Southern Jewelry News
  • Featured
    • All
    • Featured
    • Featured Retailers
    • Retailer Roundtable
    • Sponsored Content
    • Supplier Spotlight
    Jeweler brings Midwest to the Southwest
    Tara Fine Jewelry: Atlanta’s not-so-secret, best-kept secret
    Finding the Big Ones; Zambian Trophies for the Ages
    The Golden Girls of Gemstones
  • Latest News
    • All
    • COVID-19
    • Furry Friends
    • Industry Awards
    • Industry Events
    • NRF
    • On The Move
    • Other News
    • Tradeshow News
    • Video
    • What's New
    Hard Rock Summit event info
    Hardrock Summit to return to Denver in September 2023
    ASJRA brooch
    Iconic Jewelry Firms is theme of ASJRA’s 18th annual Conference
    DMIA members meet-and-greet and hear updates from GIA, NDC
    diamonds on plant
    How to drive more sales and referrals through social media
  • Podcast
  • Columnists
    The Story Behind the Stone: Diamonds on Pins and Needles
    Jewelry Marketing Survival Guide
    The Story Behind the Stone: Out of the Blue
    What’s Hot Now!: Latest Designer Trends 2023
    A Winning Strategy: How SEO and buying intent can skyrocket your sales
    business people shaking hands
    Networking for small business owners
    Is the customer always right?
    Successful Custom: A Clean Disaster
    Brad Huisken
    A quick note about technology
  • Classifieds
  • Subscriptions
    • Newsletter Signup
    • Print Subscription
No Result
View All Result
Southern Jewelry News
  • Featured
    • All
    • Featured
    • Featured Retailers
    • Retailer Roundtable
    • Sponsored Content
    • Supplier Spotlight
    Jeweler brings Midwest to the Southwest
    Tara Fine Jewelry: Atlanta’s not-so-secret, best-kept secret
    Finding the Big Ones; Zambian Trophies for the Ages
    The Golden Girls of Gemstones
  • Latest News
    • All
    • COVID-19
    • Furry Friends
    • Industry Awards
    • Industry Events
    • NRF
    • On The Move
    • Other News
    • Tradeshow News
    • Video
    • What's New
    Hard Rock Summit event info
    Hardrock Summit to return to Denver in September 2023
    ASJRA brooch
    Iconic Jewelry Firms is theme of ASJRA’s 18th annual Conference
    DMIA members meet-and-greet and hear updates from GIA, NDC
    diamonds on plant
    How to drive more sales and referrals through social media
  • Podcast
  • Columnists
    The Story Behind the Stone: Diamonds on Pins and Needles
    Jewelry Marketing Survival Guide
    The Story Behind the Stone: Out of the Blue
    What’s Hot Now!: Latest Designer Trends 2023
    A Winning Strategy: How SEO and buying intent can skyrocket your sales
    business people shaking hands
    Networking for small business owners
    Is the customer always right?
    Successful Custom: A Clean Disaster
    Brad Huisken
    A quick note about technology
  • Classifieds
  • Subscriptions
    • Newsletter Signup
    • Print Subscription
No Result
View All Result
Southern Jewelry News
No Result
View All Result
Home Columnists

The Ready, Fire, Aim Principle

"Diamond" Bill Warren by "Diamond" Bill Warren
March 5, 2012
Share on FacebookShare on Twitter
Reading Time: 5 minutes

Have you ever wondered why some jewelry stores seem to stay ahead of the crowd while others plod along with the same old results year after year?  Its a question that has plagued many a store owner.  Perhaps a piece of the puzzle is that those jewelers who blaze new trails are the ones who aren’t afraid to experiment with something new.

Its seems that many jewelers who otherwise would be very successful are suffering from Paralysis by Analysis.  The store owner/manager/marketing director seems to over analyze each and every marketing effort and promotion to the point of failure in not getting anything done.

Please don’t take me wrong here, none of us are perfect – I’ve suffered from this same malady myself from time to time.  However, when I notice myself becoming too critical, I try to step away and come back with fresh eyes to any marketing effort I’m attempting to do.  Another helpful idea may be to let a trusted friend in the biz look at your marketing effort to see things you may not.

