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Two months ago, I was walking downtown with my good friend, Tracy Roberts, who had flown up for some masterminding with me.

We were walking in downtown Pensacola, and I saw this awesome sign outside of Meadows’ Jewelers on Palafox Avenue.

It says “Free Head Exam” in big letters. It certainly got my attention.

If you read closely, you can see it says…

“We’d like to examine your head very closely. We look for certain ‘weak points’ that can cause your diamond to pop out of your ring.”

It continues…  and the copy gets even better. I’ve underlined some words that stood out to me as being highly effective.

“The head of your ring is your diamond’s security system. If it weakens or wears away… if your prongs corrode, become brittle or snap off… you can lose your diamond.

So let us take a close look at your ring. It’s free. And it could very well save you the cost and heartbreak of having to replace a diamond that you cherish.”

Here’s each word above that I underlined and why I liked it.

  • “Wears away” – not saying your ring isn’t high quality. Just that, over the years, all rings can become susceptible to wear and tear.
  • “Close look” – implies that these weak points are not visible to your own eyes – so you should come in to let them use their special equipment.
  • “Free” – nothing to lose.
  • “Heartbreak” – this isn’t just about a diamond. It’s your wedding ring.
  • “Cherish” – this drives home that your diamond is not replaceable.

What do you think?

  • Effective or not?
  • Would you have noticed this?
  • What would you do to make this piece more effective?

Talk to me. :)

Warmly,
Nicole Dean

PS. Missed previous Marketing posts like this one? Here are a few more.