How to Keep Your Jewelry Marketing Message Clear and Impactful

Laryssa Wirstiuk 0:00
Ready to break free from algorithms, vanity PR, and money-sucking ads? My name’s Laryssa Wirstiuk, and I’ve learned in 8 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.

Welcome to Episode #307. Today, I’m diving into a topic that’s going to make your life—and your customers’ lives—a whole lot easier: how to keep your marketing messages simple, straightforward, and precise. I know it can be tempting to share everything about your brand or your latest collection. But overloading your audience with too much information or too many choices can backfire. Plus, in today’s fast-paced, scroll-happy world, a message that could be made more precise simply won’t cut it. Simplicity is your best friend. I’m sharing tips and tricks to help you cut through the noise, speak directly to your audience, and make your messaging crystal clear. Whether you’re crafting an Instagram caption, writing an email, or figuring out how to describe your latest jewelry piece—this episode will help you refine it all. And stick around for some under-the-radar tips you might not have considered yet! And in the GOLD MINE segment, I talk about how we avoid overwhelming our clients’ audiences, by focusing on one clear message in their marketing instead of trying to showcase everything at once.

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. Also, if you didn’t know, I co-host another podcast called “Success With Jewelry” with my friend Liz Kantner, who’s also a jewelry marketer and the founder of the Stay Gold Collective. We have a free version of the podcast, available everywhere you listen to podcasts and on YouTube as well as a membership community with extended episodes and additional resources.

Also, don’t forget to sign up for a free month of JoyDeck if you haven’t done so already! Simply visit myjoydeck.com/trial to claim your complimentary 30 days. With our new jewelry marketing support platform JoyDeck, we’re dedicated to helping emerging jewelry brands reach new heights. If you’re on the brink of something big but need guidance to take that leap, you’ve come to the right place. Our platform is reserved for the bold, the dreamers, those hungry for growth. JoyDeck isn’t just another marketing platform; it’s a gateway to success for jewelry entrepreneurs ready to hustle. We handpick applicants based on their promise and dedication to growth. If you’re tired of the status quo and crave accountability and industry-specific expertise, this is for you.

Okay, let’s get into today’s episode, my Sparklers! This one’s all about keeping your marketing messages simple! We’re going to Marie Kondo you’re marketing – if it’s not bringing your customers joy, we’re getting rid of it. Do you really struggle to hone in on marketing messages that actually make an impact? I’ve got some great tips for you.

Understand Your Core Message Before you can refine your message into something truly impactful, you need to have a solid understanding of your core message. This can be tricky because many jewelry brands think they know their core message, but it often isn’t as developed as it could be. They may not have taken the time to research the market and find a way to make their story stand out. For example, if your core message is simply that you sell cheaper gold jewelry than your competitors, you’ll end up chasing customers through endless discounts, competing on price alone. But if you craft a message that truly resonates with your target audience and grabs their attention, you’ll build lasting relationships with loyal customers. Here are two examples of well-known brands: David Yurman Core Message: Artistic design and timeless craftsmanship. How It’s Strong: David Yurman blends art and jewelry design, creating pieces that are modern yet timeless. Their message consistently focuses on craftsmanship and artistic inspiration, appealing to those looking for sophisticated, statement pieces. Mejuri Core Message: Everyday luxury, no special occasion required. How It’s Strong: Mejuri’s message is centered on democratizing luxury, making fine jewelry accessible for women to wear every day, not just for special events. Their “buy yourself the damn diamonds” campaign empowers women to invest in themselves, making their brand message resonate with modern, independent buyers. The brand recognition these two jewelry brands have achieved is no accident. They’ve invested significant time, energy, and resources into identifying what makes them unique and what keeps their customers returning again and again. So keep trying to hone in on your core messaging, make it a priority if you don’t yet feel like you’ve figured it out.

Always Lead with the Benefits and Connect Emotionally This leans more toward sales than marketing, but it’s worth noting: features alone usually won’t convince someone to buy, unless they’re already looking for a very specific piece of jewelry. Sharing details like materials and size is important, but what really resonates is telling them how the piece will enhance their life—how it’ll pull their fall wardrobe together, earn them compliments, make their heart flutter every time they see it, or bring tears of joy to a gift recipient. That emotional connection is what matters. It shows them how their life will improve, leaving a lasting impression on their heart. Under-the-Radar Insight: Use the “So What?” test: After writing your message, ask yourself, “So what?” Why should your audience care? This keeps the focus on value rather than just description.

Use Short, Punchy Sentences and Master the Art of Headlines Tip: Break down complex ideas into short, digestible sentences. This makes your message easier to read and understand, especially on mobile devices. If you’re just not this kind of writer, well, ChatGPT and similar AI tools will be your best friend. Write your first draft and ask ChatGPT to rewrite it with shorter, more digestible sentences. In addition, make use of whitespace, especially when the copy is longer. Visually break up your content. Instead of big blocks of text, space things out to guide the reader’s eyes to key points. Similarly, you’ll want to master the art of headlines. Your headline is the first thing people see. Make it count by being direct and benefit-focused. Eliminate fluff words or unnecessary adjectives. When it comes to headlines on your website, in your blog posts, and in your email marketing campaigns, use the “2:1 ratio.” For every two words in a headline, aim to convey one key idea or benefit. This encourages brevity and precision. Stick to One Call to Action (CTA) If your social media post or email campaign includes more than one call to action, it’s time to rethink the approach and consider splitting it into separate pieces of marketing. Multiple CTAs can confuse your audience. For example, asking people to sign up for your email list and shop a new product in the same social media caption is too much at once. Instead, focus on one clear action you want your audience to take—whether it’s subscribing to your newsletter, making a purchase, or clicking a link.

