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Archive for November, 2022

AN ADVERTISING PRIMER FOR JEWELRY DESIGNERS: How To Work Within Different Advertising Channels

Posted by learntobead on November 3, 2022

What Is Advertising?

Advertising includes all the means of communication for getting your product or service’s marketing message across to potential customers in your target market in order to attract attention, recognition, legitimacy and sales.

There are many types of advertisements. The most obvious are messages you see in print in newspapers and magazines. You also see ads on TV or on computer monitors, or hear them on the radio or streaming web broadcast. You pass by billboards, murals, banners, flags, and people twirling signs along the roadway. You may be reading articles written with subtle but intentional slants about a particular brand.

You may hear a jingle, perhaps staying in your mind as an ear-worm. Or read a slogan, perhaps repeating to yourself because it has some rhythm or metaphor that resonates with you.

Ads may involve some recognition of sponsorship for an event or program. They may be found on signs posted in stores, on lawns, on telephone poles, just about everywhere.

You might come across a social media post or pop-up or review or comment. Or several. Maybe hundreds.

You may have seen product placements in TV programs, movies or on YouTube.

The average person is exposed to over 5,000 advertisements every single day.

Ads communicate.

They influence and persuade.

They remind, reassure, explain, guide.

They focus on customer needs, benefits, problems solved or to be solved.

They may be generally targeted, narrowly targeted, or specially targeted at one individual.

Someone has to have paid for them in some say.

There is no-one-size-fits-all advertisement. In fact, you will probably be using several different kinds of advertising channels to get your message across. Go slow, however. Be deliberate.

Advertising can be expensive. So, similar to all the other business and promotion activities you do, you always want to build in an evaluative component. Given the cost of a particular ad, are you getting a sufficient return on investment? What is the unit cost of an ad — that is, what is the cost per person reached? Per person who responds to the ad? Per person, in response to the ad, actually purchases something?

If you have in any way begun to establish your business as a brand, all advertising becomes much easier and more effective.

Conversion Tunnel

In any of your campaigns, you most likely will want to plan for a series of ads. Collectively, the ads in the series build upon one another. They serve to gradually tighten up the message and narrow the target audience.

The first in the series will be very general, and the last in the series will be a very specific call to action.

Basically, you can’t hit your customer over the head with too much information, and you cannot expect your customer to respond to your ad the first time they see it. Hence, you develop a strategic series.

· Awareness: Your first ad: Gain customer awareness of you and your product.

· Interest: Second ad: Guide the customer into recognizing how you and your product meets one of their major needs.

· Desire: Third ad: Entice the customer to want to buy your product.

· Action: Fourth ad: Turn your potential customer into an actual customer.

Writing Promotional Copy

Your promotional copy should be simple, obvious and direct. It should focus on the benefits to the customer, not the features of your product or service per se. It should validate how your customer thinks about their needs, desires, problems, and potential solutions. Don’t give the customer a laundry list of things. Be sure to anticipate the customer’s level of awareness.

Jewelry purchase needs include,

· Fill out a wardrobe

· Match a dress

· Something for a special occasion

· Feel good about themselves

· Make a power statement

· Compete with someone

· Signal that you are a bona fide member of a group or culture

· A memento

· A reward for a job well done

· Make yourself more attractive

· Connect with a mate

· Wants an heirloom

· Remember a special event, moment, date, occasion

Visualize, as you are creating your promotional copy, that you are talking to a specific customer. Tell them what they need the most, and how you are the right person, business, event to fulfill that need. In your ad, validate their thinking / feelings / understandings / desires.

Next, reinforce what you just wrote. There is an important need. Yes, the customer is thinking about this need. Yes, the possible solution is an idea shared by both you and the customer. Yes, you are there to meet this need when, where, and how the customer needs you to meet this need. Again, you want highlights, not an exhaustive listing.

Print vs. Online Advertising

Online Advertising Channels

SEO Optimization

Content Marketing

Social Media Marketing

Affiliate Marketing

Radio and Web Streaming

Influencer Marketing

Email Marketing

Your own website

SEO Optimization

SEO stands for search engine optimization. All the search engines, like Google and Bing, send out robots constantly to search the internet for information that can be categorized — identified, ranked and rated. Your online presence may extend to Facebook, Instagram, a personal website, Etsy, a blog post, a comment on a post, and just about everywhere in cyberspace. But you are nothing — not known, not seen, not heard, not acknowledged — if you don’t get indexed by the various search engines.

You want to be well-indexed. This means you need things wherever you are present online which are indexable. These include things like,

· Keywords and keyword phrases

· Captions for images

· Comments on posts

· When you/your business is tagged or hash-tagged

· Links back to your website

· Listings of your business in directories

· Reviews of your business and your products

This increases the chances that when someone searches for products like you carry or businesses like your own, you are more likely to be found.

