Warren Feld Jewelry

CREATE A TAG LINE

Use a catchy phrase to summarize your business and get people’s attention…

Create A Tag Line

On written documents, brochures, stationery, envelopes and on online documents with titles, headings and the like, you have an opportunity to present more “words”, that is “meanings”, about your business. This gives you a second opportunity to convey things about your business that perhaps your specific business name falls short on, or needs more emphasis.

After you’ve come up with a business name, return to your lists of key words, and not-so-key words, and think of a tag line. Think of it as a “subtitle”.

Your Tag Line is a marketing opportunity, and should be worded in a catchy way. A great tag line captures the essence of the value you provide to your customer in one or two concise sentences.

Great tag line for taxidermy business:
“the only game in town”

For my shop, Be Dazzled,
“Don’t Be Frazzled, Be Dazzled!”

For my shop, Land of Odds,
“Your Partner In Design”

First write a 9 words or less tag line. You need to be able to tell someone, in 1-sentence, preferably seven to nine words, who you are as a jewelry designer. What’s your style? What’s your approach? What’s your uniqueness? What’s your competitive advantage?

No qualifiers. No further supporting detail and elaboration. 1-Sentence.

It might be helpful to fill in this blank: “You want to buy/sell my jewelry because….(blank)….”

Or, “My jewelry is different and more relevant and better than everyone else’s because… (blank) …. “

A tagline doesn’t need to be overly clever or cute to be effective. A good tagline is primarily functional. It should explain the unique value that your business offers as clearly as possible.

Sure, many classic taglines are pretty smart. “Let your fingers do the walking” is a clever play on words. But it also clearly evokes the value that the Yellow Pages offers: easy access to reliable information.

Don’t Worry About Being Too Cute

Make It Memorable

Inject a Little Personality

Settle on a final draft.

GUIDELINES TO CREATE A GREAT SLOGAN

1. Identification. A good slogan must stay consistent with the brand name either obviously
 stated or strongly implied. It’s better to include the name of your business to it.

2. Memorable. Some of the best taglines or slogans are still being used today, even
 though they were launched several years ago.

3. Beneficial. Reveal your purpose and benefits of the product by conveying the message
 in consumer language. Turn bad into good. Suggest the risk of not using the product.
 Create a positive feeling for the consumers.

4. Differentiation. In an overcrowded market, companies in the same industry need to set
 themselves apart through their creative and original tagline or slogan.

5. Keep it simple. Use proven words and short keywords. One word is usually not enough.

Some examples of tag lines / slogans:

A diamond is forever.
Beyond precision.
Crystal gets closer to the body than ever before.
Diamonds by the Yard.
Every kiss begins with Kay.
Live the moment.
Perpetual spirit.
Quality is Remembered Long After the Price is Forgotten.
The crown jewellers for 150 years.
The Jeweller of Kings.
The right time for life.
The added value of the first impression.
Where Maryland gets engaged.
For those who want more.
Honesty, my addiction.
Getting rid of headaches since 1888.
Ring on your finger, necklace on your neck, and men on their knees.
Diamonds. Divas. Desire.
Love’s embrace.
Want honesty?
She only has two things on her list.
Unleashing the beauty of the stone.
Unstoppable.
Our reputation shines as brightly as our diamonds.
Beautiful, masterful design never goes out of fashion.
Walk down our aisles first.
Hearts on fire.
The ultimate in luxury and style.

For more articles about Conquering The Creative Marketplace, click over to our Jewelry Designers’ Hub

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Thanks for being here. I look forward to sharing more resources, tips,
sources of inspiration and insights with you.

WarrenFeldJewelry.com
Shop.warrenfeldjewelry.com
School.warrenfeldjewelry.com
Coaching by Warren Feld

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Conquering The Creative Marketplace

Many people learn beadwork and jewelry-making in order to sell the pieces they make. Based both on the creation and development of my own jewelry design business, as well as teaching countless students over the past 35+ years about business and craft, I want to address what should be some of your key concerns and uncertainties. I want to share with you the kinds of things (specifically, a business mindset and confidence) it takes to start your own jewelry business, run it, anticipate risks and rewards, and lead it to a level of success you feel is right for you. I want to help you plan your road map.

I will explore answers to such questions as: How does someone get started marketing and selling their pieces? What business fundamentals need to be brought to the fore? How do you measure risk and return on investment? How does the creative person develop and maintain a passion for business? To what extent should business decisions affect artistic choices? What similar traits to successful jewelry designers do those in business share? How do you protect your intellectual property?

The major topics covered include,

1. Integrating Business With Design

2. Getting Started

3. Financial Management

4. Product Development, Creating Your Line, and Pricing

5. Marketing, Promotion, Branding

6. Selling

7. Professional Responsibilities and Strategic Planning

8. Professional Responsibilities and Gallery / Boutique Representation

9. Professional Responsibilities and Creating Your Necessary Written Documents

548pp, many images and diagrams
Kindle or Ebook or Print