So, here we are, with a web host, a pile of cut gems, and a world full of consumers lusting after quality gemstones. All we need to do now is list the stones and try not to be overwhelmed by the orders pouring in, right? After all, every late-night infomercial related to internet sales assures us that we can make thousands of dollars per day while we bask in the Caribbean sun. They couldn’t say it on TV if it weren’t true, now could they?
The answers to those questions are: Wrong. And apparently they can.
The first and most obvious problem with our make-money-while-you-tan plan was in the gemstones themselves. Did you know that jewels are notoriously camera-shy? We do. Now, at least.
After confidently plopping our stones on our scanner, and making scan after scan with the stones in various positions, we decided that off-color bits of dirty plastic would probably not sell well. We turned to our trusty digital camera.
Guess what? The average trusty digital camera, while doing an excellent job recording the antics of children and dogs, doesn’t really have the resolution or color discrimination to shoot gems well. We got some fine-looking pictures of what looked like tiny lumps of colored plastic or hard candy, but very few that looked like the fine gemstones we were actually shooting.
After almost three months of experimentation, research, and consultation with photographer friends, we finally got some pictures that were, sort of, acceptable. Eager to begin reaping the fruits of our labors, we posted them, along with some pretty detailed descriptions of the gems.
Undoubtedly, our mistake was in failing to bask properly in the Caribbean sun. Actually, we never left home. Our website followed suit, languishing with fewer than 10 visitors per day, barely visible far back in the search engine listings. The thousands of dollars per day failed to make their promised appearance, and soon, we would have been thrilled with a couple of dollars per week.
“Curse you, late night infomercial hosts!” we cried. “You have deceived us!” I, personally, was especially disappointed in the duplicity of a certain pair of comely maidens who gave their sincerest assurances while leaning forward in their seats wearing scoop necked t-shirts. I mean, if you can’t trust a comely maiden in a scoop necked t-shirt, who can you trust? But I digress.
We discovered, and applied, some principles of Search Engine Optimization, which at least made us visible to the search engines. We spent money on paid search listings, which got us a few visitors, but fewer orders, and mostly just cost us money. We got a better camera and better lights, and found that we could improve our photos dramatically. We adjusted prices and improved descriptions, and added some information pages about our gems. Still the orders mostly declined to attend the party, but things were, beginning, very slowly, to look up.
We are still looking for more effective ways to promote our venture, and we are still improving our photographic technique, but most importantly, we are improving the quality of our gems and slowly expanding our services. Success in any venture comes from diligent work. Gems Evermore is intended to be something special. Now we just have to let the world in on our little secret.
