#235 What’s Working NOW to Market and Sell Jewelry
I wish I could say the jewelry market isn’t saturated, but let’s be honest… it is.
But I’m not telling you this to discourage you. On the contrary, you need to know that it takes consistent strategy and effort to make your brand stand out!
Truth bomb: It is possible to distinguish yourself among the crowd! With the right strategy.
This is something I’m very passionate about (obvs!). I’ve seen a lot of designers with amazing jewelry get lost in the noise because they don’t know how to market and sell.
Now is the perfect time to talk about this, because I’m hosting a FREE masterclass based on the Desired Brand methodology I’ve used to help hundreds of designers grow and scale their businesses to 6+ figures.
It’s designed to teach you how to stand out from your competitors, increase your exposure, and generate consistent sales.
Sounds pretty good, right?
It’s crucial to stay up to date with classes, podcasts, and coaching because the industry is ALWAYS changing. Staying on top of these changes is key to staying on top of your sales.
Let’s talk about what designers just like YOU are doing to make their brand stand out in this saturated market.
Retaining Loyal Fans
A couple of weeks ago I talked about Kevin Kelly’s 1,000 True Fans philosophy. This week, I’d like to highlight some awesome designers who are doing an incredible job of building their true fanbase.
Chelsea Farmer of HorseFeathers Gifts has an ambassador program that lets her most die-hard fans earn credits toward her shop for recruiting new customers. She’s also a whiz at engaging fans and fostering an active community in her private Facebook group.
Karina Harris of Waffles & Honey has her brand visuals on point! It only takes 2-3 styled photoshoots each year to keep a steady supply of aesthetically pleasing, on-brand content she can draw from at any time. And she never gets stuck planning social media posts at the last minute!
Alex Camacho of Acid Queen Jewelry has mastered the art of releasing OOAK collections with her epic Instagram/email marketings strategy. By creating urgency around every release and offering her email list VIP early access, she’s usually able to sell out of her new collections within 48 hours.
Follow these gals for effective marketing inspiration!
Creating Anticipation vs. Urgency
Speaking of creating urgency, I often see designers confuse urgency with anticipation.
Both are necessary for successful marketing, but it’s important to distinguish between the two to make your promotions most successful.
Teasing work-in-progress pics and behind the scenes sneak peeks creates anticipation. It lets your customers know they have something to look forward to.
You create urgency through limited access. Say you’re doing a BOGO promotion, if you have it going on for two weeks people won’t feel that motivated to buy because they’ll think, “Oh, I have time,” and forget about it.
But if the BOGO deal is only going on for two days it’s more like, “Holy crap I need to buy that before it’s too late!”
Using Hidden Gem Strategies
It’s really the little things, in combination with the big-picture strategies, that make your brand stand out from the crowd.
Small personal touches, like following up with a thank you after purchase or including a handwritten with their package, go a long way.
There are plenty of apps and plugins that can help you manage customer relationships and follow-ups. Listen to the full episode above to hear a whole list of them and decide which one is right for your brand!
As always, I’ll see you next week!
xo, Tracy
Sponsor Spotlight!
If you know me, you know I’m very passionate about helping YOU build a brand that stands out and makes money.
That’s why I’m hosting a FREE masterclass to teach you how to make your brand stand out from the crowd, and kick off the rest of the year with a strong head start.
Seats are limited, so make sure you snag yours before it fills up!
Links:
Episode #233 Simple Steps to Accelerate Your Sales in 2020
Episode #220 Building Community and Die Hard Fans Around Your Brand with Chelsea Farmer
Episode #169 How to Create a Beautiful Branded Photoshoot on the Cheap with Karina Harris
Episode #58 How to Spark Ideas for Headlines that Sparkle with Laura Belgray
