Question

Topic: Taglines/Names

Tagline For Jewelry Supplies

Posted by Anonymous on 4/19/2013 at 8:15 PM ET 125 Points
I have an online store selling mostly jewelry supplies like beads, crystals, findings, etc…

The name is Mr Jewelry Supplies. Because the site doesn’t allow spaces, I didn’t capitalize the ‘r’, but in my ads I do, because it is really MR Jewelry Supplies, where the MR is the first letter in the two owners names. But, MrJewelrySupplies looked better than MRJewelrySupplies.

I need a tagline that will go on my banner ads for my Etsy shop. I was thinking along the lines of:

When beauty counts
Where beauty meets service and quality

I use a vintage public domain image in my ad of a black and white man in a suit, tipping his top hat. Trying to capitalize on old fashioned values, customer service, etc.

I have had good sales so far compared to the average Etsy shop. I am really starting to dig in, building a business plan, setting goals, and studying SEO.

Oh, just wanted to point out that this if for supplies, not finished products.

Thank you!
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RESPONSES

  • Posted by Moriarty on 4/20/2013 at 2:40 AM Accepted
    Michelle - you have sales and you have customers. Have you any idea just how many hopefuls out there don't even get that far? - Well done!

    Now for the not so easy bit. Why do your customers choose your shop and not any other in what is a densely packed market place? If you don't know, just ask them. Ask them what they were thinking when they were looking for the things you sold - you probably make all this stuff yourself and know the frustrations that go along with choosing a decent supplier. All of this goes into your tagline - and also feeds into a decent SEO campaign.

    Because SEO is as much about honing your site to your customers as it is about search engines. The search engine can only find what people have written and put online. If it's not there, the search engine won't find anything. My point is that searchers want answers to their questions, they type in the question and ...

    nothing.

    nada.

    nix.

    They're puzzled, upset and in trying other questions, become frustrated. My point is that if you ASK the questions your customers are asking, the search engine will come along and index it. When some newbie pops in their question there's your site at #1 because it's one of 10,000 relevant sites not 100,000,000! That's how my old website bounced to #1 for six out of its thirty or so pages. It did so on its first indexing and remained there until I de-indexed it.

    In a world that still answers their customer's questions - online - this is an important difference.

    Imagining your customer's frustrations isn't easy - imagining the questions they ask isn't either. Only you are in the comfy position of having customers to ask! So in your next newsletter (which I sincerely hope you have) just pop the question "why did you choose me and what question did you ask" - or somesuch. Just make it open-ended and friendly and you'll get useful responses.

    So with all that drivel we aren't any closer to a tagline. However we are a little closer to understanding what it needs to say. You value customer service - which is as good a start for a business as any I know. That means you'll change to meet their needs, and believe me there are too many out there who don't even realize that this is important. Mostly because it's the job of their customer services department.

    So let's have a try in the mean time: I won't mention jewellery since it's in your name, okay?

    All the bits you need, with a tip to my hat
    A topper for jewellery supplies [ ... oh, what was I saying? Never, ever, ever trust a marketer!]
    Make your own modern styles with an old fashioned service.
    You're proud when you've made it, we're proud to help you


    What do you think? Which ones do you like? On your next newsletter take some of them and ask your customers what they think. Because it's their business, not yours. You exist to serve them, and they come first.
  • Posted by Jay Hamilton-Roth on 4/20/2013 at 9:07 AM Accepted
    What type of supplies do you specialize in? Who would likely benefit from them? Are they unique to you or are you selling others' products?

    As far as your two names ("When beauty counts" & "Where beauty meets service and quality") I'm not sure that these are the unique benefits you offer. People see things they like that you offer and purchase them. Your customers probably see themselves as the ones creating beauty. Is your service anything more than shipping (quickly) what they order? How is your quality better/different from your competition?
  • Posted on 4/22/2013 at 10:46 PM Author
    For now, I have just put "Affordable quality & top-notch service" under my shop name on the banner.

    One thing that I have noticed is that those who design & sell jewelry on Etsy like to support suppliers on Etsy. I actually have a resale certificate from my state so I can open wholesale accounts with major suppliers, but many jewelry makers don't - not sure if it's because they don't think they expect to purchase enough to meet minimum purchase requirements or not. Since my sales have gone outside my state, I haven't had to collect sales tax, which is probably what most think they are avoiding.

    I want to move more towards customers who want to support Etsy suppliers and who put in higher single orders. By no means do I not want to serve smaller orders, but it doesn't take much more time to pack & prepare a larger order. Not sure if my smaller $ orders are just testing the waters.

    So, I've added volume discounts, starting at $100, with the best at $400 and up. I'd really like to attract customers who will order $100 or more per order.

    My pricing is competitive...by no means am I trying to undercut, in fact I research current Etsy prices and tend to choose middle of the road. I also don't have hundreds of listings like some of the biggest suppliers do. I have a decent number, 81, and still have more to add.

    I get featured in a fair number of treasuries (17 so far), and my listings have been marked as favorite over 360 times. I've been told that my pictures are excellent. That gives me "clickability" in search results, but my conversion rate is only .9%.

    I do think that one area that I can compete in is quick shipping. If I get an order before 3pm I can ship the same day, otherwise, it'll go out the next day. I'm also going to start adding tracking to every order to keep the customer informed.

    I like:
    Make your own modern styles with an old fashioned service.
    You're proud when you've made it, we're proud to help you

    Gives me a good starting point. And lots to think about!

    As for the supplies I offer, I have a strategy since I have to build my inventory slowly. I want to get a good base of the basics of the lower quality stuff first. Not lower quality, bad, but say, iron eyepins versus sterling silver eyepins, magnesite (poor man's turquoise) versus genuine turquoise. Real turquoise is actually hard to source, if someone can't tell you where it came from (the specific mine), then it's probably not real. But magnesite is a great alternative and actually fools many experience buyers. I want to make sure that I'm not deceiving anyone, though. I'm not a gemologist, but I do have a kit that I can test stones with so that I'm comfortable that I've done what I can to know that what I say I'm selling is actually what I'm selling. Eventually I will add a line sterling silver and some higher end gemstones. I do only carry Swarovski crystals right now...while they cost more than imitators, they are still affordable, and personally, I be more likely to buy a piece of jewelry made with Swarovski than other, possibly unbranded crystals.

    So, in a nutshell, honesty, dependability, quick turn around, in the process of building a large inventory, volume discounts.

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