26 Responses to “Jane Needs A Bailout”

1. Simon Says:
   April 30th, 2009 at 5:33 am

   Jane should relish the recession because fear has stifled most of her competition. The reality is that people are still buying and they need someone to buy from. If she conquers the fear and steps up her marketing and advertising, she will win market share and make money.

2. Georgette Pann Says:
   April 30th, 2009 at 6:39 am

   Hi
   I think Jane should survey her list and find out what THEY want…then go from there..Also might not hurt to move the free line and offer some freebies…but first and foremost I would survey the list/customers with simple open ended questions(not multiple choice/yes/no )..
   At least you will find out what they want and give it to them:)

3. jonathan Says:
   April 30th, 2009 at 6:48 am

   Jane,
   You are your customer right now. They are having the same doubts and thoughts that you are. Tap into that and begin to find the remedy for yourself (whether it be a different way to look at your product, how to market a different way etc. ) and you will be able to find the proper response that will cause them to buy. The market you are selling to is staving in some way. Find the way to feed them as they are as hungry as ever. The customer is still there and buying but buying for different reasons/ motivations. Being “safe is risky and now being risky is the new safe” (Seth Godin http://tinyurl.com/2f5bwn)

4. Hugh Fraser Says:
   April 30th, 2009 at 6:50 am

   Here is what I would advise Jane to do, make a video of her assembling a broach or an ear ring and get a friend to stand in as a customer, get a few shots of her customer wearing the said jewellery. Jane doesn’t even have to spend any money hosting the video as she can use YouTube, Viddler or any number of video hosting sites out, she could even use molgus.com to distribute to YouTube, Viddler all in one go, so when she types her keyword phrase into google, hey presto, there’s her video dominating that keyword phrase.

   Hugh

5. Andrea Says:
   April 30th, 2009 at 7:09 am

   People are out of work now and have watched their nest eggs diminish fast fast fast. Their buying habits are shifting. So our selling habits must also shift.

   Realize - there’s no less money in the world, it’s just doing different things than we’ve grown accustomed to

   Right now people are looking for solutions to these problems. One of the things you could do is develop a product(s) that solves them.

   This is a list of folks who obviously like your jewelry - what if you shifted away from ‘how can I sell you more of what you don’t want right now’ and moved instead of the direction of ‘how can I help you (via my jewelry and my jewelry business/making expertise) get what you want’?

   Could be an information product like a “How to Start Your Own Homebased Jewelry Business” - ebook or membership site with content or a video series

   Could be a product about making jewelry for themselves to save money.

   Could be you ask if they have any special projects going on that might benefit from doing a fundraiser with your jewelry as the offering - do it online so they’re not limited geographically, split it 50/50 just like you would if they were a wholesale account.

   Definitely agree that the shortest path is to simply ask them what they want. And then give it to them. (I have a great template for an email to share if you want one - something I got from a Jason Potash webinar)

   Perhaps there’s a JV opportunity with a supplier - something that you’ve used forever and can work together sharing each others lists to benefit all?

   Also - look at where your traffic is coming from - are there phrases just waiting for you to address them?

   Start saying to yourself “I am a problem solver” and then be open to what the Universe might bring you to fill that new you

   Hope this helps,
   Andrea
   @agoodsaid

6. iThesius Says:
   April 30th, 2009 at 7:12 am

   I may be reading between the lines here, but my guess is that Jane isn’t charging nearly enough for her unique products. Provided the quality is beyond reproach, she can easily up her price per unit to the point where it competes with high end commercial jewelry and then watch her pieces fly off the shelf as follows:

   - Pick a charity that raises awareness around conflict diamonds or anything else with broad appeal;
   - Get a copy of Celebrity Black Book from Amazon; B&N or local book store or library;
   - Research as many high profile celeb addresses as she needs;
   - Send out a powerfully worded invitation to each celeb to participate in a photo shoot featuring her jewelry.
   - Do the photo shoot and print off a big batch of calendars featuring the celeb pictures;
   - Auction off the jewelry worn by the celebs and donate a huge chunk to the charity selected;
   - Send out a press release about the auction and make sure to get the news on TV
   - Get Harlan Kilstein to write a tear-jerker of a direct mail piece and then buy a hot list of prospects living in affluent areas of the states from SRDS and send calendar and direct mail piece to these prospects.
   - Direct all traffic to a well designed website offering “Bespoke jewelry for the refined and socially conscious jet-setter”.
   - Boom… new business model, instant credibility and perpetual profit!

