Saturday, 25 June 2011

The A- Z of Selling Your Handmade Jewellery

Continuing with my theme of the A-Z of Making and Selling your handmade  silver jewellery /handmade jewellery I have decided to run with the selling alphabetically first and then in later blogs discuss the making of silver jewellery - ie tools/ equipment and practices.
So: This week I am focussing on the letter F
  • F for Free Press

Dorchester Life Glossy Magazine
Take a look at this 2 page article in the Dorchester Life Glossy Magazine.  This is a monthly magazine for the county town of Dorset.  A completely free write up!

What better way to let people locally know what you do and where they can buy your jewellery than getting this publicity for absolutely nothing?

How do you go about it?

First of all you have to have something newsworthy - seems obvious, but find something about your wares/you that stands out from everyone else.  You can see from this article headline that when I had a piece of my jewellery featured in Vogue this was my USP (Unique Selling Point).

A lot of press prefer you to have written the article (although in this case the photographer and reporter visited me to write the story). So, you can do it in one of two ways.  Contact all the local press with the headline and see if anyone responds or write an article and send it to them.  Obviously consider your products and consider what people read the magazine/paper that you are contacting.

The article should be approximately 300 words and written in the 3rd person and the title should be all about the USP.  Ensure that you have  plenty of quotes in the article for example " It's pleasing considering the financial climate, how many discerning people are willing to pay for quality" she says Ensure that there's a point of action within the article for your customers to find you - for example I specifically contacted Dorchester Life because Dorset Art Weeks was running (a bi-annual event which runs for a fortnight).  This ensured that customers who read the article could come and visit me during Dorset Art Weeks.

If you are considering placing an advert in a magazine/paper - then combine this with negotiations for a free write up too.  I placed an advert in the Blackmore Vale for the Dorset Art Weeks.
Blackmore Vale Article
The rectangular box was my advert and the rest of the writing and photograph on the page was negotiated for free.

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