Beer and wine also work.

Today we bring you a simple exercise to improve your marketing from the book Do It! Marketing by David Newman. This one is called “The Cup of Coffee Question.” (Though I think it might be even better if it was renamed “The Bottle of Beer Question” or “The Glass of Wine Question.”)

Here’s the test: Look at the copy on your website or in your brochure. Could you say that copy, word for word, to a friend over a cup of coffee, bottle of beer or glass of wine without the person laughing at you or staring at you in open-mouthed confusion?

To restate, are the things you are writing in your marketing materials things you would actually say in a face-to-face conversation?

If not, start over and write again with the Coffee/Beer/Wine Test in mind.

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JEWELER SUCCESS STORIES

Wilkerson Steps in When It’s Time to Step Back

Jim Russell of Stein Jewelry in Madison, Mississippi, says Wilkerson seamlessly handled the sale that let him and his wife “do the things that we have always wanted to do.” Trust Wilkerson to handle your end of business sale—they’ll be there every step of the way.

 


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