Marketing
your handcrafted jewelry doesn’t have to cost an arm and a leg. In fact, it
doesn’t have to cost anything! Here are 17 opportunities to market your jewelry
that don’t cost a thing, other than your time and effort. Some will be more
effective than any paid marketing you might do. Caveat: Just because they are
free doesn’t mean they are easy, so don’t be surprised if some take quite a bit
of work! The more you do, the more results you should see, so try to
incorporate as many of these as possible:
1.
Wear your jewelry. One of the easiest free ways to market your
jewelry is to put it on. Every day. It’s one of the unique aspects of the
artisan jewelry field: People who admire your jewelry will often become
customers. It’s not uncommon for a prospect to ask if they can buy the jewelry
the artisan is still wearing! Can you think of another field where people
are a walking advertisement for their product or service? I’ve never been
standing in line at the supermarket and had someone say, “You seem REALLY
empathic, can you be my psychologist?” But I’ve seen people comment on someone
else’s jewelry many, many times. And I get a great sense of satisfaction when
the wearer of that jewelry says, “I made it … let me give you my card …”
2. Compliment other people on their jewelry. If you notice a piece that someone
else is wearing, and you truly like it, compliment them on it! You don’t have
to do this with the idea in mind that you’re going to market yourself. In fact,
don’t be the first one to bring up that you’re a jewelry maker. But get in the
habit of noticing what others are wearing and commenting on it. This will help
you develop conversational skills around jewelry through repeated practice. And
that will help you sell more smoothly at your show booth or at a jewelry home
party, where the conversations are about selling but don’t have to seem that
way.
3. Your voicemail. The message people get when you’re not able to
answer your phone is a powerful opportunity to market yourself. Don’t just
provide your name and a request to leave a message. Mention your website and
suggest that the caller check out your blog, too! For example: “You’ve reached
The Jewelry Studio. We’re sorry we’re not in right now to receive your call …
please leave a message after the tone and we’ll get right back to you. Also,
visit us online at [your site] … our Mother’s Day jewelry is shown there now.
Thanks!” (A virtual reception service, although not free, provides a warmer
welcome to your customers and the opportunity to target a marketing message
more effectively. See this post for more information.)
4. Your invoice. Your invoice or statement is prime real
estate for a marketing message. In fact, printing a marketing flyer on the back
of your invoices is an excellent way to market your jewelry and conserve paper.
If you send invoices via e-mail as a PDF file, include a second page with
marketing information on it. Why? Because those who buy from you already
are your best customers. And adding a marketing message to an existing invoice is
a great way to tell those customers about upcoming shows, home parties, new
lines and more. On my own invoice, I print a simple reminder to wholesale
accounts that we have quite a bit to offer:
5. Your e-mail signature. Every time I think it’s universally
understood that all of your e-mails should contain marketing information in
your signature, I receive a bunch that don’t contain any marketing information!
My preference is a few simple lines of text that include your contact
information, website and blog links. Nearly all personal email programs
and commercial e-mail marketing software let you easily create and change
signatures. You can also program whether they should go on all e-mails
(including replies) or just original outbound messages. If you do not have at
least your company name, telephone number and web address in your signature
now, go create one! (We’ll wait for you to get back.)
6. A
personal thank you.
I’ve mentioned the power of saying “thanks” many, many times before. The
best way to do this is by sending a separate thank-you note with an order. But
the free way (without buying or making special thank-you cards) is to write a
personal, hand-written thank you note on every invoice accompanying your
orders. Saying thank you not only makes an impression on the buyer, but it
creates the time and space for you to think about how amazing it is that
someone gave you their hard-earned money in return for your beautiful jewelry.
A personal thank-you should go out with every single one of your orders. Even
if you are selling live from a booth or at a jewelry home party, please take
the time to write a personal thank-you to the buyer. It’s a free marketing
strategy that pays off more than you could imagine.
