doing business

Do you worry about turning Brides off with your marketing message?

Let me throw you a curve ball on this sentiment.  You should turn some off..Seriously!

Attracting the right clients should be what we shoot for in our marketing campaign.  In the process the “wrong” clients will look elsewhere.

Unfortunately, most of us go with a generic message hoping to appeal to all potential  buyers.  This is a common mistake.

It seems logical to attract as many brides in your market as possible.  The problem is that you end up completely “vanilla,”…pretty much nothing about you stands out.

You end up falling in to a very large bucket of vendors with general messages. You know… “We specialize in all occasions”…“Your day your way”…“Quality service”…”Personalized service,”etc.  Yawn.

It’s time to take a stand about what makes YOU different.

Get out of the bucket already!  Its time to take a stand on what makes you different.  The people who agree or are interested in your specialized services will line up deep to hire you; the ones who don’t will take a pass.

Take a pass!?!?

That’s right, they are just not that into you.  You didn’t want those customers anyway. Next!

An example…

Let me give you an example.  Years ago when Steph and I were putting together our marketing materials we had a long discussion about who our perfect client was and what they would want in a DJ company.

After talking with many of our past clients, we figured out what they wanted and the exact words they used to express it.  We then rolled this message out with our new website…

The non-cheesy DJ alternative was born.

This simple message defined what we were all about. Neither one of us wanted to hand out big sunglasses and plastic leis at weddings anyway!

This marketing message really attracted the right customers. Those seeking a DJ in a chicken suit knew we were not exactly a good choice and moved on.  Type “non-cheesy DJ” into Google and we are still in the #1 spot.

What are you for and what are you against?

Taking a stand about what your all about…as opposed to playing it safe…will actually make you stand out. You don’t need to book them all.

We needed to book about 72 weddings a year to reach our financial goal. In our area, there were about 7,600 weddings last year.  So all we needed to book was around 0.9% of these weddings!

By drilling down to a specific message we became irresistible to those cheese fearing prospects.

Find out what the common pain, fear or frustration is for your clients. Ask them.   They will be more than happy to tell you.

Make this pain your common enemy then put it in your marketing.  Its really that easy.

Leave me a comment and let me know how you stand out. If you think it’s because you offer custom packages…you missed the point!

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Jeff Padovani

Jeff Padovani is a professional musician, wedding business marketing strategist and resident wise ass at Book More Brides. He’s the “big ideas” mastermind behind the many business ventures (and misadventures!) he enjoys with his wife, Stephanie.

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0 thoughts on “Playing Safe Can Be Dangerous For Your Wedding Business”

  1. Kimberly Rose says:

    Cool. I think I’m getting it. As long as I don’t get distracted by all the pretty themes and colors along the way, I should be up and running soon. 🙂

  2. Mailchimp has some different terminology. The “confirmation email” is part of the double opt-in on Mailchimp. It’s under Forms and called the “Opt-In Confirmation Email.”

    You can send an email immediately, but this won’t be a part of your autoresponder because of the way Mailchimp is set up. Here’s how to do it:

  3. Kimberly Rose says:

    Trying to follow along with MailChimp but I’m having some problems. I don’t see options for a confirmation email and the only available options for the autoresponder is “send one day after signup” no immediate send. Do you have any tips?

  4. [quote name=”Emily Dewan”]
    Have I completely missed the emails you mention? I’ve downloaded the week 2 documents and didn’t see any. [/quote]

    Hi, Emily.

    You can access ALL the downloads, including the emails, in one place on the Downloads page here:,com_hdflvplayer/Itemid,205/lang,en/view,playerbase/

    Just click the green “Click Here For Downloads” button at the top right of this page to get there. Then scroll down beneath the video player and download the AES Email Sequence.

    Sorry about the confusion!

    1. Emily Dewan says:

      Ah, got it. I was only looking under the Week 2 downloads. Thanks!

  5. Emily Dewan says:

    Hi Stephanie,
    Have I completely missed the emails you mention? I’ve downloaded the week 2 documents and didn’t see any. You specifically mention a confirmation email you’ve written for us in week 2 part 2. I’m not using Aweber so I can’t plug in the codes to access them.

  6. If you are using Aweber to send your follow up emails, you can
    load the Automatic Expert follow up emails into your account instantly!

    Here’s how…

    1. Login to Aweber.

    2. Go to Messages > Follow Ups and scroll down to the Campaign Sharing section.

    3. Enter in campaign code for the emails you want and click “Load Campaign.”

    [b]Plain Text Version code[/b] – aestext-6c69d-$F

    [b]HTML Version code[/b] – aeshtml-610ac-$F

  7. Anonymous says:

    Hey there! Love the site and I’d love to hear your feedback as I try to come up with the best message for our company

    What do you think of these for my company (see website link)

    “Your Fairy Tale Walk Come True”
    “Unmatched Luxury at your Feet”
    “Luxurious Romance at your Feet”
    “The future of the Wedding Aisle”
    “Wow is an understatement”
    “Guaranteed to Wow”
    “You Will Wow”
    “Understated is not an Option”

  8. Anonymous says:

    I know this won’t be exactly what you had in mind, but I’ll be adding the following line to the rear signage on my van shortly:

    “Spend your wedding night with me”.

    Yes, it’s going to put some people off, but hopefully it will make someone smile in traffic. That can’t be a bad thing, can it?

    1. 😀 Hey, Nick!

      You definitely made me laugh. And cringe.

      It’s certainly a provocative statement, but I kinda doubt it’s going to make someone want to book your wedding services. Especially when they’re navigating traffic.

      I applaud your boldness, though! Maybe your could find a way to use that humor and outspokenness to attract brides.

      What do your ideal clients really hate? What drives them nuts about DJs? What do they worry about? What do they want more than anything?

      Take a stand on that and you’ll have instant rapport with your ideal brides that naturally leads to a booking.

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