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Ready to break free from algorithms, vanity PR, and money-sucking ads? My name’s Laryssa Wirstiuk, and I’ve learned in 7 years of jewelry marketing that content is the crown jewel. My agency Joy Joya takes a holistic approach, leading with laser-focused storytelling, impactful content creation, and strategic content distribution. This method has worked for the solopreneur as well as the multi-million-dollar company, and now I’m sharing these systems and tactics with you. Here’s to standing out in the Sea of Sparkle.

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Welcome to Episode #250. In this week’s episode, we’re diving headfirst into a topic that has been slowly but surely changing the game. We’re talking about how Artificial Intelligence or AI can be your secret weapon in streamlining your content creation. Whether it’s for your website, your email marketing campaigns, or your social media platforms, AI has got you covered. Now, throughout the year, I’ve been sprinkling some tidbits about AI tools like ChatGPT in our conversations. I’ve given you a glimpse of how these tools can work behind the scenes, helping you supercharge your marketing efforts. But, for this episode, we’re throwing the spotlight entirely on this fascinating world. Today, we’re dedicating 100% of our time to unwrap the power of AI in content creation. This one’s about exploring new paths, embracing technological advancements, and empowering yourselves. I’ll be covering: What is ChatGPT? What are the general best practices and tips for using it? What are some of my favorite use cases of ChatGPT for social media marketing, email marketing, and website content creation? I also just wanted to remind you that our free Jewelry Marketing Jumpstart program is wrapping up at the end of July. Anyone who signs up before it ends will continue to have access to the PDF worksheet downloads, but we’ll be closing off new signups. If you want to sign up for the podcast-guided program, visit JoyJoya.com/JUMP while you still can! For this episode, Jumpstart members will get some sample prompts they can use to get started with ChatGPT for jewelry marketing.

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But before we get to the solid gold, I’d like to take a moment to remind you that this podcast has both audio and video – so you can either listen on your favorite podcast platform or watch on YouTube by searching “Joy Joya”. You can support the podcast for free by taking the time not only to subscribe but also to leave a rating and review on Apple Podcasts. If you leave a review, I might read it on a future episode – please let me know what you think about this episode or about any other major takeaways you’ve had recently. Speaking of podcasts, did you know I also co-host another podcast with jewelry marketer Liz Kantner? It’s called Success With Jewelry, and we’ve already released 44 free episodes everywhere you listen to podcasts as well as on YouTube. We also have an Insider community, where we share extended episodes, hands-on guidance, and a plethora of resources. Visit successwithjewelry.com to learn more.

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Okay, my Sparklers! Let’s get into the next installment of Jewelry Marketing Jumpstart, all about using AI tools for jewelry marketing. As I mentioned, Jumpstart members will get some sample prompts they can use to get started with ChatGPT for jewelry marketing. Sign up at joyjoya.com/JUMP.

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For those who aren’t familiar, ChatGPT is an AI-powered platform that uses natural language processing to generate content. It’s like chatting with a very smart friend. The interactions feel human, reminding me of the good old instant messaging days. Now, a common question I get asked is, ‘Is ChatGPT plagiarizing content from the internet?’ The answer is, no. It’s been trained on vast amounts of internet content, yes, but what it generates isn’t copied. It’s more like an amalgamation of everything it’s learned, delivered in a fresh way. But remember, like a diligent intern, it can provide great ideas and draft content, but it’s not perfect. It’s crucial to add our human touch, making sure what it produces aligns with our message, and isn’t infringing on any copyrights. Remember, it’s an aid, not a replacement for your own creativity and judgment. Now, let’s dig deeper into the nitty-gritty of how ChatGPT can enhance our marketing strategies. What’s exciting is that the potential for this tool is practically limitless. From drafting whimsical poems to drafting emails in a nicer tone when we’re ticked off, it’s got us covered.

