Will your jeweler drive through a Christmas Eve ice storm for you? Tom Wright Wright’s Jewelers Lincoln, Neb. Owner wrightsjewelers.com What one advertisement or promotion elicited the biggest response, and why do you think it worked? Through most of our 36 years of being in business, advertising perplexed me immensely. Then, a few years ago, I happened to be playing golf with a gentleman who has a marketing company. I expressed to him my displeasure with TV and especially radio advertising, and he said, “Let’s try something.” He comes into my office and sets up his recording equipment, and we have a conversation for about a half-hour on a given topic—just talking, no script. Then he [edits] the conversation. Those conversations have become some of the finest advertising we’ve ever done. The 60-second spots…aren’t about selling—sometimes they’re very p