MODULE

1 TRAINING 1
TRANSCRIPT

The Difference Between an Irresistible and

Ignored Brand
Welcome Module 1, Video 1 of Laying the Foundation!

I am super excited, as usual, to be here and to begin showing you my favorite way to
position any jewelry brand so that building desire and demand for your brand is virtually
effortless.

As I briefly mentioned in the welcome video, positioning your brand for success starts by
answering 3 crucial questions: the who, what and why of your brand- but before we can get
into those we need to take a little step back.

While those questions will continue to play a big role in creating desire for your brand, it’s
how you build and position your brand from the beginning that really separates the
irresistible brands from the ones that are ignored.

For now, don’t worry about having any answers just yet, focus on soaking in the concepts
and we will implement them in another training.

Ready to get started?

By the end of this training, you’ll discover:

• The Missing Ingredient to Your Irresistible Brand

• Branding Strategies You Can Borrow from the Icons
• The Development Process of a DSP

So let’s start with...

The Missing Ingredient to Your Irresistible Brand

There was a time, about 30-50 years ago, when it was a lot easier to stand out as a jewelry
designer

There wasn’t as much competition, the internet wasn’t really around...so it was pretty easy
branding your jewelry! You just described what it was and how it was made, if people wanted
something handmade or locally designed...they came to you.

Maybe you would position yourself as the brand with the highest quality materials, best
pricing, most exclusive materials, or even your unique process or techniques.

This way of positioning your brand is based entirely on what is is known as a Unique Selling
Proposition or USP.

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 USP is an advertising term used to differentiate products within a niche or field. Your USP is
that key differentiator- that special aspect of your work- that sets you apart from others in
your industry.

So all you have to do is find that key differentiator that sets your jewelry apart from other
brands … right?

Wrong!

Maybe that would have worked 30 or 50 years ago, but

in this day and age there are probably more than one hundred other brands that can
claim the exact same USP as you… not so unique is it?

Today as more jewelry designers and brands have been popping up both in stores and
online, differentiating your brand based on what it is made of or just your USP is almost
impossible. Because chances are, someone else is selling something exactly like it!

For instance, it seems like artisan-crafted and handmade is a HUGE USP today. I think
that’s a benefit to design and people definitely BUY because of this. However so many
people are doing it...so how is it special anymore?

Don’t get me wrong... Handmade is AWESOME! I was a handmade designer as well.

Actually, many of my engagement rings and pieces are still handmade. But I don’t use that
as a key differentiator in my marketing anymore.

Think about it, if thousands of designers are using the idea of “handmade” as their USP it
starts to really lose its uniqueness and therefore it loses its power.

Why? Because of the internet

When you search Google for handmade, recycled gold stacking rings, thousands of options
show up, right? So how do you choose?

The decision becomes emotional… You visit different websites, you read about the
designers and their process, your learn about the story behind the work and then you buy
the stack rings from the brand that you really connect with.

But, as you can see it goes a bit further. You hopefully have made an emotional
connection. The buying decision isn’t just made based on the emotional connection to your
piece of jewelry. You need to make them feel emotionally drawn to your brand aesthetics,
your story, and you...the designer. Your brand resonates within them so strongly, they
always remember you and the feeling you created for them. They get excited to share your
brand and talk about it with their friends, and they’ll follow your brand wherever it goes.

This incredible phenomena is also known as your Desired Sharing Proposition, or DSP.

It’s no longer enough to position solely on the USP. You need to create this experience for
your customers by sharing your story directly through your messaging, designs, materials,
branding, website layout, business cards, displays, photography...everything.

You need to signal that your brand is going to give them the feeling they’re looking for.

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 How excited are you that you sell jewelry right now? Do you think you can create an
emotional connection for someone to a piece of jewelry? Of course you can!

Here’s a quote to remember,

“People don’t buy (jewelry) because of logical reasons, they buy for emotional reasons.” -
Zig Ziglar.

SO let’s look at some emotional...

Branding Strategies You Can Borrow from the Icons

Let’s think about some of the big jewelry companies like Tiffany & Co and Cartier. Their ad
campaigns are all based purely on emotions. That’s why we remember them!

For Tiffany’s it’s the excitement of opening THAT little blue box.

And for Cartier it’s their iconic “love” bracelet that has become a phenomenon because of it’s
feeling of exclusivity and status.

Women go crazy over a bracelet that thousands, maybe even tens to hundreds of thousands
of women own. They love it because it connects them to the bigger idea and meaning of
Love.

Big companies like this create an emotional connection through massive advertising budgets
and celebrity endorsements. These advertising campaigns are specifically designed to make
YOU fall in love with their brands and products.

They are pulling on a concept known as the Emotional Selling Proposition, or ESP.

But what does that mean for us? How can you create that same level of brand desire if you
don’t have the budget to invest in big advertising campaigns with major celebrities promoting
your products?

Realistically this style of marketing isn’t going to be the option but here comes the fun part:

It IS possible as a designer to build WILD desire for your brand even without the the luxury
of the mass ad campaigns.

How? Your DSP. The Desired Sharing Proposition is like the ESP on fuego...

Let’s talk about what that will look like but remember this is going to be a continual process
of evolution as you grow and change as a designer and we go deeper into this in the next
few trainings so don’t panic! Ha

For now I’ll just explain...

The Development Process of a Desired Sharing Proposition (DSP)

There are a few factors here that make up your DSP...and before I say more I want to
remind you, right now, all you have to do is think about what your DSP might be like.