The Ready, Fire, Aim Principle is simply that!  While others are waiting to get their promotional idea perfect (it probably isn’t anyway), their competitors are launching new and exciting initiatives and winning the day!  The promotion they launch may not be perfect, but they’re not waiting around for it to be perfect either.  The results often speak for themselves – they do quite a bit of business because they simply tried.  You can’t hit a home run if you won’t step up to the plate and swing!

Many times, I’ve launched a new marketing campaign with a postcard, newspaper or radio ad, e-mail blast, etc. and I didn’t have everything completely perfect in my own eyes.  However, the timing was right and the main bulk of the message hit Dead On!

You’ll discover as I have that the most successful jewelers are those who are not afraid to forge ahead with their marketing.  It seems that with middle age, I’ve become less afraid of failure and I have a willingness to experiment.  As a hunting friend of mine lamented, “Bill, sometimes you’ve just got to squeeze off a few rounds… you never know when a duck might be flying over and you’ll hit it!”

Before I close this article, many folks have asked where I get  the ideas for marketing my business.  I’d love to tell you that I thought of them all, but hey, I’d be lying.  I believe in keeping my “saw sharp.” How do you do that?  By keeping your mind filled with ideas that you get from listening to marketing CDs or reading great marketing books.  A few of the books I’ve been reading lately are:

“The Psychology of Influence” by Robert B. Cialdini

“The Ultimate Success Secret Revisited” by Dan Kennedy

“There’s A Customer Born Every Minute” by Joe Vitale

Not only have the above books kept my “saw sharp,” they have given me ideas that made my store money!  What does your marketing library look like?

So there you have it friends – squeeze off a few rounds in your business, you just might be surprised when you make that lucky shot!

Bill Warren is president of The Gold Mine Fine Jewelry & Gifts, Inc., a successful jewelry store in the Hudson, NC.  He recently formed Warren Marketing Systems, a company dedicated to helping small to medium size jewelers achieve success through innovative marketing.  He regularly speaks at jewelry shows and conventions and also is a member of the Marketing Wizards Alliance.  If you would like to receive more money making ideas like those in this article, consider subscribing to the Marketing Wizards Alliance Newsletter. To do so or to contact Bill, call 828-729-1020 or e-mail goldman86@bellsouth.net.

"Diamond" Bill Warren

"Diamond" Bill Warren

“Diamond” Bill Warren is the founder & creator of the Ultimate Jewelers Mastermind Group, Diamond Bill Marketing, The Diamond Bill Marketing Podcast and Radio Show as well as author of “The Fastest Way to a Full Recovery” & “The Ultimate Jeweler’s Success Guide.” You may contact him via diamondbillmarketing.com or at bill@diamondbillmarketing.com.

Related Posts

The Story Behind the Stone: Diamonds on Pins and Needles

March 20, 2023

Jewelry Marketing Survival Guide

March 15, 2023

The Story Behind the Stone: Out of the Blue

March 15, 2023

What’s Hot Now!: Latest Designer Trends 2023

March 13, 2023

Latest News

Industry Events

Hardrock Summit to return to Denver in September 2023

March 22, 2023
Industry Events

Iconic Jewelry Firms is theme of ASJRA’s 18th annual Conference

March 22, 2023
Industry Events

DMIA members meet-and-greet and hear updates from GIA, NDC

March 22, 2023

Other News

How to drive more sales and referrals through social media

The Story Behind the Stone: Diamonds on Pins and Needles

Mystery shopping results reveal opportunity for proactive consumer natural diamond education

Jewelers of America announces 2023 GEM Awards winners

ASA partners with BrankoGems Academy to offer testing loose and mounted diamonds and gems training

KIL N.Y.C. introduces the Cranium Ring

Southern Jewelry News

© 2022 Southern Jewelry News.

Additional Information

  • About
  • 2023 Jewelry Trade Shows & Events
  • Media Kit
  • Contact
  • Sitemap
  • Newsletter Signup

Get Social with Us

No Result
View All Result
  • Featured Articles
    • Featured
    • Featured Retailers
    • Retailer Roundtable
    • Supplier Spotlight
    • Sponsored Content
  • Latest News
    • What’s New
    • Industry Events
    • Tradeshow News
    • On The Move
    • Other News
    • Furry Friends
  • Podcast
  • Columnists
  • Classifieds
  • Subscriptions
    • Newsletter Signup
    • Print Subscription

© 2022 Southern Jewelry News.