Last updateTue, 19 Jun 2018 9pm

Annoying pest or welcomed guest? That really is the question...


It has been said that we American’s really do open our mail over the trash can. Our junk mail is treated as welcome as a rodent/pest would be in our home. However, certain types of direct mail, advertisements, etc. are welcomed warmly just like a guest in our home. So, how do you avoid being an annoying pest and become a welcomed guest?

First of all, personalize the mail you are sending if at all possible. Instead of saying, Dear Customer or Friend, say Dear John, etc. What is the sweetest word to someone’s ear? Why that person’s name of course, and yes, you should use it wherever possible. In this day of variable printing used by most print houses, you should have no problem uploading & personalizing a direct mail piece with a customer’s name. Of course, I am assuming you are keeping a good, up to date mailing list of your customers. You are, aren’t you?

Next is the appearance of the mail itself. Does your mail look like an obvious advertisement? Do you boldly put your company name out there making the piece reek of being a salespaper? Try this... the next time you do a mailing, send your item in a regular white envelope but instead of putting your store’s logo/name on it just use your personal name and the store address as the return address. Make sure you have your staff handwrite all of this so it looks personal!!! This way, you have a better chance of getting your mail opened instead of being thrown into file 13!

So many jewelers are caught up in the idea that their marketing must look “Fancy” for it to sell! Not so, I say!!! Its always best to test “Ugly” first.” What do I mean? Instead of a four color brochure, try something that looks like a newspaper column... these are called “Advertorials.” I’ll address advertorials in a later column (they are one of my powerful weapons)! The point I’m trying to get across is that the headline & offer are much more important than a fancy picture.

Its been said that a picture is worth a thousand words, but if this is so then try an experiment for me. The next time you are watching your favorite TV show, turn the volume down or better yet, mute it. Your favorite show won’t make a lot of sense now, will it? However, if you are in the next room and not watching your TV but listening while you are folding the laundry, you can still keep up with the show, can’t you? Absolutely!!

These are just a few ideas on how to become a welcomed guest. In the months to come, I’ll be giving you some specific examples of how your marketing will hit your customer’s “A” pile of things to be opened and looked at.

Bill Warren is the owner of The Gold Mine Fine Jewelry & Gifts in Hudson, NC and a Registered Gemologist Appraiser. He is also the founder of Warren Marketing Systems, a company that helps retail jewelers unlock hidden revenue in their store through proven marketing systems. Bill enjoys teaching & speaking to jewelers as well as associations/groups. Sign up for regular marketing tips & info at www.warrenmarketing.blogspot.com. For further info, contact Bill at 828-729-1020 or e-mail This email address is being protected from spambots. You need JavaScript enabled to view it..