#59 - You Don't Need It All

Posted on Thursday, February 13th, 2020 at 10:39 am by LaLonde Jewelers

You know I have seen about everything, and another thing I am about to tell you is the art of advertising.

Now anyone can advertise, you just need some money, and anyone will take it and explain how well their venue works so well for you.

I’m in the jewelry business and I often wondered what would differentiate my ad from another’s. Like a pair of earrings. Why mine and not another’s. Is it price, quality or maybe convenience? Hard to tell.

Now I spend $1,000.00 on an ad in a magazine or newspaper and it doesn’t seem it draws anyone. I know the merits of your name being out there and name recognition. But I came up with another method. I give things away.

That’s right, I give things away. Now say I have a business near me, say a pharmacy that I use. It has 10 employees I will analyze the employees and who I’m looking for is the most talkative person working there. That is the person who is gonna get something free from me. Now that person is going to talk and talk about my store and yes infiltrate the others who work there. In a matter of time a number of these people will be my client. It works, it works slowly but it works.

So, say I do this 20 times at 100.00 to 300.00 a crack 7,000 my cost for year but reach a clientele that is completely sold on my business.

Remember the thousand-dollar ad’s 12 times a year that had a minimal response. The people who follow these advertisements look at you as thou you are a shyster trying to get their hard-earned money. Or would you have, this is the guy who gave my friend free things for her daughter when she made her first communion. Shine a light on me.

You know once I bought a diamond from a gal who worked at a restaurant down the street. When I sold it, I got a little more than I thought I would. I went back and gave her an extra hundred-dollar bill.I didn't realize that other patrons observed what had transpired. After I left, she explained the situation. Today, 3 of the people sitting in that place are my clients today. Good deeds are usually rewarded.

So, I believe that just being a good person and doing business the right way would be enough, and you will have all the business you need.

Written by Dan LaLonde, G.G., G.I.A.
Lalonde Jewelers & Gemologists
The Gem Expert