Genuine Concern

I liked what I heard.  It was an ad for a glass company; talking about how dangerous it is to drive around with a cracked windshield.  They made the issue so darn critical that they didn’t care which shop you went to, for safety’s sake just get down there and have it looked at!  Chances are, if they are the ones telling you about the impending doom about to befall you for having a cracked windshield, you’ll patronize them.  After all they were the only ones who cared enough to spend the money on these benevolent public service announcements.

In what way could you use this paradigm in your jewellery marketing?  You could warn people about white gold discoloring when serviced (if you have a good solution to rhodium-plating troubles.)  You could warn diamond shoppers against inferior diamond certificates or non-certificated diamonds (if you are the one in town who has certified diamonds that will stand-up to any scrutiny.)  You might cause concern over diamond security from inferior retipping techniques (if your goldsmith avoids solder-tips and has a proven track record of precise and secure repairs.)

You see how this works?  Put your clients on alert to something that you have the best solution for.  Warning: if you make a big deal out of it and don’t truly have the top capabilities, you’re shining a light on your own inadequacies.  This only works if the problem is scary and your solution is genuine.