SourcingJan 28, 2026
Ethical Gem Fair to Debut Designer Showcase in TucsonThe new addition will feature finished jewelry created using “consciously sourced” gemstones.
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.
Editors' Picks
Sponsored by
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
ColumnistsJan 28, 2026
Peter Smith: Setting the Next Generation Up for SuccessIn his new column, Smith advises playing to your successor's strengths and resisting the urge to become a backseat driver.
SurveysJan 28, 2026
Consumer Confidence Falls Below Pandemic Lows in JanuaryThe index fell to its lowest level since May 2014 amid concerns about the present and the future.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
FinancialsJan 28, 2026
Tiffany & Co., Bulgari Sales Resilient as LVMH’s 2025 Sales SlipThe brands’ high jewelry collections performed especially well last year despite a challenging environment.
Weekly QuizJan 22, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJan 27, 2026
De Beers London, GemFair Debut New Collection Highlighting Artisanal DiamondsThe collection marks the first time GemFair’s artisanal diamonds will be brought directly to consumers.
SourcingJan 27, 2026
GemGuide Launches Pricing for Montana SapphiresThe initial charts are for blue, teal, and green material, each grouped into three charts categorized as good, fine, and extra fine.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
TechnologyJan 27, 2026
Clientbook Launches Appointment Booking ToolThe new tool can assign the appropriate associate based on the client or appointment type and automate personalized text message follow-ups.
SourcingJan 26, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.
SourcingJan 26, 2026
Angolan Diamond Cos. Join NDC as Rio Tinto, Murowa Exit Endiama and Sodiam will contribute money to the marketing of natural diamonds as new members of the Natural Diamond Council.
MajorsJan 26, 2026
Francesca’s To Close All StoresThe retailer operates more than 450 boutiques across 45 states, according to its website.
MajorsJan 26, 2026
BIJC Names 5 New Board MembersThe new members’ skills span communications, business development, advocacy, and industry leadership.
CollectionsJan 26, 2026
Tiffany & Co. Celebrates 189 Years of Love StoriesThe jeweler’s 2026 Valentine’s Day campaign, “Celebrating Love Stories Since 1837,” includes a short firm starring actress Adria Arjona.
GradingJan 26, 2026
DCA Updates Colored Gemstone CourseThe new features include interactive flashcards and scenario-based roleplay with AI tools.
MajorsJan 23, 2026
Watches of Switzerland Acquires 4-Store Jewelry Chain in TexasFamily-owned jewelry and watch retailer Deutsch & Deutsch has stores in El Paso, Laredo, McAllen, and Victoria.
WatchesJan 23, 2026
Damiani Group to Acquire Baume & MercierThe Italian luxury company purchased the nearly 200-year-old Swiss watch brand from Richemont.
TrendsJan 23, 2026
Martin Katz’s Earrings Call to Mind Wintry Weather Micro-set with hundreds of diamonds, these snowflake earrings recreate “winter’s most elegant silhouette,” and are our Piece of the Week.
MajorsJan 23, 2026
Rembrandt Charms Names New Director of Creative, Brand StrategyElla Blum was appointed to the newly created role.
Supplier BulletinJan 22, 2026
The Rise of Centralized Sourcing in the Colored Gemstone MarketSponsored by RapNet
MajorsJan 22, 2026
Lugano Diamonds Finds a BuyerInvestment firm Enhanced Retail Funding, a division of Gordon Brothers, was the successful bidder.
SourcingJan 22, 2026
De Beers To Release ‘A Diamond Is Forever’ BookIt explores the history of the iconic tagline and the company’s strategy to redefine the role of diamonds in society.
MajorsJan 22, 2026
Swarovski Appoints New North America PresidentRetail veteran Sindhu Culas has stepped into the role.
MajorsJan 22, 2026
Stuller Names New Chief Merchandising, Marketing, Sales OfficerTaylor Burgess, who has been at Stuller since 2013, was promoted to the newly created role.
PodcastsJan 21, 2026
Episode 1: High Gold Prices, the Diamond Dilemma, & What’s NextWas 2025 a good year for jewelers? Did lab-grown diamonds outsell natural? Find out on the first episode of the “My Next Question” podcast.
EditorsJan 21, 2026
6 Jewelry Designers Poised to Have a Breakout Year in 2026Whether you recognize their jewels or are just discovering them now, these designers’ talent and vision make them ones to watch this year.
CrimeJan 21, 2026
4 Men Charged in $1.7M California Smash-and-Grab Jewelry Store RobberyPlus, JSA’s Scott Guginsky discusses the need for jewelers to take more precautions as the gold price continues to climb.
