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22 The Jewelry Business Magazine Continued to Pg 23 STEP 1 Get Clear On Who Youre Targeting Before you begin building your marketing plan re-evaluate your target audience. Do your research to determine what marketing initiatives were most effective last year. If you want to attract a younger audience an assortment of silver jewelry is a must have. STEP 2 Understand What Your Customers Want Emotionally and Logically Once youve identified your best target audience its time to learn what they really want. What do they love what makes them happy Theres no point in marketing your store and the brands you carry if you are not sure what your target market wants. Heres a key concept people buy what they want not what you think they need. Retailers say the best selling opportunity with silver is the female self-purchase. STEP 3 Realize There Is No One Path To Success Sales often happen because prospective customers hear about your store in several different ways and from several different sources.Themoreoftentheyhearaboutyouthemorelikelythey aretoconsiderwhatyouhavetoofferwhentheyarereadytobuy. A strong marketing mix including social and classic media will attract the silver customer. STEP 4 Customize What Youre Offering Toward Desired End Results When you understand your target market you know the desired end result theyd like to achieve. Whether its home delivery or customized designs the closer you get to that desired end result the better youll do in business. Offer a silver collection that is unique to your area and use this to your advantage. STEP 5 Create an Irresistible Offer Deliver an offer unique to your store. You want to state your offer in a compelling way that has people raising their hands to say I want that Work on developing your one-sentence offer it will form the basis of all your other marketing. Offer an opening price point that attracts the silver customer and then build the sale. STEP 6 Go Find Your Target Audience Where do the people most likely to shop at your store connect Do they connect on social media What publications do they STEPS to Attracting New Customers Keeping Them To grow your sales in 2016 here are 10 tips to build your business improve margins both online or offline in the year ahead. STEP 1 STEP 5STEP 3 STEP 7 STEP 9 STEP 2 STEP 10STEP 4 STEP 6 STEP 8 Get Clear On Who Youre Targeting Realize There Is No One Path To Success. Create an Irresistible Offer Dont Overlook the Obvious Close the Sale Understand What Your Customers Want Emotionally and Logically Customize What Youre Offering Toward Desired End Results Go Find Your Target Audience Practice Great Follow-up Make Additional Offers A Sterling Moment 10