7. Your appearance. How you dress and groom when you’re selling at
live events says a tremendous amount to those who approach you. Various
communication studies indicate that impressions are formed within seconds of
seeing someone (see Malcolm Gladwell’s incredible book Blink: The Power of Thinking
without Thinking for more information on the speed with which we process visual
information). For example, students form an impression of a professor in fewer
than 10 seconds, including ideas about how intelligent the professor is and how
effectively they teach. Studies that compared those initial impressions after
brief exposure to images of the professor tended not to change with longer
contact. That means that the first impression you make on a prospect is likely
to be the one that sticks with them throughout their experience with
you. Dress neatly and professionally when selling face to face. People
unconsciously associate how you appear with how your jewelry is made. A clean
appearance raises their confidence in the quality of your jewelry. Don’t believe
it? When is the last time you saw a sweaty chef walk out of the kitchen with a
filthy apron with tomato sauce and grease all over it, and then looked down at
your plate and wondered if he’s the one who prepared your meal? I think you get
the point! Make sure your fingernails are clean and trimmed (can be a problem
depending on what kind of jewelry you make) because prospects will see them
when you show or hand them a piece of your jewelry. When selling from a
booth, make sure that it, too, is neat, clean and squared away. Signage and
display materials should be neat and free from smudges, fingerprints and dirt.
8.
Smile! A heartfelt, warm smile is one of the most powerful tools at your
disposal. It shows prospects (and anyone else watching you) that you care about
them as a person. It greets others without you having to say a thing. And it is
almost always returned. Infants produce a “smile” within a few hours after
birth that, while devoid of content, encourages caregivers to smile at the
baby. We respond to the smile of infants automatically, even though they don’t
know what they’re doing! Smiling warms up the interaction and, according to
Guerilla Marketing author Jay Conrad Levinson, make the customer feel a sense
of friendship and comfort with you. People buy from those with whom they feel
comfortable. The next time you’re out shopping, notice who on the sales staff
is smiling, and how those smiles make you feel inside. Your smile should
be authentic, real and be accompanied by looking the prospect briefly in the
eyes. Even when you answer the phone for your business, smile. It will
send a signal to your own brain that you are happy to be talking with someone
who has reached out to you.
9. Public Relations. There are books, courses and even
academic degrees in public relations, so I feel like mentioning it along with
16 other things you can do to market your business for free is somehow
minimizing its importance, but here it is. Public relations – publicity
for you and your jewelry – is one of the most powerful free things you can do
to market yourself. Start with something as simple as calling the style editors
at the newspapers and magazines published in your area to introduce yourself.
This personal connection is important because it makes more of an impact than
just sending a press kit or e-mail. Make sure you’ve read the style sections
and know who the main writers are before contacting the editor or the writers.
Know their style and what they like to write about. That will make it easier to
connect with them, and it will form a better connection, too. Offer yourself as
a resource for features about jewelry, and send them information about your
jewelry, as well, when you have something newsworthy to announce. This
publicity is more valuable than advertising but doesn’t cost a dime. I was
quoted 4 times last year in the Los Angeles Times. If I had to pay for the same
amount space in the business section that my quotes took up, it would have cost
thousands of dollars. I didn’t pay a thing.
10. Rapid response to inquiries and orders. There’s an interesting
auto-responder set for someone I write to that I receive every time I send them
an e-mail. It says, “Thanks you for your note and we’ll get back to you within
36 hours.” In a day and age where you can find a missing piece of
silverware online anywhere in the world in about 15 minutes, create a microwave
meal in 5 minutes and see your own digital photos immediately, 36 hours to
respond to an email is an e-t-e-r-n-i-t-y. Due to the rapid response of some of
the world’s best companies, customers and prospects have become accustomed to
very quick responses to their inquiries. (The exception is the computer and
phone businesses, where customer service is almost universally deplorable and
takes forever.) Additionally, your customers are likely to be busy people. The
time they take out of their day to contact you about your jewelry is precious
to them! Although auto-responders (“we received your note but aren’t
actually reading it”) are a good way to confirm the receipt of an email, it’s
important to get back to customers as quickly as possible. Speed sells.
Your ability to rapidly respond to a prospect’s question may mean the
difference between making the sale or not. Respond as soon as you can.
11.
