Jewelry and Coffee with Rena
by Rena Klingenberg.
Have you noticed “purchasing triggers” that motivate people to go ahead and buy a piece of jewelry they’re considering?
Transcript of This Video:
What motivates a customer to buy a piece of handmade jewelry?
Here are four major purchasing triggers that I’ve noticed in working with my jewelry customers:
Fear of loss
A customer believes that if they don’t buy your unique necklace right now, someone else will beat them to it – and they’ll lose their opportunity to own and wear that beautiful piece.
This fear of missing out on something is one of the most powerful human motivators.
That’s why one-of-a-kind items often have an advantage over items produced as multiples.
So when you’re offering one-of-a-kinds or limited editions, make sure people know it.
Desire for gain
And what do they desire to gain?
Well, first of all, the piece of jewelry they’ve fallen in love with.
And second, their sense of style that they can enhance by wearing this piece of jewelry – what people will think about them when they’re wearing it; the admiring glances they’ll get; the comments they might receive.
All that sort of thing is very motivating to people.
When they see a piece of jewelry they like, they’re considering not only how it might enhance their looks – but also how it might enhance their life.
An interesting story
The interesting story can be something about the components – how you got them, or something else about them.
It can be the story of how you came up with the design for the piece.
Or how the pile of raw materials shaped themselves into the finished piece that the person has now fallen in love with.
There are a lot of interesting things you can tell people about the back-story of the piece of jewelry they’re considering, that would make it much more appealing to them.
It can make them feel like they really must buy it because it resonates with them so much.
The fascination of something new
People’s interest is sparked by something new.
That’s why clothing designers come out with new designs each season.
And why so many products in the grocery store have “New!” printed on their label (even when the products themselves aren’t much different from the “old” version).
New things are exciting, and most people believe that the “new” item will be superior to the “old” items.
Work toward always having something new to show your jewelry customers.
How have you motivated people to buy your jewelry?
I’d love to hear how you’ve motivated customers to go ahead and purchase your jewelry – if you’d like to leave a comment below.
I’m so glad you stopped by today to visit – I’ll see you soon! 🙂