   Nuff said:-)

7. Helen Silver-Goldstein Says:
   April 30th, 2009 at 7:28 am

   Jane, it’s simple, Baby: it’s all about COPY! Get your mind out of the gutter and accept the fact that the sooner you deliver powerful, classy COPY, the sooner your conversion rate will grow and your online business will prosper.
   So Doll, contact the Jedi Knight of Forceful Copy himself, Harley-one- Kilstein and ask him to write some kick-ass copy for you and the next thing you know, you’ll be toasting to the recession with the rest of the Jedi Clan.
   May the Force be with you!
   Princess Leah

8. Oliver Says:
   April 30th, 2009 at 8:04 am

   My key concept would be Community.

   Community comes with social proof, story, a sense of belonging, bonding and trust.

   You are selling handmade, unique jewelry.. create a community around that. How do you do that? Involve your audience ! Use different commodities.. video (making ofs, finished products, updates, …), surveys (what do you want?), blog, email, podcast, events .. involve all of their senses.

   If they are not responding to your marketing, then there is a big disconnect between you and them.

   Why are they on your list? Because of an incentive? How are you following up with them once they get onto your list? What kind of experience are you delivering?

   A great example of a business that build a community around their product is http://www.threadless.com/

   Good luck Jane

9. Mark Halpert Says:
   April 30th, 2009 at 8:28 am

   There are several options:
   1- Talk with her best clients, crystallize what her perfect client looks like and set a goal for X perfect clients

   2- Find the right professional to help her master the art of writing articles, blog posts and other material that will resonate with her perfect client

   3- Share that information with her colleagues, clients and friends

   Do all of the above

10. Matt Hegedus Says:
    April 30th, 2009 at 8:52 am

    Harlan,

    If I could implant one key concept/strategy into Jane’s brain it would
    be this:

    Instead of dwelling on what isn’t working (and feeling bad), build a
    new “ferocious” mindset that allows you to quickly find what IS working
    and implement THAT instead.

    If you try, try, and try again, and something doesn’t work, then it’s time
    to DO SOMETHING ELSE!

    You’ve got to be just as ferocious about DOING new things as you are
    and IDENTIFYING them.

    Best wishes all!
    Matt Hegedus

11. susan dowe Says:
    April 30th, 2009 at 8:54 am

    Think outside the box and look and leave no stone unturned. Even during the great depression millions were made. if i had a website like jane i would go over to the table where all those successful people were toasting and ask each and everyone of them to assist you putting together your program and give all of them half of everything you amke as a result of there efforts. Obviously they have their finger on the pulse of what works and you don’t.

    On top of that if jane has a business model that is no longer productive she needs to totally remake not only the model but possibly the product. sometimes in a faltering economy you need to be looking at what’s new on the horizon in an ever changing economic climate.

12. Roberto Says:
    April 30th, 2009 at 8:56 am

    What should Jane do ?

    Jane should do what is necessary if failure was no option.

    Gun to the head thinking and doing.
    Do what has to be done as if your and your lovings lifes depends on.

    and then stick to it

    Roberto

13. John Melanson Says:
    April 30th, 2009 at 9:09 am

    Dear Jane, (I’ve always wanted to write that!)

    A recession can be viewed from two (or more) perspectives. Choose yours wisely.

    On one hand the recession is the result of wasteful spending, irresponsible leadership and a lack of compassion toward the needs of the masses by governing bodies.

    On the other hand, a recession is and can be viewed as the largest opportunity for growth and advancement to ever occur in our lifetimes.

    When else in you life have you seen so many people in need of vision and purpose?

    The depression that accompanies a recession can be even more devastating.

    People need the same sense of belonging and contributing that you’ve expressed.

    NOW is the time to realize and potentiate that energy. Your glass right now is neither half full or half empty…it is literally OVERFLOWING with possibilities.

    Take the mind set of that group of top-selling, top producing marketers and know deep inside that they were right, just and correct in “toasting” the recession.

    Now is the time that folks are looking for answers amidst their money needs.

    Be the person that gives them that glimmer of hope; not by asking for their money, but by providing the voice of their frustrations and then showing them that there IS a way up.

    In fact the ONLY way is up when you’re in a recession. Catalyze yourself by catalyzing others into action.

    This advice on its own may not be the answer that you’re looking for, but taken in context with all of the other wonderful suggestions you may find your answer.

    Ultimately the answer and your escape comes in your ability to give.

    When we have nothing material to give, we give of ourselves.

    Each and every one of us has something unique to bring to the conversation. Find your voice and find your freedom.

    With heartfelt compassion and empathy for your/our situation, I am confident that you will find your way.

    To TRUE Success,

    John Melanson
    http://www.rabidresponse.com/blog/
    http://www.twitter.com/JohnMelanson

14. Hank Rosen Says:
    April 30th, 2009 at 9:25 am

    Jane; Key Concept Numero Uno . . .

    “No Matter What - - - Value is King”

    This merry band of marketing overachievers also appreciates a key historical fact.

