This post was written by Leila Lewis of Be Inspired PR. As a business school graduate from Santa Clara University, Leila (Khalil) Lewis’ career began in publishing, where she worked in marketing and editorial roles for business and lifestyle publications. Since transitioning into the wedding business in 2004, Leila has over 10 years of wedding marketing experience under her belt, and is the industry’s go-to for wedding public relations services, brand development and business consulting.
As a business consultant that specializes in collaborating with wedding industry creatives, I am consistently working with different wedding professionals who are trying to kick-off their new business or revamp their old business. Commonly wedding pros that come to me for business help are what I like to call “slashers” — pros who offer more than one wedding service.
What is a slasher?
A slasher is someone who offers multiple services and/or products. They may be a wedding photographer, but are also a wedding planner/stationery designer/DJ/caterer. If you’re a creative person, it’s easy to fall into the trap of being a slasher and wanting to offer up a wide variety of your skills and passions to your clients. You’re already in the wedding industry and have an eye for aesthetic, so you decide to take on different hobbies that relate to the industry: calligraphy, baking, floral design, etc. While these skills can help you for all things wedding-related, tacking it on as another tab on your website can confuse your clients and can actually distract your business instead of helping to it grow if you’re not careful.
How can being a slasher affect your business?
You might think that having more service options will increase your amount of business, but that’s not always true. Often, it can be better to pick your area of expertise, and hone your skills and offerings in that specific area to do it very well.