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“The list. It’s all in the list.”
You might have heard some marketing expert throwing around phrases like this.
COULD. NOT. BE. MORE. TRUE.
You can be the best wedding planner in the world, but if you don’t have a pool of wedding couples to fish from, then you’re dead in the water. One of the ways you can encourage brides and grooms to jump on your list (so you can pull them through your sales funnel) is to write – and by write, I mean write dreamy, yummy, and delicious copy that leaves them salivating for more of your juicy writing, content, and copy.
More importantly, writing that engages them enough to hire you – and hire you right now.
The Challenge: How the heck do you write like that?
Fret not, I have the solution.
1. It’s All in the Headline
Nailing the headline (or subject line) is half your battle. You have to come up with such an attention-grabbing headline so they can’t help but read the rest of the copy.
Don’t believe me?
One of the advertising greats, David Ogilvy, says it best. “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
Since the headline or subject line comes first, it is the sparkly diamond that grabs their attention and pushes them to read on.
2. Write Conversationally
Be you. Nobody else can do it. When you write, write like you talk. Write as if you are having a conversation with your best client or even one of your business besties.
If your copy or content is DRY and B-O-R-I-N-G, nobody is going to want to read it, especially the wedding couples you are trying to attract.
When you write like you talk, it allows your personality to shine through. A huge bonus is that when brides and grooms show up for their consultation appointment with you, they feel like they already know you. Then, the meeting just becomes a formality to hiring you.
While you should write conversationally, proofreading your copy and content is important. Bad grammar and misspelled words can be a HUGE turnoff to wedding couples that are considering hiring you. Sites like Grammarly have grammar checkers and proofreading tools that can help get you/keep you on the right track.
3. Take Them on a Journey
Everyone loves a good love story, right? These brides (grooms, couples) are dying to share their love story with you, so you can then run out into the world and create their dreamiest of dream weddings. (Delicioso, as my two-year-old says in Spanish).
Before they start spouting off their story, however, you have to draw them in, engage them, with your own story. Your copy and content has to take them on a journey – it has to have a beginning that draws them in, a middle that is spectacular, and a storybook ending that lands them in their dream destination.
For some of your brides, the first glimpse they have into your wedding studio, office, or biz is the copy on your website or the content in some article you write that they read. Words pack a powerful punch, so make your words count.
Want to write web copy so swoonworthy brides + grooms are standing in line to hire you? My Copywriting for Wedding Pros Home Course can help. Check it out.
I’m Kristie Lorette McCauley. I have a word addiction and I’m not afraid to use it (or admit it).
In my past life, I was a certified wedding planner. In my current life, I am the wedding planner content + copy writer.
I use my writing + wedding planning experience to turn your thoughts into words that land you DREAM brides + grooms + book your calendar solid.