    Fortunes are made in good times. They’re also made in the worst of times.

    Do you recognize any of these names?

    Motorola

    Hewlett-Packard

    Xerox

    Revlon

    Ryder

    Converse

    La-Z-Boy

    United Technologies

    Texas Instruments

    Would it surprise you to learn that they all took root in the depths of the Great Depression?

    Why did so many long-lasting companies and products spring-forth from the Great Depression?

    The reality is that good ideas implemented and marketed well will always find room for success.

    So what were these enterprising entrepreneurs celebrating?

    Their businesses will prosper – even in “bad times” because of what they know.

    They know that even in the darkest times, business goes on.

    They know that people are always buying and selling…it never stops.

    They relish the knowledge that costs are lower. Media prices go down.

    They love it that talented people are available, sometimes at “a steal”.

    They savor less competition. They know many will either never start, or those already in the market will just fold their tent and give up.

    They understand that during a recession the best ideas and products have a better chance of success when the competition isn’t offering one key element:

    Value!

    So dear Jane, know this . . .

    The recession is not the enemy.

    Your perception and attitude is.

    Entrepreneurs who offer a product or service of better perceived value in the marketplace will always thrive.

    And to that, I raise my glass in toast . . .

    “Here’s to the Recession!”

15. peter williams Says:
    April 30th, 2009 at 9:47 am

    In every situation, every one is playing on the same field. As with Golf, the course is the same for all. Play it and not the competition. They are all competing against onme another. By ignoring the course and concentrating upon the opposition, they will lose out.
    Ignore them and research your niche market for additional opportunities. Take them with confidence and commitment!

16. peter williams Says:
    April 30th, 2009 at 9:48 am

    In every situation, every one is playing on the same field. As with Golf, the course is the same for all. Play it and not the competition. They are all competing against one another. By ignoring the course and concentrating upon the opposition, they will lose out.
    Ignore them and research your niche market for additional opportunities. Take them with confidence and commitment!

17. E C Dumchus Says:
    April 30th, 2009 at 10:43 am

    The change to Jane’s mindset I would suggest would be to focus on more ways she can deliver value to her customers. It may be there are other ways than selling new jewelry. People still want to look fashionable, so maybe updating (for a fee) jewelry that her customers already own, or repairing and cleaning jewelry. If she has any local clients, she could set up jewelry parties (like those used to sell Tupperware) to reach new customers at low cost. Also, offline advertising can drive traffic to her website. Finding a high profile charity event and making a donation of a beautiful piece can get a lot of free press, and at less cost than paying for an advertisement. If it is appropriate for her jewelry, she might be able to rent pieces for special occasions. (Or, at the very least, if she knows anyone going to a high profile event, she can lend them pieces, to increase the buzz about her pieces.)
    These suggestions should help immediate cash flow, without much additional expense, and position her for greater success whenever the economy stabilizes.
    But her focus needs to shift to look for opportunities, even small ones, and not on what is not working.

18. John Kane Says:
    April 30th, 2009 at 10:51 am

    Get up go over to their table.
    Introduce yourself.
    Butter them up with flattery and ask to join them.

    Eventually share contact information and briefly mention what
    you are up to just not immediately.

    The gang is in a party mood so, maybe spend a few dollars and
    offer to buy a round of beverages.
    How often will this opportunity be available to you. Jump on it.

    If you don’t just hammer them with questions about “Bizness”
    they would probably freely give some suggestion then and there.

    Guarantee if you are invited to sit they will ask you what you do.

    There is your Golden moment.

19. Jay Says:
    April 30th, 2009 at 2:47 pm

    The ONE key concept I’d transplant into Jane’s brain is, she’s in control of HER OWN ECONOMY, the World economy does not and should not control her.

20. Kyle Rooney Says:
    April 30th, 2009 at 4:32 pm

    Dear Jane,

    There is a ridiculously HUGE, glaring separator between the Internet Marketing Guru’s you’ve seen embracing the recession and the group you are in… and I will mention it at the end of this note.

    But first, you’re going to turn your business around by changing strategy. It has always been, and always will be, the easiest, fastest and most profitable thing you can do to fix your company (or any company) in trouble. The majority of replies you’ve already received are not strategy-based approaches, but merely 1-2-3 actions that will help keep your head above water for a week or so. They will not recession proof or sustain your business in the same celebratory way the “Guru’s” businesses are. (Luckily for you - all of your competition is going to listen to the previous advice, get ahead for a week or two, then fall right back to where they are now… allowing you to blow right on by towards sustained success.)

    Keeping that in mind, before you do what I am about to suggest, I want you to remember a couple months from now how it’s going to feel when you’re watching your bank account swell. See yourself going the completely opposite direction than your competition and winning as a result.

