Photo by Gawne Designs Photography
This article was written by WeddingWire Education Expert, Kathryn Hamm.
Hopefully you’ve spent time considering the tips and tools for collecting reviews that the WeddingWire team has outlined on the ProBlog, as well as during the live sessions at WeddingWire World. In addition to strengthening your brand presence with the potential of earning the prestigious Couples’ Choice Award® by collecting testimonials, you’ll also be offering valuable information to your prospective clients. And this is especially true for the LGBTQ couples who are researching your bonafides and readiness to receive their inquiry about your services.
By means of a quick review, first please consider WeddingWire’s basic tips for collecting reviews from the brides and grooms with whom you’ve worked:
- Just ask!
- Give them time.
- Automate, but keep it personal.
- Build reviews into your culture. [Read more]
Now, let’s take a deeper dive into thinking about how to build on these necessary steps, and how to do so in a way that will appeal to the LGBTQ couples who are in need your services.
Just ask, but be specific
When I meet wedding professionals at conferences, I often ask them if they have worked with same-sex couples, and then, if they have asked that couple for a review. Though I’ve met many pros who tell me that they have done so and submitted a gay or lesbian wedding to a blog, magazine or other planning site to showcase their work, surprisingly, I have yet to meet a wedding professional who answers affirmatively about requesting a review from a same-sex couple.
Remember that LGBTQ couples generally review your WeddingWire Storefront with an eye to assess not only your professional competence, but also your cultural competence and experience. Perhaps you are using inclusive language. Perhaps you do have images of same-sex couples. You are sending all of the right signals, but the couple might be wondering: but how did it really go? Reviews are your opportunity to let your past LGBTQ-identified clients tell your future LGBTQ clients about your services with respect to the particular experience of planning a same-sex or queer wedding.
This means you might consider inviting your clients to share details about their experience with you that include your LGBTQ cultural competence. For example, did you anticipate their needs and understand the planning differences and/or nuances for same-sex couples or did they have to educate you along the way? Did you have a strong set of experienced and LGBTQ competent professionals on your referral list? Was the language in your contracts appropriate?
If you aren’t sure how to open this conversation, remember that LGBTQ newlyweds know what it felt like to begin searching for vendors (and perhaps even be rejected), and they’ll appreciate a nudge to write a review that gives clear and identifiable feedback for your prospective clients to consider. Most will likely be happy to take the time to write you a review in order to help future LGBTQ couples through their planning process and vendor search.
Give them time, and respect their privacy
It’s true that finding the right time to send your review request is key. Make sure that the couple isn’t so overwhelmed that they overlook the request, but don’t wait so long that the gush-factor has worn off. And, as you are considering the space they need to write their review for you, please also remain sensitive to privacy factors.
Though same-sex marriage is legal and couples are having ceremonies, there are still some LGBTQ-identified folks who keep their personal lives private. This is especially true for folks in therapeutic and school settings; and for folks who may live in communities where being LGBTQ-identified is frowned upon.
If you aren’t already sure about how “out” the couple is, approach your request with sensitivity to gauge their comfort level (eg, “Would you be comfortable writing a public review about your experience of my services with an explicit reference to my ability to address your needs as a same-sex couple?”). If the couple does prefer to remain private, consider the ways in which they can write a review with a nom de plume to register their assessment about your work while maintaining some discretion.
Automate, but keep it personal (part 2)
Any busy wedding professional can appreciate a tool that supports easy communication with couples. Especially when it’s easy to send a gentle reminder if a couple hasn’t responded immediately with a review. But please don’t sacrifice that personal touch when leaning on a communication system. Most of us are more responsive when we are being asked a question that feels specifically directed to us an individual. And, today’s millennial couples are especially receptive to prompts that reflect personal details and needs.
Additionally, in an industry that tends to be heteronormative (that is, built around a bride-groom default), personalization is especially important for LGBTQ couples. Please make sure that you are using the terminology and salutations preferred by each individual and each couple. Make sure that you’ve proof-read any generic text to ensure that it’s inclusive. Not all forms are created equal for all couples.
The culture of reviews. and feedback
The WeddingWire team recommends mentioning reviews “early and often” from the sales process through the big day. Beyond finding a routine for you and your team to regularly mention and request reviews from every client, recognize that this is also a great place to get feedback on your cultural competence from your same-sex couples.
Find a time to connect with the newlyweds you’ve served, and ask them to offer you feedback in order to help you improve your services and offerings. This post-mortem conversation is an excellent way to deepen your connection and develop a better understanding of the professional development you may need to pursue to grow your business. It also serves as a simple springboard to ask the couple to write a brief review to help other same-sex couples who may be looking for a wedding professional with experience like yours.
This post was written by Kathryn Hamm WeddingWire Education Expert, Diversity and Inclusion Specialist. Kathryn is also co-author of the groundbreaking book, The New Art of Capturing Love: The Essential Guide to Lesbian and Gay Wedding Photography. Follow her on Twitter @madebykathryn.