Last updateTue, 20 Mar 2018 10pm

Keeping the Thing, “The Thing!”

WarrenLet me ask you a question - how many of you are bombarded daily with things that seem to pull you away from the important task of running your store? You know, you have three civic groups wanting you to donate an item for an auction or you’re hit up by someone wanting you to do a hole sponsorship for the latest golf tournament.

It seems we have time vampires all around us wanting to suck up all of our time and attention!

Since childhood I’ve been a huge Star Trek fan and I’ll never forget what Captain Kirk once told Captain Picard in one of the movie versions of Star Trek. He said something to the effect of, “While you’re captain of the ship, you’ll get to explore, do things and see things that no one else gets to see or do! Don’t let them promote you, don’t get distracted because while you’re in the captain’s seat… you’ll make a difference!” In other words, Keep the Thing, “The Thing!”

For those who’ve followed my columns over the years, you know my story - how finding success meant quitting being a jeweler per say and instead becoming a “Marketer of Jewelry” and related services to our area’s consumers. It was a subtle shift in my thinking, but a very important one.

Over the years I’ve found it easy to become distracted with day to day challenges, administration, employees, etc. However whenever I came out of the fog and realized that as “Captain of The Ship” and “Chief Marketer” it’s very important to constantly be developing marketing strategies that create the loyalty and store traffic we’ve enjoyed. 

Friends, I feel sure you’ll discover that marketing is the engine that drives your store’s business - dare you neglect it? It is easy to set aside that next e-mail blast, Facebook/Instagram post, direct mail promotion for the daily administration of business, etc. I get it! But when you do set it aside, just like letting off the accelerator of your car, you’ll slow down. 

Take 15 minutes each morning before everyone gets to work to plan your daily, weekly & monthly marketing. If that is not practical, take just one morning a week, lock yourself away and give yourself time to think about the systems that run your business. Above all else remember, Keep the Thing, “The Thing!”

Bill Warren, DDJM (The Doctor of Dynamic Jewelry Marketing) owns a successful jewelry store in the western NC mountain town of Hudson. Bill speaks to many jewelers organizations/associations on the subject of jewelry store marketing. He also consults one on one with jewelry store owners helping them improve their business. If you’d like to reach Bill call 828-729-1020 or e-mail  This email address is being protected from spambots. You need JavaScript enabled to view it.  Visit his blog at www.warrenmarketing.blogspot.com.