Jewelry talks, seminars and lectures. Giving a free talk about
jewelry making, an aspect of jewelry history, jewelry care and related topics
is an excellent way to get in front of an audience of potential customers.
Public speaking also gives you a reason to send out press releases (already
mentioned). And, it provides an opportunity for you to practice connecting with
people, a critical skill for selling well. If you’re not comfortable
talking in front of groups, join your local Toastmaster’s club and they’ll help
you become great!
12. Photos of you interacting with customers. Keep a digital camera with you when
you’re selling from a booth or at a home party, and ask someone to take photos
of you with smiling customers! Pictures convey instantly that buying from
you and connecting with you is an enjoyable experience. Others who see that
will seek that connection with you, too. Display the photos on your website, in
marketing material, at your blog, in newsletters and in a “scrap book” that you
can display at shows.
13. Testimonials. As mentioned in another blog post
of mine, testimonials are a powerful way to let prospects know what others
think of you. And in the digital age, you have even more options, such as
recorded testimonials that can be played back right at your site, or even
videotaped testimonials, like the one you see at the Guerilla Marketing
website: http://www.gmarketing.com/. Don’t be shy about bringing printed
testimonials with you when you sell face-to-face so prospects can see and read
them.
14. Photography. Clear, well framed shots of your jewelry are
essential to effective marketing. So how can you get something that requires
that much expertise for free? If there’s a college or university near you with
a photography program, you may find VERY talented students who are willing to
take photos of your jewelry for free so that they can use them in a
professional-looking portfolio when they leave school and look for work.
Contact the head of the department for help identifying instructors whose
students might be willing to take you on as a student project.
15. The
descriptions of your jewelry. The way you describe your jewelry online and
on your story cards is essential. It tells the story beyond just the
photo. Although they say a picture is worth a thousand words, a fake pearl
looks like a real one in a photograph, so you need to be as descriptive as
possible. I’m still amazed that some jewelry makers simply write the size of
the item and a brief list of the materials under a photo of a piece they want
to sell. Expand those descriptions to include where you obtained the items,
what’s special about them, and what inspired the piece. Don’t be concerned
about length – most jewelry makers err on the side of writing too little, not
too much.
16. Collaborative partnerships with others. If you do not currently have a
partnership with a local florist, candy maker, spa, hair salon, women’s
clothing store, specialty store or even a local independent pharmacy, you may
be missing a free opportunity to sell more jewelry. Collaborating with
brick-and-mortar or online sellers whose products and services are a complement
to yours can be lucrative. The independent pharmacy on the first floor of the
building where my office is located has handcrafted jewelry and related items at
both counters and on a special set of shelves near the front of the store. The
buyer has a great eye – and she’s always buying, because the jewelry is always
selling!
17. Follow up. Following up after the sale reminds customers
of the jewelry they bought from you and about your terrific service, helpful
attitude and smile, as well. It shows you care about them as a customer.
Following up via e-mail is convenient. I use and recommend iContact for e-mail
marketing. They charge by the month, not by the number of e-mails I send
(although there is a monthly maximum, I've never come close to that).
Here are
some ideas for follow-up:
• mention a
new line of jewelry • announce a sale • conduct a survey • send a birthday note
to your customer • send a note on the “anniversary” of them becoming a customer
• provide a brief fact about jewelry or jewelry care • e-mail your newsletter •
announce upcoming show dates/trunk shows/jewelry home parties • offer to repair
their broken jewelry • offer a personal jewelry shopping appointment
How to apply these suggestions. Having many
options is nice, but it can be confusing, too! In the case of these 17
techniques, you should use as many as you can. To make them simple to
implement, just number them in the order you’d like to start using them, and
then break that list down into 3 things you’d like to implement every week
until you have them all done. If you’re having trouble finding the time to
implement, schedule periods each week (e.g., Monday and Wednesday afternoons)
when you ONLY do marketing for your jewelry making business. Circle the ones
you think will be easiest to implement, and commit to doing just one of them
TODAY! -
See more at:
http://marketingjewelry.blogspot.ie/2012/04/17-free-ways-to-market-your-handmade.html#sthash.6IilwNug.dpuf
I think the tips will work well with any handmade things. Great article.
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