Yet so often we see jewellery store owners promoting a diamond ring with a brief description of the item (normally written in industry abbreviations such as “TAW” or”H-1 S12″ that many people won’t understand or relate to), followed by a before and after price…then they wonder why they get price shopped by people treating diamonds as a commodity you buy by the pound!
If you want to make sure your copy is effective, and motivate your customers to buy, then here are six simple guidelines you need to follow:
Appeal to their emotions :-
Humans are emotional creatures. We make decisions based on emotion. Logic is used, but usually after the fact, to justify the choices we have already made emotionally.
Effective marketing appeals to human emotions – it makes us feel rather than think. To use this principle when promoting jewellery products or offers, you must emphasize how the product will make the purchaserfeel during or after use. Jewellery is an emotional product – more so than most items that consumers buy. To not tap into these emotions is to leave one of the most potent selling features on the table.
Emphasize the value in what you sell:-
Value is not the same as price. If it was we would all be driving Korean automobiles! If your product is not seen as delivering more value to the user than the price asked, then no one will buy. The key then, is increasing the perceived value of whatever it is you are trying to sell. Regardless of the item, the perceived value needs to outweigh the perceived ‘cost’.-
Appeal to the buyer’s self-interest :-
By nature, people think mostly in terms of ‘what is in it for me?’ This is si mply a fact of life. When we see an ad, our first thought is, ‘how will this product or service help me?’
Yet too much advertising copy is written to appeal to the vanity of the seller, often by advertising reps who know a large picture of the owner with their store name will convince them to run the ad.
Make use of this psychological principle when marketing your jewellery products. Always keep in the back of your mind, ‘what’s in it for my customer/visitor’, and you can’t go too far wrong.
Sell benefits not features :-
Identify the problems your product solves, and then demonstrate how it solves those problems. What problem does jewellery solve? Easy. The need to feel loved, to feel special, or to feel important. Customers don’t buy a Rolex because they need to tell the time – they buy it because of the way it makes them feel when they wear it and show it to others.
Figure out the real reason people buy your products and write your copy accordingly.
Be Believable :-
There are only two reasons why people won’t buy from you.
(A) They don’t want what you’re selling. Or
(B) They don’t trust what you are saying.
Believability and credibility are extremely important. Especially if you’re selling online, where the barrier to entry for sellers are so low. Many people are also concerned with potential risks of credit card or ID fraud, or paying for a product online only to never have it arrive.
Therefore, you should do everything possible to boost your credibility customersin the eyes of your visitors and coustomer’.
If you have testimonials from happy customers (and if you don’t you should gather them) then include them in your advertising copy. If you have guarantees or risk reversals then mention these too.
Assume a buying decision has already been made :-
What I mean by this is, assume that your visitor is going to buy. And act accordingly.
For example, talk in your copy as if they are purchasing already using terminology like ‘when you buy’ not ‘if you buy’. By being positive it will help to channel your own positive thoughts about the advertisement.
Above all keep testing and measuring. Don’t give up the first ti me an ad doesn’t work – it may be only a word or two that needs to be changed, or a different marketing medium used that can make all the difference.