MajorsNov 21, 2025
Natural Diamond Council Names New CEOAmber Pepper’s main focus will be on digital innovation and engaging younger consumers.
IndependentsOct 04, 2016
Marketing Minute: 10 Tips for Making Good Radio Commercials
The medium isn’t dead, argues Jim Ackerman, and if used properly, can actually drive traffic and sales.
Jim Ackerman is a retail jewelry marketing expert who has spoken to jewelry retailers at JA New York, JCK, The Smart Jewelry Show and others. He can be reached at 800-584-7585, ext. 3 or by email at mail@ascendmarketing.com.
You can make the case that the Yellow Pages are dead, the first medium in history to go defunct. You can make the case that newspaper is not far behind--on life support, at best.
But, radio is not dead!
Used properly, radio can raise awareness for your store and more importantly, drive people in directly, to actually buy.
But to make it work, you need to do it right. Here’s how.
1. Don’t overdo it. You don’t need to be on all the time--just a few spots a month can result in a tremendous impact. Consider using three stations, three days a month, three spots a day. That’s a total of just 27 commercials a month.
2. Make sure your commercials are direct-response driven. You’ve got to specifically ask listeners to do something. That could be to buy--and if it is, it must be a very compelling offer indeed--or it could simply be to get a “suspect” (audience member) to figuratively raise a hand and self-identify as a “prospect.” You get contact information and can then proactively market to those prospects.
Once you have lead-generation commercials that work, don’t stop using them until they stop working.
3. The best way to produce a radio ad is not to produce a radio ad. Have the announcer do an ad-lib spot. Give the announcer some product or service so he or she experiences your business in a favorable way. Give him or her a collection of benefit statements to be used as talking points. Provide the announcer with a great unique purchase appeal and an irresistible offer, and just let him go with it.
The goal is to make the spot part of the program. You’ll pay a premium and a talent fee for this kind of radio spot, but it’s the most powerful and compelling kind you can do.
4. Test an “interview” spot, where the announcer actually interviews you about your company, your services, or a specific line or product. This must, however, include an offer.
5. Avoid jingles, musical backgrounds, sound effects and anything that sounds “theatrical.” Theater is the world of make-believe. You want your spots to sound “live” and immediate, with a high degree of urgency.
6. Avoid traditional “creativity.” It’s not true that “funny is money.” However, it may be true that “if they cry, they buy.” Appeal to the emotions and you’re more likely to get a response. Go for the tear or the tickle.
7. Choose 60-second spots or longer if you can get them. It takes at least that long to develop your appeal; deliver the offer and repeat your response instructions at least three times.
8. Go ahead and pay for the premium time slots; morning and evening drive times and lunch. They’re usually worth the extra money.
9. Use radio to drive people to a landing page online, where you can more thoroughly develop your sales pitch and give them a strong call to action.
10. Also, refer to your direct mail or print advertising to boost the effectiveness of those media.
In addition to the 10 tips above, there are a couple of additional guidelines.
First, don’t get sucked into the trap of a long-term contract with the station. Can’t blame them for wanting to sell it to you, but until you’ve proven that a given station delivers profitable results, don’t lock yourself into anything.
Second, test and track your results, with an emphasis on test. Do alternative spots or make alternative offers and measure the number of people who come in from the ads and actually buy. (This will require training and monitoring of your staff, to make sure information is being accurately recovered and reported.)
Third, don’t believe your radio sales reps. They haven’t read their own industry research. Your goal is to generate leads and profits. The argument for doing that is not top-of-mind awareness, it’s timing. Do not worry about frequency until after you find a commercial that works. Then you can ramp up your buy, but not before.
Follow these guidelines and you may find you get astonishingly good results from radio.
Marketing speaker Jim Ackerman has addressed jewelry retailers at the nation’s biggest trade shows including JA New York, JCK and the Smart Jewelry Show. National Jeweler readers can receive a free report with more details on how to use radio in promoting their store by emailing Ackerman their contact information at mail@ascendmarketing.com.
More on Independents
The Latest
SourcingNov 21, 2025
De Beers’ Branded, Traceable Diamonds Roll Out to 19 Retailers Called “Origin by De Beers Group,” the loose, polished diamonds are being sold in a total of 30 stores in the United States and Canada.
CollectionsNov 21, 2025
Piece of the Week: Melissa Kaye’s ‘Rocky Infinity’ NecklaceThe lariat necklace features a 4.88-carat oval-cut Zambian emerald in 18-karat yellow gold.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
AuctionsNov 20, 2025
Vanderbilt Jewels Shine at Phillips Sale, Pink Diamond WithdrawnA 43-carat sapphire brooch from the Vanderbilt collection was the top lot of the Geneva sale.
