For most jewelers, having your work seen in the pages of a glossy magazine is a dream come true.  Yet magazine advertising is notoriously expensive, and doesn't offer any guarantees of overnight success, a boom in sales or department stores suddenly knocking at your door.   So is it worth it?  Well,  that largely depends on your goals for your brand, and just how much work and money you are will to commit to reaching them.   Here is my guide to getting the most out of magazine advertising.

First, let's get the bad news out of the way.

Magazine advertising is expensive.  Even quarter page adverts in local magazines can be hundreds of dollars.  This doesn't mean that you shouldn't consider magazines advertising,  only that you need to understand why you are doing it,  what you hope to gain,  and if you can afford it on your budget.  Magazine advertising campaigns have also be proven to be most successful when they run for several issues,  so if you want your advertising to make an impact,  you need to make a long term commitment.  Most magazines offer a discount when you book for multiple issues, so at least you can make some savings when you book space in four, six or twelve issues.  Having a contract will also let you plan your advertising budget in advance and make more concrete financial goals.

So with all that said, is it worth putting your hand (deep) in your pocket for magazine advertising? 

There are some very good reasons to try it.  As well as reaching new customers,  you will also have an extra clip for your portfolio.  You might be surprised at what a simple 'As Seen In...' can do for your sales.   Also,  many fashion magazines send out a 'features list' of upcoming stories planned for future issues to their advertisers.  The idea is that you can then send in photos, stories or products that relate to these features to be considered for inclusion.  If you have ever wondered how editors choose which products to display in articles, now you know!   Play your cards right and you might even find that you can build a relationship with the writers and editor at a magazine, and earn a reputation as a 'go to' supplier for articles and photo shoots.

If you do decide to make the investment in magazine advertising, here are some tips to maximise your return:

• Make sure your advert looks professional and clearly captures your brand. 
• Only use images of your best products, and make sure they are sharp and in focus.
• Be consistent and use the same colors and fonts that you use on your website and business cards.
• Include a call to action or incentive, such as a coupon or discount code.
• Make sure you can track your advert's effectiveness.  Ask customers to say where they saw you.
• Only advertise in magazines which target your specific ideal customer. For example wedding magazines, high end lifestyle magazines or local guides.
• Use the ad on your other promotional materials.  Scan the cover of the magazine where your ad appeared, and use this graphic on your newsletter, blog or website to show people that you are serious about promoting your designs.