Southern Jewelry News
  • Featured
    • All
    • Featured
    • Featured Retailers
    • Retailer Roundtable
    • Sponsored Content
    • Supplier Spotlight
    Lambrecht’s Jewelers, 130-years-old and counting
    Celebrate with Gold®
    Tracing Diamond’s Origin
    Pickens, Inc.: Steady pace wins the race
  • Latest News
    • All
    • COVID-19
    • Furry Friends
    • Industry Awards
    • Industry Events
    • NRF
    • On The Move
    • Other News
    • Tradeshow News
    • Video
    • What's New
    Stuller introduces several new offerings at JCK Las Vegas
    JSA reports crimes against U.S. jewelry firms in 2021 exceeded pre-Covid levels
    GCAL partners with VDB to add 8X® Cut Grade search filter
    Registration opens for HardRock Summit 2022
  • Podcast
  • Columnists
    The Retailer’s Perspective: With great power comes great fails
    The Retailer’s Perspective
    The Story Behind the Stone: Yearning for Kazakhstan
    10 Cybersecurity Questions small and medium businesses should ask in 2022
    Motivating your sales staff
    IAS Training’s Keys to Effective Communication – Part III
    Kate’s star-studded style. What will the next trend be?
    Motivating your sales staff
    IAS Training’s Keys to Effective Communication – Part II
    Retailing in a post-PC world
    Motivating your sales staff
    IAS Training’s Keys to Communication
  • 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
    Lambrecht’s Jewelers, 130-years-old and counting
    Celebrate with Gold®
    Tracing Diamond’s Origin
    Pickens, Inc.: Steady pace wins the race
  • Latest News
    • All
    • COVID-19
    • Furry Friends
    • Industry Awards
    • Industry Events
    • NRF
    • On The Move
    • Other News
    • Tradeshow News
    • Video
    • What's New
    Stuller introduces several new offerings at JCK Las Vegas
    JSA reports crimes against U.S. jewelry firms in 2021 exceeded pre-Covid levels
    GCAL partners with VDB to add 8X® Cut Grade search filter
    Registration opens for HardRock Summit 2022
  • Podcast
  • Columnists
    The Retailer’s Perspective: With great power comes great fails
    The Retailer’s Perspective
    The Story Behind the Stone: Yearning for Kazakhstan
    10 Cybersecurity Questions small and medium businesses should ask in 2022
    Motivating your sales staff
    IAS Training’s Keys to Effective Communication – Part III
    Kate’s star-studded style. What will the next trend be?
    Motivating your sales staff
    IAS Training’s Keys to Effective Communication – Part II
    Retailing in a post-PC world
    Motivating your sales staff
    IAS Training’s Keys to Communication
  • 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

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 Retailer’s Perspective: With great power comes great fails

The Retailer’s Perspective

June 30, 2022

The Story Behind the Stone: Yearning for Kazakhstan

June 30, 2022

10 Cybersecurity Questions small and medium businesses should ask in 2022

June 27, 2022
Motivating your sales staff

IAS Training’s Keys to Effective Communication – Part III

June 22, 2022

Latest News

Industry Events

Stuller introduces several new offerings at JCK Las Vegas

July 4, 2022
Other News

JSA reports crimes against U.S. jewelry firms in 2021 exceeded pre-Covid levels

July 4, 2022
On The Move

GCAL partners with VDB to add 8X® Cut Grade search filter

July 4, 2022

Other News

Registration opens for HardRock Summit 2022

NRF says economy is slowing but recession is unlikely in near term

American Gem Society targets negotiation skills for Confluence 2022

Lambrecht’s Jewelers, 130-years-old and counting

Celebrate with Gold®

Tracing Diamond’s Origin

Southern Jewelry News

© 2022 Southern Jewelry News.

Additional Information

  • About
  • 2022 Trade Shows
  • Media Kit
  • Contact

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
  • Columnists
  • Classifieds
  • Subscriptions
    • Newsletter Signup
    • Print Subscription

© 2022 Southern Jewelry News.