71% of online jewelry sales begin with a Google search!

Selecting Keywords and Keyword Phrases. Do some research here. You can plug in a keyword into a search engine search bar. Typically, a drop down menu will appear that shows other words that come up when people look for that keyword. These become keyword phrases. Keyword phrases (2–3 words) will have better visibility outcomes for you than single keywords. That is because as you add words to a phrase, you begin to narrow down the relevant possible sites that might get flagged and presented.

Check the key words your competitor is using. Look at their websites and what words/phrases them emphasize. Plug their name into the search engine search bar, and see what comes up.

Content Marketing

Here you write an article or review or response to an online post, or create images and videos, and place these somewhere online. This might be a social media site, a site specializing in hosting articles, your own website, or a blog. You include somewhere (top, within, or at the end) links back to you and your website or your products listed online.

With this content, you are trying to educate the reader in some way. Your content in some way is providing a solution or answer to a problem or question the reader might have.

The better connection between you and the reader, the more likely the reader is to create a link to your content. More links to your content means greater SEO optimization.

Another type of content is when you are presenting one of your products or a type of jewelry product, and you do a soft-sell. You explain how to wear it, how it was made, interesting facts about it, how it fits with current fashions, or other interesting characteristic about it. Don’t list a price. List a link to where the reader can find more information about it.

As with most things, this is not a one-shot, one-time approach. You want to post content on a regular basis, probably daily.

Social Media Marketing

You can leverage the power of various social media sites, like Facebook, Tik Tok, LinkedIn, Pinterest, YouTube and Instagram.

These sites have

· Pages you can set up a profile on (for your personal page as well as separately for your business page)

· Postings you can place.

· Postings you can respond to.

· Events you can participate in or create.

· Groups you can join or set up.

· Targeted Ad programs you can take advantage of (You might be able to target your audience by location, language, education, work, age, gender, birthday, relationship status, likes and interest).

In some cases, you can tack on a short commercial message or signature to the end of your posts. In other cases, commercial messages may be forbidden, but you can create a signature that generates enough interest and curiosity so that someone might link back to your site.

Some social media sites limit how many places or times you can use the same ad-copy-post. That limit might be 3 places or times. If you want to do more than that, you will have to modify your ad-copy-posts.

A lot of the advertising tactics you use here are free. It just takes a lot of time.

Other tactics will cost you. Targeted ad programs let you send a message to some demographically limited group which you define. You set a budget. You either pay for the number of click-throughs (someone has clicked a link in your ad), or the number of impressions (someone has visited the page where your ad appears). Some jargon: PPC for pay for click or PPI for pay for impression. You may also want to measure the click-through rate (5% is great, below 2% is not great).

You can use both your personal page as well as your business page to tell your story and get your products seen. Soft-pedalling the message will work better than any hard sell. For example, creating seven consecutive posts following you as you create a piece from inspiration to finish — of course with images — will get you better responses than creating what looks like a magazine ad for a specific piece of jewelry. A friend posted an image of her wearing a piece of jewelry she just made with her hair all messed up. She gave the image a simple caption: Bad Hair Day — What Do You Think? And sold 43 pieces in response. People feel more connected when they feel you are sharing your life with them.

Images are important. Short videos are the best.

If someone responds to any of your posts. Thank them. Always repeat their first name in your response.

You can use your personal and business profile pages to have conversations with your customers.

Think about reposting your customers’ pictures wearing your jewelry.

Or, create a branded hashtag (or two or three) and always list this at the bottom of all your posts. Think of something like: #warrensgems, or, #jewelrybywarren, or, #warrendesigns.

You want to post at least one thing every day. Most likely this is physically impossible time-wise to do this for every social media site. So, create a presence on as many social media sites as possible. Then concentrate on two of them with your daily posts.

Keep your ads short, and the messages well targeted to your intended audience.

If paying for ads, the social media site should also have some statistical information you can access to gauge how well your ads are doing.

Affiliate Marketing

Here you invite another party — referred to as third party — to drive sales for your business. This might be an influencer, a thought leader, a celebrity, another shop which sells accessories or clothing. You rely partly on the reputation and networking of some other business to advertise and advocate for your jewelry.

You might work out a co-marketing arrangement and split costs. You might pay them a commission or a percent of the sale.

Radio and Web Broadcast Streaming

Radio has always been an effective channel for advertising jewelry. It is a lot less expensive than TV, and has a loyal audience. It is very targeted at a local audience. Today, however, you might use the internet to place ads similar to the ones you might have used for radio.

Webcasts offer you an on-demand and more targeted connection to your intended audience. They allow you to reach a broader and more internet-savvy audience.

Influencer Marketing

Rely on one of the many influencers in fashion and jewelry to promote your stuff. Most established influencers have media kits to share with you so you can get an idea of the kinds of things they promote and who their target audience is.

