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It may sound a bit on the clinical side, but when you are writing your marketing copy, there are certain formulas you want to use. Again, the content that you include as part of the marketing piece depends on the type of piece you are writing.
Check out these 7 steps to get you movin’ on down the aisle.
1. Identify Your Dream Clients
First, you have to know everything there is to know about the wedding couples you’re writing these marketing messages for in the first place. Work to identify who the right clients are for your business, so you can learn to identify them, locate them + speak their language.
2. Focus on Your Marketing Purpose
It’s not only about who your dreamiest of dream wedding couples are either. It also has a lot to do with how you’re communicating with them (say website vs. a flyer you hand out at a show). Before you can write the perfect message, you have to decide what you’re trying to accomplish with the avenue you’re using to communicate.
Are you trying to reach past clients that have worked with you in the past using a direct mail piece to re-engage them by introducing a new planning service (Maybe you’re planning different types of events now – not just weddings)?
When the purpose of your marketing piece changes, so does the content you use to send the right message.
3. Craft Your Attention Grabber
Whether it’s an email, blog post or your business website, you have about 20 seconds or less to grab the attention of your prospective client. If you miss this opportunity, it may be a lost client opportunity that you never have the chance to regain.
You have to learn how to create such compelling headlines, subject lines +opening content that they can’t help but to click open the message or read the entire page to gobble up all the info.
4. Create a Compelling Message
Once you compel them to read more about what you have to say, then you have to deliver what you promised in the build-up with your headline, subject line, or blog content. Whether you are writing a promotional email or an article to share information with wedding couples + build credibility with them, if you leave them disappointed with the content, you are unlikely to gain their trust or leave them receptive to receiving future marketing messages from you.
5. Package the Benefits
Slant + angle your messages + content so that it is all about them. When you shop for services, it’s all about you. When you’re selling your services, it’s all about your clients. You have to deliver copy that shows them how what you do benefits them rather than bore them with the features of your service.
6. Call on Them to Act
By the end, you have to have them so hooked that they want to act. Action can be to buy, to call you, to go to your website or a myriad of other options. You have to learn how to put actions into all of your marketing materials so that you simply tell your readers, prospects + clients what it is that you want them to do next. You are leading them to booking you.
7. Just Market It
Finally, whatever the piece is that you have created just has to get out there. You have to hit the publish button or hit the send button. Sitting on your desk or in the draft folder of your inbox isn’t going to attract your dream wedding couples, it’s not going to book you weddings + it’s not going to make you money.
For example, if you are writing an email marketing campaign, you start with the subject line, include a headline + then move on to the body of the message + wrap it up with a call to action.
The moral of the story is to take the time to go through the 7 steps to ensure that you are approaching the piece you are writing in the correct manner + that you are including the information that pertains to that particular piece + to your DREAMIEST OF DREAM COUPLES (You know, the ones you fall in love with and want to work with over + over again).
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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.