The Secret Treasure Most Jewelers Overlook

You already know that in the jewelry store business, delighting customers is the key to long-term success.

Why?

Because a happy customer will tell their friends – who also become customers. And when you delight those new customers, they’ll tell their friends. And so on.

It’s called word-of-mouth advertising, and it is by far the most effective advertising in the world.

Why the Secret to Jewelry Store Success is Such a Secret

So why is it that so few jewelry store brands use word of mouth in their web marketing? We hope it’s because they think it’s about writing stories. But it’s really about using video, infographics and images to compel your audience.

Website visitors and social media followers like reading, but not all the time. Visuals make posts enjoyable to look at. They are also easier for some customers to remember.

Instead of writing a blog about the new diamond earrings you have in store, a video of a customer talking about and wearing the large, gleaming gems she purchased may stay in customers’ minds long enough to persuade them to buy.

Sharing customer stories helps your business to create meaningful connections with other customers.

Mining for Gold with Customer Stories

Stories from others about their experiences help us to think on a more personal level. Online reviews are powerful and influential. The simple power of suggestion may convert the most untrusting customer to make a purchase. You can’t control what people say on Yelp, but you can use positive stories in your web marketing to get powerful results.

You can express stories with words, images or sounds. They aren’t pitches; they’re persuasion. You want customers to connect with the storyteller, develop a bond of trust and convert.

The Force Multiplier

According to Shoutlet, Allure Bridals, a bridal gown brand, launched a “Love Stories” campaign earlier this year, asking brides-to-be to tell their stories of their proposals. It posted the finalists’ personal stories on its website and Facebook, helping women to better relate to the stories’ subjects and, in turn, the company.

Like the proposal stories, why not run a web campaign for your jewelry store? Run a contest for the funniest proposal story. How about a “Best Wedding Photo” contest? Of course you won’t be able to see your rings in the photos or videos, but your site will be visited by dozens of friends of the couples who enter the competition so your website gets more traffic.

You can also use case studies and research studies to reach customers on a personal level. Customers can identify with people in the studies; write several for your website, each on a different scenario. Write them as enjoyable stories rather than reports.

While it’s okay to ask customers to give a real, personable account, never pay or ask a customer to intentionally leave a good review or fake story. If others find out, they may think the business must force good stories due to lack of product or service quality. Find enthusiastic customers with a variety of interesting or emotional stories to share.