don't do it.

Ever.

The reason is because of a psychological concept known as the "anchor."

The "anchor" is the first number a person hears and which they begin to compare other future numbers to even if the anchor is incorrect, made up, or way off base.

The reason people do this is most likely because in the absence of other data, the anchor serves as a reference point.

This phenomenon is so powerful that when people were asked to guess the percentage of African countries that are UN members, their guesses tended to cluster around an anchor point derived by spinning a wheel of numbers.

Even though they KNEW the number was randomly generated, they still guessed something close to the anchor point.

What does that mean for our friends who want to put a knocked-out piece with a huge price tag front in center of their booths?

They will unwittingly scare prospective buyers off. That's because as soon as prospects see a huge price tag (and one that presumably they may not be able to afford) they may either (a) assume the artist's work is unaffordable for them or (b) see the other prices as so low that the jewelry is not of good quality.

Be careful about using ploys to create a sense of value or scarcity.

As the old saying goes, honesty is the best policy. Let your work speak for itself and price your jewelry higher because it is worth more. Not because you want people to think it's worth more.

How do you REALLY feel about your customers?

2011-08-12T11:11:00.000-04:00

I got a hilarious letter from a bank in the mail yesterday.

It was an update on how proud they were about recently emerging from bad financial trouble and how thrilled they were to no longer needed government assistance.

The very LAST sentence in the letter was, "Finally, we want to thank our clients. We truly value you."

If customers are so important to this bank, why did they mention them last?

One of my favorite aphorisms is "Actions speak louder than words."

Not surprisingly, this bank has a horrendous reputation in the marketplace.

They are notorious for steam-rolling their customers, not treating them well.

So the position of the statement about customers accurately depicted where they truly place them:

At the bottom.

The take-home message is this -- when you want to show customers you place them first, place them first in everything you do.

It makes a huge difference to them.

And it will make a huge difference to your business.

Selling with Passion (and at a great price)

2011-07-13T09:39:00.011-04:00

One of the more common questions I get is whether or not an artisan jewelry maker should create a "lower priced" line ($5-15) to capture the lowest end of the jewelry buying market.

My answer is: No.

Why? Because the very best designs come from the passion you have for designing and making jewelry.

As in any creative, hands-on venture, that "sweet spot" where the passion is highest may occur at various points in the jewelry-making process. Some people find that passion in the design stage where their imagination can run wild.

Others find it's in putting the piece together ... like solving a beautiful puzzle..

Some of you find it's in the "finish" work that takes a piece to the final stage ... the point where it's absolutely perfect. And of course, there are a few of you who are inspired and passionate all the way through the process.

That passion, that energy, that fire are all necessary to sell well, too!

Think about the last time you bought something you really liked ... wasn't the salesperson's energy part of that experience? Didn't it feel like the two of you were selecting and buying it together?

There's a lot of things that can be faked in life, but passion -- real passion -- isn't one of them.

And what you make from the heart is worth quite a bit -- a lot more than you may be charging.

Consider, as well, that the piece you sell will likely outlast the lifetime of the person who bought it, her daughter, and her daughter's daughter as well. That's worth a whole lot more than fifteen bucks.

Don't worry about the "low end" of the market. That's why they sell jewelry at low-end discount stores.

Focus on what you're passionate about designing and making. And selling those pieces will be easy.

2 Words That Killed Customer Loyalty

2011-06-16T11:09:00.003-04:00

I had an interesting experience at my local upscale supermarket.

They carry a brand of iced tea that I like (Honest Tea, Lori's Lemon flavor) and I had called in advance to see if they had a case.

They said they did.

By the time I got to the store, they didn't.

Actually, it was nowhere to be found, and the person at the customer service desk said she simply couldn't believe they didn't have that flavor. So she called someone to help me look.

That employee went to check a display, which had a "SALE" sign on it. He couldn't find the flavor I wanted, and he said, "When you go to customer service, make sure they give you the sale price when you order the case."

He was a wise man.

When I got to customer service, they STILL couldn't believe they were sold out of ol' Lori's Lemon, so they asked another store employee to check the same display.

This is kind of like losing your keys but checking the same empty pocket over and over again.

That employee (we'll call him "Shemp") couldn't find any Lori's Lemon either, and as we were walking back to customer service, he said, "By the way, that's no longer on sale."

I said, "But I just saw the sign."

Shemp said, "Yeah, man, the other employee took the sign away because that sale ended yesterday. Sorry."

I stood there for a moment with my mouth open. He stared at me blankly. I said, "I'll get it somewhere else," and I walked out.

Still in somewhat of a state of disbelief, I contacted the store manager when I got back to my office.

She assured me there must be some misunderstanding. In fact, she said, they looked for me to assure me (after assuring me of the exact opposite) that the sale price would be honored.

When I came back, Shemp walked over and said, "Hey, man, you walked out before I had a chance to tell you that we would honor the sale price."

I said, "I left because you told me that you would not honor the sale price."

Then Shemp said the two words that killed my loyalty to this store:

"You misunderstood."

Really?

I misunderstood the phrase "that sale ended yesterday"?

I didn't think there was anything ambiguous in what he said.

He began talking to me sympathetically, the way you talk to poor old Uncle Harry when he stuffs pancakes into his suit jacket pockets at the buffet and thinks he's in his own kitchen.

Although they gave me a "rain check," they made me feel so bad over the experience that I decided to get my Lori's Lemon Honest Tea somewhere else.

Ironic product name given how the store treated me.

My Favorite Label

2011-05-27T13:44:00.002-04:00

As a management psychologist, I order tests and seminar booklets. One of the publishers of those tests put the label you see above on a package they recently sent to me.

I love it and here's why:

- It was the first thing I saw when the FedEx driver handed me the package, so I read it right away.

- It leads off with a closely-held value of theirs: They take pride in their products and how they are delivered.

- It prompted me to open the package right away and confirm that the shipment was correct. A great outcome, because many people don't open packages right away -- especially if they are busy -- and don't realize until much later if there is a problem with the order.

- The "call to action" if there is a problem is very clear, and their number -- toll free -- is the most prominent text on the label.

I've been a customer of this company for years, and I can confirm that they walk the talk.

So how can you use this idea?

Create your own label, stamp or imprint that tells customers how much you care about your jewelry (You may not want to put on the label that there is jewelry inside, but it's the quality focus that is important).

Let them know that you packaged it with care.

That your expectation is that they will receive it in perfect condition.

And explain what they should do if it didn't arrive exactly the way they expected it to.

And here's the best thing of all ... you'll notice that when you put your commitment to quality right on the outside of the package, you take care to make sure what's on the inside delights your customers every time.

Using "Risk Reversal" to Boost Your Handmade Jewelry Sales

2011-04-26T08:35:00.003-04:00

Dr. Weiman explains how to "reverse the risk" customers may feel and remove that obstacle to buying your handcrafted jewelry:

See more videos on selling your handcrafted jewelry at:

http://www.youtube.com/user/DavidWeiman

Blowing it.

2011-04-21T08:23:00.005-04:00

A local company was recommended to me by a key client of theirs.

For privacy's sake, I'll say they make "widgets" and call them "Widget World."

I needed a custom widget and they said "no problem!"

Their quote seemed reasonable. They didn't tell me that they don't actually make the widget I needed; it was farmed out. The sub misunderstood the quote she got from Widget World and instead of making the wood widget I ordered, she made an aluminum one.

When Widget World told the sub we needed wood, the sub said there was no way to make one for the price I was quoted -- it's twice as much.

Widget World told me what happened and said it was their fault so they'd pay the difference, but they'd have to use a new sub, because they were no longer dealing with the first one.

The second sub made the wooden widget, but it was twice as big as the specs.

Widget World didn't check the new second widget when it came in and just delivered to us. They leaned it up against my front door and scratched the door in the process.

I called to tell them the problem, and they were upset and defensive. Why? Because they have no idea what customer service is.

They asked if I would accept the widget, even though it was twice the size we had ordered.

I said no, and they said they'd "think" about how to solve the problem.

I offered to pay the difference between the cost of wood and aluminum because I didn't want them to feel stuck.

They appreciated that, but said they now couldn't figure out how to tell the second sub they had to re-do the widget.

Apparently, taking responsibility for not having checked the specs before and after the job is not something they necessarily do.

At least not in this case.

Also, Widget World is part of a national chain, which kept billing me for the item even though I had never received what I ordered.

Eventually, I asked Widget World for my deposit back and offered them the widgets back (both incorrectly made ones).

Also, I had given them one of my own wooden widgets as a sample, and when I asked for it back so I could use it they returned it. Also by leaving it leaning up against my office door. This one didn't scratch the door -- but the sample widget was damaged.

Were they apologetic?

Did they offer to make it right?

Were they embarrassed that a key businessperson in the community recommended them and that they had fouled up over and over again?

Um, no.

Anyway, I found another widget maker and the order was made without a problem.

That's not the punchline, though. This is:

Earlier this week, Widget World called me. Did I still have the wooden widget that was the wrong size? They wanted to use it as a sample for another customer.

I gave it back to them. They need all the help they can get.

What You Can Learn from Kerby Jewelers

2011-04-05T19:49:00.005-04:00

I bought a watch for my niece's birthday a few weeks ago at Kerby Jewelers in Bala Cynwyd, PA.

And the experience I had with Allan and Marlene Castle can teach you everything you need to know about how to deliver amazing customer service.

After I walked in Allan asked me how I was doing and waited for the answer. He asked great follow up questions and if I mentioned something terrific, his eyes lit up.

After I told him why I was there, he asked excellent questions about what I was looking for that helped narrow down the options. He patiently went through items in the store and a catalog of watches until we found the perfect one.

When it came in, I got to the store as they were closing, but Allan appeared to be in no hurry.

Doesn't that make you feel good when someone legitimately could be in a rush and instead they seem to take even more time with you?

That's the kind of person he is.

But that's not all.

He asked me if I wanted the watch gift-wrapped, and I said yes. He took his time, and when he brought the box to the counter, it still needed something else, he thought, to make it look more festive.

"I know what this needs," he said, and he disappeared briefly and returned with a bow that he placed on top of the gift.

It was perfect.

I mentioned that I was going to be shipping it to her, and Allan disappeared again, just briefly, and returned with an ExpressMail address label and pack for me to send it in.

But that's not all. My niece lives out of town, so what if the bracelet-style band needed to be shortened?

No problem again, as Allan produced a wrist measuring tape and dropped it into the bag.

Allan and his wife Marlene put people first. They truly care about their customers. When you're in their store you feel like you're in their home. It's that good.

Think about all the things that happened in just one transaction with Allan and Marlene:

We shared a few personal stories and talked about how we can't wait for the beach this summer.
They made sure I had the perfect gift for my niece.
It was beautifully wrapped.
They took the time to make sure I had everything I needed to deliver the gift.
I was given something extra -- the measuring tape -- in case it needed to be sized.

They took care of everything related to this gift purchase -- well beyond the gift itself.

I went in to buy a watch, but I got much more than that.

And what I just described isn't unusual at Kerby Jewelers. It happens every time I'm there. And for 10 years I've told many, many people what a phenomenal place it is.

If you're interested in building bonds with the people you serve, take a page out of the Kerby Jewelers book.

And if you're ever in Bala Cynwyd, stop by and see how they do what they do.

You'll become a lifelong customer and friend, like I am.

Kerby Jewelers is located at 555 City Avenue, Bala Cynwyd, PA 19004.

You can reach them at (610) 667-6680.

Should you ever "fire" a customer?

2011-03-29T14:57:00.004-04:00

I get emails all the time from jewelry makers around the world with all kinds of questions.

One of the more common ones is what to do about "pests" who sap their time with repeated complaints, adjustments and seemingly unfair requests.

The short answer to the question of whether or not it's ever okay to "fire" a customer is: Yes.

However, before you go all Donald Trump on them, make sure:

Your customer service policies are fair;
That your return policy is generous and favors the customer;
That your work is top quality; and
That your pricing matches the quality of your work.

If those four things are in order, then there are times when a customers needs and your willingness to bend don't match.

A great customer who pays for your work but likes to talk is not a pest.

A customer who bought one piece but requires scads of little adjustments and is never happy is probably someone you may eventually decide to let go.

How do you know it's time?

You feel highly irritated dealing with that customer.
You avoid them.
You do not make it a priority to return their calls or emails.
You resent them.

It's not good for you or for them to continue a bad relationship.

And there may be times when you may say, "I think, based on our experiences so far, that we might not be a good fit as jewelry-maker and client ... what do you think isn't going well?"

Let the customer respond, and then explain what you feel isn't going well.

If it's salvageable, then try to salvage it, but if not, saying goodbye may improve your spirits so that you are in a better frame of mind to deal with the customers you truly love serving.

Does offering a longer guarantee DECREASE returns?

2011-03-22T12:36:00.003-04:00

The late great copywriting genius Gary Halbert recommended offering a guarantee as long as you possibly could. I think handcrafted jewelry makers should follow that advice.

His reasoning was that people decide whether or not to return something at the time of purchase.

So, if you offer a 30-day return policy, they have it in mind to return it in 30 days.

If you offer a 6-month return option, however, they will most likely forget to return it. Even better, it indicates your confidence that they will LOVE the item.

Want to reduce the possibility of returns even more? Do what I do: Offer a 1-year satisfaction guarantee, with no questions asked.

The results?

I get almost no return requests. This goes against common thinking, because handcrafted jewelry makers worry that if they offer a long satisfaction guarantee period that it means people WILL return an item.

The opposite is true.

Anything you can do to "reverse the risk" of buying from you is important.

Long guarantees reverse the risk, make the buyer more comfortable, show your confidence and should result in more sales for you.

Is buying "rational"?

2011-03-16T08:45:00.007-04:00

My office is located near two gas stations.

Cumberland Farms is on the same side of the street as my office, and Sunoco is directly across the street. You can see one from the other.

The price at Cumberland Farms is almost always 4-6 cents less per gallon than the price at Sunoco.

If buying were a purely "rational" choice, then no one would ever buy gas at the Sunoco station, because it's more expensive.

Why, especially in a down economy, would people pay more money for a commodity?

Because buying is not always as rational as people believe.

You're probably thinking, "There must be SOME difference between the two."

