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The Right Kind of Wrong We live in an attention economy. If you can grab people’s attention, you can sell them things.
Want a trick to grab people’s attention? Of course you do! Ready?
The trick is to do what is least expected. That is it. If people expect something right side up, put it upside down. If people expect to see a beautiful woman wearing jewelry, put a necklace on a dorky guy, or better yet on a poodle. Do the unexpected and you will surprise, delight, and sell.
TURN YOUR ADS UPSIDE DOWN
On Black Friday the game Cards Against Humanity raised all their prices! Everyone was expecting lower prices, so instead they raised them for
one day! They got much more attention, not to mention sales, by doing the unexpected.
 ZIG WHEN THEY TELL YOU TO ZAG.
Would you have looked at the pretty hand if there was not an ugly one next to it?
 DO THE OPPOSITEWhy is this picture of the guys one of my favorites? Because you expect to see girls! Give the unexpected and get noticed, talked about and shopped with.
 DOWN-SIDE UP
This ad is fantastic for the same reason. You expect to see two kids on the ground. By doing the unexpected you get people’s attention.
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BE NAUGHTY
 Life is boring without controversy. Controversy gets people talking.
D. Geller & SonJewelers gave away a free gun with purchase and got press all over the world.
Take negative political ads, for example. We all hate them but studies show they work. Conflict is engaging.
People buy jewelry based on emotion. Tension is an emotion too, and when used right it can create more sales.
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Ideas for being Jewelers being Naughty that You can use
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 I love this!
It is unexpected and delightful.
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