» Beyond the Stars – The Power of Using Your Reviews

Photo by Slavik Yasinsky Photography

When marketing a brick and mortar business before the internet, the three magic words were location, location, location! However, this has changed over the years — now reviews are what makes a business successful online.

As you know, having as many great – and recent – reviews as possible is very important to your business. It shows your work ethic and values, from the voices who have hired and experienced your services, a “social proof” that you will live up to the promise of your work. Reviews can set you apart when being compared to other wedding professionals in your category. I often hear from couples that they reached out because of my reviews, even when they didn’t come directly from a site with reviews. How about your couples?

Here are some ways you can use the power of reviews to increase the number of ideal couples who inquire with you – leading to more bookings, which leads to more great reviews, which leads to a fabulously repetitive cycle.

Use what is written in your reviews in places where your ideal couples are looking.

I cannot emphasize this enough! Words, phrases, and even entire reviews – that describe what you want to do more of with couples – should be integrated throughout your marketing materials, on all the pages of your website, on your social media, in your verbal messaging, and any other place where you are communicating with couples. This includes initial calls/meetings with couples or your elevator pitch at wedding shows to reinforce perceptions and expectations. For example, in so many places and in so many ways, I use some form of, “my couples are looking for a ceremony that is fun, personal, meaningful, and non-traditional” – because that is what I hear over and over from my ideal couples and continue to read in my reviews. It truly describes what I do and speaks to my ideal couples and, thus, I embrace it and use it everywhere. The idea is to let your couples say it for you, because it is more powerful coming from them – plus, let’s be honest, often some of the praise they say about you would sound a bit (or more than a bit!) weird or braggart coming from you. Let them say it all for you!

Use what is written in your reviews to improve your SEO.

This takes the above one step further, to not only use your reviews once a potential couple has found you, but also to help potential couples find you. The positive words, phrases, and sentences that get used over and over in your reviews should also be used as keywords on your website and in your blog articles.

Use what is said in your reviews to fix problem areas within your business.

For example, one coaching client of mine was getting high marks for her service on the wedding day itself, but lower marks for her responsiveness in the lead-up to the big day. This issue was written about in multiple reviews and needed to be addressed if the overall customer experience was to be improved. Remember, you may not think what is being reported is a problem, but if your couples think it is, you either need to fix that area or set proper expectations with new couples. 

Obviously, if you get one not-so-great review, it might require a personal response but it probably doesn’t require a process change. However, if you get multiple not-so-great (or quite bad) reviews, read them objectively looking for a pattern. Do they say your communication was lacking? Do they say you weren’t professional? Do they say your end product wasn’t what was promised? If there is a pattern, you should take corrective actions as soon as possible.

On the positive side of the above, use what is said in your reviews to help you streamline and improve your business processes.

Is there something within your process that couples always mention in a positive way? If there is, is there a way you can make it even better? Or, if you are looking at how to be more efficient, is there something you thought every couple would mention but don’t? Could you remove that from your process?  

For example, I send a wedding greeting card with a personal hand-written message to each couple after their wedding. The card itself is a few dollars plus postage, and the time to write it is at least a few minutes. If that never gets mentioned in reviews, is it a part of my process that I could remove without negatively impacting the customer experience? Yes, it is. Now, that doesn’t mean I have to remove it, as it might fit the customer experience I personally want to provide, but it provides valid justification if I decide to remove it.

Share your reviews on social media.

I know this sounds obvious, but I follow lots of local and national wedding professionals and yet, I only can name a few who seem to be consistently sharing their reviews. Facebook, Instagram, and even Pinterest are all places that your potential couples may be checking you out, and therefore you should let your previous couples speak positively for you on these platforms. A great way to share your reviews are to screenshot them right from the WeddingWire Business app and post it on your social platforms (rather that retyping the words, which can be faked or edited).

As you can see from the above, your reviews really do have superpowers that can be exploited for good– the good of your business. Spend the time and effort to make it happen!

Bethel Nathan is a San Diego based wedding officiant, business coach, and industry speaker. Combining her years of corporate and small business experience with a love for marrying awesome couples, Bethel built Ceremonies by Bethel, a successful and award-winning Officiant business. And although still officiating, Bethel now has another love… helping others turn their passions into successful and sustainable businesses. Learn more at www.elevatebybethel.com.

