How "Being A Character" Can Help You Do Business

When I first opened my jewelry store, I had a situation arise that I have never encountered before or since!  This unusual encounter also got me "thinking".

 

During my first week of business, a lady walks into my store who was obviously very well to do.  She approached and said, "I see that you opened a few days ago and it looks like you have a very nice jewelry store.  I was wonderering if I might ask a small favor of you?"  My response was, "Sure!"  She proceeded to ask if I did ear piercing to which I answered in the affirmative.  Her next question floored me...

"Do you do anything other than humans?"  Ok, let me stop for just a moment and ask you what you would have said???

Scratching my head, I answered, "Yes ma'am, I only pierce human's ears, but if were to pierce another species ears...what would I be doing?"  She then motioned for me to step outside to her parked car...hey, I had to at this point, my curiosity was getting the better of me!!!

I walk to the ladies car and lo and behold, I should find the object of her ear piercing frustrations her growling pet rottweiler dog!!!  So here I am left thinking...what if I had actually tried to do that? (I wouldn't obviously) I could become famous as "THE ONLY Jeweler In My Area Who Pierces Your Pet's Ears"...

Now before you think I've went off my rocker, let me explain something to you...

First, I live and operate my jewelry business in a small, western NC town which is absolutely full of "Characters" and requests like this actually come quite often.  Second, because of this unusual and fun environment, it has made me think about marketing myself as a "Character". 

Admittedly, you can't take yourself so serious if you choose to market yourself in this way and you absolutely need a self deprecating sense of humor!

Its no mistake that you see me pictured in this column in a doctor's lab jacket and that I market myself as "Bill Warren, DDJM - The Doctor of Dynamic Jewelry Marketing".  During special occasions, sales, events, etc...you would even see me wearing this in my own jewelry store for fun and yes, I've even given marketing seminars wearing this same jacket!

Why would you do such a thing you might ask?  The answer is simple...because it makes me and my business memorable!  If I can stand out in the crowd of jewelry competitors (and I have good competitors)...yes, I'll do so! 

Last year in a valentine's radio ad, I went on air saying, "Hi, this is Bill Warren, The Doctor of Love and guys do I have a great prescription for you!  I prescribe a 1 carat diamond pendant which is guaranteed to end the depression, melancholy and anxiety of your special lady!"  Memorable?  Absolutely!  Fun?  You better believe it!  Now when I'm walking down the street, I have people roll down their car windows and ask, "Hey Doc, whats your prescription this week?"  When this started happening, I knew I had a winner!!!

One of my heroes, the late, great professional speaker Bill Gove once asked, "What would happen to your business if you were to become just 10 to 20 percent more assertive?"  Let me add to that quote by saying, "What would happen to your business if you were to become just 10 to 20 percent more assertive and memorable?" 

I know what it did for my business and I'll just bet it will help put your business "Over The Top!"  Now let me challenge you to think of ways you might market yourself in this manner and have a bit of fun while doing so!  Maybe among the readers of this column we have the next "Queen of Jewelry Fashion" or a "King of Ways to Reach A Woman's Heart." 

Go ahead...try it...you might be surprised at the results!!!  When you do, let me know about it...we'll laugh together and I'll congradulate you at the same time on all of your success! 

Bill Warren, DDJM (The Doctor Of Dynamic Jewelry Marketing) owns a successful jewelry store in Hudson, NC.  He is also the founder of Warren Marketing Systems and a professional jewelry marketing speaker.  Sign up for his FREE jewelry marketing tips at:  www.warrenmarketing.blogspot.com  To book Bill to speak at your event or for consultations, you may reach him at 828-729-1020 or email:  goldman86@bellsouth.net

Remember that Dad's Like Jewelry Too!

Yes, Father's Day is just around the corner and hey...we Dad's like jewelry too!  Of course, we like our fishing poles, hammocks, big screen TV's, etc...but did you know...

1. We "Love" Watches especially the new cool ones on today's market
2. Money clips are back in style and we don't always like a bulky wallet
3. Many Dad's enjoy gold or silver chains/necklaces
4. The new stainless steel men's rings/necklaces/bracelets are really pretty "Hip"!

Above all else, let Dad have a comfortable, relaxing day and be sure to let him know how much he means to you!

Sincerely,

Bill Warren - Gemologist (And a Dad As Well)
http://www.hudsongoldmine.com/
828-726-1009
545 Main St.
Hudson, NC 28638

2008 - The Year The Independent Jeweler Died

Ok, I'm not suggesting that this jeweler or any particular independent jewelry store died, but with the bad economic news we're hearing everyday on the local & national media, it very well could happen to many of my fellow jewelry store owners!

So how do we keep our stores successful in these difficult economic times? Here are a few suggestions:

1. Look for a way to differentiate yourself from the "Crowd". Define what it is that makes your store different from all the chain jewelers and forecast that message in everything you do. Some marketing gurus call this your "USP" or Unique Selling Propisition. Here at The Gold Mine we put our USP or elements of it in every piece of marketing we do.
2. Realize that just like a lake that dries up when the streams that feed it are clogged our stores must continually have new streams of business coming into it such as: looking for corporate clients to sell corporate awards to, selling & buying scrap gold, silver & platinum, going after your local high school/college classring business, etc.
3. You must make yourself or your store more visible in the public and local community by supporting local charities, being available for speaking events regarding the jewelry industry and honing your store's message that it is an active member in the business community at-large.
4. Don't rest on your laurels, constantly be looking for new products and new ways of informing your clients about them. Almost daily, we hear of a new type of media or way of marketing and we must get in tune with it or die!
5. Realize that your new customers, those under the age of 30, are getting their information about your products on the internet first! Make sure you have a good online presence...study the internet and become proficient in the multiple ways in can enhance or hurt your business.

I'm thankful to my faithful clients who shop with us and I'm always looking for ways I can bring massive rewards, benefits and information that better serves them to them. We as independent jewelers must realize that we are in the "Marketing of jewelry & jewelry related services" first and foremost rather than just "being" a jeweler. Times are a changing and we must change with them or 2008 could be the last round in the fight for our way of doing business.

I challenge all independent jewelers as well as specialty retailers at large to take a good look at their business and rethink ways they may better serve their clients!

Sincerely,

Bill Warren, President/Registered Gemologist Appraiser

The Gold Mine Fine Jewelry & Gifts, Inc.

545 Main St. Hudson, NC 28638

828-726-1009

email: goldman86@bellsouth.net

website: http://www.hudsongoldmine.com/