Avoid Jargon and Overly Complex Language Customers don’t want to feel confused or overwhelmed. Use language that’s accessible and resonates with your target audience, avoiding industry-specific terms unless they are critical. I was reading an email campaign from a jewelry brand today, and the body copy said, “While we specialize in point of interest color combinations, we have a wide range of tonal options.” I had to double-check that I wasn’t accidentally subscribed to their wholesale list because I had no idea what that meant. It felt so technical and cold, especially considering the jewelry featured in the email was actually super fun and unconventional. If you’re not sure, test copy with a non-industry friend. If someone outside of the jewelry industry can understand your message instantly, it’s clear enough.

Be Consistent Across Platforms Ensure that your marketing message is consistent across all channels, from your website to social media. This builds trust and helps reinforce brand recognition. If you don’t already have one, create a tone and message style guide. Even a short, one-page document that outlines your key messaging points and preferred tone can keep everyone aligned. Visual Simplicity Matters I’ve been talking a lot about text in this episode, but visual simplicity matters too. Visual clutter can overwhelm your audience, just like too much text. Use clean, minimalistic visuals that enhance your message, not detract from it. Limit your color palette and fonts. Stick to a few key brand colors and fonts that reflect your message—this prevents distraction and improves brand cohesion.

Repurpose and Recycle This is huge at Joy Joya, and it’s something we teach and model for members on our JoyDeck marketing platform. Create core messages that can be repurposed across multiple channels. Repurposing saves time and ensures consistency in your communication. Try “content atomization.” Take one larger piece of content (like a blog post) and break it down into bite-sized pieces for social media, email, and even ads. This keeps the message tight and focused while maximizing your content’s utility. Empathy Is Key And the last tip I have today: empathy is key. Speak directly to your customer’s desires, pain points, and emotions. Keeping your message human and empathetic makes it more relatable and effective.

Under-the-Radar Insight: Use customer feedback: Incorporate actual phrases or language from customer reviews and feedback to mirror how your customers talk about your brand. It feels more natural and genuine. If you know your customers are facing challenges, be sensitive to that. For example, when I was recording this episode, Hurricane Helene was hitting the Southeast, and some of my clients with customers in the affected areas sent messages of support and well wishes. It’s important to remember that it doesn’t always have to be about shopping. What do you think? Have you been struggling to home in on your marketing message? Do you feel like you can get it more clear now? Let me know in a comment on YouTube or DM me on Instagram what you think. I’d love to help!

Okay, let’s get into the GOLD MINE. Welcome to another edition of THE GOLD MINE – a segment where I get personal and share insights on entrepreneurship, mindset, success, growth, and all things business. THE GOLD MINE allows me to share topics and insights close to my heart. I want to dive deeper into the importance of having a clear focus in your marketing message. Back when I first started my business in 2016, I was the queen of trying to throw every message at the wall to see what sticks. Honestly, I think that’s pretty common when you’re figuring out your audience and offerings. Unless you already have very specific experience in your industry and know exactly what will resonate, there’s going to be some ‘spaghetti throwing.’ But the goal is to limit that and refine your message as quickly as possible. Maybe you’re feeling that way too—like, ‘Oh, my audience needs to know about all these necklaces and earrings, and hey, maybe I should throw in a bracelet!’ And while we’re at it, they should sign up for this event, check out the sale section, and oh, by the way, we also do repairs!’ Sound familiar? When I was in that mindset, I thought I was being helpful by telling people about everything I could offer. I thought I was serving them by giving all the details, but in reality, it was overwhelming. Honestly, it was exhausting—for both me and, I’m sure, the audience I was trying to reach. I was so eager to show off everything that I lost sight of the value of focusing on just one thing. There’s this saying in marketing: ‘If you market to everyone, you market to no one.’ The same applies to what you’re presenting. If you’re trying to market your entire kitchen sink, you’re not showcasing the main course. That’s why I started following the 5-Second Test. After I create a marketing piece, I give it five seconds and ask myself: ‘What’s the main idea here? What do I want my audience to take away?’ If I can’t answer that clearly in five seconds, I know my message isn’t focused enough yet. This test has saved me countless times from sending out overly complicated emails or confusing social posts. I do it for Joy Joya’s marketing, and I do it for any of our client’s marketing. And let me tell you, I tend to overthink and say way too much. So, knowing that about myself, I’ve learned to correct for it. Now, I challenge myself to keep it simple—because simplicity not only saves time and energy, but it’s also what helps your audience connect with your message. So as you’re planning your next campaign, take a moment to simplify. Ask yourself: what’s the one thing I want my audience to do or feel? Trust me, that clarity will make a world of difference in how your message lands. What do you think about that? Let me know in an Instagram DM or YouTube comment.

If you want to reach out, you can always email me Laryssa at laryssa@joyjoya.com. And if you loved this podcast, please share it with a friend who’d appreciate it. Don’t forget to subscribe as well as leave a review on Apple Podcasts. If you’re completely new to digital marketing, then you’ll 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