» 4 Ways to Turn a Negative Review into a Positive

Negative reviews are a part of running any business. Not every event is a home run and some couples’ perceptions are not within your control, so it is imperative that your business is prepared to handle critics of your work in the best way possible.

Many wedding and event professionals consider negative reviews to be devastating, but they don’t always have to be! There are many ways you can view a less than perfect review as a positive for your business. Take a deep breath, remember it’s not the end of the world, and read through our list below to find out why you should view a negative review as a positive for your business.

Give legitimacy to your other reviews

Everyone loves 5-star reviews – businesses love having them, and couples love seeing them. Having all perfect, 5-star reviews, however, may make your business appear to be less than honest. From a consumer’s perspective, think about how you would react if you saw only 5-star reviews on a business’ page. The simple truth is that while reviews from real customers are powerful, there’s also the tendency to distrust a business if they look too good to be true. Having one or a few reviews your business may consider “negative” makes all your fantastic reviews more legitimate, and it helps the potential customer understand both sides of the equation. The more they know what to expect from dealing with your business, the better they can make an informed decision. And remember: one review will not make or break your business.

Help identify areas of improvement

When working an event, a couple might not be comfortable sharing negative feedback with you in person out of fear of an awkward moment. The review is where you could learn things about your products or services that need improvement. Maybe your flowers started to wilt early, or one of your catering staff was a bit abrasive towards guests, and you weren’t aware. In this way, you should be thankful for negative reviews; you can’t fix something that could be costing you business unless you know about it. This sort of intel from clients helps you fix those problem areas so that the next client won’t have the same issues, and your business will be better for it and continue to flourish.

Show off your customer service

You should always thank all your reviewers for taking the time to write about their experiences with your business, whether good or bad. Any information they provide other potential clients about your business is valuable (for both consumers and you), and they are not required to write the review. If it is negative, respond gracefully and maturely. Thank your customer for their business and for the review to show others that you value customer feedback and take it to heart. It is also an opportunity to share your side of the story in a professional, courteous way. Consumers can learn a lot about your business from how you respond to negative reviews, so remember to keep that in mind as you compose your response. For other tips on writing responses to negative reviews, be sure to check out our previous post on the subject.

Help you make it right

We know that some reviewers are extremely upset or unruly, but many are merely dissatisfied and feel that they should share their full experience. Assess the situation to find out if you will be able to make it right for the reviewer. If they ended up with something lower quality than they expected, you can offer to give them part of their deposit back to make up for it if appropriate. If they had a negative reaction to one of your employees, you can try to offer a discount on future services to show that you can provide what they’re looking for (if possible). If you make the reviewer feel validated, they’ll feel less defensive and you’ll hopefully open up a dialogue that can lead to a better impression for that reviewer and other potential customers reading the review. If you have the chance to make it right, you should always try!

Overall, do your best not to stress over negative (or less-than-perfect) reviews! The more reviews you collect, the more recent, positive reviews will help you continue to develop your strong online reputation.

» How to Respond to a Negative Review

Reviews are key to your online reputation, and it can be frustrating to receive a review that you may not be satisfied with or feel you don’t deserve. Although you may disagree with the review, it’s important to be professional in your response. Here are some suggestions for responding to negative reviews you may receive on your WeddingWire account:

  • Never write a response while you’re still upset. Take a few hours or even a day before responding to a negative review. Your response is public, so you want to make sure you don’t say something that you will regret later. When you’re calm and ready to address the issue, then you can carefully write your response.
  • Check and re-check your response. Before posting the response, have someone else read it as well just to make sure it does not come off as defensive. Try reading your response from the perspective of a potential client– you want them to see that you are open to feedback and always professional in your communication.
  • Don’t play the “He Said, She Said” game. Remember, the customer is always right (even when they’re wrong!). Apologize for any mishaps you may have caused, or that even may have been outside your control, and point out your other great reviews as proof of your other satisfied customers. Always let them know you value their business and that ultimately your goal was to help create a fantastic event.
  • Keep it simple. Try not to post a long response; leaving a short 3-4 line response is best! Address the reviewer’s concerns, apologize and leave it at that.

