Wendy Edsall-Kerwin faithfully sends a tri-fold newsletter about her metalwork 8 times a year. I've been receiving them for some time now and have enjoyed watching them get better and better.
Her Winter 2011 edition caught my eye — not just for the gorgeous silver ring with “whiskey quartz” (who knew?!) on the front, but for this article.
Don't just tell them. Show them.
Wendy didn't just tell her collectors that she needed to raise the prices on her metalwork, she showed them why in a very graphic way.
A quick glance at this graph shows that silver has gone from around $4.50 an ounce in December 2002 to $30 an ounce in December 2010!
Anyone can understand this.
Treating Your Collectors Well
Wendy didn't just break the bad news about raising her prices. She offered a discount to her subscribers for a defined period.