It is a cost that is often forgotten when pricing your jewelry. You need to include this cost in your pricing structure just as you include your packaging and other overhead costs. (Pricing will be covered in a future article.) For now, just remember that advertising and promotion costs should be averaged for the cost per item. And if you choose to just estimate the costs, make educated guesses as to how they average out.
If you are anything like me, you know what a budget is, you know you should have a written plan, but there is no written budget. You control your costs as best you can.
Now, if all this sounds like more than you want to deal with just now, I completely understand. Just remember that to contain costs and to pay for them you should at least think about advertising as an important investment that can get away from you. Even if you do not have a written budget, have a figure in mind.
At the minimum you should be using business cards and one or more of the signage types:
Banners
Display signs (8X10 and smaller – for use on tables)
Yard signs
Posters
Car magnates
Additionally, other advertising includes:
Your Price and/or hang tags can be and advertisement
Postcards
Flyers
Brochures
Print advertising