What’s the best way to move on after a negative review? Keep collecting more reviews! The more recent reviews you receive, the lower that review gets pushed on your list. Use our Review Collector Tool to keep collecting positive reviews, and you’ll soon forget all about that negative review. Remember, a less than perfect review every so often also adds to credibility, after all, no one is perfect 100 percent of the time!

Pro tip: Don’t forget to respond to positive reviews, too! Let your reviewers know that you appreciate them taking the time to respond to them and return the compliments. Responding to both positive and negative reviews helps show potential clients that you listen to your clients and want to help them have the best experience. It also shows you value the time they took to write the review after their event.

» 5 Easy Ways to Get More Referrals

Photo by Rania Marie Photography

Throughout wedding season, you will be working with plenty of new clients and wedding professionals, many of whom will be happy to pass your name around to future engaged couples if you make a great, lasting impression.

Word of mouth recommendations and referrals, especially from other industry professionals, are great ways to gain powerful business exposure and build trust with potential clients, yet many wedding professionals are hesitant to ask for them. If you want to start seeing more referrals (and we are positive that you do!) follow some of these tips:

Set expectations early

Early in the client process, you should let your clients know that feedback, reviews and referrals are very important to you. Explain how they help you better your business and gain new clients. It also is important to indicate that you appreciate and value all feedback, and that you will be following up to ask for it after their event. Having this conversation early in the planning process and throughout will reinforce how important it is to your business. Happy couples are most likely to help you out after you make their dream day come true, so make sure that you are not only having this conversation, but doing your best work, too!

Ask for feedback

Requesting reviews as part of your standard post-event follow up routine is so important. If you are not sure you want the client to submit a review, still follow up and ask for feedback and if they would recommend you to another engaged couple. They will appreciate that you care to check in on how you did, and all feedback can be valuable as you build your business.

Consider an incentive

If you really want to encourage past clients to refer your business, consider offering an incentive. Offer a fun freebie, or a discount on a post-wedding service that you can provide (such as infant photo shoots, or a discount on a flower arrangement or cake). Offering deals on post-wedding services is a great way to keep past clients in your circle. The more contact you have with past clients, the faster you will come top of mind when a friend asks for a recommendation.

Say thank you

Always say thank you for reviews and referrals! Let the referrer know that you appreciate their feedback, and be sure to acknowledge their support of your business. They took the time to write you a recommendation or share your information with a contact, so it is important you show the same respect and address their referral to maintain the positive relationship. Consider sending a personal note or small thank you gift, it’s a small gesture that will be much appreciated and could lead to many more referrals in the future!

Network

As you know, networking in the wedding industry is crucial. Many professionals are asked by couples who they would recommend in the local area for a wide variety of service categories, making it an easy way to book more business. Join local organizations, national associations in your service category, attend local networking events and always take the time to introduce yourself to other vendors working the events you book. Creating a strong circle of fellow wedding professionals is mutually beneficial to everybody involved: you get the opportunity to recommend your top contacts and those contacts will do the same for you.  

Capturing qualified leads through referrals will boost your business and make busy season work for you all year long. Maybe your busy season will extend far beyond October! Be sure to be open with your clients about referrals and never be afraid to seek them out. Also rely on your network and always be thankful to secure referrals. Best of luck!

» 5 Things Couples Look for in Your Wedding Reviews

Before reaching out to a wedding professional, engaged couples like to read wedding reviews to get a better understanding of your business. In fact, our data shows that 83% of searching couples like to hear what they should expect, not from the vendors themselves, but from past customers who’ve been in their position.

We’ve compiled the top five things engaged couples are looking for in your wedding reviews to help you understand their frame of mind when evaluating your business:

Responsiveness

One of the biggest things couples look for in your past reviews is whether or not reviewers comment on your responsiveness. Since research shows that most couples expect to hear back from a vendor within 24 hours, your ability to respond quickly and effectively is a huge consideration during the planning process. On average, 13 wedding vendors are involved in a couple’s wedding, so they’re constantly communicating back and forth with multiple professionals. They need a professional who won’t make them chase him or her down to get an answer to a question or sign a contract.

