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Last updateWed, 01 Apr 2015 12am

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New Year’s Resolutions for the independent jeweler

So, you’ve made it through yet another holiday season, paid the bills (hopefully), reviewed what worked and what didn’t and are ready for a fresh start in 2013!  Maybe you’ve had a wonderful season and wouldn’t change a thing for the coming year or perhaps you’re like a lot of jewelers I’ve talked with and are left scratching your head, wondering what to do for 2013.  Here are a few ideas:

How being a character will help you do business (Part II)

Sometime ago, I wrote an article about how I developed the character/persona of Bill Warren, DDJM (Doctor of Dynamic Jewelry Marketing).  This dual personality (if you will) has helped market my business to my jewelry store’s clients as well as cultivating marketing clients for my speaking business. I’m often bombarded locally with comments like, “Hey Doc, what are you prescribing today, a 1 carat diamond ring for my girlfriend?”  At industry events, many jewelers often ask marketing questions of me and then say, “Thanks Doc.”  This has become a source of great amusement and pleasure to me and my staff.

10 ways to ramp up your holiday marketing for a successful season

Have you ever made it to the month of November and thought: “What in the world am I going to do to bring customers in my door this Christmas?  Should I run a newspaper ad (if so, what kind), should I do radio, cable TV, social media... oh Santa, please tell me what works!!”   Unfortunately, for many early years in my store’s existence, I used to ask myself this very question.  Have you found yourself thinking the same thing?  C’mon now... Santa is watching you!!

If I only had one bullet...

Imagine if you will that you are back in the old days of the wild, wild west.  The bad guys have you pinned down and boxed in within a canyon.  Gun fire blazes all around you and bullets are whizzing by your head.  You want to fire back, so you reach for your trusty rifle but its empty.  You then reach for your ole’ stand by, the six shooter, but it’s also empty.  In your nervous haste, you look everywhere for a bullet. Lo and behold, you find one, load it in your gun’s chamber and then fire!  Your bullet hits its mark and you save the day. You’re a hero!!!

Bring out the “Maverick” in you

The late, great motivational speaker, radio personality and author Earl Nightingale was once asked what the secret to success in business was.  His answer revealed much. He said, “Watch what everyone else is doing and then do the opposite.”  It took me a little while to grasp what he meant, but slowly I found the hidden meaning behind it.

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