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Tuesday, November 24, 2009

It's all about making money

Car rides can be quite interesting with the children. Sing-a-longs, fighting about who is sitting too close, begging for Slurpees, and talking marketing. Today's revelation from my 6 year old daughter showed more insight than many professionals in the workplace.

"There is more commercial time on the radio because it is getting close to Christmas, and they need to sell more things to make money."

Yes, at 6 years old she was able to identify that commercial time is ramped up for the holiday season. Not an earth-shattering thought, but unique for someone that age to identify. But then it got really deep and interesting.

"I think the Shane Company sells fake diamonds, and that is how they are cheaper than other jewelry stores. Except for Walmart, but those are fake too."
You have been successful at getting attention, but has your advertising been too good to be true? I have bought from the Shane Company a couple of times, and was quite pleased with the overall experience. Low prices, friendly service, and honesty. I never felt pressured or looked down on for wanting to buy something less expensive. I wondered, if it is so pleasant to shop here, how do other jewelry stores exist in the face of this tremendous competition?

Quality jewelry at low prices is something we are trained to believe does not exist. The other jewelers I have experienced are masters of reinforcing that belief. High-pressure, poor service, and a feeling that you do not belong if you are trying to be frugal. The message sent by the industry is that you must spend several months of your income to make a decent gift.

I won't get involved in any debate over actual merits of jewelry, but my point is that a 6 year old can identify the purpose and effectivity of advertising. Your target customer is likely much more experienced than a child at making consumer decisions. Perhaps your advertising may be saying the wrong thing to potential customers, be it too pushy of frequency, or unbelievable claims that cause people to doubt your product.

Need help to communicate effectively? Drop a message for me, I'll even throw in a 6 year-olds advice for free.

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