Consistency

When looking at your past reviews, couples are most interested in professionals that have consistently positive reviews. They’re looking to see if most of your clients had a similar experience, and reading the comments your clients have made to see what patterns may emerge. While consistency is key, it’s okay to have a few less-than-favorable reviews scattered throughout your review history. Survey data suggests that 72% of consumers find a variety of opinions to be valuable when reading through reviews. Couples understand that feedback is subjective and having a few imperfect reviews does not necessarily prevent a couple from contacting you.

Quality of work

Obviously, the quality of your work is a huge consideration for newly engaged couples – everyone has a vision for their big day and wants to hire the right professional to turn that dream into reality. Potential clients look for reviewers commenting on how perfect the day was, and if there was anything that could be improved about the process with your business. A great way to display the quality of your work and support your positive reviews is to update the photos on your platforms regularly.

Timeliness

Because the wedding day typically requires a tight timeline with many tasks and coordinated events, your timeliness is an important factor that couples look for in reviews. A reviewer (or multiple reviewers) complaining that you or an employee were late suggests to potential clients that you may be unreliable. Again, a few complaints along these lines can often end up being isolated incidents under special circumstances, but it could be hurting your inquiries if problems with timeliness are shown to be a pattern.

Professionalism

At the end of the day – no matter what your service category is – engaged couples are looking to hire a professional. They’re looking for someone to guide them through the process, because most couples have never planned a wedding before. They want to hire someone who knows the ins and outs of the industry and can help them prepare. Potential clients scour your reviews to look for comments on your interactions with past clients as well as other professionals and wedding guests. The content of your emails and sales consultations also plays into your professionalism, so remember to be professional in all interactions with a potential client.

» Want More Reviews? Start Doing These 5 Things.

Photo by Rhinehart Photography

Every wedding professional should be utilizing busy season as a time to collect reviews and other content, even if it’s far from your top priority. Building reviews into your process from the very beginning gives you a better chance at getting reviews after the event. Being on top of this process and collecting recent reviews will allow you to freshen up your WeddingWire Storefront, website, and social media channels before the influx of newly engaged couples start pouring in from engagement season.

Remember, 87% of couples use reviews to select their vendors and recency is the most important factor when couples are evaluating your reviews! Couples like to hear (and see!) what they should expect – not from the vendors themselves, but from past couples who’ve been in their position.

Whether you’re new to collecting reviews or an expert, here are some top tips to remember:

Build reviews into your culture. Make reviews a priority in your business so that they are top of mind for your clients from the very beginning. Our best advice? Mention reviews early and often. Start talking about them in your sales process so that clients aren’t surprised when you ask for a review later on. In addition to talking about reviews in client communications, you should also build them into your team culture by training your staff to talk about reviews frequently, and try incentivizing them to collect reviews. By making these two adjustments to your reviews process, you can make it a natural part of the process in no time.

Dedicate 10 minutes a day to reviews. During busy season, we know that time is a precious and limited resource. However, if you can, set aside just 10 minutes a day to send emails to past clients reminding them to leave you reviews, responding to new reviews, or updating the review section on your website. Taking time everyday to keep your review system organized will save you time in the long run and maximize the impact of your reviews. Instead of putting it off until the workload “grows” to the point of no return, tackle any “new news” as it comes.

Just ask! Most newlyweds are very busy, and might forget to write you a review without a reminder, so start by asking them directly. If the first ask doesn’t translate to a review, make sure to remind them! 1 in 3 clients will write a review if they are reminded at least once. You can remind the couple how important reviews are to your business and how much you and future couples appreciate them.

Give them time. Don’t ask for a review the day after a wedding— there is an ideal gratitude period that is around 2-3 weeks for most businesses. However, photographers, videographers, invitation designers, and any other service that happens before or after the big day, should send a review request after the product is delivered to the couple.

Respond to ALL reviews. Whether the review is positive or negative, responding to reviews gives you the opportunity to showcase your personality to future couples, demonstrate your responsiveness, and express how much you care about each and every client. Remember to thank all reviewers for taking the time to share their opinions and feedback. If a review is negative, make sure to respond with a future couple in mind and don’t write the response while you are upset. Keep the response simple and don’t play the “he said-she said” game.

Focusing on these great habits now will ensure that reviews are fully integrated into your process and culture during busy season. While reviews might not be the most ‘pressing’ task on your to-do list throughout this busy time of year, remember that they still play a huge role in your business and you’ll be thankful you have recent reviews when engagement season rolls around!