6:08
So now that you know what ChatGPT is, and like on a very surface level, how it works, I want to talk about some general tips for how you can start using it effectively. So the number one tip that you need to know about using Chat GPT is that it thrives on context, that is so important to know, the more context that you can provide it, the better the output will be. So a lot of people I know who have just tried it, like once or twice, they feel very disappointed by it, because they’ll give it like one prompt or ask it one thing. And then they are not impressed by the answers. But actually, there’s a lot of context that needs to be provided. And sometimes there’s back and forth involved in order to get the results that you want.

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So again, as I mentioned earlier, you kind of want to picture it as this eager, bright eyed intern who’s really ready to do their best for your business. But at the same time, they also need guidance, you wouldn’t just expect to bring an intern on your team and have them know everything they need to know about your business. There’s definitely a learning curve. There’s a training period. So the more details you provide Chat GPT, the better the results will be. You want to treat the AI also almost as like a character. Think of it as like a character in a book that you’re writing. And the more specific details, the more richness you can provide this character, the more they will, like, provide back to you and like become almost like a living person on a page. So it’s really important to add layers of details to give it that context to really make it work for you. So don’t feel disheartened if Chat GPT doesn’t hit the bull’s eye with the first prompt, it is very rare that you will get exactly what you want, just by giving in one prompt, and then feeling disappointed or like oh, this tool sucks. You want to see it as a conversation. You have to be ready to put in some work. But definitely trust me on this, the results will be worth it.

8:33
So I want to talk about when it comes to email marketing when it comes to social media marketing when it comes to website content. I want to tell you about three really general ways that you can use Chat GPT for your marketing. And those are content ideation, content creation, and modifying existing content. So when I talk about content ideation, basically just a fancy way to say brainstorming for your marketing. If you’re having trouble coming up with ideas, or you have some ideas, but you want to kind of take those ideas to the next level or expand upon them, Chat GPT can really help you with that. So one example would be let’s say you prompt it with Chat GPT “You are doing a month-long campaign for a giveaway for a free engagement ring for anyone who signs up for your email marketing, but you want to be promoting this campaign frequently on Instagram as well. What are 10 ideas for promoting it to ensure the best reach?” So that would be an example of something I would say to Chat GPT if I need some ideas for a social media campaign that’s promoting a giveaway for an engagement ring. You probably noticed well, one, I gave it a pretty good amount of context, I really explained what I was trying to achieve. And some, at least some beginning details about this marketing project that I’m working on. And I also had Chat GPT assume the role of the person who would be doing this. So it’s almost like you have to get Chat GPT to pretend to be you, or the person who is doing this work, so that it can kind of like assume a role or a character. So you’re asking it to pretend to be the person who is doing this marketing. And that way it can like step into this responsibility, this task that you’re giving it. Another follow up prompt to this might be, “Make these ideas specific to the Instagram Reels format, what would be some concepts for Reels?” So if you remember, the first prompt was just asking it to give me some general Instagram ideas. Whereas this one provided some more context, and had it narrowed down its output even more. And that’s a really great way to use Chat GPT, you can start broad with the context. And then based on where you want to go, you can kind of keep guiding it, and narrowing down the instructions, so that it continues to refine the results it gives you in the course of the actual conversation that you’re having with AI.

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So again, content ideation would be that use case of brainstorming, you could also use it for content creation. So we can actually create the final content for you. As I mentioned, you never just want to use Chat GPT’s output as like the final product, you’re going to want to revise it, refine it, check it, maybe reorganize it, but it can really give you a solid rough draft, or like an outline or a starting point for your content. So we can use it can be used to create captions for social media posts. It can help you generate call to action phrases, hashtag ideas, blog posts, email marketing, copy, subject lines, but again, don’t be using this verbatim. It may not always perfectly aligned with your brand voice, although you can guide it in the chat to continue refining. But I think it’s always best to work alongside AI and fine tune the output as you go. That really provides the best results.

