How to Add Depth to Jewelry Marketing Content

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 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.

Welcome to Episode #288. In today’s episode, I want to dive deeper into how you can transcend mere surface-level content, which is crucial in a world increasingly dominated by AI in content creation and marketing. While AI is a fantastic tool for brainstorming and drafting, it’s not meant to replace your unique voice or the distinctive persona of your brand. Simply using AI-generated content won’t resonate with your audience or showcase you in the best light. Even adopting a generic idea from AI or the internet, without infusing it with your unique flair, will lack excitement and shareability. Often, when brainstorming for clients, particularly for blog posts, we start with basic jewelry topics, like “How to Layer Necklaces.” Sometimes there’s resistance because the topic feels overdone. But let’s face it—everything has been done. It’s nearly impossible to be wholly original these days. The aim isn’t to invent something unprecedented but to tell a story in a way that resonates widely yet could only be told by you, in your unique, original style. Sure, a thousand people might have tips on layering necklaces, but none of them are you or run your business. The real challenge is, how do you fully and authentically express yourself? In this episode, I’ll explore how you can truly be yourself in your content, unapologetically, even when discussing topics that have been covered time and again.

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. I invite you to check it out if you’re hungry for more content!

Okay, let’s get into today’s episode, my Sparklers! This topic is truly close to my heart, as we’re always encouraging our clients to infuse their unique voice into everything they do. Don’t just follow what others are doing—share your own distinct perspective and point of view. And I know you, as jewelry designers, have your own take. Own it and share it! When we’re creating blog content for our clients, especially on topics like “All About Earring Backs,” we’re not just comfortable with the subject; we can also delve into extensive research online. However, simply knowing about a topic doesn’t automatically result in content that feels authentic and genuine. That’s why we love sending our clients a short questionnaire. Their responses help us either shape the entire blog post or add personal touches later on. It’s incredible how this approach can transform a well-written but somewhat generic post into something truly engaging and rich with depth—featuring insights that we, and even the clients themselves, might not have considered important or thought to include. Sounds simple, right? Although questionnaires are a great tool and we know just the right questions to ask, our clients often find them incredibly valuable for sparking new ideas and realizing the importance of certain details they hadn’t previously considered. So if you don’t have someone like us to send you a questionnaire, what should you do? Tip #1: Interview Yourself If you’re on your own without a team to send you a questionnaire, here are a few strategies you can use to add that personal touch to your content: Self-Interview Technique: Pretend you’re being interviewed about the topic. Write down several questions you think a curious reader or a fellow professional might ask about it. Answer these questions in writing as if you were speaking to a live audience. This can help you think critically about the topic and bring out personal anecdotes or unique insights. Use Voice Memos: Sometimes speaking freely about a subject can uncover thoughts and ideas that don’t come to mind when you’re typing at a computer. Record yourself talking about the topic, then transcribe your recordings. You’ll often find that your spoken words are more personal and engaging. Mind Mapping: Start with the main topic in the center and branch out with related subtopics, questions, and facts. This visual brainstorming method can help you identify unique angles and personal insights that you might not have considered. Engage with Your Community: Ask your social media followers or email subscribers what they would like to know about the topic. Use their questions and comments as a springboard for deeper exploration in your blog post. Reflect on Personal Experiences: Think about any personal stories or experiences related to the topic. Incorporating these into your post not only adds depth but also helps readers connect with the material on a more emotional level. Tip #2: Set a Word Count Target Here’s a fun exercise: Set yourself a word count target, just like your teachers did in school. Remember how you used to tweak the spacing, margins, and font size to hit that target? Well, no room for those tricks here because the only person you’d be cheating is yourself. Setting a word count goal forces you to write beyond your comfort zone, and that’s often where the magic happens. I’m not suggesting you fill the space with “I don’t know what to say,” but rather, to push yourself to explore and articulate your thoughts more deeply. This really came to light recently with a client for whom we were writing a blog post about stud earrings. They were surprised by how much there was to say on the topic. When you have a word count to meet, it challenges you to dig deeper and move past the superficial, especially with some time and patience. Tip #3: Ask ‘Why’ Five Times The technique involves asking “Why?” repeatedly—usually five times—after an initial statement of a problem or situation, to drill down into the root cause or deeper layers of understanding. Each answer forms the basis of the next question. When applying this technique in content creation, the goal is to move beyond the superficial aspects of a topic to uncover more profound truths and insights. Here’s how you might use it: Example Topic: Decline in Traditional Watch Usage First Why: Why are traditional watches declining in popularity? Answer: Because more people are using smartphones to tell time. Second Why: Why are smartphones replacing traditional watches for telling time? Answer: Because smartphones offer more functionalities beyond just telling time, such as calendars, alarms, and weather updates. Third Why: Why do consumers prefer devices with multiple functionalities? Answer: Because they value convenience and efficiency, preferring to carry fewer devices. Fourth Why: Why is convenience so highly valued by consumers? Answer: Because of busier lifestyles and an increased pace of life, which makes efficient multitasking more necessary. Fifth Why: Why have lifestyles become busier and the pace of life increased? Answer: Due to changes in work culture and technology, which have blurred the lines between work and personal time and encouraged a more connected, always-on lifestyle. Tip #4: Utilize Multimedia Elements: Include relevant videos, podcasts, or infographics that provide additional depth or alternative approaches to your text content. These elements can offer a more comprehensive understanding and appeal to different learning styles. So what do you think? Do you feel empowered to dig deeper? Let me know in a comment on YouTube or DM me on Instagram. I’d love to chat about it!