No, there isn't.

Both stations have a convenience store inside. Both have friendly staffs. Both sell lottery tickets and prepared food.

There is -- essentially -- zero difference between the two stores. Except price.

So if buying was purely logical, Sunoco would be closed because they charge more.

But they aren't closed -- they are as busy as Cumberland Farms any day or time.

This is just one example of the fact that being the higher-priced vendor -- like in selling handcrafted jewelry -- is not a deterrent to buying.

Many people have a preference not based on rational decision making. It's an emotional or "gut" reaction they can't necessarily explain.

Maybe, for example, they are convinced that Sunoco gas is "better" than Cumberland Farms. Or they grew up going to Sunoco stations with mom or dad. Or they like the uniforms the Sunoco employees wear. Regardless of what that emotional reason is, it trumps the price factor.

It's true that there are people who buy only based on the cost of something, but those are typically not good customers for artisan jewelry makers like you.

The right customer for you is the person who pumps their gas at Sunoco even though there's a less expensive alternative 50 yards away.

It's the person who buys based on what they want, not what it costs.

Charge more. You deserve more. And when you find the correct buyers for your work, they'll gladly pay more.

Just like the folks across the street from my office ...

The cost of staying hidden.

2011-03-09T09:31:00.002-05:00

Handcrafted jewelry makers are some of the most amazing, caring, creative and giving people I've ever met.

And many of you are shy, too.

That's interesting to me as a psychologist, because the beautiful handcrafted jewelry you create is meant to be seen, but that doesn't mean you want to be seen, too!

Many jewelry makers who don't like to interact with the public through selling at a booth or at home parties and other live events look for alternatives to selling face to face.

The web is one option, and that works well for many jewelry artists, whether they're shy or not.

The other option is to sell through galleries, stores, salons and other venues.

For jewelry makers who are supplementing direct-to-consumer sales by selling though galleries and boutiques, that's a great way of creating another revenue stream.

But if you're doing that because you're shy, consider the math:

Handcrafted jewelry is made one at a time, so there are no "economies of scale" available if you were to manufacture it.

That means that you want to get the most profit by selling it directly to the buyer.

You keep all the profit!

If you sell mainly through galleries and stores, they keep a part of that profit, too, and that means you make significantly less per piece.

All jewelry sellers need to decide for themselves how much profit they are willing to accept.

So keep in mind that the more people in between you and the buyer, the less you make.

If you're open to the possibility that you might enjoy selling, consider taking a sales course or listening to some of the great sales material available through sales gurus like Brain Tracy and others.

The opportunity to "meet the jewelry maker" is a key sales point in artisan jewelry. Don't deprive your buyers of the the experience of meeting the real you.

Leading with your chin.

2011-02-24T09:34:00.004-05:00

The other day I walked by a hair salon near my office that was vacant.

Not sure if they closed or moved.

I walked up to the door and saw something interesting on the sign. Can you tell what it is?

On the listing of hours, the first two words are "Closed."

I thought that was interesting.

Why on Earth would you put Closed as the first two listings on your sign?

What kind of greeting is that?

Most people who regularly go to hair stylists know they are closed Sunday and Monday.

Even more strange is that the days are out of order on the sign.

The point is that sometimes, without realizing it, we can create barriers and obstacles to people buying from us.

Those include:

- Difficult to read price tags
- Bad signage
- Return policies that are unclear, unstated or bad for the customer
- Auto-reply messages that are vague or don't copy the customer's original e-mail
- No live person answering your phone
- Acting bored or uninterested at your booth

Check your own "signs" throughout your entire jewelry selling business to make sure you're not leading with your chin.

Focus on when you're open, not when you're closed.

Focus on what's best for customers.

You'll never lose.

Writing Better Markeitng Newsletters and E-mails

2011-02-07T14:35:00.000-05:00

Many of you have a newsletter or regular email that you send out to your client or prospect list. Here are some tips for writing effective marketing emails:

1. Ask a question in the subject line. You’ll pique the curiosity of recipients. Also, when you ask someone a question, their brain engages to start finding the answer, so you immediately have them hooked!

2. Talk in terms of the reader’s interests, not yours. It’s okay to send announcements about what you’re up to and what you’re selling, but don’t forget to write about what interests the reader. If you don’t appeal to what interests them, they may ultimately stop reading.

3. Include photos of you, and, if possible, you with customers. Photos of you create a warm connection with prospects and current customers. Photos of you with customers, particularly when everyone is smiling, show prospects how much fun it is to buy from you!

4. Provide a helpful tip in every e-mail. Although it’s nice when it’s a tip about jewelry care or cleaning, you can provide any kind of tip, such as organizing a kitchen, how to reduce junk mail, a great website you found for home economizing, and more.

5. Make it personal. One of my favorite newsletters is from a real estate agent I know who often includes poems written by his daughter and favorite recipes from his mother’s cookbook. These seemingly minor details form a connection with the real estate agent. You get the sense you know him and his family personally. Even if it’s an update about your family pet, the personal is key.

5-Part Series on Selling Bead Jewelry

2011-02-03T14:38:00.003-05:00

Fire Mountain Gems recently published Part 5 of a 5-part series I wrote for them on how to sell more handcrafted bead jewelry.

I've had a long and very rewarding relationship with Fire Mountain, and I encourage you to read the series, which is linked right here:

http://bit.ly/er07c0

If you have any questions about any of the content, just post a comment below and I'll answer!

Flea Markets? No thank you!

2011-01-25T08:51:00.003-05:00

I get letters from time to time from jewelry makers who are disappointed in the results they've gotten from selling at a "show." I've learned to ask what kind of show it was, and I'm no longer surprised when they reveal that they tried selling their artisan jewelry at a flea market.

If you're serious about selling your handcrafted jewelry to the right audience, you should NEVER sell at a flea market or similar venue.

Some beginners mistakenly believe that it's easier to sell at a lower end event, thinking they'll get some experience in selling without much stress. Others are attracted to flea markets by the relatively low booth fees. Don't do it!

There are a few reasons why you should never sell at flea markets:

1. Flea markets are generally associated with bargains. Handmade jewelry is not a discount item. It commands a higher price than mass-produced jewelry because it is one-of-a-kind and individually created. The "context" of the flea market leads many buyers to approach any jewelry table expecting to find a bargain, and they are often disappointed (and rightfully so) when the price of the jewelry is much higher than other goods.

2. Flea markets offer all kinds of products, not just jewelry and accessories. Because you can find everything from used kitchen gadgets to sunglasses, overstocked hand-soap and "Precious Moments" tchotchkes at flea markets, jewelry is often the nicest item being sold. In jewelry selling, as in real estate, you don't want to be the highest priced in the neighborhood.

3. The "anchoring" effect works against you at a flea market. The "anchoring effect" is a psychological phenomenon in which -- when applied to retail -- the first price someone hears tends to become an anchor point to which they compare all other prices they hear after that. So, for example, let's say you hear that a good used 2005 Honda Accord should cost about $8,000. That number sticks in your mind, and -- true or not -- you begin comparing all prices for 2005 Honda Accords based on that number. This applies to flea markets, because when someone enters and sees they can get birdfeeders for $3, their sense of what's reasonable becomes anchored to the first prices they saw. Artisan jewelry doesn't sell for $3, so even reasonably priced earrings, for example, will seem expensive in comparison to the other prices the prospect saw first.

Artisan jewelry -- the kind that you make -- is special. It's unique. It comes from your mind, and is created with your own two hands.

Don't undersell it.

Don't undersell yourself.

Exhibit and sell your jewelry at venues that match the quality and price of your jewelry.

You're worth it.

Stuff that Works - Refurbished Computers/Monitors

2010-12-24T10:20:00.004-05:00

I often use the blog to point out excellent examples of customer service that you can use to boost profits in your jewelry selling business.

I'll do a separate post soon about the circumstances that led to me needing a new computer monitor, but for now, here's the story and what you can learn from it:

I'm not a computer/tech-savvy person, but I do understand that as technology advances, the cost goes down and the quality goes up.

The newer monitors today, for example, cost less than the older ones and are MUCH better and much thinner/lighter (if I could only say the same for me!).

Anyway, I checked out Microcenter, Staples and a few other vendors, and then checked eBay, figuring that I would happily buy a new or used monitor from an individual or small company.

Much to my surprise, I discovered that Dell itself -- through "Dell Financial Services" -- sells refurbished equipment on eBay through the auction process. Many of the auctions I looked at had "no reserve," which means you could buy a refurbished desktop, laptop or monitor for whatever the minimum bid was.

When looking through regular retailers, the best deal I could find for what I needed was a new monitor that -- after rebates -- would have been $99, but the item was out of stock.

I bid $62 on an auction for a refurbished 17" monitor that cost just $9.95 to ship.

As with everything on eBay, depending on the item, the bidders and the day of the week, it might go for much less or a little more.

I was EXTREMELY pleased when the monitor arrived and looked like a brand new item. It has been restored to original specs and was wrapped/packed like a new item.

They offer a 30-day guarantee and after connecting it to my computer, I'm really happy with the purchase and everything else.

If you need a new desktop for your home office or a new laptop for when you're traveling to shows, a new monitor or anything related, check them out at:

http://myworld.ebay.com/dell_financial_services/

I have no connection to the company, I'm just amazed at how well they explain the item, where it came from, what the specs are and what a great job they do in keeping you posted during the order and delivery process.

It's a good model to follow!

If you've had any experiences (good or bad) with computer purchases lately, please post a comment below!

When you send "clutter" out, good things come in.

2010-12-21T08:51:00.002-05:00

Note from Dr. Dave:

I just started reading David Allen’s phenomenal book Getting Things Done, and one of the first recommendations he makes is taking the time to go through your “things” – both professionally and personally – and removing anything that’s not important or essential.

Setting something aside to figure out what to do with it later is fine – he doesn’t recommend just dumping everything you haven’t used in a while into a big garbage can. But he does suggest that you assess the usefulness or aesthetic value of everything your eye surveys.

While reading his book, I corresponded with jewelry maker Kathy Reading, who had just “de-stashed,” and I invited her to post a guest blog about it. Here it is:

-------------------------------------------------------------

Destashing Success

by Kathy Reading

http://www.catjudesigns.com

One of the buzzwords I’ve heard a lot recently is “destash,” especially when it comes to uncluttering your home. I decided this summer that I needed to destash in a major way. As a jewelry maker for more than 15 years, I have accumulated a lot of supplies I use daily to create my artisan jewelry, including the purchase of bargains I didn’t need at the time I bought them, but were just too good to pass up.

I’ve lost count of the number of times this year where I searched for a something – like a copper bead cap -- the ones that I just purchased at a bead show, but couldn’t find them because I haven’t gotten organized.

And why is that, you ask?

Because I have stuff stashed everywhere! And it is not just jewelry making supplies. Like a lot of other people, I have massive amounts of crafting items -- for cross stitch, rubber stamping, painting wooden signs and pins, fabric, buttons, etc. -- all crafts that I no longer do because I want to concentrate solely on making jewelry. But how do you let go of all of those treasures? They are all still good, some even unused and still in the packages, how can you possibly part with them?

One of the ways to destash is by selling your unwanted supplies on eBay, etsy (or other numerous sites), but I decided to make an effort to pass these items along to someone who will actually use them. I met a gentleman at work who paints wooden items, so I gave him the wooden pins and the other wooden pieces. A friend who makes and sells greeting cards now has about 100 new rubber stamps and supplies, and the owner of a craft mall where I consign jewelry has received all of the fabric and buttons for her sewing projects. All of these people were so excited that I was giving them items to feed their passion, which made it made it easier to let them go.

One immediate benefit that I noticed as soon as I removed all of the excess crafting items from my studio was how much space I had. I was then able to start sorting and organizing just my jewelry making supplies. And once I saw that I was getting more and more organized, I find that I no longer have to search and search, I can go right to that item that I am looking for, find it and am then ready to use it. What a timesaver!! I feel like uncluttering my studio has led to uncluttering my mind, which has allowed me more concentrated thought on my jewelry making. Since I’ve have had my most successful year to date with selling my jewelry, I am very pleased with the results of the destash effort and hope to reap even more benefits.

Who knows? I might even get to the point where I can give away some of the unused jewelry making supplies that I have been saving for a rainy day.

Then again, maybe not.

-------------------------------------------------------------

Kathy’s report contains a huge amount of insightful ideas on why it’s important to de-clutter. Personal finance expert Suze Orman gently suggests that when you move un-needed things out of your life, it makes room for new things to come in.

If you have a personal story to share, please post it as a comment!

David

What kind of day is this going to be?

2010-10-25T07:40:00.004-04:00

About a thousand years ago, I was being trained in advertising sales by legendary sales representative Sam Kligerman. He was old-school smooth, the coolest 80-year-old I knew, and he had the heart of a teacher.

Every day, we would discuss what appointments we had and how we would approach them. Sam and I would walk to the door of the office, and Sam would put his hand on the doorknob.

But he wouldn't open it.

He would turn around, smile and say (or growl), "Let's get one!" Then he'd open the door and rush out into the world.

Can you imagine having that kind of energy, enthusiasm and optimism at age 80?

Sam was a wonderful mentor who taught me many things about sales, people and life in general.

One of the most important things he taught me was that we create our own day.

Whatever we want the day to be like, we can decide that by having an amazing attitude about what may happen.

If this doesn't compute for you somehow, consider how many times you woke up with an ominous feeling, and the day turned out just as poorly as you had predicted it would.

Sam was about creating amazing days by generating this enormous energy and enthusiasm before he would even open the door.

Even if you believe that what happens in your jewelry making business is outside of your control, you can decide that no matter what happens, you're going to approach it the way Sam did: With the idea that the possibilities are endless.

And the day is what you make of it.

Now go make something great!

Is your jewelry ready to fly off the shelves?

2010-10-13T10:36:00.002-04:00

If you've been reading my blog for any length of time, you know that I'm a hard-nosed, practical and common-sense person.

I'm also superstitious.

I don't walk under ladders, open umbrellas inside or go out a different door than I came in.

And I think that a lot of jewelry marketing has an element to it that's not exactly explained by observable phenomena.