These tips came from our Premium webinar, The Power of Reviews. Premium members can access the webinar here.

» Announcing the 2018 WeddingWire Couples’ Choice Awards®

Drumroll please…We are so excited to announce the winners of the tenth annual WeddingWire Couples’ Choice Awards®! Honorees represent the top 5% of wedding professionals nationwide for their excellence in quality, service, responsiveness, and professionalism within the wedding industry.

We are so proud to recognize these award-winning professionals for their exemplary work and the outstanding reputation they’ve established among newlywed couples as demonstrated through their excellent reviews. Winners are selected solely based on their reviews and are determined by a combination of four factors: overall rating, total number of reviews, review performance from 2017, and consistency of reviews from year to year.

Engaged couples use the award as an indicator of legitimacy and reliability when selecting their team of wedding professionals. The badge demonstrates to couples that a wedding professional is committed to providing the highest quality service throughout the planning process and on their wedding day. According to Yan Volodarsky, Manager at Elite Entertainment , an eight-time Couples’ Choice Award winner:

“Awards like the WeddingWire Couples’ Choice Award bring a different level of expertise and professionalism to our brand.”

WeddingWire was the first wedding planning site to offer online wedding reviews and today leads the industry with more than 3 million reviews. Congratulations to all of our 2018 Couples’ Choice Award winners for their accomplishments and for their dedication to excellence within the industry.

Search for winners in your region or category.

» These Are Our Most Read Articles of 2017

Photo by epaga FOTO

Throughout the year, we’ve shared our best tips for wedding businesses, the latest industry trends and the newest WeddingWire innovations, all to help you stand out and connect with more of today’s couples. We’ve rounded up the top articles that were the most helpful and enjoyed by our community this year — have you read them all?

10. Storefront Tune-Up Tips for Engagement Season
Did you know that nearly 18% of all engagements occur in December alone? Now is the best time to optimize your online presence in preparation for newly engaged couples looking for their ideal wedding team.

9. Why You Shouldn’t Say You’re “The Best”
Making this claim is an all too common marketing declaration, and it’s not one that will help you win couples. Instead of making that overstated claim, you should focus on what makes you different and exceptional with your ideal customer in mind.

8. Want More Reviews? Start Doing These 4 Things
Remember, 95% of couples use reviews to select their vendors and recency is the most important factor when couples are evaluating your reviews! Couples like to hear (and see!) what they should expect – not from the vendors themselves, but from past couples who’ve been in their position. Whether you’re new to collecting reviews or a seasoned expert, follow these top tips to start collecting even more reviews.

7. How to Respond to a Negative Review
Reviews are key to your online reputation, and it can be frustrating to receive a review that you may not be satisfied with or feel you don’t deserve. Although you may disagree with the review, it’s important to be professional in your response.

6. How Should You Politely Tell a Client “I Don’t Do That”?
As a creative professional, sometimes your taste and unique skills just don’t line up with the trend of the moment. When a request comes in for something that you don’t feel comfortable doing, use these suggestions to politely tell that potential client, “Thanks, but that really isn’t up my alley.

5. How Are Weddings Changing?
In the 2017 Newlywed Survey, we learned things like: Couples now spend 50% of their time planning from a smartphone (up from 30% last year!) and millennials are spending a bit more on weddings: $31,000 on average. To see more of what’s changing and what’s staying put, see the full newlywed survey.

4. 6 Ways to Optimize Your Website for Leads
Once a couple makes it to your site, it’s vital that you guide them to take the next step by submitting a lead. It’s easy to get swept up in your own ideas when building a website, but ultimately you need to think about how couples will interact with it in order to drive more conversions.

3. 5 Ways You’re Losing the Sale
Getting a sales inquiry is a huge buying signal. They’ve started with all of the possible choices and narrowed it down to a small group of potential companies in your service category—including you. At any point, you can either make it to the next round or be dropped.

2. Top Wedding Trends for 2017
Keeping up with current trends allows you to show potential clients that you are in the know and prepared to help them personalize their big day. These are the top trends we saw in 2017 and we can’t wait to share what’s to come in 2018!

