In Marketing, Retailers Need to Do the Write Thing

How to make your messages more engaging, original, and effectiveWhen you think about the factors that contribute to an effective marketing campaign, none is as important as the message you send. And that message is almost always tied to the copy you write. Yet we often see jewelry store owners promoting a diamond ring with a brief description of the item, written in industry abbreviations such as TDW or H-I SI2—which many people don’t understand or relate to—followed by the price. Store owners then wonder why they get price-shopped by people treating diamonds as a commodity! To make sure your copy is effective and motivates customers to buy, here are six simple guidelines:1.? Appeal to your clients’ emotions. Humans are emotional creatures. We use logic—but usually after the fact to justify the choices we’ve already made. Effective marketing appeals to human emotions; it make

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