Let me ask you a question. Have you noticed how so many businesses seem more concerned with winning awards and filling their ads with pretty graphics? Hey, I thought the purpose of advertising was to make you money, not win awards! Now don’t get me wrong here, I’m not against anyone winning an award from their local newspaper, chamber of commerce, etc… but let’s get a grip!!!
Perhaps many of you were like me when I first started managing jewelry stores. I simply followed the lead of the company I worked for and at that moment, didn’t take the time to learn good copy writing skills for advertising and marketing. I shudder to think of all the dollars wasted by myself and others like me at the time, who couldn’t even write a good headline for the local media, be it newspaper, radio or TV.
What is a good headline? It is one that immediately captures the attention of the reader or listener.
A few years ago, we introduced a new watch line in our store named after our county of Caldwell. Instead of saying something like, “The Gold Mine Introduces Caldwell Time Company Watches”, I said, “My Friends Laughed At The Watches I Wore Until They Say My Caldwell Time Company Watch”. Needless to say, the headline caught attention and struck a chord with several folks. I noticed a clothier who instead of having a “50% Off Sale” had a “Buy One Suit Get One Free Sale”. By the way, “Buy One Get One Free” still outpulls “50% Off” by a huge margin!!
While trying to come up with a name for a jewelry marketing seminar I offer, myself and a few friends took the time to brainstorm a few titles. After getting several opinions and writing out several headlines, I finally settled on this one: “How To Cook With Gas, Take No Prisoners and Build A Winning Jewelry Store!” I’ll bet that got your attention, didn’t it?
Let me make a few recommendations on sources for learning good copy writing skills. When I got very serious about marketing, I went to those who knew much more than I and they all recommended these books which are readily available on Amazon or may be ordered at your favorite bookstore:
- “Ogilvy On Advertising” by David Ogilvy (One of the greatest ad men ever)
- “How To Make Your Advertising Make Money” by John Caples (A virtual Bible on marketing)
- “How To Market Your Crap When The Economy Is In The Toilet” by Jim Ackerman (A great title and book from a master marketer)
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 email@example.com.