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And then the last general use case for marketing would be to use Chat GPT to modify your existing content. I think this is one of my favorite use cases, because in my experience, it’s been the most powerful. So to use Chat GPT to repurpose your existing content. Like say you already have blog posts, landing pages, more long form copy, and to have Chat GPT, take that copy, and then ask it to like, pull out bits and pieces and distill it into shorter copy or just other forms that you can use elsewhere. So if you’re not necessarily the best writer, or maybe you just don’t have time to like edit and revise something over and over, that’s really long, you can kind of write a crappy first draft, just to get the general ideas out and even to have a sampling of the voice that you want to be using. And you can copy and paste that into Chat GPT and ask it to rewrite it in a more engaging tone, to expand upon the ideas to basically whatever, and it will take your crappy rough draft and turn it into something that is very impressive. I think you will be a little bit shocked by the results. Of course, whatever it gives an output I would look at it again and revise it and check it and tweak it, but it will get you from rough draft to final draft in a way shorter timeframe than if you were to sit and like toil over that yourself.

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So now I want to talk a little bit more specifically about how to use Chat GPT for all the different marketing activities that you would be doing in your jewelry business. Picture this: an AI tool that not only revamps your social media game but also fine-tunes your email marketing and website content. Plus, it can be your brainstorming buddy, ready to toss ideas back and forth at the speed of light. It’s kind of crazy. So let’s social media is obviously an activity that a lot of jewelry brands are engaged in. So I want to talk about more examples of how Chat GPT can be used to help you will level up your social media. So it’s no secret that all of you out there are utilizing social in some capacity. Whether that’s Instagram, TikTok, Pinterest, you know that you always need fresh, creative ideas on a regular basis. And because of that, our new best friend Chat GPT can come in and help make that process so much easier and less painful. One way Chat GPT can do that is in assisting you in keeping up with trends and market insights, which can be really hard to do unless you’re like a social media expert who’s constantly keeping up with what’s happening on the platforms, or even trends in fashion, in jewelry in the industry, what customers like, market opportunities. So Chat GPT can actually give you that information and be almost like your team partner in allowing you to be more responsive to market demands. So like an example prompt for that would be, “What are the emerging jewelry trends for Gen Z customers? Provide insights on design elements, materials, or styles that resonate with this demographic, so we can tailor our social media content accordingly.” So again, that would be so useful. If you were new to targeting Gen Z, you could really do this for any type of audience demographic. To better understand what type of content or give you just ideas or new ways of communicating with your target audience. Also, for social media, Chat GPT can generate really creative ideas for say, seasonal marketing campaigns. I know it’s really tough to keep up with new ideas every year, especially leading up to the big holiday season. So you can prompt Chat GPT with specific seasons or holidays, and ask for campaign concepts that align with your brand. And that can just help you when you feel stuck. When you there’s so much demand to come up with new ideas. And starting this process months ahead of time, then you’ll really have the space to like take those ideas, let them simmer and have time to come up with a marketing campaign that really works for your brand. So one example prompt for that would be like, “We want to create a summer-themed marketing campaign. Provide five unique campaign ideas that capture the essence of summer and showcase our jewelry collections in a fresh and vibrant way.” Now obviously, that prompt I just gave you is on the more generic side, that would kind of start you on the more big general side of idea brainstorming. But as I said at the beginning, context is everything. So you could modify that prompt to give more specific details about your business, about the types of products you offer. Maybe like the colors or the gemstones that you’ll be featuring for the summer, as much information as you can give it to help it know your business that will give you the best results out. And since it’s a chat format, again, you can start with a more general prompt. And then based on the answers it gives you, you can reply back, “Oh, like I like ideas number one and three. Can you tailor them even further for insert X, Y and Z?” So it’s very fluid. There’s room for a conversation there. Again, it’s just like talking to someone on your team. There’s going to be some back and forth.

