Last updateThu, 17 May 2018 7am

How being a “character” can help you do business


When I first opened my jewelry store, I had a situation arise that I have never encountered before, or since! This unusual encounter also got me thinking.

During my first week of business, a lady walks into my store who was obviously very well to do. She approached and said, “I see that you opened a few days ago and it looks like you have a very nice jewelry store. I was wondering if I might ask a small favor of you?” My response was, “Sure!” She proceeded to ask if I did ear piercing, to which I answered in the affirmative. Her next question floored me...

“Do you do anything other than humans?” OK, let me stop for just a moment and ask you what you would have said???

Scratching my head, I answered, “Yes ma’am, I only pierce human’s ears, but if I were to pierce another species ears... what would I be doing?” She then motioned for me to step outside to her parked car... hey, I had to at this point, my curiosity was getting the better of me!

I walk to the ladies car and lo and behold, I should find the object of her ear piercing frustrations, her growling pet rottweiler dog!!! So here I am left thinking... what if I had actually tried to do that? (I wouldn’t obviously) I could become famous as “THE ONLY Jeweler In My Area Who Pierces Your Pet’s Ears!”

Now before you think I’ve went off my rocker, let me explain something to you...

First, I live and operate my jewelry business in a small, western NC town which is absolutely full of “characters,” and requests like this actually come quite often. Second, because of this unusual and fun environment, it has made me think about marketing myself as a “character.”

Admittedly, you can’t take yourself too serious if you choose to market yourself in this way, and you absolutely need a self deprecating sense of humor!

Its no mistake that you see me pictured in this column in a doctor’s lab jacket and that I market myself as “Bill Warren, DDJM - The Doctor of Dynamic Jewelry Marketing.” During special occasions, sales, events, etc... you would even see me wearing this in my own jewelry store for fun and yes, I’ve even given marketing seminars wearing this same jacket!

Why would you do such a thing, you might ask. The answer is simple... because it makes me and my business memorable! If I can stand out in the crowd of jewelry competitors (and I have good competitors)... yes, I’ll do so!

Last year in a Valentine’s radio ad, I went on air saying, “Hi, this is Bill Warren, The Doctor of Love, and guys do I have a great prescription for you! I prescribe a 1 carat diamond pendant which is guaranteed to end the depression, melancholy and anxiety of your special lady!” Memorable? Absolutely! Fun? You better believe it! Now, when I’m walking down the street, I have people roll down their car windows and ask, “Hey Doc, what’s your prescription this week?” When this started happening, I knew I had a winner!

One of my heroes, the late, great professional speaker Bill Gove once asked, “What would happen to your business if you were to become just 10 to 20 percent more assertive?” Let me add to that by asking, “What would happen to your business if you were to become just 10 to 20 percent more assertive and memorable?”

I know what it did for my business and I’ll just bet it will help put your business “Over The Top!” Now let me challenge you to think of ways you might market yourself in this manner and have a bit of fun while doing so. Maybe among the readers of this column we have the next “Queen of Jewelry Fashion” or a “King of Ways to Reach A Woman’s Heart.”

Go ahead, try it. You might be surprised at the results. When you do, let me know about it. We’ll laugh together and I’ll congratulate you at the same time on all of your success!

Bill Warren, DDJM (The Doctor Of Dynamic Jewelry Marketing) owns a successful jewelry store in Hudson, NC. He is also the founder of Warren Marketing Systems and a professional jewelry marketing speaker. Sign up for his free jewelry marketing tips at www.warrenmarketing.blogspot.com To book Bill to speak at your event or for consultations, you may reach him at 828-729-1020 or by e-mail at This email address is being protected from spambots. You need JavaScript enabled to view it..