Writing Effective Advertising for Gems and Jewelry


Bold heading. Borders. Clear content. Not sweets, but your mouth is watering. Call to action. Ask for the sale. Pretty effective advertising for these gemstones. “Gemstone Dispenser” by Sarah-Rose is licensed under CC By-ND 2.0
Bold heading. Borders. Clear content. Not sweets, but your mouth is watering. Call to action. Ask for the sale. Pretty effective advertising for these gemstones. “Gemstone Dispenser” by Sarah-Rose is licensed under CC By-ND 2.0

Almost all gemologists and jewelers will occasionally need to write effective advertising. Well-designed advertisements will succeed. Professionals use advertising formulas to create ads. So can you. I’ve used two approaches well-suited for print and online ads as well as large displays for gems, jewelry, and related services. “ADC” stands for Attention, Desire, and Call to Action. “FAB” stands for Features and Benefits. This article is an introduction for gemologists and jewelers with no background in advertising.

Attention: The First Step To Effective Advertising

Consumers notice advertisements that stand out in a crowd.  To accomplish this with your ad, you’ll need an eye-catching heading and ad design.

How To Write A

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