b'HERD IMMUNITYHERD MENTALITYWhy do you think reviews are so important to your business?Why? Because first of all, its the very least wed expect from Same with testimonials. You get enough positive reviews andour merchants and vendors. Second, because we know those people naturally think, Well, if its good for all those people,stepshadbeenmandatedbygovernmentsanyway.Third, itll be good for me too and Ill do it. becauseweknowtheyrejustcoveringtheirbuttsagainst legal action, and fourth, because once we heard something If youve ever had somebody come in and say, I saw yourso often, our brain automatically tunes it out. Especially if it is reviews on Google or Facebook or Yelp, you know what Imperceived as a platitude.talking about. My point is, most advertisers, including jewelers, talk in what Wilkerson and The Edge make excellent use of testimonials inI call ad speak. Its the same old messages, delivered in the their advertising, and so do I. But I dont see very many jewelerssame old ways, with the same old offers and the same old use testimonials, and that is a mistake and an opportunity.claims.When you start using them and none of your competitors are, youll be the winner! You talk about how long youve been around, how friendly and reliable you are, how you care about your customers ahead of You also can capitalize on the herd mentality in your advertisingyourself and blah, blah, blah. If you make offers at all, theyre and offers. Bill Warren and several of my clients have conductedtypically discounts with no point of reference for contrasting online sales during the Corona lockdown. Theyve done it likeone price against another.QVCortheHomeShoppingNetworklimitedsupplyof limited items at very attractive prices, and when a sale is made,And the public tunes it out because of herd immunity. Theyve a bell goes off and the hosting jewelers says, Ah, theres thedeveloped advertising antibodies and you just cant infect bell. Item #2 is gone. It creates a feeding frenzy similar to anor EFFECT them with these tired old arguments.auction situation, and the sales roll in.STOP THAT! How can you adopt and/or adapt this idea for your jewelry store?Howcanyouuseitpost-coronainyourongoingSpeak to them about the real DIFFERENCES you bring to the advertising and marketing efforts? table. Get creative with your offers and events. Give people a reason to choose YOU instead of the jeweler down the street, Now lets take a look at herd immunity. In the virology world,the chain jeweler boasting better pricing, or worst of all, the it means enough people have been infected with the diseaseInternet.and developed antibodies to combat it, that the disease can no longer get a meaningful foothold in the at-large population.Imnottalkingaboutcute,cleverorso-calledcreative advertising. Im talking about giving them legitimate, credible Some scientists have argued that our quarantining steps haveand compelling reasons to believe you are the right jeweler for slowed societys ability to develop this herd immunity, pointingthem. And do it in a warm, friendly, conversational way, that tocountriesthatdidNOTtakesuchdrasticmeasuresandsets you apart and above.have weathered the disease as well, or perhaps better, than wehave,withoutthedevastatingeconomicconsequences.Thats how you beat herd immunity and herd mentality and get (Sweden for example.) your business prospering again.Bethatasitmay,Imtalkingaboutherdimmunityinyour advertising and marketing.Jim Ackerman Jim Ackerman is known at The Marketing Coach to the jewelry industry and has addressed jewelryHave you noticed that during the heart of the Corona Crisis,retailers at the nations biggest marketing events, including JA New York, JCK, The Atlanta virtually every ad run by virtually every company took preciousJewelry Show and others. Jim Ackerman also time and/or space to talk about the steps theyd taken as aprovides jewelers with a strategic look at their marketing, through his well-known Marketing company to keep you safe. Personally, after the first week, IFitness Check-up, which he is providing to Retail tuned out all of those messages, and Ill bet you did too.Jeweler readers FREE (A $397.00 value). Go to https://ekk89994.infusionsoft.com/app/form/mfc to initiate the process. 38 | The Jewelry Business Magazine'