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 Don’t write anything down, don’t try and choose, just let your mind wander and think about a
few of these things for now.

Okay, cool. You still with me? Good. So your DSP is this combination of all of the factors that
make your brand and your jewelry unique, different and connectable. It’s a mix of your who,
what, and why…

It includes everything from:

• Your Brand Story

• Your Brand Values
• Your Brand Voice
• Your Messaging
• Your Points of Distinction
• Your Emotional Selling Proposition
• Your Methods of Sharing Your Work
• Your Conversation Strategy with Your Fans and Advocates

That might seem like A LOT right now, and you might not know what most of those terms
are, that’s okay! You’ll get there.

That’s why we’ve broken down the Desired Sharing Proposition development process into 3
distinct sections:

1. Creating Desire
2. Sharing Desire
3. Desire Journey

So let’s talk about each one just a little bit, you’ll have a chance to create your brand’s DSP
in another training.

First..

Creating Desire

At the end of the day, our main objective as designers will always be to create desire for our
product.

To Create Desire you are going to have to dig deep into every little element of your brand,
your jewelry, and even your potential clients and send a clear message that gets them to say
“that’s SO ME!” This is the groundwork for your DSP and it combines your who, what, and
why.

Sharing Desire

With the growth of the internet, sharing online - whether through Facebook, Instagram,
Pinterest, or any other platform - visual products like jewelry have become some of the most
shareable things. Pieces of jewelry can be shared so easily because let’s face it, people love
jewelry. It has meaning and it’s something that people identify with.

We call this the sharing economy.

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 Instead of giving sales pitches you will be having intimate conversations with your prospects
and customers and enabling them to pass the word about your brand forward.

Once your item is desired, you start attracting brand advocates or those who will share just
about everything you do and become your biggest sources of referrals.

Again, don’t worry about any of this...we’ll dive deeper later.

Finally there’s the..

Desire Journey

After you find your brand advocates and form a connection based on your common values,
mission, and vision, the next step is to hold onto them for the long haul, and take them with
you on your brand journey.

No matter how your brand evolves over the years, they’ll continue to support your same
vision, values, and mission, because that’s what they were drawn to in the first place.

By using your desired sharing proposition, you’ll start to see that instead of trying to find
people to buy your jewelry, you’ll start attracting tons of great customers with your
messaging because they love everything you do from branding to product- making your
brand sought after and valuable.

With strong desired sharing proposition, you can emotionally connect with your customers
and biggest brand advocates and create lasting DEMAND for your designs.

There you have it! That’s the difference between irresistible jewelry brands and the brands
that get ignored. It’s a lot of work, but it’s gonna be worth it, I promise!

In this training you discovered:

• The Missing Ingredient to Your Irresistible Brand

• Branding Strategies You Can Borrow from the Icons
• The Development Process of a DSP

You rocked this video, can’t wait to see you in the next one!

Now, before you go, make sure to Download your Desired Sharing Proposition Workbook to
get started on your first exercise, Creating an Irresistible DSP. Don’t move ahead...no
drinking from the firehose! Simple steps please…

In the first exercise, you’ll begin to really dig deep on what makes a brand stand out and how
you can apply those concepts to you own jewelry brand.

You might not think this right now, but there are distinctions about your jewelry brand that
can separate you from the competition, you just need to do a little digging to realize what it
is. You’ll also discover what emotions you want your brand to evoke, how well you’re doing
that RIGHT NOW, and what you can do to improve that in the future.

Creating an Irresistible DSP asks some tough questions! Don’t be discouraged if you don’t
have all the answers. Do the best you can and you can always come back to it later!

Let’s look at an example for the first exercise…

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 Let’s say a jewelry designer named Justine O’neile is taking Laying the Foundation.

She fills out her iconic brands, but the only thing she feels makes her unique is that she
doesn’t have a background in jewelry making - she just picked it up as a kid by rummaging
around in her mom’s flea market finds - and now she loves doing vintage inspired designs!

Justine wants to be remembered as an inspirational brand for stressed out woman working
too darn hard who are struggling to stay afloat. She hopes someday other women might look
at her and say, you know what...maybe I can do something like that, too!

She wants her jewelry to stand out as funky, vintage, and mod. A bit of flare for everyday
wear. … just something you won’t see anywhere else. .

She thinks she can build on her story and introduce a few OOAK pieces.

She wants to evoke passion, empowerment, joy, and originality with her brand. It was her
love of jewelry and vintage design that got her ship sailing, after all!

Her clients feel empowered, driven, and bold enough to take the next step towards their
dreams.

Justine knows she’s not communicating this to her clients very well. She can make these
emotions stronger through consistent branding, new packaging, and a finished website with
really good product descriptions.

She’s planning on picking brand colors, fonts, and getting a logo designed that reflects these
emotions and her vintage sensibilities.

Long term, she wants to have a video on her website telling her story and maybe even some
inspirational lifestyle photos! She promises to serious about Instagram, Pinterest, and her
Website.

And, I bet there’s a great brand partnership in her future, too, with the uber-successful mod
clothing store in town!

Woot… Go Justine!

See? Justine, didn’t have all the answers, but she discovered one little part of her life that
took off into this really cool DSP for her brand!

Your DSP will always be a work in progress… this is just the very first step on your path to
irresistibility!

Don’t lose this momentum! Get out your workbook and get started.

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