For example, I often get sales after doing a marketing campaign, but not necessarily from the people I marketed to. How does that happen? I believe strongly that when you put your focus outward, you connect with people you weren't necessarily targeting.

The message is broad and deep.

So, I recently removed some boxes and catalogs that were resting on top of pre-packed books and DVDs that I sell. What happened?

18 orders happened.

I believe that by covering up the products, I was creating a barrier to selling them.

And as soon as I removed those barriers, the products were ready to move off the shelves.

And they did.

Don't cover up your jewelry. Don't put your boxed jewelry in a closet.

Keep it somewhere easy to pick and pack.

If the world works the way I think it does, when you remove obstacles, your jewelry tends to take flight.

Now go make something great!

PS: Check out our new sponsor, DIYBangles to the right of this post. They have a terrific array of easily customizable products ...

Focus on "Your" Economy, not "The" Economy

2010-09-29T09:49:00.004-04:00

This blog is read by people all over the world, and that means that wherever you are, the economy may be doing well, fair, or not so hot.

How much should that affect how you sell your handmade jewelry?

Not at all.

Why?

Because people don't need jewelry. They buy it because they want it.

I know people who have no idea how much jewelry they have. But they keep buying it. And you know people like that, too.

Think about that for a moment.

There's no such thing as having "enough" jewelry.

Isn't that amazing?

I can't think of a single other category of goods you can say the same thing about.

And that puts jewelry makers like you in a terrific position.

Because people keep buying jewelry no matter what is going on in the economy around them.

So focus on your own economy.

Keep marketing.

Keep talking up your work.

Keep updating your website.

Keep creating.

Your fortunes start with you.

How much is enough?

2010-08-26T07:12:00.003-04:00

A number of jewelry makers have written to me over the past few weeks asking about how much inventory they should have on hand.

Great question!

There's no magic formula to that -- in fact, the world's biggest retailers invest tons of money trying to figure out the same thing, and it's impossible to get right!

Some jewelry makers have a basement full of components (beads, stones, wire, etc.) that they bought, fully intending to convert that immediately into jewelry. Then life intervenes and the stock piles up.

No worries.

In business, it's a problem when you have orders but no inventory, and when you have inventory but no jewelry.

Because business is "organic" and constantly changing, you'll probably have a chance to experience both!

Here's what I do with my information products: When the stock falls below a certain level, I prompt myself to order more.

For jewelry makers, you might look at prior trends and decide the "minimum" number of pieces you feel comfortable having on hand. Because you make something that's one of a kind, people don't necessarily expect that when something is "sold out" you just press a button and a machine makes more of them.

So, in that sense, you're spared one aspect of production. You can make as many or as few as you like of a specific design.

And maybe the best part is this: When things don't sell, you can always take them apart and put the pieces back in your storage bins.

If you have ideas, methods or processes you use to decide how many pieces to keep "ready to sell," post a reply!

And go make something great!

Oh really?

2010-06-25T13:03:00.005-04:00

If you've been reading my blog for any length of time, you know I like writing about BAD customer service experiences.

This is for two reasons -- 1. customer service is so bad in America throughout all fields that there is an infinite amount of stuff to write about, and 2. there's something to learn from each.

The Friday before Father's Day, I went into a major department store near my office to buy my dad a shaving lotion he likes. This stuff is $18.50 for a container. It's worth it, but it ain't cheap.

The woman behind the counter was so fixed on upselling, side-selling, opening credit card accounts and in all other ways being a nuisance, that I was going to walk away, but I wasn't sure where else I could find this brand.

"Did you want the exfoliating ginseng laxative overnight mint jelly they make?" she asked.

"No," I replied, "just the shaving cream."

"Does your dad go outside? Because if he does, you should get him this $85 jar of kiwi lemon butter mango chutney skin cream with lice remover. It's the best!"

"No," I replied, "just the shaving cream."

"Will you be paying for this with your (department store) credit card?" she inquried.

"No," I replied, "I'll be paying in US currency."

"OH!" she squealed, "You should open an account with us, because I get a huge commission for each sucker I sign up!"

Actually, she didn't say that, but she might as well have.

Finally, after what seemed like hours of negotiating and rejecting ridiculous offer after offer for things I neither wanted nor asked for, she said the line that blew me away:

"You'll notice on the invoice a website where you can rate the service you received from me today. I hope you thought it was excellent!" she said, while smiling idiocally.

It was far from excellent. And I rate customer service on a different website:

My own.

What you can learn from The American Family Super Market

2010-06-16T10:07:00.001-04:00

If you want to learn about outstanding customer service from some guys who could write a book about it, visit The American Family Super Market in Narberth, PA.

I've been going there for years. I thought what I was getting was excellent meats, cheeses, fish, chicken, and homemade chicken sausage that's so good I swear I hear arias from La Boheme when I open the freezer door there.

What I really get, though, isn't on the shelves: It's a lesson in how to treat your customers the right way. And no one does it better than Angelo, Paul and the rest of the crew there.

They are unassuming.

They are professional.

They have the heart of a servant, and they treat you like there is nothing more important at that moment then helping you find exactly what you're looking for.

Even when you don't know what that is.

You like the roasted turkey? Angelo asks if you have ever tried the honey turkey and slices a piece so you can taste the difference between the two.

You look unsure as you stand at the meat section? Someone appears by your side and makes a great suggestion.

Watching your cholesterol? Paul will explain how to cook that package of chicken you're holding so that you'll live a long, long time.

I have trouble remembering what I had for breakfast yesterday. Paul remembers that on Tuesdays I teach in Allentown and tells me to have a safe ride.

This isn't something that happens every once in a while at the American Family Market. It's what happens every minute of the day there.

There are lots of places where you can buy your groceries. At a time when chain supermarkets seem to be racing to the bottom in customer service, Angelo and Paul are at the top in something that's priceless:

Treating customers like family. Just like the name says.

If you're ever in Narberth, stop by the American Family Market. And try the chicken sausage.

The American Family Super Market is located at 230 Haverford Avenue, Narberth, PA. (610) 664-1648.

Upsell with Pride!

2010-06-08T09:15:00.001-04:00

As many of you know, about a hundred years ago, I was the marketing director for all of the Wendy’s restaurants in southern New Jersey. I learned a lot about tested marketing methods. And that included “upselling.” Upselling is a technique for suggesting related items that a customer might want to order along with what they initially requested. And it’s done at the time of purchase.

You know the technique if you’ve ever ordered at a fast-food restaurant. It goes something like this: You order a Quarter Pounder with Cheese and a Diet Coke at McDonald’s, and they say, “Would you like to add fries to that and get the Extra Value Meal?” Or they say, “Would you like an apple pie for dessert with that?”

If you’re like me, you can find that technique presumptuous and irritating. I usually know what I want, and that’s why I ordered it that way. But there’s abundant evidence through psychological and sociological research studies that (unlike me!) people often don’t know their own minds very well. Which is why upselling works so well.

And that reason – that people often don’t know exactly what they want in advance, especially in terms of jewelry – is why I recommend upselling other items along with the item the person is intending to purchase.

Think about it this way: People who buy jewelry are typically browsing when they buy. They don’t necessarily know what they want because they aren’t looking for something specific. They have an open attitude. They do have general preferences, such as liking silver better than gold, or amethysts over other colored stones. But aside from those general preferences, when they are looking at jewelry as they browse booths at a show, for example, there may not be rhyme or reason behind why they stop at a specific booth to admire the jewelry.

And if that jewelry is yours, and they pick a piece they like and are ready to buy it, you will be ready to sell them other pieces. As the jewelry maker, you have reasons why you made each piece, and you understand very well why certain pieces look well together. Upselling is simply sharing that knowledge with the buyer. Not pushy. Not manipulative. Just helpful and engaging.

For example, let’s say you made several beaded necklaces, pairs of earrings and bracelets that match in terms of style and materials. Someone picks out the necklace and gets ready to buy it. You might say, “Do you like each piece you wear to be unique? Or do you like when a few pieces coordinate?” If they like when they coordinate, simply show them the other items that you made to go with the one they selected. You can tell them a little about what your inspiration was for creating that line. Or explain a little about the materials so that they are better educated about what they’re buying from you.

When you see upselling as a way of better informing the customer about the options they have in buying from you, it will come more and more easily to you over time. That’s because it will become second nature to engage the prospective buyer more completely in a discussion about your jewelry.

To test it out, try upselling the next time you are selling face-to-face. Remember, you’re informing, not trying to push something onto the prospect. Rehearse in advance what you’d like to say. Then offer related items to the next 20 people you sell to … and let me know what happens!

Has Social Networking Become a Marketing Hurricane?

2010-06-03T14:07:00.003-04:00

When I was in college, I had a history class that included a section on what happens when a neighborhood or area becomes popular.

At first, a new hot area (Manayunk, in suburban Philadelphia comes to mind) gains more attention through word of mouth and media. Then more and more people come to the area. That chokes the streets with cars, stretches parking and trash collection to the max, and eventually ruins the once-popular locale. The very thing that made it popular becomes the cause of its demise, as well.

I'm wondering if social media has become the hot spot that is now so over-congested that -- to paraphrase (and quote) the great marketing author Harry Beckwith -- getting your message through the clutter is like "whispering into a hurricane."

In the early days of the web, you visited websites that had what you wanted. Today, you create your own content and aggregate a collection of sites and blogs you like to read.

In our efforts to make our own voice heard, it seems like everyone is shouting. I'm waiting for the next big thing to come along, so that we can get our messages through again.

Your thoughts?

Is it still fun?

2010-05-25T08:01:00.002-04:00

One of the most exciting times for me in business was the day I got my first order for a book I sold back in the mid-1980s. I was just out of college, and the check, for $14.95, was immediately copied, framed, and proudly posted on my wall.

There's something fun about the value-for-value exchange that takes place when someone buys from you.

It's so basic, but to me, it represents a magic moment -- when someone takes their own money and gives it to you in exchange for something you have that they would like. Or might love.

I still get excited every time someone buys something from me, whether it's consulting services, a book, a CD, or a subscription.

Is it still fun for you when someone buys your beautiful handmade jewelry? Do you think how cool it is that someone is giving you their hard-earned cash for that necklace you just made? Do you get a great feeling of satisfaction each time you deposit money into your bank account?

If you do, that's great!

If not, focus as much as you can on the appreciation you have for that transaction. I read in a book once that "money goes where it's treated well."

When you truly value it, more of it comes your way.

Why You Should Attend Jewelry Shows

2010-04-20T08:31:00.001-04:00

If you haven't been to a jewelry show lately as an attendee (not an exhibitor), you should go to one right now!

Why?

First, there is a kind of energy at jewelry shows that you don’t see at other kinds of trade shows. Jewelry makers are amazing people – enthusiastic, creative, giving, and energetic. That energy comes through as you see people hugging old friends and striking up conversations with new ones.

Second, shows are a feast for the eyes. And that “meal” feeds your creative ideas. You can’t help but think of new ideas and designs as you walk by booth after booth laden with gems, beads and jewelry.

Third, watching the behavior of buyers and sellers at shows will teach you what works, and what doesn’t. Observing what others are doing will teach you more about how to sell successfully than any book or article can. Being there and seeing real people paying cash money for something they love is where the action is. And you see that at shows better than anywhere else.

If you haven’t been to a gem, bead or jewelry show lately – as an attendee – I recommend it highly. To find shows in your neck of the woods, visit http://www.lapidaryjournal.com and click on the show calendar link.

If you have a great show experience you want to share, send me an e-mail!

The "Golden Rule" of Jewelry Sales

2010-04-13T06:51:00.003-04:00

The Golden Rule says, “Do unto others as you would have them do unto you.”

This translates for artisan, handcrafted jewelry makers into “sell unto others as you would have them sell unto you.”

You should sell to people with the same honesty, understanding, and integrity that you expect from someone selling to you.

To me, the most important thing about selling is truly caring about your customers and prospects.

Good business owners (that's YOU!) care about themselves, their products, their company, and helping their customers make good buying decisions.

This should come through in your sales efforts. If you make people feel important, they will make you feel important, too.

If you make them feel comfortable through your warmth, knowledge and caring, they will buy your jewelry.

And you'll be able to turn those casual meetings where someone comments on your jewelry -- or those prospects who come to your booth or website -- into loyal, longtime and repeat customers.

So make the effort to treat your customers the way you like to be treated. And then some!

Putting it all together for MOM

2010-04-06T09:54:00.001-04:00

Mother’s Day is a wonderful opportunity to explore creative new ideas for reducing shopping headaches among your current clients and prospects and to help make this special day even more wonderful for moms everywhere!

If you have not run local newspaper advertising recently because you thought that it was out of your reach economically, now would be an excellent time to call your local advertising rep.

In many communities, the local papers would love more advertising right now, and you might be able to get a better rate than usual in print and online.

Additionally, other sellers of Mother’s Day gifts are likely to be looking for more economical ways to market this year. That means that you may find eager participants in cooperative marketing ventures.

My office is in a small shopping center. There is a hair salon, a pharmacy, a dry cleaner, a nail salon, and a fashion boutique, among other types of stores.

Within just this one small center, there are five cooperative marketing opportunities. For example, not only can a salon display your jewelry, but they may want to offer a Mother’s Day “day of beauty” that includes a beauty treatment and a gift certificate for your jewelry.

The pharmacy not only carries Mother’s Day cards, but they sell bracelets, necklaces and earrings in a gift area as well as at the back register. Whoever buys the jewelry and accessories for the store has wonderful taste. Rack signs near the Mother’s Day cards could remind shoppers to visit the jewelry area, where they can see your beautiful handcrafted jewelry on display.

At a time when many retailers are looking for additional sources of income, this may be a particularly good time to visit pharmacies, boutiques, women's specialty stores, candy stores, florists, card shops and more to see how interested they might be in selling your jewelry or taking advantage of other synergies.

Those synergies include combining purchases and adding on gift certificates. That also means that you would market and sell their products to your customers. For example, you can arrange a commission with a local florist for promoting their Mother’s Day arrangements to your customers and prospects.

If you are doing any shows, fairs or events between now and Mother’s Day, table signage related to these cooperative marketing ventures can be very effective, as customers will appreciate the opportunity to combine gifts.

