Register at armandaleg.info for priority consideration in your market!
Call 716=580-3424
The Margin MeltdownSM
Why Branding is Not an Option
Unique Market IdentitySM
Advertise or Vaporize
Meet Our Press
Watch The Commercials
Who We Are NOT!
Let's Win Together!
Contact LegUp Marketing
Consumer Website
A) A Personal Note...
B) The Word-of-Mouth Myth
C) Say No to Drug Store Stories
D) A Persuasive Conclusion...



A) A Personal Note from Don Hoffman...
For my first seventeen years as an independent jeweler, I felt advertising people were trying to make a living off of me.

One day, I woke up and decided I was going to make a living off of them!

Mind you, I don't hate media sales people, certainly they're entitled to make a living. But with so many out there, you might feel like I used to... like they bludgeon you with whatever "fantastic last minute sales package" might help them hit their monthly goal. That's no way to advertise! But don't let that turn you off to advertising!

I agree with most of what the sales reps preach, but not everything:

They say we can only be successful if we advertise a lot -- with them.

I SAY – WE CAN ONLY BE SUCCESSFUL IF WE ADVERTISE A LOT.

They say we are only smart and a winner if we spend money with them.

I SAY - WE CAN ONLY BE WINNERS IF WE SPEND MONEY SMART.

They make us think the message isn't as important as the medium - their medium.

I SAY - IT'S ALL ABOUT OUR MESSAGE! AND WE CONTROL THE MEDIUM.



B) The Word-of-Mouth Myth
"WORD OF MOUTH IS THE BEST FORM OF ADVERTISING", RIGHT???

Not really. Because word of mouth alone can take years to impact a business. Do you have that kind of time?

IF YOU ARE TRUSTING WORD OF MOUTH ALONE, YOU ARE INVISIBLE... UNTIL PEOPLE GET TALKING ABOUT YOU!

Word of mouth is accelerated by effectively advertising YOU. Effective advertising puts you in the consumer's comfort zone by making you a friendly, familiar face.

ARE YOU INVISIBLE, OR UNFORGETTABLE?

Word of mouth works, because effective advertising increases word of mouth to a level that really means something. A level you'll really notice when the people come in and the turnstiles spin.

YOUR MESSAGE MUST BE SO UNIQUE IT'S UNMISTAKABLE AND SEEN SO OFTEN THAT IT'S UNORGETTABLE.

EXTREME PERSONAL BRANDINGSM IS WORD OF MOUTH ON STEROIDS.



C) Just Say No to Drug Store Stories...
Twenty years ago, if the doctor wrote you a prescription, where did you take it? Probably someplace like "Mark's Family Pharmacy". The family corner pharmacy reigned.

Today? I dare you to find a corner drug store that isn't a chain like Walgreen's or CVS.

THE POINT IS, UNLESS SMALL INDEPENDENT JEWELERS ESTABLISH A UNIQUE MARKET IDENTITYSM TO EXPLOIT, AS IS DONE WITH OUR EXTREME PERSONAL BRANDINGSM, THE JEWELER (IF THE BIG BOYS HAVE THEIR WAY), WILL BE SQUEEZED OUT OF BUSINESS JUST LIKE THE OLD CORNER DRUG STORE. IT DOESN'T HAVE TO BE YOU.



D) A Persuasive Conclusion from Don:
I've shared with friends that years ago, I used to watch TV movies at my desk between customers. Today, the turnover time between customers often wouldn't fit a commercial break! And the TV is long gone from the shop!

Our advertising message... "Where a Really Great Diamond Doesn't Cost an Arm and a Leg®" has proven itself by tripling sales at one small, independent store in Buffalo, NY over the past three years.

Now, you can work with Leg Up Marketing to exclusively use that magnetic message in your market. Leg Up Marketing will produce commercials for you, handle media negotiations and fully integrate the tested concepts that have worked with me for your benefit.

YOU will be recognized all over town as the "Arm and a Leg Guy" in your market! You can bring them in and make the turnstile spin! Call and let's talk about it!

THE BALL IS IN YOUR COURT. SOMEONE IN YOUR MARKET IS GOING TO DO THIS, BECAUSE IT WORKS! BOY, DOES IT WORK!

And what will your competition do? Even the "big guys" in your town? Nothing! Your Unique Market IdentitySM that comes from Extreme Personal BrandingSM and being the jeweler in your market "Where a Really Great Diamond Doesn't Cost an Arm and a Leg®" is something the competition can not and will not effectively respond to! There just is no response! Period.

What customer doesn't want "A Really Great Diamond?" And while we're at it, what's the difference between a branded diamond and a "Really Great Diamond?" Well, your margin, for starters!

If right now, you're an independent jeweler and you don't sell branded diamonds, you may already be ahead of the game. You may be perfectly poised to become the exclusive jeweler in your market "Where a Really Great Diamond Doesn't Cost an Arm and a Leg®". You could begin the winning process of branding yourself today!

If right now, you're an independent jeweler and you do sell branded diamonds, it doesn't change the fact that you need to be the brand in marketing. You can still take a bold new step and become the exclusive jeweler in your market "Where a Really Great Diamond Doesn't Cost an Arm and a Leg®." Just give us a call and let's talk about it.


For more information, see
Why Branding?
Why Personal?
Why Extreme?

Register here for priority consideration in your market or contact us today!
Web Development/Hosting
by BuffaloWebHosting 		Home :: Why Branding is Not an Option :: Unique Market IdentitySM :: The Margin MeltdownSM
Advertise or Vaporize :: Meet Our Press :: Watch The Commercials
Who We Are NOT! :: Let's Win Together! :: Contact LegUp Marketing

All content ©2001 - D.L. Hoffman, Inc
"Where a Really Great Diamond Doesn't Cost an Arm and a Leg!" is a registered service mark of D.L. Hoffman, Inc.