1. Pricing Do’s and Don’ts
Here it is – our top post of 2017! Receiving a question about pricing can be daunting and tricky to navigate, but receiving that inquiry is a definite sign of interest and it should be exciting! Instead of being filled with dread when you see a pricing question hit your inbox, cue the confetti and use these top do’s and don’ts to answer their questions.

Thanks for being a part of our community — and we look forward to continue to grow together in 2018!

» Get Ready for the 2018 WeddingWire Couples’ Choice Awards®!

The time is almost here — the WeddingWire Couples’ Choice Awards® winners will be announced in January! Each year we recognize the top 5% of WeddingWire professionals for their commitment to quality, service, responsiveness, and professionalism in the industry through the reviews of more than a million newlywed couples.

To qualify for the 2018 award, you must have received at least 5 new reviews in 2017. You have until December 31, 2017 to collect reviews from this year’s clients!

See these 3 easy tips for collecting more reviews:

Start with gratitude

Email or write a handwritten note to your past clients congratulating them on their nuptials and letting them know how thankful you are that they chose you to share a part of their special day. Your sincerity will be appreciated and will reinforce why they selected your business. Be sure to invite them to leave you a review on WeddingWire, and make it clear that their feedback matters to your business and future couples.

Showcase your reviews

You’ve earned great reviews, so let your past clients help sell your business for you! Add your reviews to your website, printed materials, and social media to help set you apart from the competition. By showcasing your reviews, your clients will notice how committed you are to producing excellent work — and will be encouraged to leave you a review when their wedding is complete since it clearly matters to your business.

Make it easy

After spending months planning a wedding, sometimes couples want a break from their to-do list. Luckily, WeddingWire makes leaving a review easy for both you and your clients! Simply share a direct link to your personalized review URL, or send an automated email from the Review Collector to request reviews from your clients. Providing them a quick and easy way to share a few words about their experience with you greatly increases the chance they will write a review. After all, 1 in 5 couples will write a review when asked, and that number increases to 1 in 3 if they are reminded at least once!

Request reviews from your 2017 clients and set yourself up for more business in 2018!

» Attract More Couples with Photos in Reviews – New on WeddingWire

Photo by: Patrick Nied Photography

Clients can now add photos along with their review on your WeddingWire Storefront to help you attract future bookings.

Photos bring a visual perspective to written reviews and showcase the experience of working with a vendor. When used alongside written reviews, photos are a great way to build credibility and allow couples to see a glimpse of your past work. Photos also create a unique Storefront experience and provide the opportunity to increase user engagement, helping couples solidify their decision to book you for their wedding.

Here’s a peek of how it will look on your WeddingWire Storefront:

There’s no better time to request reviews from recent clients and encourage them to share photos of your amazing work. For tips on collecting, managing and using your reviews in creative ways see these articles:

How to Stand Out Using Your Reviews
3 Reasons Reviews are Important to Couples
4 Ways to Use Reviews on Social Media
10 Creative Ways to Use Your Reviews

» How to Stand Out Using Your Reviews

Photo by: B. Jones Photography

This article was written by WeddingWire Education Guru Alan Berg, CSP.

I’ve seen quite a few websites that have a paragraph, or even a page, that explains why a couple should hire a professional in their field (planner, videographer, invitation designer…). But by the time someone has gotten to that website, they’re already thinking that they want, or need a professional. That’s why they’re there. People don’t accidentally get to your website. They have to go through a series of steps to get there. Instead of using that valuable real estate to sell why they need someone in your field, use that space to sell you, and only you, for their wedding or event.

Evaluate the strength of your brand

A brand is many things. It’s much more than a logo or colors. Those are just visuals, to help identify your company. Your brand goes much deeper. What does it feel like, to do business with your company? What does it mean to do business with you? When choosing between you and your company, and another in your market and category, what are the differentiating factors? It’s not your bullet point list of services. Most of your competitors have a similar list, including good reviews and being nice people. What statement does it make to their wedding or event guests, to see that you are their officiant, designer or transportation company? You can have really nice products and services, and not have a strong brand.

What are you really selling?

Unless your unique selling proposition (USP) is that you’re the cheapest price, some people are seeing a difference between what you’re offering, and other options. Can you articulate why they’re choosing you? Can you go beyond a bullet point list of what services you offer, to show them why they should choose you, and only you, for their wedding or event?