Make sure, as well, that every piece you sell as a Mother’s Day gift includes a story card with contact information. If mom is not already a customer, she will want to become one after receiving your beautiful jewelry as a special gift.

Here Comes the Bride (and her bridesmaids)!

2010-03-31T08:36:00.002-04:00

According to my calendar, spring started two Saturdays ago.

And although it is still on the cool side here in the Northeast, bridal magazines are popping out like a spring buds will in a few weeks.

Handcrafted hairpieces for the bride and her bridesmaids are an excellent niche for jewelry makers. Gifts for bridesmaids are also a terrific opportunity to not only take advantage of seasonal selling, but to reach out to a market that is “ready to buy,” and to make some excellent new connections.

Check local newspapers and city lifestyle magazines for announcements about upcoming bridal shows, and to find other vendors who you might partner with during the wedding season.

Also, reach out to wedding planners and others attached to the wedding “business” to learn how interested they might be in having a custom supplier of wedding jewelry.

Close friends of mine used an artisan jeweler to make their wedding bands. Every time someone asks about these unusual bands, the couple tells the story of the artisan who made them. It’s a great way to spread your name through a special bond.

Go make something great!

Think Win-Win

2010-03-22T21:33:00.002-04:00

In Stephen Covey's excellent book The 7 Habits of Highly Effective People, he discusses the concept of "Win-Win" arrangements in business. I recommend that you read the entire book, because it's such an excellent resource for artisan jewelry makers.

But here's a little on the subject of "Win-Win" agreements. Basically, there are two "positions" or philosophies that tend to dominate business life, and life in general.

The first is a "position of abundance." If you adopt this philosophy, then you believe that there is plenty of business out there for you to get, so you have the opportunity to choose carefully those with whom you'd like to enter into a business agreement.

The "position" or philosophy of "scarcity" is the exact opposite. People with this way of viewing the world believe that business is scarce, and they will do whatever they have to, to make each and every sale. There's not enough for everyone, they think, so they're going to get their share no matter what.

Adopting a position of abundance ... that there are plenty of customers out there for you ... helps you focus more on the things that you enjoy about jewelry making. The desire to come up with new designs. The excitement of drawing them up. The pride you take in making the piece. And the satisfaction of selling it for a price that makes you feel good.

In a Win-Win transaction, you and the buyer are both happy with the outcome. You get the price you deserve, and they feel that what they received was well worth what they paid.

When you adopt a position of abundance in your jewelry selling, you don't cut your prices just to make a sale. Or make a bad deal with a gallery just to get your work out there. You trust in the market and in your own skills. And you seek buyers ... and others with whom to do business ... who have a similar win-win philosophy.

I've had direct experience putting this to work: As marketing director of Lapidary Journal, I once had responsibility for negotiating with printing companies to print over 200 marketing and promotional pieces a year.

And before I read Covey's book, I negotiated hard to get the rock bottom price, no matter what. Frequently, the printer who got the job didn't always put their best effort into it, because they had low-balled the job to get it. If things didn't go right, they were reluctant to fix the problems on the print job (or re-do it) because they were making so little profit on it.

After reading "Think Win-Win" in The 7 Habits, I changed my negotiating strategy overnight. I started working to get a fair price, but I wanted to make sure the printers were making a decent profit. I visited their plants and learned about the economies of their business. And they got to know me and the pressures of deadlines in publishing. I created, within a short time, outstanding relationships with printers ... real win-win agreements that made them a lot of money, and got me the kind of service I had desired all along.

Thinking win-win can transform your handcrafted jewelry business because it focuses on building profitable relationships over the long term. And spreading abundance.

I hope you are able to create and benefit from those same kinds of relationships with your customers. Everyone deserves them!

Getting NEW Prospects to Come to Jewelry Home Parties

2010-03-18T07:54:00.004-04:00

I like answering questions from my blog readers. Here's one about handcrafted jewelry home parties:

Q: When I host my own home jewelry shows, I am fairly successful at getting people from my own mailing list to show up (at the last one, 25 out of the 150 customers I invited came to the home show). Here’s my question – my goal is to get more NEW prospects to come, but I don’t want to advertise it to the whole world. Any suggestions?

A: If you’re doing these at your own home, then you can offer an incentive to invitees to bring up to three friends to the event. The incentive can be a percent off, a free gift, or something else.

You can also send two invitations to each person, encouraging them to offer one to a friend or relative.

Consider using an online invitation service, like www.evite.com to track how many people are responding to the invitations, too.

If someone else is hosting, then offer to print and mail the invitations (or send them by e-mail) to their list, so that you can control that step in the process.

Either way, make sure at the event that you collect the names of customers and prospects who would like to learn about future events.

An idea that I really like is asking those you’ve invited to tell you if there’s anyone they’d like you to invite on their behalf. They simply send you those names, and you send the invitation for them! That ensures that you’re in control of the process, and it makes it easy for the original invitee to include friends to join the party!

Have a question you'd like me to answer on the blog? Send it to david@marketingjewelry.com. Please indicate if we can use your name if we publish your question.

5 Tips for Selling at Your Jewelry Booth

2010-03-17T08:43:00.003-04:00

1. Stand at your booth. Charlene Anderson, of Anderson-Shea, Inc. reminds everyone to avoid sitting at your booth. Or, if you are sitting to rest, stand up when people approach the booth. It is important to be “eye-to-eye” when you are selling. You’re also likely to sell more energetically when standing than when sitting.

2. Uncross your arms. Crossed arms are a universal sign of defensiveness. Keep your arms uncrossed when selling face-to-face. If your prospect has his or her arms crossed, hand them something so that they will uncross them. Even people who think they are just crossing their arms to rest may begin feeling unconsciously defensive.

3. Keep your palms up. People who have their palm(s) facing up appear more inviting and less threatening than those who have their palms facing down. (Watch political debates to see who has their palms up … it’s not by accident.) Keep this in mind when you are talking with prospects and when presenting jewelry to them to try on.

4. Speak slightly slower than your prospect. The pace of a conversation is extremely important. People will feel more comfortable talking with you if you are matching their pace, or speaking slightly slower than they are. Speaking faster may make them feel rushed or anxious.

5. Watch their hands. What your prospects do with their hands tells you a lot about what they are thinking … their “buying temperature.” A prospect who is holding her hand in front of her mouth may not yet be ready to commit. If you see that sign, ask what she is thinking to learn more about what her objections may be.
but hadn't in a while.

I hope these tips help you sell more at your booth!

Do you believe in "psychic" marketing?

2010-03-12T16:40:00.001-05:00

I originally sent this as a letter to my mailing list. The response was overwhelming (I had a huge number of replies) so I thought I'd post it here.

I've been involved in the marketing field for almost 30 years, and in that
time I've seen amazing things I call "psychic" marketing. Things that
defy rational explanation, but which are powerful nevertheless.

For example, my friend Sherry runs a wholesale bakery. She said the
other day she brought sample strawberry cheesecakes with her on a
delivery run. It's something she should do, but hadn't in a while.

She took them into restaurants who were not clients and gave samples
to chefs and managers. She said she got no orders from handing out
the samples, but three clients she hadn't heard from in a while suddenly
reappeared and placed orders. Coincidence? I don’t think so.

Another colleague emptied out an overstuffed file drawer packed with
folders from former clients. There was no room for new ones. The next
day, he received a call from an existing client for a new project that
would more than double his prior revenue from them. He created space
for new work to come in, and it did. Coincidence? I don’t’ think so.

My belief is that your intention and efforts at marketing your jewelry
are a strong signal to the world of prospects and clients. You may not
get responses directly from recipients, or even right away. But pay
attention to what happens when you focus your attention on the
outside world. People will start paying attention back, even if they
weren't the subject of your marketing "gaze."

Here's one more example -- my own. The other day, I noticed I had
very few products pre-packaged and ready to ship. I was also running
out of my favorite white mailing box. My lack of preparedness was --
to me -- preventing me from receiving orders, because it wouldn’t be
easy to process and mail them.

So, I called my box supplier and ordered a hundred more boxes, even
though I didn't have many orders. Once they arrived, something weird
happened: I received more orders in one week than I normally would in
two months. I went through almost all the new boxes I had ordered. I
believe that my marketing efforts -- combined with preparing myself to
receive and process orders -- was critical to receiving them.

The take-home message: If you're not focusing on marketing your
jewelry, you may be sending a message to the outside world that you're
not ready to sell it. If you don't have pieces ready to go, you may be
sending the world a message that you can't fulfill orders. If you have
the jewelry but aren't well-prepared to ship it, you may be sending the
world a message that you can't deliver what you have.

Remove any obstacles between you and your prospective customers.

Because when you reach out to others and show them beautiful jewelry
you can easily deliver, your message will be received and orders will
flow your way.

Coincidence? I don't think so.

Now go make something great!

Beware the ESBI Phone Scam Artists

2010-03-09T11:13:00.003-05:00

As a jewelry artist, you work hard to create and sell. So I'm making you aware of this scam so you don't get caught in it and waste your time and money on an outright fraud.

I regularly get calls at my office that go something like, "Hi, I'm calling to confirm your online business listing, this will just take a minute." I always say, "No. I don't have an online listing and remove me from your mailing list." Then I hang up.

A few weeks ago, my assistant answered the phone and, thinking she was innocently confirming something I'm already listed in, started to give out the address of my office. I interrupted her, and when she said they were calling to confirm on online listing, I told her it's a scam and to simply hang up.

She did.

At no time did anyone tell her they were going to sign my business up for $39.95 (plus tax) of unwanted scam services.

When my phone bill arrived yesterday, there was a charge from "ESBI" billing "on behalf of Net Page Now" for "Online Biz Listing."

I called the number listed and demanded an immediate refund.

The scam operator on the other end tried to hustle me. "Well, our third party verifier has your assistant's name ordering this."

"I'd love to hear that," I said, "because I was there and she hung up before she even finished giving the address."

Verizon promised to refund the charge even if ESBI doesn't (they said they would).

I also was able to put a block on the account for outside charges.

The Federal Trade Commission (FTC) recently published an alert about this scam. You can read it here:

http://www.ftc.gov/bcp/edu/pubs/business/alerts/alt024.pdf

Follow the advice in the alert for how to spot and deal with the online business listings scam like Net Page Now/ESBI.

I contacted the FTC to file a complaint and will do so with the PA Consumer Protection Agency as well.

I was amazed that the phone company essentially colludes with the scam artists by not blocking third party billing unless you request it. It should be the other way around.

Protect yourself against the scammers!

To get a great newsletter of fraud and scam alerts, check out:

http://www.scambusters.org/

To Free? Or not to Free?

2010-03-05T09:42:00.003-05:00

Artisan jewelry makers sell a premium product at (what I hope) is a premium price.

And if you're selling online, or delivering an order by mail that you took at a show, one option is to offer free shipping to your customers.

BlueNile.com offers free shipping, and I think it's an excellent "bonus" for handcrafted jewelry makers to offer because artisan jewelry is generally light and inexpensive to ship anyway.

You want to capture the expense of the shipping in your pricing, but it should be nominal.

(You can also offer expedited shipping, like USPS Priority Mail or FedEx, at an additional cost.)

Some people love the idea.

Some people don't.

Please comment if you're offering free shipping now to explain how you do it.

If you don't offer it, please tell us why not?

Be Like This Guy

2010-02-26T11:27:00.005-05:00

What can the manager of a gift shop for the blind teach you about handling difficult handcrafted jewelry customers?

He taught me a lot!

A few years ago, I was a volunteer for a center for the blind that had a gift and supply store in the lobby. While waiting to go to my volunteer job, I watched a sighted customer asking the blind store manager to show her several different braille watches.

She was indecisive, and he patiently explained what the various types were and how they worked.

She couldn't make up her mind.

"I can print out a few pages from our catalog that you can take with you to discuss with the person who will be using the watch," he suggested.

She agreed, and he printed out the pages for her.

She looked at them and said in disbelief, "There are no pictures!"

Without missing a beat, he replied, "Blind people aren't helped much by pictures," and then he cracked a smile.

I worked at the center for about a year, and I was amazed at the store manager's patience in what were challenging circumstances. But he handled everyone with a wry sense of humor, and I got the feeling there was little he hadn't encountered before.

Be patient with your indecisive customers. Let them take their time. You don't necessarily have to question or even talk with them while they're trying to make a decision. In fact, talking with them may add unnecessary stuff for them to process while they're juggling their options!

Be available to answer questions and show interest in what they're looking at, but you don't necessarily have to pressure them into doing anything. They'll figure it out themselves. And if they don't, you can always give them a story card to take with them, and offer to snap digital photos of the items they're interested in and e-mail them to the prospect.

Now go make something great!

PS: If you have ever been concerned about someone stealing your jewelry designs, the interview and transcript I did with Sarah Feingold on copyrights, trademarks and protecting your designs is on sale through Sunday night, February 28. Click here for information.

Should You Ever Say "I'm Sorry"?

2010-02-23T10:33:00.007-05:00

The business world is filled with mistakes -- intentional or otherwise -- but kind of light on apologies.

From restaurants to retail, I encounter errors all the time, but "I'm sorry" seems to rarely issue forth from the lips of line staff through folks at the top of the company.

I strongly believe that if you make a mistake in your jewelry making business, you should apologize. It may be that you shipped the wrong item, or that you weren't listening to the prospect, or that their items arrived damaged.

No matter what the problem is, an apology costs you nothing but it buys a lot from your jewelry customers. Among other things:

Customers value honesty. Apologizing when something went wrong is an honest appraisal and response to the situation.
An apology shows you care about doing the right things.
Apologizing is the first step toward resolving the problem.

A good apology acknowledges what went wrong, states clearly that you're sorry, and asks of the customer or prospect what their resolution is.

Many folks skip that last step, but it's an important one. Customers and prospects who feel wronged in some way often just want an apology. Others want a refund, replacement or something else. There's no harm in asking what would make things right in their minds, because most of the time they were thinking of what they wanted anyway.

Avoid cheesy "non-apologies," like "I'm sorry you feel bad," or "I'm sorry that you didn't like what I did."

Those shift responsibility to the other person and, therefore, aren't apologies at all.

If you're not sure the situation warrants an apology, offer a sincere one anyway.

