Glittering. Shimmering. Sparkling. Just the mention of jewel-like qualities brings to mind images of magnificent baubles that catch the eye and stir the imagination. But even with such a compelling product, sales don’t necessarily come easy.
In today’s market, the competition for jewelry & accessories customers is extraordinarily fierce. You’re not only competing with jewelry stores downtown or the chain-store jewelers in the mall, you’re dealing with the world of online jewelry purveyors and designers. The result is an entire universe of shiny objects all competing for customers’ interest.
If you’re a DIY type, get started writing about your products. But if the thoughts don’t flow naturally, a professional copywriter can craft content that sells your jewelry by putting into words the unique and special qualities of each item. She can create in writing a mental picture for the customer that complements the actual product photo on your website.
Well-written product descriptions of jewelry and accessories should do the selling for you. A copywriter can portray your jewelry in ways that entice customers to reach for their wallet.
I once worked with a jewelry designer who could talk about her creations in the most elegant terms, but yet her website was ineffective at moving product.
A quick review of her site made the reason apparent. She’d resorted to mundane, generic product descriptions. She used terms like pretty and beautiful, but none of the captivating imagery that created color-filled pictures in the mind, words which flowed effortlessly from her when talking about her jewelry.
The fix was easy. I asked her to tell me about each jewelry piece. I then translated her spoken words into scintillating product descriptions. The new descriptions, complete with in-depth product information, conveyed her enthusiasm for each piece as well as her personality. They soon became the new standard for products featured on her website, in her printed catalog and in her ads.
Don’t discount the narrative behind your jewelry. If you’ve ever watched the TV series “American Pickers,” then you know the two guys who own a business reselling antiques are always willing to pay more for an item if it comes with a good story, whether about how was made, who originally owned it or what role it played in history.
The same holds true for marketing jewelry and accessories. That’s why franchises like Kay Jewelers come up with creations like Open Hearts by Jane Seymour®, which allows them to attach a story that adds symbolism and meaning to their pieces, which and results in sales. Emulate the brands you love but add your own personal touch.
If you’re a jewelry designer, write about where you draw your inspiration. How do you come up with your ideas?
If you’re a jewelry retailer, craft copy that tells visitors where you obtain your jewels and how that makes them special.
I worked with a jewelry retailer who sold unique pieces made by Colombian craftsmen in a remote village, most of whom had learned their skills from their parents and grandparents. The designs had been passed down through the generations and were unique to their little village. Telling that story on the retailer’s website immediately added intrigue and value to their products.
If you’re selling jewelry or accessories online, it can be extremely difficult to stand out. One of the most effective techniques you can use is to choose a niche, a highly specific subset of jewelry creations.
Need some examples? Consider niches such as: religious jewelry, horse jewelry, butterfly jewelry, nose posts, birthstone jewelry, wedding jewelry, heirloom jewelry, navel rings, Native American jewelry, handmade beaded jewelry, wedding rings, etc. You get the idea.
By catering to a niche market, you attract loyal customers seeking exactly what you sell and delighted to have found your distinctive collection.
People buy from companies (and websites) they know, like and trust. So one of the most important objectives in writing your jewelry website and marketing materials should be gaining the trust of your customers.
As you can imagine, many people are naturally wary of jewelry sellers. After all, how many of us can tell the difference between a diamond and cubic zirconia or a designer original and something that’s a clever copy?
Alleviating those concerns can be done with a well-written liberal return policy and clearly stated guarantee.
Testimonials written by satisfied customers (and edited by a professional copywriter if needed) can also go long way toward convincing visitors that you’re legit and your products are of good quality. In fact, a 2016 Local Consumer Review Survey by BrightLocal found that 84% of people trust online reviews as much as a personal recommendation from a friend.
The jewelry industry is a rapidly growing and dynamic market, with global sales approaching an estimated $200 billion dollars per year, much of that in the U.S. In fact, the U.S. is the largest jewelry market in the world with a share of approximately 1/3rd of the total market, followed by Japan, India, China, the Middle East and Italy.
To carve out your piece of this vibrant market, you need every possible tool at your disposal. A skilled copywriter can help you gain visibility and engage your audience with smartly written promotions and vibrant product descriptions. Shine brighter than the competition in product and marketing, and your potential success is unlimited.
Susan Greene is a professional copywriter based in Orlando, Florida. She and her team are adept at writing product descriptions that generate jewelry sales and build enduring brands.