Your reviews are branding gold

Like so many seemingly difficult questions, the way to express your brand is very close at hand. By heading over to your WeddingWire account, you’re only one click away from finding your brand. Click over to the Reviews tab in your dashboard for a simple exercise. Look for phrases and sentences that come up, over and over again. The way that past customers are describing their experience with you is one of the best ways, that I know, to articulate what it means to do business with you. Your happy clients say things you can’t, or won’t. They use words and phrases that would sound funny, or strange, or egotistical, if you said them. They express emotions, that show others what it’s like to choose you, and your team, and even specific members of your team. Unless you are new, and have no reviews, you’re sitting on a gold mine. You need to find those wonderful nuggets.

Let your reviews speak for themselves

Now comes the fun part. Don’t just identify those great sentences and phrases. Sprinkle them around your website, in your marketing, in your email communications and more. Answer this question: “Why should you choose (your business) for your wedding (your service)?” and then, instead of you answering the question, say “That’s a fair question, and one you should definitely ask, before deciding. Rather than tell you about our experience and professionalism, we’d rather let our couples, people just like you, tell you their experiences having us for their weddings:” Put a few bullets with those short phrases and sentences you found above. Finish it off with a strong call to action: “If these are the kinds of results you’d like for your wedding, call, text or contact us today 747.555.1234” Always ask for the sale, or at least the next steps, when you answer a question, or objection.

I have a document where I save all of the great reviews, testimonial notes, social comments, etc. Then, when I need a quote for a web page, marketing piece, or email, they’re close at hand, and searchable. So, get out your miner’s hat, and start finding the gold in your reviews and testimonials. Then, let your happy customers express your brand, and your ‘why’ to your prospects. Many other wedding and event pros are seeing success with this, and I know you can too.

alan bergWeddingWire Education Guru Alan Berg, CSP has over 20 years experience in wedding related sales and marketing, and is an author, business consultant, a member of the National Speakers Association, and the wedding & event industry’s only Certified Speaking Professional®. Learn more at alanberg.com.

 

 

» 3 Reasons Reviews Are Important to Couples

Photo by: epaga FOTO

You’ve been hearing it for years: reviews are imperative for your wedding business. We’ve seen just how important online reviews have become – and how couples are using this information throughout the entire planning process, from researching prospective vendors to making a final booking. But from the couple’s perspective, why are reviews so important?

Our WedInsights series provides wedding professionals with consumer and business insights from a variety of research and surveys conducted throughout the year. The Reviews volume is full of actionable information surrounding reviews from initial research to the actual submission of wedding reviews. Below are a few reasons your wedding reviews are important to both engaged and newlywed couples!

Couples are looking for baseline information

When couples read your wedding reviews, they’re trying to find out more about your business than you’ve provided on your Storefront or website. In fact, couples consider price and reviews to be the most important features when choosing which vendors to reach out to for their big day! Collectively, reviews provide information about your business’ personality, quality of work, and professionalism that is most likely not conveyed through your own marketing materials.

Couples want to read about the full experience

83% of searching couples like to hear what they should expect – not from the vendors themselves, but from past customers who’ve been in their position. Whether your reviews display your business in a positive or in a not-so-positive light, couples want to read about it all. Even negative reviews provide valuable information about your responsiveness, timeliness, and consistency. But don’t worry about a few unfavorable reviews: Over 50% of couples say they are more likely to consider a vendor who has a mixture of positive and negative reviews, rather than no reviews at all.

Couples want to help future couples – and vendors!

Because reviews are such a big part of the planning process, couples know that feedback is super important for other brides and grooms searching for their vendors. Furthermore, they know how important positive feedback can be for vendors. Our data shows that couples are most likely to write a review for their venue, officiant, and DJ, but that doesn’t mean your business won’t receive a review if your business doesn’t fall into one of those service categories. One in three clients will write a review if they are reminded at least once. All you have to do is ask! You can contact your previous clients using the Review Collector Tool or send them an email to request a review.

Prospective clients want to hear real stories from real couples so they can gauge whether you can help fulfill their vision and deliver quality service. The more reviews you have, the more couples can learn about your business before contacting you – meaning more qualified leads.