Are You Speaking Your Dream Clients’ Language?

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You know your wedding planning business like the back of your hand. You know the lingo, the buzz words + exactly how your service works. You should. It’s your business.

When it comes time to promote, market + talk your business up to clients and prospects, however, are you really speaking their language?

The Problem

A great example I came across recently was for a dentist. They sent me a brochure about some of their new state-of-the-art dental equipment they acquired. While at first glance, this might seem like a great + exciting thing, I had no idea why I would care about this equipment.

They were using high-tech terms that even a dictionary did not help me to determine what the machines do. This goes back to the basics of marketing. It’s great to toot your own horn, but you have to talk about it in a manner that your DREAM wedding couples + prospects understand.

The Fix

Instead of telling me the name of some fancy machine, tell me that it benefits me because I have to spend less time in the dental chair during my six-month cleaning. In other words (no pun intended), talk to your clients in your marketing pieces just as you would if they were having a face-to-face or phone conversation with you.

KISS – Keep It Simple Stupid

This doesn’t mean you have to talk down to or in a degrading manner to your prospects + clients. Instead, talk like a normal person, using normal words + easy to understand concepts. There is no need to be a show off. This doesn’t land you sales. Clients + prospects that understand how your wedding planning service BENEFITS them are the ones that hire you (+ pay you)!

What to Do Now

Consider your audience. Brides + grooms don’t necessarily use the same industry lingo that you do. Steer clear of listing out a bunch of features of your service. Instead, focus on how your service benefits them – your dreamiest of dream couples.

Want to write web copy so swoonworthy brides are standing in line to hire you? Grab my Copywriting for Wedding Planners Home Course.

 

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