As the punch line to an old Vaudeville joke goes, "it can't hurt."

Great Listening Tip(s) from Harry Beckwith

2010-02-18T12:40:00.011-05:00

I learned two great listening tips for artisan jewelry makers a while ago from Harry Beckwith's terrific book What Clients Love. In this brief podcast, I explain what they are -- click the "play" button below to hear the recording:

What You Can Learn from LL Bean's Mistakes

2010-02-10T18:10:00.011-05:00

I love Bean's products, and their customer service is excellent. Here are a few things they did wrong, recently, and how you can avoid that when selling your jewelry face-to-face.

I bought a briefcase online with a shirt a few weeks ago. The shirt arrived first (the briefcase was back-ordered) and a $10 coupon was enclosed in the package.

I called and asked if they would apply the $10 as a credit to the back-ordered briefcase. The customer service rep cheerfully took care of it. How cool is that? "We honor any discount we promote," she confidently explained, "even if you've already paid for the item."

(Actually, they never did credit my account, but it's the thought that counts.)

When the bag arrived, it wasn't what I was expecting. The canvas was too thin and the style too casual.

There's an LL Bean store near where I teach, so I stopped by to confirm that the briefcase could be returned at a store, even though I bought it online.

Despite there being only a few customers in the store, the sales reps were all hurrying from one place to another, and although I gave them the "I need help" face and tried to get their attention, they seemed blind to my contortions.

I figured since I was the only customer practically chasing them around the store, someone would get the hint, but they were faster than I (and I used to run track in college).

Finally, I stopped someone running from shoes to men's shirts, and she told me I could return the bag unless it "had obvious signs of use." I started to say I had just received it and their guarantee said nothing about "obvious signs of use," but she ran off to the fishing waders section, and I lost my chance to confirm what she meant.

When I brought the briefcase back the next day (after checking it for obvious signs of use, like grape jelly stains) I walked back to the catalog department (because I had ordered it from a catalog) and there was a salesperson rushing to outerwear.

"Can I return this?" I shouted, running after her.

"Yes, but you have to take it up to the register in the front, that's the only one open," she yelled as she disappeared behind a rack of barn jackets.

Other than me and a customer at the register, there were only two other customers in the store, but the sales reps were all still running around like a bunch of kids playing tag.

I went to the front register and stood in line for 15 minutes. Actually, there wasn't a line, there was just one person in front of me. But she had a lot to say to the customer service rep, who was working alone.

They chatted about the school boards in their towns, laughed knowingly about how tough teenagers can be, and exchanged recipes for baked Alaska before wrapping things up. (Okay, I made that last part up.)

As soon as I stepped up to the register, the customer service rep got on the loud speaker and asked for help. Apparently, another customer had walked close to the counter and, although not there to buy anything, must have looked like he MIGHT want something, so they brought in reinforcements. Who came over? The same person who told me she couldn't handle the return and I should go to the front register.

They did give me my money back, only asking if I had cased the entire store and was certain I didn't want anything else.

"The store has so much to offer," I replied, "but I'm okay for now."

I associate LL Bean with great quality products and outstanding customer service. The overall experience wasn't bad at all, but there's something about sales reps rushing around in an empty store that's always been a turn off to me. Can't they stop for a minute to help someone who is trying to get their attention?

Come to think of it, maybe that's why the store was mostly empty ...

Here's how to handle your own customers when you're selling live at a booth, jewelry home party or trunk show:

1. Take your time. No one likes to be rushed, especially when they're depending on you to help them learn about your jewelry. Slow down your rate of speech and concentrate on the person you're speaking with. Making prospects feel insignificant will guarantee they buy from someone else.

2. Make eye contact early. Body language is far more significant than tone of voice or the words you use. Make direct eye contact with prospective customers, and then look at your jewelry so their eyes will follow yours.

3. Engage everyone. A common problem when selling live is having more than one customer or prospect to serve. The best way to handle this is to look everyone in the eyes when they walk up to the booth, and when answering one person's question, address everyone there, so they feel connected to you and the others.

In good times and bad, it's important to treat people well. You already know it! Hopefully, LL Bean will, too.

5 E-Mail Marketing Tips

2010-02-08T13:30:00.004-05:00

I get about 10 email updates every week from jewelry makers who added me to their mailing lists without my permission.

I know they added me because I've never signed up for one.

I often open them out of "marketing curiosity." Based on what I'm seeing right now, here are a few tips to boost the effectiveness of your e-mail marketing efforts:

1. Make sure your sign-up form is prominently displayed on your site. It should be on the home page (mine is on every page). It should ask for as little information as possible (first name and e-mail address usually do the trick!).

2. Offer something in return for the person's e-mail address. An email address has value. Offer something in return for it. Something the new subscriber gets right away via a download. Examples include a guide to buying jewelry, jewelry care tips, a chart of birthstones and what they mean, and anything else you can provide of real value.

3. Do not assume that people who buy from you online want your marketing information, too. At the time they buy, offer a an option on the order form they can click to be added to your promotional list. If they don't "opt in," don't send them marketing e-mails. You can also offer them the opportunity to opt-in when you send their receipt or order confirmation. Those are legitimate steps in the buying process.

4. Proofread your material before sending it out! I can't tell you how many e-mail marketing messages I get that still have the text from the template, including things like "Headline Goes Here" and "link to your website." Templates are great! Proofreading is, too.

5. If you can, hire a professional for copywriting. Copywriting is a little like driving -- everyone thinks they're better at it than they probably are! If you're struggling with it, consider reading Robert Bly's excellent book The Copywriter's Handbook, or John Caples' classic Tested Advertising Methods. Either will teach you how to write better copy. Alternatively, consider hiring a professional copywriter to help you. The boost in response should more than pay for their services!

If you have a tip you want to add, leave a comment!

Go "Hi Touch/ Low Tech"

2010-02-03T15:14:00.005-05:00

With so many options for communicating with customers and prospects of your beautiful handcrafted artisan jewelry, it's a wonder anyone can figure out what to use first.

Should you text? E-mail? Twitter? If you do contact them by e-mail, should you use their "regular" e-mail account, or their Facebook e-mail account? If you have an iPhone, should you just call the prospect, send an e-mail or a text, all of which you can do right from the iPhone?

As technology has increased our options, we have tended to forget that the direct personal touch is always best.

And you should always use the option that makes the greatest personal impact on the buyer or prospect.

So, for example, if there's a gallery where you'd love to show your jewelry, you should go in personally and meet the gallery owner or manager.

If that's not possible, a phone call is the next best thing.

Reserve e-mail -- the least personal method of communicating with another human being -- for last.

I call this the "Hi Touch/Low Tech" approach, because the emphasis is on creating the greatest impression on the live human being you're reaching out to. Not using technology just because it's more efficient.

There is no replacement for the impression you make in person, or on the phone. The opportunity for people to hear your voice, your passion, your joy, your love and all the other things that come through from your tone of voice and inflection are priceless. Seeing you adds another dimension entirely that can't be replaced.

There's a biological explanation for this: The part of the brain that processes just the words we use is a different part than the part that processes tone of voice.

And the part of the brain that processes visual information is in yet a different part of the brain than the places where those two other types of information are processed.

The more parts of the brain that are activated when you communicate, the more meaningful and memorable that message will be.

So, go hi touch.

Make the most memorable impression possible whenever you can.

And save the e-mails for sending all the new order and shipping confirmations you're going to need.

What You Can Learn about Marketing from Merion Opticians

2010-01-20T10:17:00.007-05:00

What can owner James McTighe of Merion Opticians (which is not in Merion) teach you and me about how to market and sell your handcrafted jewelry?

Plenty.

I met James for the first time when I took a pair of vintage Ray-Ban sunglasses to him a few years ago to be repaired. He spent a while trying to tighten a screw that was jammed, fixed what he could, cleaned them and straightened them.

I admit that Merion wasn't the first place I went to get the sunglasses repaired. But it's the last place I've ever gone since then, remaining a loyal customer for life.

What did James do that got me hooked? He repaired the glasses for free. I thought, "This guy's amazing -- he worked hard to repair these and didn't charge me a thing!"

What did he get in return? I bought a pair of sunglasses from him a few weeks later that were the most expensive -- and best -- I've ever purchased. I also had him replace the lenses in an old pair of Ralph Lauren sunglasses I couldn't part with. And I've referred everyone I know to James for the past few years.

He moved not too long ago from his store on Montgomery Avenue in Narberth to the "main drag" in Narberth on Haverford Avenue, right down the street from the American Family Market.

I stopped in the other day to get a case for a pair of glasses I had. We chatted.

When I opened my wallet to pay for the case, he smiled, shook his head and said, "There's no charge for that."

He's a class act with many loyal customers who wouldn't go anywhere else.

James is an example of what I mean in my newsletters when I say, "Give it away, it comes back."

When you are kind to other people, particularly strangers, the world has a pretty neat way of paying you back.

The anecdotes I write in my blog, by the way, are real. If you ever need anything in the eyeglass line, I highly Merion Opticians.

And while you're at it, stop in at the American Family Market. They know how to take care of people, too.

Promises, promises

2010-01-11T10:19:00.005-05:00

I love eBay.

It has connected me with many other entrepreneurial business people, like me and you.

And it's created a fairly well managed marketplace.

I typically only buy from sellers who have a positive feedback rating of 99% or higher. So I was surprised the other day when I had a truly bad experience with a seller who had tens of thousands of transactions and a near-100% Positive Feedback rating.

For privacy's sake, I'll change the details: I bought an iPod cover about a month ago for the impossibly low price of 99 cents. This sells at retail for $25, so I considered the item an amazing deal.

The seller promised:

Shipping within two days of payment
Expedited shipping for $9.50

What a great deal! I bought the item on a Monday and figured, with shipment on Wednesday I'd have it by Friday.

The seller went to great lengths in their listing and follow-up e-mails to stress how dedicated they are to quick shipping, near-immediate responses to inquiries, and receiving positive feedback.

Promises, promises.

First, I didn't receive shipping confirmation until five days after I paid for the item.

Second, the confirmation e-mail said the item would be shipped that same day, but it didn't ship until two days after that.

Finally, it was sent by regular US mail, not an "expedited" service, which I assumed to mean something like Priority Mail.

I guess when he said "two day turn-around" he didn't mean two consecutive days.

I wrote to the seller, and they explained that they left for a brief but unexpected family trip two weeks earlier. The seller – who ships more than 200 items daily -- left his high-volume business to a friend who promised to send everything out.

It was like Gilligan bungling the Skipper's orders on Gilligan's Island.

This is not a rant about eBay, it's a cautionary tale for any jewelry maker, whether you sell on eBay or online or not.

It IS about how to deliver on promises as a jewelry seller.

Almost all of the jewelry artists I know have other responsibilities in addition to managing their jewelry business. Many have families, other jobs, and the attendant responsibilities that those roles require.

Here are five things to help you keep your promises to customers:

1. Don't wait for an emergency to have a back-up plan. If your sudden unavailability would stop orders from being processed and mailed, have a plan in advance for ensuring that customers are notified and that the orders can be sent out, If possible.

2. Write out your fulfillment process step-by-step. Several years ago, I created a step-by-step outline of everything I do to fulfill an order. I keep this handy in case, in an emergency, I need to hand off this process to the few people who have agreed to pitch in on short notice.

3. Don't promise so much it strains you. Although most of orders I receive can be filled the same day, I don't state that on my website. That's because there are days when I'm not in the office, or leave early and can't package and mail the same day. Don't promise something that sounds good but would be impossible to do on a regular basis.

4. Exceed expectations whenever you can. You will consistently delight your customers when you deliver more than you promise. Faster turnaround, additional bonuses or gifts they didn't anticipate, and, above all, a handwritten thank you note for every order.

5. Offer multiple ways to reach you, and include those methods in each reply to inquiries. Don't offer just one way for people to contact you. Not everyone likes using e-mail, and not every e-mail reaches its intended destination. Imagine a frustrated client sends you a note that gets diverted to your junk mail folder. Now they are mad about what happened AND that you didn't answer the note they don't realize you never got. At least offer your telephone number and an e-mail address where people can reach you. On your voicemail, provide an e-mail address where people can send a note if they choose. On your e-mail auto responder, provide a telephone number if that would be a quicker way of reaching you. Either way, let EVERYONE know when they'll hear back. For example: "Thanks for your e-mail! We reply to all customer inquiries at 12 pm and 5 pm Eastern Time every business day."

The seller could have avoided what happened on eBay. Although they had an excellent reason for why things went south, they trusted someone to do the work for them without changing their standard website text and follow-up e-mails to indicate a longer turnaround time on orders.

With their high volume, I can only imagine that now -- after the fact -- they are spending five times as many hours responding to complaints as it would have taken if they had temporarily changed their promises to something they can actually deliver on during the period when he was on vacation.

Looking Backwards: Sudden Thoughts and Second Thoughts About 2009

2009-12-29T16:37:00.011-05:00

Happy New Year!

It has been an interesting, challenging, frustrating, rewarding, and memorable 2009!

I had intended to include the graphic above in an e-mail I sent to thousands of customers and subscribers all over the world. In my haste to get the e-mail out, I forgot to include it!

So, if you got my Happy New Year e-mail, imagine that cute little photograph above appearing at the top of it. ( If you didn't get it, and want to get future e-mails, which contain all kinds of amazing wisdom about selling handcrafted jewelry, creating memorable marketing material, and eating chocolate, go to http://www.marketingjewelry.com and sign up for it.)

Here are some "sudden thoughts on second thoughts" -- reflections about my own experiences in 2009. I believe in giving credit where credit is due, by the way, and the title "Sudden Thoughts and Second Thoughts" belongs to legendary Philadelphia Inquirer sports writer Bill Lyon. Bill is now mainly retired from the Inquirer, although when something really special happens, they ask Bill to write about it.

