Back HOW OFTEN has someone said something to you that seems brilliant, only to be lost later in a haze of blurred conversations and items on your to-do list? How often has a great idea hit you in the middle of the night only to evaporate into the dreams that follow. lf you're like me, it happens all the time. The fact is, an idea is nothing if it doesn't stick. The only ideas that work are the ones that you remember and can acually put into action. That's why INSTORE is so important to jewelry retailers. Each month it gives them an essential source for actionable ideas that make their businesses work better. How about you? Do you as a supplier consider what it is about your product or service that makes it sticky for the retailer? lt's not just that it's beautiful or well made or unique. A retailer needs a product that works hard. One that is more interesting for customers, more exciting for salespeople to sell or more profitable for the store. lf you can translate that into advertising you are well on the way to finding new customers and, even more important, increasing sales to your existing customers. And why INSTORE? Because in INSTORE your advertising message shares the stickiness that our content produces. The INSTORE reader is focused on building a knowledge base to improve his store's performance. When he sees advertised products, especially ones that appeal to the keys that will make his store work better, he adds those products to the to-do list. So as you browse through this kit, keep in mind the many ways that you can use INSTORE to help retailers understand why your product or service will make their stores more interesting and profitable. lt's the best way to make your product stick where it's most important — in the mind of your customer. dan@instoremag.com

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