19:38
And then when it comes to email marketing Chat GPT can definitely help you there. I know personally, brainstorming subject lines is a very demanding activity. It’s hard to keep coming up with interesting subject lines that are succinct, attention grabbing, clear, direct, have call to actions. So if you can give Chat GPT some background about the goal, about the target audience, what is the general topic or idea of the campaign? Then Chat GPT can give you some options for subject lines, just to get you started on that brainstorming process. So an example prompt would be, “”We’re launching a new jewelry collection targeting young professionals. Brainstorm 10 subject lines that evoke curiosity and capture their attention, emphasizing the collection’s unique design and versatility.” Again, it’s kind of more on the general side, but you can start with that. Or you can take my prompt and add more details and more context to it. Another thing I know a lot of jewelry businesses struggle with email marketing is coming up with interesting body copy, or like the writing in the email that is short to the point, interesting, descriptive, but isn’t super like wordy or taking up a lot of space on the page. So Chat GPT could definitely help you refine the concepts and the messaging for your email marketing copy, if you ask it. Or if you even have a draft, like you’ve written a couple sentences, and you just want to improve the clarity, the tone, make it have a call to action, then you can give it the copy you’ve already written and then ask it to revise it based on what you want to see come out of it. So the example prompt could be like, “We’re developing an email campaign to promote our upcoming flash sale. Review our initial copy and offer suggestions to enhance the sense of urgency, highlight the limited-time offer, and encourage immediate action.” And then when it comes to website content, Chat GPT can help you there as well. It can help you expand rough drafts of blog posts, as I think I mentioned earlier, so you can collaborate with Chat GPT to refine a rough draft that you’ve written. If you have an existing draft, even if it showed us like bullet points or incomplete sentences to give some like specific examples, additional content context to have it in your voice. And then put that into Chat GPT it can take what you have already started and just make it better or expand upon it or actually like make complete sentences out of the bullet points that you’ve started.

22:41
If you have trouble coming up with ideas for blog posts, Chat GPT can definitely help you there. So if you give it information about like the desired outcome, maybe some topics that are relevant to your business, some themes that you want to highlight or trends or new products, it can definitely give you ideas. And again, you can have it start with say 10 ideas, see what it gives you. And if you don’t like those ideas, you can kind of provide it some more context and details. Or you can take a few of the ideas it’s given you and ask it to expand upon those. Also, if you struggle with product descriptions, Chat GPT is awesome for that. I have heard the complaint from a lot of people that it gives very generic product descriptions. I think that that is true. If you don’t work alongside Chat GPT, it will use a lot of the same adjectives over and over. But usually that happens, because you’re not providing it with enough context or like giving it the information it needs to understand your brand. Chat GPT can produce really amazing content. But one thing it can’t do is it can’t read your mind, or understand your business better than you can without you kind of like training it to know that. So even if you just have like bullet points about the products, or words that you’d really like to use to describe them or unique features, and you give Chat GPT somewhere to start with, it can actually write some really great descriptions for you. So you have to kind of learn how to help it work best for you.

24:31
Basically, to successfully use AI for content creation, it requires a dynamic iterative process. And as I said, it means that you have to be an actively engaged user. This is not a tool that will provide perfect results every time, but it can definitely be a valuable brainstorming companion, editor, just like teammate in general when it’s used effectively. So that’s it for today’s chat about Chat GPT. Go to joyjoya.com/jump for more information, action items and further resources. Remember, you can only sign up for a few more weeks for that free Jumpstart program. And then access will be closed after July.