So here, in no particular order, are a few things I've learned over the past year:

There is almost no device requiring electricity that can't be repaired by simply unplugging it, leaving it unplugged for several days, and then plugging it back in.
The people who design the interiors of airplanes have never flown commercially.
You should generally respond to people using the same medium they use to contact you.
At the front of any traffic jam in Philadelphia, there's usually nothing that would cause anyone to slow down.
People who love Starbucks don't want to hear what you hate about Starbucks.
If you say things with enough authority, people believe it.
If you want to learn about real customer devotion, amazing products and a company that knows how to delight its clients, walk into an Apple store and stand there for one minute. That's all it takes.
If you want to learn how to create angry customers, make up an excuse to call your cell phone carrier, the company that made your computer, the company that provides your Internet service, or most airlines. It will take more than a minute, but you'll learn a lot.
What used to be bad for you is now good for you. What used to be good for you is now bad for you. The exceptions are cigarettes, which have always been bad for you, and chocolate, which is always good for you.
You can learn a lot from everybody if you take the time to listen.
You can learn a lot about yourself by writing in a journal every night.
There is no such thing as bad pizza.
When the toaster I inherited from my grandfather stopped working after 40 years, I bought a new toaster. When the new toaster stop working after a week, I went on eBay and bought a 40-year old toaster the same model as my grandfather's. It still works.
No matter how fresh the battery you put in a watch you don't wear that often, it will be dead the day you decide you want to wear it.
Regardless of your leanings, if all sides devoted their energy to working together, there'd be no stopping us. So, don't wait for them -- start looking for ways to cooperate with everyone. No matter where they get their coffee.

I hope that you have a phenomenal 2010 filled with great health, terrific happiness, and abundance beyond your wildest dreams.

Thank you very much!

2009-12-23T10:32:00.003-05:00

As many of you know, I do a three-step morning exercise every day that includes a period of reflecting on all the things I'm grateful for in my life.

(Click here to read about the exercise: http://marketingjewelry.blogspot.com/2009/03/awesome-morning-exercise.html)

It's difficult to have a bad day after doing that exercise.

Today, as we get close to the end of the year, I just wanted to thank everyone who reads this blog, sends e-mail replies, posts comments, and, generally, makes my life a lot richer.

Being in touch with so many talented, giving, creative and caring people makes me feel very good.

In the very first issue of Lapidary Journal, back in April 1947, Leland Quick described the work of gemstone craftspeople and jewelry artists as "deathless things of beauty."

That's what you're making every time you create something. Kind of cool to think about it that way, isnt' it?

Thank you for being part of my world.

Say "Thank You."

2009-12-15T10:09:00.003-05:00

My good friend Bob is one of the top real estate brokers in my state.

I always admired how polite he was to everyone from close friends and family to complete strangers.

He once told me, "My father always told me to say 'please' and 'thank you," and those two phrases have been a huge part of my success."

For years, I've told jewelry makers like you to include a brief, handwritten thank-you note with every order.

Why?

Because in a world that has become automated, the personal touch means a lot.

Because in a world where everything comes off a printer, your handwritten note STANDS OUT!

And because taking the time to write not only makes an impression on the customer, it impresses on you, too, how important it is to appreciate and show gratitude for the people who give us their hard-earned cash.

If you're not sending hand-written thank-you notes with each order now, go get some and start writing!

If you're sending pre-printed notes, stop and switch to the old-fashioned kind.

I never thought I'd encourage people to do what's traditional to stand out, but my friend Bob's dad was right.

Now you can be, too.

Your customer's favorite subject?

2009-12-03T14:16:00.004-05:00

Take this quick and fun quiz:

Your customer would rather read:

a. something of interest to you
b. something of interest to them

If you answered b., you are correct!

A number of jewelry makers have added me to their newsletter mailing lists. One thing I've noticed is the tendency among some to write more about themselves than they do about what might interest the reader.

This can be a difficult concept to grasp, much less execute successfully. But it's essential to understand it.

The fact that you are hosting a jewelry party to roll out your new line for 2010 before the holidays is a great reason to send out a newsletter or e-mail.

But ask yourself the following question:

Why should the reader care about this?

If you repeatedly send out announcements that don't have any interest for the reader, they will soon stop opening them.

So how do you make them interesting? Here are a few ideas:

1. Teach them something about jewelry in every newsletter. Whether it's the quality of opals, or the value of pearls, or whatever, include useful information that the average jewelry consumer should know and would appreciate you telling them.

2. Write something about that month's birthstone. That gives you something to write about every month of the year, and people generally do not get tired of reading about it. This is a great tie-in if you have jewelry featuring that gemstone.

3. Tell a story about something you did for a customer. People love stories, and the customers of artisan jewelry love learning more about the people they buy from. Feel free to include actual anecdotes that involve you and customers, even if they happened sometime in the past.

4. Answer questions from "readers." In every newsletter or e-mail you send out, solicit questions from customers about jewelry. Then answer them in future newsletters. They can cover everything from whether or not you "can" wear gold and silver at the same time, to what to do if you discover a loose stone or bead in a piece of jewelry you own.

5. Include incentives for them to refer customers to you. If you have a "refer a friend" program, describe it clearly and concisely in every issue of your newsletter or in your e-mails. This is a clear benefit to the reader for sending customers your way.

It is definitely more difficult to write a newsletter that appeals to the reader than one that appeals to you. However, when you successfully engage your readers, you ensure that they will open your newsletters time after time.

If you have additional ideas for making newsletters relevant and interesting, post them as comments!

The “P” Word

2009-11-19T16:02:00.002-05:00

Business and marketing "planning" (planning is the "P" word) is one of the more daunting aspects of jewelry selling for many of you.

I totally get it and understand why. It's related to another "P" word -- the Perceiver score on the Myers-Briggs Type Indicator.

I am a Perceiver and I suspect that many of you are as well. Having this type means having a preference for not necessarily finishing everything on time. People like us enjoy being interrupted because of the new ideas or excitement that comes from that. We're not very deadline oriented. And we may not necessarily enjoy planning in advance, because it can remove some of the excitement we experience when things just happen by accident or chance.

However, planning in advance -- especially business and marketing planning -- can help you get an idea of what you should and shouldn't be doing over the next year.

Having a general plan can help you get a sense of what's coming up. It can also help you decide whether or not a new idea that comes in over the transom is one that you should pursue even if it's not on your plan.

There are some excellent resources at http://www.score.org that can help you plan and run your jewelry making business more effectively.

Specifically, there are business plan outlines that you can download that are easy to follow and will help you plan for the year ahead. Click this link to get those: http://www.score.org/template_gallery.html. My personal favorite is the business plan for an existing business.

I realize that right now you are probably more focused on holiday selling than planning for the year ahead. That is totally appropriate. But once the presents are unwrapped and the eggnog and potato latkes are put away, fill out your business plan for the year ahead.

It's a really good thing to do.

PS: One of the best services I offer to jewelry makers is a comprehensive Myers-Briggs Type Indicator analysis. If you're interested in learning more about that, click here: http://www.marketingjewelry.com/mbti.htm

Follow trends? Or set them?

2009-11-12T09:40:00.003-05:00

Q: I have a certain style of jewelry that I love to make. It’s a more delicate and sparkly design than I see at department store jewelry counters, where “big and clunky” seem to be the trend. My husband says I have to change my style to fit what is selling right now. I wouldn’t be happy making that type of jewelry, but I’m concerned he might be right. What should I do?

A: This dilemma is one that seems to impact almost every jewelry maker. It reminds me of an old saying that has been attributed to different people (including Confucius!):

“Do what you love, and you’ll never work another day in your life.”

Keep in mind that what you’re seeing at jewelry counters now was purchased months ago by the buyers who are responsible for trying to predict well in advance what people want. They are not always correct.

The types of consumers who buy artisan, handcrafted jewelry – as opposed to mass marketed jewelry – may be more likely, in general, to want something that is different than the prevailing trends. In fact, your prospects probably want something that is unique.

Finally, consider the fact that all trends start somewhere. Someone had to make one small decision to do something different, and from there a trend was launched. You may want to zig when others are zagging.

Your husband is certainly trying to be helpful, but by the time you switch gears, what is currently popular will already be old hat.

I strongly encourage you to continue to make what you love. You will be more motivated to do so, and your energy and passion will show you how you market and sell your jewelry. And that is powerful stuff.

Have a question you’d like answered in this space? E-mail questions@marketingjewelry.com.

Give WIthout Pause

2009-11-04T14:15:00.004-05:00

in 1996I bought something I had wanted for a long time: A Jeep Wrangler. I bought the "Sahara Edition" which came loaded with everything someone buying a Jeep could wish for. I loved it.

The dealership was Brown-Daub in Easton, PA, and it was the finest experience in buying a car I have ever had.

After all the paperwork was complete, and after I had even signed it, the business manager said to me, "Have you graduated college recently?"

I was in my 30s at the time and did not appear to be a recent college graduate. I had, however, just finished my doctorate, which I explained to him.

He said, "That counts. We have a $500 recent college graduate rebate, so I need to re-do this paperwork."

He tore up all the documents and printed them all out again to reflect the $500 rebate that I hadn't even known about.

It taught me a huge lesson about honestly.

And it made me a fan for life of the Brown-Daub dealership.

It's one thing for a car dealer to treat you fairly, since it seems so unusual. (No offense to car dealers, but it's not highly rated in terms of how consumers feel about them.)

It's another thing entirely, though, for a car dealer -- or any retailer -- to make sure you know about a sale, rebate or any other benefit you didn't ask about.

The reason I thought of this is because yesterday someone bought a subscription to my newsletter, Jewelry Selling Insights. They had responded to an e-mail in which I had offered seven dollars off if the customer entered the Coupon Code BIG7 at the order page.

She either forgot, or didn't click "Apply," because her subscription came in at the regular price.

I did not wait for her to contact me. I proactively refunded seven dollars to her credit card account.

I'm not telling you this to pat myself on the back. I'm telling you this because I learned a lesson from Brown-Daub about the right way to do business.

If you're running a special or a sale and someone neglects to ask for the sale price, offer it to them anyway. You just may create a fan for life. And they may just pay it forward.

Don't Accept 2nd Class Behavior from Vendors

2009-10-27T10:06:00.003-04:00

Not too long ago, a vendor that I have used for years tripled the price of something that I buy regularly.

Confused and admittedly a little upset, I called the vendor thinking there had been some kind of mistake.

The mistake was probably choosing him in the first place.

He said, angrily, "I'm running a business, Dave, and I have overhead! We have to make money here!"

End of call.

End of business relationship.

A sluggish economy creates unusual stressors. And folks have different ways of reacting to that stress.

Some react by treating their clients with first-class service, because they know that the environment is more competitive now than ever.

It's not good enough to just serve customers; winning vendors know how to delight them.

Others react with a "scarcity mentality" and decide -- amazingly -- that the customer has to lose so that they can win. This vendor clearly decided that my business was not worth it anymore. Like a gambler putting his last chips on a number, he took a gamble that tripling his money was worth losing it.

He was obnoxious and condescending.

I did not accept his second class behavior, and I encourage you not to accept second-class behavior from ANY of your vendors.

Although the economy is forcing many companies to raise the standard of their customer service to higher levels, they should've been doing that all along. It's good that they have learned a positive lesson from a negative economy.

It's a shame that not everyone is learning the same lesson.

If you've had a good or bad experience with a vendor recently please post it as a comment.

What I learned from Sam Kligerman

2009-10-21T14:33:00.006-04:00

For most of my marketing life I have been blessed to have some outstanding mentors.

The earliest sales mentor was Sam Kligerman. I met him when my career was just beginning and his was winding down. I was the marketing director for all of the Wendy's in South Jersey along with some advertising properties owned by our parent company (a franchise holdiing company, not Wendy's International).

Sam -- then in his late 70's -- was the sales director for a division of our company called "Supersign"-- a lighted sign aboard a boat that sailed up and down the Jersey shore broadcasting advertising messages.

Sam was the consummate professional. He always wore a suit and tie even on the hottest summer days. He would plan very carefully how to approach every prospect. He was polite and direct. He said "please" and "thank you."

But the thing I remember most about Sam was his huge sense of optimism. As a person, he was bigger than life, and much of that was driven by a pure, unadulterated sense that everything would turn out okay. He expressed that through almost everything he did.

The thing I remember most, though, is walking to the door of the office with Sam to go out to make sales calls. He would get to the door first, grab the doorknob, turn to me and say, "Hey, son!" I'd say, "Yes, Sam?" and he'd growl, "Let's get one!"

His optimism was infectious. During a sales presentation, no matter what the client's initial concerns or objections, Sam's pure conviction and confidence won them over. He was an "old school" master and I feel privileged to have known him.

To this day, when I reach my own office door I think of Sam.

I think of how he approached every day.

And before I open my own door to go into my own world, I hear his voice saying, "Let's get one!"

It prepares me to succeed and handle any obstacle.

Sometimes, in business, it's the little things that mean a lot.

Thank you, Sam, wherever you are.

How Important is Eye Level Viewing?

2009-10-19T11:25:00.002-04:00

While visiting a local children's toy store picking out something for my niece for her birthday, I noticed (and perhaps I am the last one to notice) that the toys for younger children were on lower shelves than the ones for older kids.

Why? Because toy retailers know that the way to entice their young customers is to put things at eye level. The older the child, the higher the eye level.

That same concept applies to selling your jewelry to your adult clients, too!

Many jewelry booths are laid out "flat" -- meaning that the jewelry is laid out horizontally on the surface of the table.

If this is how you lay out your jewelry booth, consider that this requires your prospective customers to stand at the booth and bend their heads down to look at your jewelry. It's an uncomfortable way to look at a product. This is particularly true if the tables are the typical height, sometimes no more than waist high.

At better department stores, the jewelry is displayed at eye level on racks and other displays that require the consumer to do almost nothing to view everything. Display cases are much higher than most show tables.

I realize that at a show, vertical displays invite theft as they potentially block your view of someone shopping (and perhaps taking their own "five finger discount").

You will need to balance security with creating visual excitement at the booth.

Use displays that take up the minimum amount of space and create the maximum enticement at eye level for your prospects.

Many people, went shopping, take the path of least resistance. That may mean walking right by your booth if it takes too much effort to see what you're selling.

When your jewelry sparkles and dazzles at eye level, your sales will follow the upward trend.

Help Me Learn More About How You Market and Get a Free Report!

2009-10-15T18:39:00.003-04:00

Get a free copy of my 10-page “Profitable Jewelry Selling Home Parties” report for taking a moment to participate in a survey about the marketing habits of artisan jewelers.