Or, make yourself into an influencer. Create an online audience on one or more social media sites which follows you and pays attention to your recommendations.
The key to becoming an influencer is to establish a clear brand identify for yourself. Create a branded hashtag. Encourage your customers to use your hashtag when sharing images, videos and advice from your own feed.

Email Marketing

Email marketing is one of the most effective marketing methods in existence. It keeps your business in front of your customers on a regular basis.

The key is to grow your email list. So you need to make your emails special in some way. Your emails might include what is called gated content. They might include special discounts. They might present advanced notice for sales or other special events. They might include content that your customers may want to save, such as explanations about what certain gemstones mean or how to clean sterling silver jewelry. You might give first access to a new product.

Be sure you have secured permissions from each contact on your email list. You can create simple forms that can be posted online on your website or blog, and simple print forms to hand out to people.

Emails are effective, but you do not want to overdo them. People get annoyed if they get too many emails in their box.

I suggest using an email service like MAILCHIMP. Not only do they make creating and sending emails easier, they offer some tracking and analytic services, as well.

Your Own Website

Build a site that supports your business. Be sure it is optimized for search engine indexing. Decide whether your website serves primarily as a billboard — a place to find you. Or decide whether you want to include a shopping cart system and make your website an ecommerce site for your jewelry.

You can have your own domain name, or be part of a larger web-hosting company which may or may not allow you to use your own domain name.

Having your own website gives you credibility. It allows people to more easily find you and contact you. It gives you another channel for selling your jewelry.

Be sure to add an analytics package to your site. Some will be available for free. You always want to build in evaluative components with whatever you do.



Arias, Aaron. Six Ways to Advertise Your Online Boutique. 12/7/21.

As referenced in:

Hamel, Gregory. Online Advertising vs. Print Advertisements. Small Business Chronicles.

As referenced in:

Hill, Andrea. Here’s How Writing Good Ad Copy is Kind of Like Dating: It requires focusing on just one need at a time. Instore, 6/6/2022.

As referenced in:
Here’s How Writing Good Ad Copy Is Kind of Like Dating (instoremag.com)

Pahwa, Aashish. What Is Advertising? — Examples, Objectives, & Importance. 8/2/2022.

As referenced in:

Responsival. 6 Digital Marketing Ideas For Local Shops and Boutiques.

As referenced in:

Web FX. Print Ads vs. Online Ads.

As referenced in:


Thank you. I hope you found this article useful.

Also, check out my website (www.warrenfeldjewelry.com).

Enroll in my jewelry design and business of craft Video Tutorials online. Begin with my ORIENTATION TO BEADS & JEWELRY FINDINGS COURSE.

Follow my articles on Medium.com.

Subscribe to my Learn To Bead blog (https://blog.landofodds.com).

Visit Land of Odds online (https://www.landofodds.com)for all your jewelry making supplies.

Check out my Jewelry Making and Beadwork Kits.

Add your name to my email list.


Other Articles of Interest by Warren Feld:

Saying Good-Bye! To Your Jewelry: A Rite Of Passage

The Jewelry Design Philosophy: Not Craft, Not Art, But Design

What Is Jewelry, Really?

The Jewelry Design Philosophy

Creativity: How Do You Get It? How Do You Enhance It?

Disciplinary Literacy and Fluency In Design

Becoming The Bead Artist and Jewelry Designer

5 Essential Questions Every Jewelry Designer Should Have An Answer For

Getting Started / Channeling Your Excitement

Getting Started / Developing Your Passion

Getting Started / Cultivating Your Practice

Becoming One With What Inspires You

Architectural Basics of Jewelry Design

Doubt / Self Doubt: Major Pitfalls For The Jewelry Designer

Techniques and Technologies: Knowing What To Do

Jewelry, Sex and Sexuality

Jewelry Making Materials: Knowing What To Do

Teaching Discplinary Literacy: Strategic Thinking In Jewelry Design

The Jewelry Designer’s Approach To Color

Point, Line, Plane, Shape, Form, Theme: Creating Something Out Of Nothing

The Jewelry Designer’s Path To Resonance

Jewelry Design Principles: Composing, Constructing, Manipulating

Jewelry Design Composition: Playing With Building Blocks Called Design Elements

Contemporary Jewelry Is Not A “Look” — It’s A Way Of Thinking


Merging Your Voice With Form

588pp, many images and diagrams Ebook , Kindle or Print formats

The Jewelry Journey Podcast
“Building Jewelry That Works: Why Jewelry Design Is Like Architecture”
Podcast, Part 1
Podcast, Part 2

Easy. Simple. No tools. Anyone Can Do!

184pp, many images and diagrams EbookKindle or Print


16 Lessons I Learned Doing Craft Shows

198pp, many images and diagrams, Ebook, , Kindle or Print


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