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Before I get into the gold mine as well as my jewelry marketing news round up, I want to share a case study of a jewelry brand that I think embodies a lot of the concepts I talk about in this podcast. So today’s case study is about Shane Co. and I read about this new campaign that they’re doing in JCK. So you probably already know that I love when a jewelry brand really puts the spotlight on customers and taps into the emotional elements of buying and wearing jewelry. Then it should be no surprise to you that I love this new campaign from Shane Co. As the president and CEO of Shane Co., Rordan Shane, finds immense joy in the heartfelt stories shared by his sales staff – stories of customers who infuse their lives with meaning through jewelry. These are narratives of first gold earrings, charm bracelets for new mothers, or loving husbands’ wedding bands. With these stories in mind, Shane Co. recently launched their new brand campaign, Made to Shine, which is a warm celebration of the sentimental attachment and treasured memories that people associate with their jewelry. Made to Shine is a unique initiative, debuting in June, designed to evoke genuine emotion and share the rich stories of actual Shane Co. customers. “Jewelry at its core is about finding meaning in the things you wear and love,” Shane notes. The campaign is spread across multiple channels including radio and television advertising, heartwarming online videos, engaging social media posts, and a captivating consumer contest. The Made to Shine campaign extends an invitation to customers through the Real Stories nationwide contest. From July 12, customers have been encouraged to share their personal anecdotes about how jewelry has touched their lives, with the possibility of their stories being featured in a Shane Co. radio ad. As a token of appreciation, twelve lucky participants will be randomly chosen to receive a gift of $1,000, enabling them to “shine in any way they want,” as Shane puts it. Fundamentally, Made to Shine illuminates Shane Co.’s enduring mission to be “your friend in the jewelry business”. The campaign, inspired by authenticity and realness, strives to touch people’s hearts and relate to their stories. Shane reminisces about one such moving story of a man, who, after losing his wife of 64 years, visited a Shane Co. store to repurpose his wedding jewelry into a ring he could wear in her memory. What do you think? Let me know in a podcast review or YouTube comment. Okay, let’s get into THE GOLD MINE!

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If you’re new to this podcast, The Gold Mine is the segment where I get a little more personal and talk about topics like mindset, success, personal challenges, triumphs, struggles all about marketing, hopefully with the goal of connecting more deeply with you, my Sparklers. In today’s Gold Mine, we’re going to talk about sticking to a theme in jewelry marketing. Now, how many of you Sparklers have heard about the Barbie movie that dropped on July 21st? It’s causing a ruckus, right? There’s this new trend – “Barbiecore,” which means pink, pink, and even more pink. You name it; accessories, clothes, home stuff – all in pink. You must have seen Margot Robbie, Barbie’s star, rocking her pink looks everywhere. You can’t help but notice! So, here’s what I’ve been thinking: this Barbie hype has got a lesson for us. In our business, we often jump from one idea to another within a week. We don’t give people enough time to get the hang of it. But look at the Barbie movie. We’ve been hearing about it and “Barbiecore” since the start of the year. Instead of being tired of it, many of us are pumped to see the big pink wave in theaters. The team behind the Barbie movie is really owning it. They’re not afraid to go full-tilt into their theme. If someone’s not into it, they don’t care. But the people who do love it are having a blast with the fun, light-hearted vibe. So here’s what I’m saying: when you’ve got a cool idea or theme for your marketing, don’t drop it in a week. Stick with it, give it time—3 months, 6 months, a year, whatever. Step into it, go all out, and let your customers really get into it. In today’s fast-paced world, it’s rare for things to stick around and make an impact. So give your theme a chance to do its thing. Who knows? Your idea could be the next big hit! What do you think about that? Does it resonate with you? Are you excited for the Barbie movie? Tell me in a YouTube comment or podcast review. I’d love to know your thoughts.

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Okay, let’s get into the news roundup, where I share three relevant articles related to jewelry or marketing. So the first one comes from Allure, and it’s called Lush Cosmetics left most social media platforms two years ago. How’s that going?