The survey takes about 5 minutes to complete, and it asks questions on how you market your handmade jewelry:

Take the survey.

As a thank-you when you finish the survey, you’ll be directed to a page where you can immediately download your free copy of the jewelry home parties special report.

The survey closes at midnight on October 22.

Pricing Handcrafted Jewelry Part 4 -- Use "Supermarket" Pricing

2009-10-08T14:14:00.004-04:00

What can you learn from supermarkets about pricing your jewelry?

PLENTY!

There is no better place to study consumer buying habits than the aisles of supermarkets, where consumers have quite literally thousands of choices in a single store.

One of the things that supermarkets know is that little things make a big difference.

And that applies to pricing. $49.99 is only a penny less than $50. But psychologically, consumers experience that little difference as major, so supermarkets price nearly everything using this "sub-zero" method. Round numbers seem to scare people!

A friend of mine who is in the car business told me the same thing. There are certain psychological barriers to buying, he explained, and they tend to be "plateau" prices, so he tries to price his cars at just below those plateaus.

What does that mean for you, as a jewelry-seller?

Take that $40 pair of earrings and make them $39.95.

The $50 bracelet? Can you say "$49.99"?

And that $85 necklace? How about slashing the price down to $84.95?

It's all about the psychology of pricing it right. And the biggest "markets" in the world have helped us figure out how to do it.

Pricing Handcrafted Jewelry, Part 3 -- Relationship Between Price and Quality

2009-09-03T11:45:00.005-04:00

A friend of mine who is a big guy likes telling me that in American restaurants, "quantity is quality."

And in jewelry -- and many other things, like consumer products -- PRICE is quality.

Why is this?

Most people you sell to cannot judge the true qualities of a piece of jewelry. They don't know how to test to see if it's really gold. They don't have the skills to identify the gems. Was it heat-treated or irradiated? The average person will never know.

So, they rely on other things to judge the value. Like whether or not they trust you. The quality of the display materials. Your confidence as you describe the piece.

And, dear reader, the price.

That's right.

People associate quality with price.

Here's an example from the toaster world:

Consumer Reports did an article on toasters a few years ago. The best toaster was not the best-selling toaster. But it was the lowest-priced toaster.

The best toaster made great toast, and was a small utilitarian-looking toaster that cost about $20.

The best-selling toaster was stylish, gleaming and didn't make very good toast. It cost over $200.

Why did people buy the more expensive toaster that didn't do what they were buying it for?

Because psychologically they believed it was better because it cost more.

Do you know how many jewelry makers write to me and tell me that AFTER raising their prices, they started selling MORE?

I am never surprised by this.

Because people view the jewelry as worth more when it costs more.

So charge more.

Pricing Your Handcrafted Jewelry - Part 2 -- The Right Buyers

2009-08-28T08:22:00.006-04:00

For artisan jewelry makers, selling can be like "A Tale of Two Cities" -- the best of times, and the worst of times.

Here's an example: A student (we'll call her "Susan" -- not her real name) at one of my marketing seminars made free-form "caged" pendants in sterling silver wire, wrapped around beautiful polished stones in their natural form (not faceted).

At the first major show where she sold from a booth, Susan SOLD OUT of the pendants, which were priced at $200 and up. It was in New York City.

She was elated. Imagine that kind of success!

With the wind at her back, she did a much smaller show near her home town. She couldn't give the pendants away. No one bought a thing.

She was frustrated, and considered lowering her prices. After all, the reason no one bought them at the second show is because they were too expensive, right?

WRONG.

Say it with me:

WRONG!

Here's what happened:

The first show was an upscale finished jewelry show in New York City. People who attended the show were not price-conscious. They were quality-conscious. They were looking for one-of-a-kind handmade jewelry that didn't look like anything else they had ever seen.

Susan had found the "white hot center" of customers for her work. They voted with their pocketbooks. Her jewelry was correctly priced, and may have sold even if it was priced higher.

The second show was a local community fair. There were bargains galore promised in the show promotional literature. It was, essentially, a flea market. The people who came to the fair where looking for bargains, not artisan, handcrafted, one-of-a-kind jewelry.

The lesson about pricing in all of this is that the market you're going after should be one that is not shopping on price, but on quality and the fact that your jewelry is handcrafted and one-of-a-kind.

That means that if you want to sell your jewelry for more, you have to identify a market of prospective customers -- whether it's online, or in a gallery, or at a home party -- for whom the price you want to charge is not an issue. They can pay it. And they willingly pay it for well-designed and well-crafted jewelry.

In fact, I've seen people pay several hundred dollars for jewelry that's not well-designed or well-made. But because the price is so high, they think, psychologically speaking, that it must be worth that much.

And that's what I'll talk about next time ...

Until then, if you're not signed up for my free newsletter on selling more of your beautiful handcrafted jewelry, go to MarketingJewelry.com

The 2 Traps of "Formula" Pricing

2009-08-25T14:30:00.007-04:00

This past Friday, 8/21, I did my seminar, The 5 Keys to Selling Handcrafted Jewelry at Bead Fest.

We ALWAYS have some great discussions at these live seminars. And one of the liveliest discussions was about the use of formulas to price your jewelry.

Most people who know me know that I am against formulas. I'm talking about formulas that suggest that you come up with an "hourly rate" for the time it took you to produce your jewelry, and try to capture that somehow in the price you charge.

I'll address a variety of pricing issues in the next few posts, including the problem of the "hourly rate," but for now, here are the 2 traps of formula pricing.

The first trap is that using a formula can result in a price above what a willing buyer might pay for the piece. In other words, you pack everything into the price formula, and it spits out $50, but people are only willing to pay $30 for it.

The second trap is producing a final price that is too low. That happens when the formula comes out to $75, but someone would willingly pay $350 for it.

The reality is that the "value" of a piece of jewelry is what any wiling buyer will pay for it. So, if you believe it's worth $50 but the folks in your true market won't pay it, you might be better off scrapping it.

Alternatively, if your jewelry is selling quickly to your target audience, they may be willing to pay more for it.

Most jewelry makers, though, are uncomfortable with the idea that "trial and error" may be needed to arrive at the right price.

I am not against ensuring that you are well-compensated for what you're doing! In fact, I'm almost always in favor of jewelry artists RAISING their prices. What I'm against is the idea that a formula delivers an accurate price. It certainly makes sure you cover your expenses, but you don't need a formula for that, do you?

Many jewelry artists UNDERPRICE their work. Afraid of rejection, they set a price so low almost anyone would pay it.

Don't underprice your work. You're depriving people of the opportunity to pay for what they enjoy!

Pick the right audience and incrementally raise prices to the "sweet spot" where they will pay for what you're offering. And what you're offering is a lot. So charge for it.

The Psychic Side of Jewelry Marketing

2009-08-11T14:43:00.000-04:00

One of the most interesting aspects of marketing to me -- and I've been in the field for more than 25 years -- is what I call the "psychic" side of marketing.

It's when you start marketing something, and you start getting orders, but not from the target group of your marketing efforts.

An example: A friend of mine sells wholesale desserts. She said she'll take a sample cheesecake out with her on a delivery run, and offer slices to new restaurants in the area. She won't get a single order from the places she visited, but she'll return to her bakery to find 4 voicemail messages with orders from former customers who haven't called her in months.

Crazy? Maybe not.

I believe, and I'm interested to hear your comments on this, that when you direct your attention out into the universe, the universe answers back, often from places you didn't realize you were targeting.

Although I'm a cognitive psychologist, I believe that there are things going on around us we don't necessarily understand.

And the Psychic Side of Marketing is just one of them!

What do you think?

Falling in Love with a Grilled Chicken Sandwich

2009-07-28T09:39:00.018-04:00

Every iPhone owner I know loves their phone.

Apple understands how to create raving fans. Think about this from an advertising perspective -- they're not paying for advertising, people are BUYING the product and then advertising it for free through word of mouth for Apple!

I don't own anything made by Apple.

But recently, I discovered a product that I fell in love with right away, so I can relate to what it's like.

It's the grilled chicken sandwich at Lisa's Italian Market in Ventnor, NJ.

Grilled chicken. Broccoli rabe. Roasted peppers. Garlic. Herbed mayonnaise. All on Italian roll that was slightly crusty on the outside, chewy on the inside.

I saw them put the chicken breast on a metal platter to grill it in a wood and brick oven.

I watched them carefully roast a pepper over an open flame.

Every ingredient was fresh. Quality is clearly important to Lisa.

If you're not familiar with the South Jersey shore, Ventnor, where Lisa's is located, is a quiet beach community just south of Atlantic City.

I took the sandwich to the beach.

It was amazing. And large. So I wrapped half and put it away. I took my time eating the rest.

Every bite was excellent. The broccoli rabe was slightly crisp, nutty-flavored and added some bite to the sandwich. The herb mayonnaise married well with the grilled chicken, which was perfect.

When I was finished, it was like the ceasing of exquisite music. I never had a sandwich that good.

Well, half a sandwich.

So, here's the rest of the story:

I had nowhere to put the rest of the sandwich. No cooler, and throwing it away was unthinkable.

Although I was no longer hungry, I looked into my backpack at the wrapped half of the sandwich.

"Well," I thought, "chicken is good protein, so I won't eat the rest of the sandwich, but I will eat the grilled chicken."

So I pulled the sandwich out of the bag and unwrapped it. I picked the chicken out and ate it. It had some of the herb mayonnaise on it, and it was ambrosial. I heard arias from La Traviata coming from my back pack, but there was no radio.

With the chicken gone, I was left with what was essentially a roasted pepper, garlic and broccoli rabe sandwich.

"I wonder what that a roasted pepper, garlic and broccoli rabe sandwich would taste like?" I asked a seagull that was pecking at seaweed nearby. The seagull did not stop pecking at the seaweed, which I took as permission to go ahead.

I took a bite. It was delicious. That led to another bite, and, well, you can figure the rest out.

It was the best sandwich I've ever had.

And now I understand how people can become slavishly devoted to a product they really love.

Apple (and Lisa) share the value of creating innnovative and quality products that delight the senses.

Back when all computers were tan, Apple made them in the colors of candy to delight the eyes. The iPhone is smooth and fun to hold or touch.

A lot of places sell a grilled chicken sandwich, but the one at Lisa's has a few points of difference that make ALL the difference. From sight to touch to taste, it delivers more than you expect.

When you're designing your next piece of jewelry, follow Lisa's lead and consider how to make it better.

A little more special.

A tad more pleasing to the eye or touch.

The small difference may make a big difference in delighting your customers.

And if you're ever cruising through Ventnor, stop in at Lisa's Italian Market and get yourself a grilled chicken sandwich. Then head down to the beach and enjoy all of it.

It's a really good thing.

Is Customer Service A Marketing Function?

2009-07-24T09:50:00.002-04:00

Customer service personnel in large companies often think of customer service as a separate function of the business.

But when you think about your own thoughts and feelings about receiving poor customer service from a company, you begin to realize that it truly is a marketing function.

Recently, I call a company from which I buy a monthly service. Two days after upgrading that service, I received an e-mail offering a 15% discount on the very service I upgraded to. I called the "customer service" department to ask if they would honor the discount on my upgrade.

Here's what happened: "Well, it's too late. We can't do that," I was told.

I told the customer service rep, who had a personality somewhere between an iceberg and a pile of compost, that I had been a customer for years, and it seemed to unfair that they wouldn't honor this permanent 15% discount for someone as loyal as me.

She became argumentative, and snapped that she would check with the supervisor, but that they "never" honor the discount under the circumstances I was in.

When she got back on the line (clearly, from her tone of voice, she hated her job, her supervisor, and me) she said, in the manner wardens use to tell prisoners they are being paroled but the warden doesn't agree with it, "We are going to give you this discount this time, but that's it. We won't ever do this again."

Without going into details, it would be very difficult to move from this vendor to another one. However, I have stopped recommending them to my friends, and business colleagues, as this isn't the first time I've encountered a rude customer service rep at that company.

A letter I wrote to the president of the company once went unanswered. A fish rots from the head down.

Customer service truly is a marketing function. In your own jewelry making business, consider all the processes that you use to handle order-taking, fulfillment, follow-up, returns and complaints.

In all of those areas, you want to make the customer feel terrific about how they were handled.

One way or the other, they will tell others about their experience. Make sure the story they tell about you is a great one!

Does your website delight more than one sense?

2009-07-17T16:42:00.000-04:00

The "inner" sense that a person gets about you is an important one, too!

So, while it's true that a picture is worth a thousand words, it takes just a few words to convey an image, and add a few more words than that and you have a customer truly imagining -- with your help -- how they'll FEEL or LOOK or GET POSITIVE FEEDBACK when wearing your jewelry!

Don't be afraid to express yourself in words on your website, and use as much room as you need to really explain yourself!

So, for example, don't just write, under a silver and gemstone bracelet, "Silver and gemstone bracelet."

Write more of your own thoughts and associations to it. That extra time you spend will open up more of your world to the prospective buyer.

Example: "I was buying a gift for my friend's new baby and was struck by the blend of colors in a toy I saw in the same store. It was whimsical and engaging, and I wanted to capture that same feeling in the colored gemstones I chose for this silver and gemstone bracelet."

What's your "just noticeable difference"?

2009-07-06T13:49:00.005-04:00

About a million years ago when I took my first psychology class, I was fascinated by the concept of the "just noticeable difference."

This was described, if my memory is correct, as the amount that a sensory stimulus must change for you to notice that it changed.

For example, the amount that the volume of a sound must increase before you would notice that it had increased.

In Martin Lindstrom's thought-provoking book Buyology, he says that many (if not most) advertisers (and in the context of his book he's referring to major companies, but it applies to everyone) fall into the trap of creating advertising messages that are so similar to one another that no one notices or recalls most of them! They all blend together because they are so similar.

No one is taking the chance to be different.

To prove his point, Lindstrom says that he collected approximately 60 commercials from 20 different cars and found that almost all of them followed the same pattern: the cars zipping around turns kicking up dust in a desert setting.

With so many things the same, unless you do something truly different you blend into the pattern.

Consider this when you're creating your own marketing messages.

