The following post was written by WeddingWire Education Expert Andy Ebon. Andy is the Founder of Wedding University and The Wedding Marketing Blog, and is an International Public Speaker, Writer and Consultant based in Las Vegas. Andy travels across North America and beyond, presenting to Associations, Wedding Industry Conferences, Regional Gatherings, and Local Meetings.
It’s all too common to read marketing declarations from wedding professionals stating they are “the best.” I suggest this is subjective truth at the maximum and lazy copywriting at the minimum. More importantly, it isn’t helping you win couples. Here’s why.
Best? By Whose Standard?
Ok, so you might be the top wedding venue in South Dakota. Or, the most-recognized floral designer in Hollywood. Birmingham Weekly might recognize you as the best wedding DJ.
It never surprises me when a wedding couple’s testimonial expresses that XYZ Company is the “best” in the city, and you shouldn’t hire anyone else. That endorsement—however flattering—is usually overstated. The wedding couple may be thrilled with the job XYZ performed for their wedding. However, the couple likely interviewed only a handful of companies in the same class and perhaps saw another company or two provide service at a friend’s wedding.
In other words, praise is great for your business—even necessary to score new clients—but praising yourself isn’t part of an effective marketing strategy.
Focus on What Makes You Different and Exceptional
The real reason “best” is a throwaway word is because savvy consumers have trained themselves to tune it out. It’s the language equivalent of a brightly colored “sale” sign—you just feel like you’re about to be tricked, and you ignore it.
A better way to communicate why a couple should choose your services is to put yourself in their shoes. What are they actually looking for when searching for a photographer? A caterer? An event planner? What type of service are you providing? What is key to your ideal customer? How do you do what you do? What is your passion? (Beyond love. We all love love, so that’s not helping consumers, either.)
Essentially think of what you want to tell potential customers, not just about selling them.
Who’s Your Ideal Customer? Now Market to That Person.
As a wedding pro, you’re not trying to grab the widest audience. Your business and your services are actually pretty niche—you want couples that appreciate your style of service and are intending to pay what you charge. So, with that in mind, rededicate your marketing power to identify ideal customers, not just by demographics, but by psychographics—personality, lifestyle, budget, wedding planning style, etc.
Find specific qualities in your company that speak of your rare and identifiable characteristics; and don’t repeat indefinable clichés such as “best,” “unique” or “perfect.”
When reaching out for reviews, encourage clients to explain, specifically, what was different or special about your product or service.
I am confident, without hesitation, if you follow such a marketing path, targeted prospects will come flocking to you. And it will feel very good.