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So is it possible for a business to leave social media and still be successful? Lush Cosmetics halted its social media activity on Meta platforms, including Instagram and Facebook, in November 2021, citing concerns about the harmful impact of these platforms’ algorithms, particularly on teens. The company initially left social media in 2019, came back due to the pandemic in early 2020, but their latest departure seems permanent. Despite leaving their millions of followers on Facebook and Instagram, Lush didn’t abandon all social platforms. They still maintain active YouTube and Twitter accounts, and despite no longer posting to their official TikTok account, they monitor content moderation rules and hate speech on these platforms. Annabelle Baker, global brand director at Lush, noted that the algorithms limit their reach, with only 3-6% of their followers seeing their content. The company’s stance against Meta and TikTok’s algorithms reflects both ethical considerations and frustration with limited visibility. The company never relied heavily on advertising, and following revelations about Instagram’s negative effects on teen mental health and Facebook’s role in spreading disinformation, Lush decided to leave Meta platforms. Even after leaving Meta platforms, Lush’s products continue to feature prominently on social media thanks to dedicated fans and user-generated content. Notably, the Reddit community r/LushCosmetics, with over 82,000 members, is in the top 5% of Reddit’s largest communities. Lush doesn’t pay influencers to post about their products, but they don’t discourage customers or partners from posting and tagging the brand. Additionally, the brand has increased collaborations since leaving Facebook and Instagram, which are promoted by the partner brands on Meta platforms. While the company can’t conclusively determine whether leaving Instagram and Facebook impacted sales, the brand’s loyalty among consumers and continued growth suggest that it hasn’t experienced a significant loss. Experts note that other brands may also consider reevaluating their relationship with social media, though none have followed Lush’s complete departure from Meta. MAIN TAKEAWAY: Lush’s strategic exit from Meta platforms underlines that successful social media marketing can prioritize ethical alignment and user-generated content over presence on all major platforms.

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The next article comes from CNBC and it’s called “Meta Threads engagement has dropped off since red hot debut”. Meta’s new social media platform Threads, a competitor to Twitter, reported a record 100 million sign-ups in just five days, but has since seen a decrease in user engagement and growth. Sensor Tower data indicates a significant drop in user engagement after Threads’ launch, with the number of daily active users falling about 20% and user session time reducing by 50%. Similarweb data corroborates this trend, indicating a more than 25% drop in daily active users and a significant reduction in usage time. Despite the initial surge and subsequent decline, Meta remains positive about Threads’ performance, stating that the platform’s launch surpassed their expectations and most of the growth was organic, not resulting from promotions. Adam Mosseri, head of Instagram and Threads, stated that Threads would not prioritize news or politics, making it not an exact replacement for some Twitter power users. Early indications suggest Threads might be siphoning off some user engagement from Twitter, though it’s early to firmly establish this trend. MAIN TAKEAWAY: Threads potentially offers a new marketing opportunity given its rapid user growth, but they should be mindful of the recent drop in user engagement. As the platform evolves, it’s important for businesses to stay attuned to how users are interacting with Threads and adjust their marketing strategies accordingly.

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And then the last article is called “Don’t ask for reviews too soon”. Reviews are a critical factor in purchasing decisions, with 91% of people reading at least one review before buying. New research indicates that waiting to ask customers for a product review leads to a higher likelihood of them leaving one; early reminders may backfire and deter customers. In two experiments involving a travel platform and a clothing marketplace, review request timing was manipulated. For travel, requests after 13 days increased reviews by 68%, while for clothing, requests after 14 days increased reviews by 39%. Early reminders can cause psychological reactance where customers feel their freedom to choose is being threatened, thus they resist leaving a review. Many companies currently ask for reviews too soon, potentially hampering their review rates, while others wait several days before asking, which aligns better with these findings. Businesses should consider the nature of their products or services when determining the ideal timing for review requests. More instant products may warrant earlier reminders, while experiences may require more time for evaluation. MAIN TAKEAWAY: Optimize the timing of your requests for customer reviews. Given the nature of jewelry as both a product and an experience, it would be beneficial to wait at least 10-14 days after purchase before asking for a review. This delay respects the customer’s evaluation time and reduces the risk of psychological reactance, which could lead to higher review rates and potentially more positive feedback.

39:41
Did you have any questions about anything in this episode or Jewelry Marketing Jumpstart? You can always email me Laryssa that’s laryssa@joyjoya.com. If you love this podcast, please share it with a friend who’d appreciate it. And don’t forget to subscribe as well as leave a review on Apple Podcasts. If you’re completely new to digital marketing then you want to purchase and read a copy of my book Jewelry Marketing Joy. Visit joyjoya.com/book for more information.

Transcribed by https://otter.ai