Like a kid in a candy store, I find myself attracted to almost every new marketing idea that comes down the pike. It's exciting to find new ways to sell my jewelry, but I also feel like I'm not following through on marketing ideas I already started. How do I stay focused without missing out on what might be a great opportunity?
The sharp, creative mind that generates all those ideas for beautiful new jewelry is also attracted to new ideas for marketing. The situation you described is common among all creative types, not just jewelry makers. The solution is to create a marketing plan at the beginning of each year with key goals and action steps you want to take. For example, you may want to increase your local sales and exposure (the goal), and list the ways that you would do that (the action steps) such as booking six home jewelry parties, doing three seasonal shows and creating one cooperative marketing venture with a clothing store near you. Then, during the year, when a new idea pops up that wasn't on the plan, decide whether or not the new idea contributes to your goals. You might decide to pursue the new idea (a new website that sells artisan jewelry, for example), or it might be better to file it away and add it to the plan later. Update your plan quarterly to keep it timely and relevant.
Dr. David Weiman is a respected expert in the field of marketing and selling handcrafted jewelry and a well-read contributor to Fire Mountain Gems and Beads "Ask the Experts". He is the author of Introduction to Marketing and Selling Jewelry, The Jewelry Selling Answer Book and The 5 Keys to Selling Handcrafted Jewelry. A free newsletter on selling handmade jewelry is available at his website: www.marketingjewelry.com.