    So how do you go about changing strategy? It’s simple. Take a deep breathe and stop your current marketing efforts, since… as you’ve pointed out, they aren’t working.

    Next, think of the ways you can reposition yourself to the market… and… how you can segment your market so that you’re only selling to those with money to spend. Decide to become a handmade jeweler specializing in selling to the affluent. Decide that you’re going to sell at higher prices than your competition. If you’ve had anything that worked in the past, re-work those campaigns to appeal to the affluent buyers in your market. If you need help with this, hire experts as they are worth every cent. Begin building yourself into a larger than life celebrity within your market.

    Jane, are you beginning to see how this works? You are? Good.

    Strategy change has to do with stopping your non-profitable marketing efforts (the same ones everyone else is doing) and repositioning yourself and your business in a more appealing way to a specific market segment… in this case… affluent jewelery buyers. Unfortunately, this is not a “Just do this 1 thing” type of answer Jane. It’s about taking massive, smart actions towards a stronger goal than “how can I make $100 this week?” It’s about building a marketing machine. Once again, hire experts if you need help.

    Alright, Jane, so what’s the HUGE separator I mentioned between you and the “Internet Marketing Guru’s” you’ve seen laughing in the face of this recession?

    It’s simply this: Sound understanding of foundational marketing. NONE of the IM Guru’s teach it… but every single one lives it. They teach you actions and tactics you can take to make some money… but, if you’re going to build a sustainable business you CANNOT do it without a solid understanding of how marketing actually works and developing a strategy around it. You’ll need to go back about a decade to when marketing was actually being taught, but when you do, you’ll be light years ahead of your competition.

    Good luck Jane,
    -Kyle Rooney

21. Dean Says:
    May 1st, 2009 at 4:54 am

    The one key concept that Jane should learn is that…

    The “Recession” is more in your mind that anywhere else.

22. Janet Beatrice Says:
    May 1st, 2009 at 10:55 am

    Jane, you need to do two things. First, find a hungry market. You need to dump your handmade jewelry business. Learn about market research and get into a business for which there is a hungry market. Second, tell those insensitive “gurus” where to go. The recession is is very real and it’s hurting people. That’s nothing to celebrate.

23. Kevin Says:
    May 1st, 2009 at 2:26 pm

    Jane should dump the jewelry business, and do what the recession-toasting gurus do…sell “how to make money” products. If one of those gurus had to make it in another niche outside internet marketing, they’d be filling out job applications at this very moment.

24. Michael D. Walker Says:
    May 1st, 2009 at 7:56 pm

    The one key concept I would transplant into Jane’s brain that would enable her to turn around her business now, would be:

    POSITIONING

    While everyone has offered useful advice, it can all fall under POSITIONING.

    Jane has a list and somehow keeps them on the list. But no one is buying.
    So, she needs to re-position herself within her market and stop doing what everyone else
    in her market is doing.

    She should survey her list to learn how she can meet their needs.
    They joined for a reason and are not unsubscribing for some reason.

    Use survey results to create an irresistible offer that you’d have to be an idiot to pass up.
    Use a guarantee that blows away her competition. Over-deliver value in such a way that
    it becomes a no-brainer that she is the #1 place to go to for unique jewelry.

    In crafting this offer, Jane will create new killer copy and re-visit the quality of the free content
    she gives away on her site.

    It all comes down to how she POSITIONS herself and the steps she will take to
    make that positioning ring true and over-deliver in her market while her competitors
    are running scared and playing it ultra-conservative in their marketing.

    I originally wanted to say VALUE but VALUE alone doesn’t do the trick.
    Whereas POSITIONING is the overall concept that necessitates the domino effect into the
    other elements to make the positioning ring true: VALUE, IRRESISTIBLE OFFER,
    UNBEATABLE GUARANTEE, KILLER COPY, etc.

    That’s what it looks like from here….

    Will be curious to see what Harlan’s answer is!

    Ciao~

    Michael

25. LaShae Dorsey Says:
    May 2nd, 2009 at 6:42 pm

    There is really only one key concept Jane needs. She has to accept that her market isn’t about her, it’s about them, their needs and wants, their beliefs, behaviors and desires. Once Jane grasps this concept, she may end up changing some strategies, testing & tweaking her existing strategies or starting from almost scratch.

    She’ll be in the center of her market and giving them exactly what they believe they want & need. I won’t pretend to tell her what that is, only her market can do that. Then and only then will Jane be able to take the next steps needed to turn her business around.

26. RogerRamjeet Says:
    May 3rd, 2009 at 6:58 pm

    I feel as though Jane needs to concentrate on “her focus”. I’d implant into her the “Law of Abundance”. That money is everywhere. For you. For the big dudes. Even for her.

    So what she needs to do is put all her energies in what she wants.

    But like with anything, massive action is vital.

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