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. In this week’s GOLD MINE, I want to talk about the concept of having 1,000 true fans, which was an idea proposed by Kevin Kelly (former editor of Wired magazine) in 2008. His idea was originally geared toward creators, like people who make content for a living, but it can totally be applied to anyone who creates content to promote their jewelry business as well. By content, I mean social media content, email content, website content, etc. His idea is this: to achieve success as a creator, you don’t need millions of dollars or followers but rather a dedicated base of about a thousand true fans—individuals who passionately engage with and purchase every product you create. These true fans can be enough to sustain a living if you can make $100 profit from each annually through direct transactions, avoiding intermediaries. For anyone out there who is constantly chasing more followers and email subscribers, I think this is a great reminder – that while yes, it’s important to keep filling your bucket with new people interested in your brand, you only need a portion of those people to be super actively engaged with you. That’s why engagement is so important – and now to lose sight of that in a pursuit for more, more, more.

According to Kelly, for your true fans, the direct relationship aspect is crucial as it allows you to retain the full amount of support from each fan. With technological advances, creators can now easily connect with and sell directly to fans globally, enhancing their ability to reach and maintain this critical fan base. I just want to add to that and say, you can now automate so much of this connection by still making it feel super personal, especially with email marketing. While managing relationships with true fans is demanding and not suited for all creators, those who engage directly with their fans often find a more fulfilling and sustainable path compared to pursuing traditional routes of success. For an actual content creator, that work of direct engagement would likely mean replying to comments, maybe offering some extra perks to the top fans, taking audience suggestions into consideration, etc. But it’s worth it if those 1,000 true fans were actually paying your bills and allowing you the opportunity to make a living doing what you love. So I want you to just think about this concept. What would it mean for you to have a true fan? What would that look like, and how would you know someone is a true fan? How much money would they have to spend on your products for it to make it worth it to you to go out of your way to make that person feel really extra special and happy? How could you keep them a true fan, and what would you be willing to do to go the extra mile?

Some examples: Handwritten Thank You Cards Behind-the-Scenes Content: Share exclusive content that takes fans behind the scenes of the design and manufacturing process. This could be done through videos, live streams, or special newsletters. Loyalty Rewards Program: Implement a points system where purchases, sharing on social media, and referrals earn rewards such as discounts, free products, or exclusive experiences. Personalized Experiences: Offer personalized shopping experiences, either online or in-person, where fans can have one-on-one consultations to find or design the perfect piece of jewelry. Fan Input on Design: Involve fans in the design process by letting them vote on or submit ideas for future collections. This could be done through contests or social media polls. Special Events and Meetups: Host exclusive events, such as workshops on jewelry care or styling, meet-and-greets with the designers, or private viewing parties for new collections. Anniversary Acknowledgments: Celebrate the anniversary of a fan’s first purchase or membership signup with special offers or exclusive products. If you could estimate how many die-hand, true fans you have now, what would you say? And be honest: are you really focused on making them happy? Let me know in an Instagram DM or YouTube comment. I’d love to hear your thoughts!

Did you have any questions about today’s episode? You can always email me Laryssa at laryssa@joyjoya.com. If you loved 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’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