Weekly QuizNov 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsNov 20, 2025
Rebecca Rau Jewels Debuts With ‘Then & Now’ CollectionRau is a fourth-generation art and antique dealer from M.S. Rau gallery whose first jewelry collection merges artifacts with modern design.
Policies & IssuesNov 20, 2025
RJC Names New Executive DirectorFormer De Beers sustainability leader Purvi Shah will take over the role in February 2026.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
WatchesNov 20, 2025
LVMH Takes Minority Stake in Citizen Group-Owned Movement Maker La Joux-Perret is based in La Chaux-de-Fonds, Switzerland, and makes solar quartz as well as mechanical watch movements.
GradingNov 20, 2025
Julia Griffith Joins SSEF as Head of EducationShe previously taught at Gem-A and is the founder of The Gem Academy.
CollectionsNov 19, 2025
Larkspur & Hawk Celebrates 25 Years With Helena Bonham Carter CampaignThe British actress and her daughter modeled pieces from the brand’s new “Palette” capsule for its “Once Upon a Time” holiday campaign.
TechnologyNov 19, 2025
Google Has a New Form for Reporting ‘Review Bombing’ Attacks Plus, the tech giant shares the steps retailers should take if they believe they’re a victim of a review extortion scam.
TrendsNov 19, 2025
Midas Chain Releases 2025 Holiday Style GuideThe jewelry manufacturer’s seasonal offering features its new “Melodie” bangles, as well as mini stud earrings and layering pieces.
Events & AwardsNov 18, 2025
NYC Jewelry Week 2025: 12 Must-See EventsWith more than 140 activations taking place in New York City now through Nov. 23, these 12 events are can’t-miss moments.
MajorsNov 18, 2025
Lugano Diamonds Files for Bankruptcy, Looking for BuyerThe Chapter 11 filing follows the resignation of CEO Moti Ferder, who stepped down after an investigation into the company’s finances.
Events & AwardsNov 18, 2025
A Giant, Bejeweled Moldy Berry Is on Display in LAThe artwork is part of an exhibition featuring works by Kathleen Ryan, an artist known for her gemstone-studded rotting fruit sculptures.
SourcingNov 18, 2025
Another Diamond Company CEO Steps DownMark Wall, president and CEO of Canadian mining company Mountain Province Diamonds, will vacate his position next month.
CrimeNov 17, 2025
Police Searching for 2 Suspects in Murder of Father, Son Jewelers Faustino Alamo Dominguez and his son, 25-year-old Luis Angel Alamo, were gunned down following an armed robbery at their jewelry store.
GradingNov 17, 2025
IGI Announces New President of North AmericaTiffany & Co. veteran Jeffrey Bennett has stepped into the role.
MajorsNov 17, 2025
Look Inside Robbins Brothers Fine Jewelers’ New Pasadena FlagshipThe showroom is located in a historic 1920s building in the Playhouse District.
Policies & IssuesNov 14, 2025
U.S., Switzerland Reach Deal That Drops Tariff to 15%The Swiss government announced the deal, which cuts the tax on Swiss imports by more than half, on social media Friday morning.
AuctionsNov 14, 2025
Napoleon’s Diamond Brooch Blows Away Auction Estimates A buyer paid $4.4 million for the piece, which Napoleon wore on his hat for special occasions and left behind when he fled Waterloo.
FinancialsNov 14, 2025
Richemont’s Q2 Jewelry Sales Up 12%Plus, how tariffs and the rising price of gold are affecting its watch and jewelry brands.
CollectionsNov 14, 2025
Piece of the Week: Silvia Furmanovich’s ‘Butterflies in Flight’ Jewelry BoxFurmanovich designed the box to hold Mellerio’s “Color Queen,” a high jewelry collection consisting of 10 rings.
Events & AwardsNov 14, 2025
JCK Names New Event DirectorJennifer Hopf, who has been with JCK since 2022, will lead the execution of the long-running jewelry trade show.
IndependentsNov 13, 2025
Green Lake Jewelry Works to Move to New Seattle StudioFounder Jim Tuttle shared how a dedication to craftsmanship and meaningful custom jewelry fueled the retailer’s double-digit growth.
MajorsNov 13, 2025
Vahan Jewelry Founder Leon ‘Sacha’ Der Calousdian Dies at 85The third-generation jeweler is remembered as a passionate creative with a love of art, traveling and sailboat racing.