As you're already aware, the average person is confronted bya huge number of advertising and marketing messages every day.

That means, to quote the great marketing author Harry Beckwith, you are whispering into a hurricane.

Dare to be different.

Create messages that stand out from the crowd.

Use your advertising, direct mail, story cards and website to ask questions that no one else is asking, or to make statements that no one else is making.

Consider what is truly different about you and your jewelry and stated boldly and in a memorable way that will demand attention and connect you with your rightful buyers.

You don't need to boast. You don't need to shout.

But you do need to communicate differently.

And as a jewelry maker, you are uniquely gifted to do just that.

10 Things to do This July 4th Weekend

2009-06-29T09:14:00.001-04:00

1. When you wake up on July 4, take 5 minutes to think of all
the things you're grateful for.

2. Read the Declaration of Independnce. Out loud. With other people around.

3. Think of 3 people who had a profound impact on your life. Send each one a thank-you note.

4. Do not watch, listen to or read any news for one day.

5. Give yourself 10 minutes to find 10 things you should have thrown away. Throw them away.

6. Turn your cell phone off.

7. Find a photo of yourself as a kid making a funny face. Make that face again.

8. Think of 3 people you love. Then turn your cell phone back on, call them and
say, "I love you, and here's why ..."

9. Pick one thing you loved doing as a child, like skipping rope, or finger painting,
or playing the saxophone. And do that thing again.

10. Whenever you find yourself not smiling, smile anyway. Then you'll find reasons why you're smiling.

Share this with anyone you know who would enjoy it.

Have a great holiday weekend!

David

5 Quick Jewelry Selling Tips!

2009-06-22T09:52:00.000-04:00

Here are five quick tips for selling your handcrafted jewelry more effectively:

1. Include your web and e-mail addresses on your voicemail.

Mention these in your “outgoing” voicemail message to remind callers they can visit you there or send you an e-mail.

2. Use auto-responders for incoming e-mail.

These are automatic replies that go out in response to every incoming e-mail. Use them to let people know how often you read/reply to e-mail. They can also let customers and prospects know how to reach you by phone if the need is urgent.

3. Get in the bag! M

any shows offer a “gift bag” to a pre-determined number of registrants or “while supplies last.” Check with the show promoter to learn how you can get a flyer for your booth, a coupon or even a small gift included from you!

4. Sell jewelry care items at your booth or website. J

ewelry cleaners, cloths and other jewelry care items are a natural “add-on” when someone is buying a new piece. Consider carrying a line of jewelry care products along with your own jewelry!

5. Show your face!

Artisan jewelry buyers crave the connection with the jewelry artist. Don’t be shy! If you don’t currently have a photo of yourself on your website’s “About Me” section, have some photos taken soon and get them up there!

Want to Stick to Your Goals?

2009-06-17T10:03:00.003-04:00

Want to Stick to Your Goals?

Blab About Them!

As mid-year approaches, you may begin to think about your goals from earlier this year.

One of the best ways to stick with your goal is to say them out loud. According to a number of experts, telling others about our goals encourages accountability. It also lets others validate your goals. Once you set goals, tell your close friends, family, and colleagues about your goals.

Explain to them what you want to do and when you would like to achieve your goals by.

For example, if you want to create and start selling a new line of jewelry by the beginning of 2010, write that goal out and tell your friends about it. Even e-mail them the goal!

This motivates you to make a public commitment to the goal. If the people around you are aware of your goal, they will ask you about it, giving you more motivation to achieve it.

Also, having a support system to remind you that you can achieve your goal will help in the process.

If you want to take this idea a step further, give them permission to contact you periodically to find out how you’re doing in your quest to reach your goals!

How to Avoid a BAD Show!

2009-06-09T15:50:00.002-04:00

Q: I’m frustrated by local show promoters who lure me in with promises that the show is a jewelry show, but when I get to the show itself to set up my jewelry booth, there are people selling everything from homemade soaps to bird feeders. Some even have a flea-market atmosphere. Definitely NOT the right place for my jewelry. What can I do to avoid getting involved in a show that’s promoted as a jewelry show, but really isn’t?

A: I know how frustrating this can be.

You are not alone in coping with this problem. Here are some things you can do to ensure a good fit between you and the show:

Check the promoter out with the local Better Business Bureau. They don’t have to be a member to have a history with the BBB. See if there have been recent complaints for deceptive business practices.
Ask for ads and other promotional materials that they used the last time they promoted that show. If they won’t supply them, don’t do business with them.
Avoid first-time shows. The first run of a show is often when the promoter is trying to get the “kinks” out of their processes. Also, they may be more likely to take last-minute booth reservations from sellers who are only tangentially (or completely unrelated) to the theme of the show.
Ask for the prior year’s show directory. That will tell you immediately what kind of show it was. If it actually is a jewelry only show (or jewelry and related accessories) call vendors from the prior year to see what they thought of the show.
Know your own price points, and verify that those price points are a good fit for the show. You don’t want to be the most expensive seller, or the least expensive. You want to be right there in the middle.
Make sure handcrafted jewelry is the main attraction. The economics of manufactured jewelry are quite different than artisan jewelry. The show should consist mainly of one-of-a-kind handcrafted jewelry.

What are YOUR Customer Service Principles?

2009-06-05T13:05:00.007-04:00

What a Week

I’m a pretty easygoing guy. It takes a lot to rattle me.

But this week, I was rattled. I had one poor customer service experience after another at businesses in my home town. From a sandwich shop to a local office supply store, I was blown away by how little they seemed to care about whether or not I was a satisfied customer.

Honestly, I felt like I was suddenly flying through the Bermuda Triangle of customer service. At times I was hoping that I was on one of those “hidden camera” shows, waiting for someone to pop out from behind a display of chocolate chip cookies to tell me it was all a joke.

But it wasn’t. It was real. Real bad.

I decided to stop buying from a few places where I was a regular customer. Loyal, repeat customers are difficult to come by. And assuming that your product is good – in your case, your handcrafted jewelry – one of the keys to establishing a loyal base of long-term customers is in providing outstanding customer service.

Elite customer service is not necessarily based on common sense. It’s based more on core values, and your own prior experiences with being treated extremely well. So, I wanted to share my own customer service principles to begin a discussion where I hope you'll share yours.

When you’ve established a set that really work for you and your jewelry buyers, you can write a book about it, because there will be no shortage of businesses that need to read up on the subject.

Especially in my neighborhood.

Here are my own:

DAVID WEIMAN’S CUSTOMER SERVICE PRINCIPLES

1. I view it as a privilege to provide my services to others.

2. I want my clients to feel that they received more value than the price they paid.

3. I will communicate as quickly as I can in response to each order or contact I receive.

4. I will learn as much as possible about what my clients want, and what they love.

5. I will be patient and understanding when responding to complaints.

6. I will be honest in dealing with others, even if I lose money because of it.

7. I will seek “Win-Win or No Deal” relationships with clients and vendors.

What are yours? Please reply!

Closing the Sale Using the "Assumptive Close"

2009-06-03T13:56:00.000-04:00

“Closing” is the stage of the sale (of anything) where you get the order from a prospective customer. And there are countless ways of making the close.

One of the oldest and most effective closing techniques is called “The Assumptive Close.” The psychology behind this method is that you assume that the prospect wants to buy. In other words, you never ask, “Would you like to buy that?” You assume that they are going to buy it.

So, the assumptive close really involves asking the kinds of questions you would ask if they had already said they want to buy. This puts the buyer in the frame of mind of already having made the purchase.

The technique is simple.

First you act as if the other person has made the decision already.

Next, you turn the focus of the conversation toward the next level of questions, such as how many they want, whether or not they’d like it wrapped (or are going to wear it right away), what size they need, if they’d like anything else, and so on. Examples of assumptive closes are:

• Will you be using cash or a credit card?

• Would you like that wrapped or are you going to wear it now?

• Would you like something else to match that?

• Is there anything else I can help you with?

If you’re not using the assumptive close now, practice it with select clients to get used to it. Also, the next time you’re shopping in a clothing store or accessories store and you’re considering buying something, listen carefully to what the salesperson is saying to you, and see if you can detect the assumptive close.

Don't Follow Trends. Create them.

2009-05-28T08:02:00.001-04:00

As Harry Beckwith astutely observes in his wonderful book What Clients Love, some of the most successful innovations of our time – the personal computer, Automatic Teller Machines (ATMs) and other things we now use daily – emerged not in response to customer demand or focus group results, but because someone got the inspired idea to create them.

Think about that if you’re tempted, as many artisan jewelry makers are, to try to design and make jewelry to follow prevailing mass-market jewelry or fashion trends.

People buy artisan jewelry because it is unique. A piece that they’ve never seen before.

If you’ve ever seen someone say “WOW!” when seeing a unique design, you understand what I’m talking about.

Strive to create from within, not from without.

The result will benefit the entire field of artisan jewelry, as consumers begin to learn that if they want something inspired, unusual and one-of-a-kind, there’s only one place to go for it: An artisan jeweler.

Go make something great!

No Cash Refunds?

2009-05-26T13:27:00.005-04:00

Q: I’ve seen signs in some retail stores that say “NO CASH REFUNDS.” Should I have a similar policy?

A: I am personally very turned off by restrictions on returns. It starts the relationship off on a footing of mistrust, rather than respect.

If you do a good job of selling the piece, and you guarantee the person’s satisfaction, they should start out the relationship with positive feelings for you.

And I strongly believe that those positive feelings are the beginning of an excellent relationship with the client. You should want to make people completely comfortable buying something from you. It’s a psychological issue. The more comfortable I am with your approach, the more I trust you.

The more I trust you, the more I’m going to want to buy from you in the future, and to refer other people to you.

Also, if I buy something that I really regret purchasing later, I’d like to know I can return it and get my money back. But if I’m handled properly by the person I’m buying from at the start, that should be a rare occurrence.

If the item is returned to you undamaged, and you can re-sell it, then refunding the buyer’s cash (or crediting their credit card account) is good customer service.

PS: Please check the laws in your state and federal guidelines that relate to refunding a buyer's money if the item itself is defective.

Do you have questions about copyrights, trademarks and protecting your designs?

2009-05-19T12:45:00.003-04:00

If you've ever wondered if your new handcrafted jewelry design idea can be copyrighted or trademarked, if you're concerned that someone may have stolen an idea of yours (or want peace of mind that your idea wasn't someone else's first!) you'll want to hear my interview with jewelry artist and attorney Sarah Feingold.

Sarah is the general counsel for Etsy.com, and she really knows her stuff!

We recorded a one-hour conference call on February 19.

Here are some of the subjects we covered:

1) What are the differences between copyrights and trademarks?

2) What if a client and a jeweler coordinate on a design? Who owns the design?

3) What if you see jewelry for sale online with a copyright notice? What if you're already making something similar?

4) What if someone accuses you of copying a design, and you didn't?

5) What is the "Poor Man's Copyright"?

6) What if I buy a kit or a tutorial and want to use this information to make and sell my own jewelry?

7) What should I do if a magazine wants to publish my work?

8) What if I want to make art out of pre-existing material like an up-cycled record album cover?

9) What about advertising laws and describing my jewelry?

It's a wonderfully informative guide, from an expert who truly understands how the law impacts handcrafted jewelry artists, because she is an attorney AND a jewelry artist AND the general counsel for Etsy.com!

If you want to get the CD of this call, go to Sarah's Etsy page at:

http://www.attorneysarah.etsy.com

Enjoy!

You are the Iron Chef

2009-05-15T07:51:00.001-04:00

A handcrafted jewelry maker approached me recently with serious anxiety about pricing her artisan jewelry: “I just went to a jewelry show, and I couldn’t believe how cheap the beads and stones are now! How do I justify my prices if the components cost so little?”

Did you feel a little anxious just reading that?

Relax.

Artisan jewelry is handcrafted. Made with skill, individuality, creativity and flair. That’s where the value is. Not in the cost of the components.

I know people who make jewelry out of beach glass. Here’s what they pay for it:

Zero.

Nada.

Zip.

Should they be concerned that because beach glass is free, they can’t charge as much for it? Of course not.

I love the show “Iron Chef” on the TV Food Network. Several chefs start out with the same ingredients but wind up with unique, imaginative, beautiful and creative dishes. The cost of the ingredients doesn’t matter. The quality of their ideas and their craftsmanship does.

The cost of the components is somewhat irrelevant. Concern yourself with what you control, like ideas, designs, materials and creating great things.

You are the Iron Chef of jewelry.

Go make something great.

Great Jewelry Selling Ideas for Bead Jewelry Makers

2009-05-14T09:17:00.003-04:00

If you are a bead jewelry maker and actively sell your handcrafted jewelry, check out the first in this series of articles I've written for Fire Mountain Gems:

Click here to read Part 1.

This is a 5-part series on how to sell more beaded jewelry, and I think you'll pick up a lot of great tips and selling ideas!

I'll post each link, and if you have any questions, post them here and I'll reply back!

5 Quick and Easy Jewelry Selling Tips

2009-05-12T11:56:00.000-04:00

Here are five quick tips for selling your handcrafted jewelry more effectively:

1. Keep accessories at your booth! It’s helpful for prospects to see your jewelry among things they might wear with your jewelry. Keep scarves and other accessories at your booth to show how your pieces might look with other items.

2. Offer jewelry cleaning services. Providing jewelry cleaning at your booth or during a home party lets you service a customer, gives you a chance to see their other jewelry up close, and creates time to talk! Consider offering free ring or jewelry cleaning when selling live.

3. Instant pictures help you stay in the prospect’s mind! Although this requires the ability to juggle a little bit, consider keeping a digital or instant camera at your booth. Snapping photos of yourself with customers creates connection. And if there’s a piece someone wants but can’t decide on right away, you can take a photo and give or send it to them.

4. Use novel packaging and display items. Interesting packages create visual appeal for your jewelry, on the web or when selling live! Look to other fields for inspiration, such as Chinese take-out containers, small musical instrument cases and more! eBay can be a great place to browse for ideas.

5. Learn and use names early. As Dale Carnegie so aptly pointed out, the most beautiful sound in the world to most people is their own name. Introduce yourself early in a conversation with a prospect (they will usually reply with their name), and use their name often to establish rapport.